Context
This piece was originally created as part of an assessment for a communications role I applied for. The brief challenged me to craft a clear, engaging message tailored to a specific audience and platform, a common ask in the kind of strategic communications work I enjoy. While it was part of a test, I appreciated the opportunity to showcase my voice, approach, and ability to distill information in a compelling way. I am sharing it here as a sample of my writing and storytelling style under a structured prompt.
BACKGROUND
The XXX is strongly committed to revitalizing the tourism in the province. With over 68000 Albertans serving the community and tourists from all over the world, the tourism sector plays a vital role in defining the province. As part of the government’s concerted effort to promote tourism, the Alberta Tourism Growth Program, an initiative to provide grants to eligible organizations, communities, business and associations, was created in 2022. Through this initiative, grant awardees have been carefully selected to receive grants that will bolster their offerings and contributions to the tourism sector. The government intends to make formally announce these grant recipients, thereby fostering increased awareness and understanding of its steadfast commitment to rehabilitating and strengthening the tourism industry in Alberta. This will potentially create awareness on XXX commitments to rehabilitating tourism in Alberta.
COMMUNICATIONS OBJECTIVES
Gain media attention within 48-hour media cycle from the time of announcement.
Utilize announcement as an opportunity to boost awareness on activities in the tourism sector.
Develop key messages and personal stories about the government activities geared towards rehabilitating the tourism sector and keep the conversation going.
Create top-of-mind awareness for Albertans and promote tourism service providers in the province.
TARGET AUDIENCE
The primary target audience for our communications are:
- Albertans in all cities of the province
- Cultural entrepreneurs
- Cultural associations and organisations
- Artistes and performers within the province.
Considerations: Residents of Athabasca
KEY MESSAGES
With its 68000 workforce and 6.5 billion annual revenues, the tourism sector improves the lives of Albertans.
Through the Alberta Tourism Growth Program, the government is devoted to revitalizing tourism in Alberta via strategic investments, partnerships, and collaboration with small businesses all through the province.
Alberta tourism sector, though recovering, is integral to the identity and economic development of the province.
The government acknowledges the need to increase awareness among Albertans regarding its efforts to support economic development and reposition the tourism industry.
STRATEGIC CONSIDERATIONS
- Coordination with stakeholders locally and provincially for strategic, coordinated and timed announcements
- Consistency with Ministry of Tourism’s grand objectives
- Capacity to increase community engagement provincially and locally
- Information dissemination that is consistent and supported by stakeholder’s communications activities.
COMMUNICATION CHANNELS
- Press releases distributed to media channels & business networks
- Mainstream media- Radio, TV and Newspaper
- Social media-Twitter, Instagram, FaceBook
- Internal communications – Newsletters
- Web communications (XXX website)
CHALLENGES AND OPPORTUNITIES
- General lack of awareness and interest in Alberta’s tourism Ministry
- Resistance to government initiatives in some localities -consideration: Athabasca
- Cost of timely and effective communications to remote areas
- Stifled reception in municipalities without grant recipients
- Limited funding to reach grant applicants
Opportunities
- Use of existing media networks to reach target audience and foster awareness
- Increased participation and co-operation through grant awardees will increase community engagement and create representation at the grassroot level
- Collaboration and cooperation with small establishments will engender positive reception
- Renewed interest in tourism across the province
MEASUREMENT AND EVALUATION
Post event meeting to be facilitated by key stakeholders and project partners to access the reach of the message to its target audience. To measure outcomes and determine impact, social media impressions and features of press release in blogs and media outlets will be analysed. Discussions on perceived change of orientation and attitudes will be deliberated on.
