Digital Marketing Strategy

For the past 50 years, the New Brunswick Teachers’ Association has relied upon word-of-mouth with print, radio, and television advertising to advocate for the importance and value of a high quality, publicly-funded education system. In doing so, the association promotes and elevates the contribution of teachers in society. A social media strategy and digital marketing plan are required to adjust to a digital era. This project entails creating a vision and proposing a strategy for how a teacher organization can advocate in today’s digital era with using the latest techniques and platforms to engage and inform both its members and the general public. This work may involve reviewing existing policies and practices and recommending future considerations to achieve maximum impact given organizational capacity.

Untangling the Web and Weaving it for the Future

This project entails developing a design concept and a plan for the public-facing section of the New Brunswick Teachers’ Association website that would maximize its potential as a platform to highlight the status of the teaching profession and the association with the membership and the general public. It would also provide 6000 teachers with access to critical information about member services, events, and information or resources/tools that are required for participation in organizational governance/processes. The objective of this project us to generate a plan that would encompass content reorganization and a re-conceptualization of visual layout that harnesses modern design standards, technology innovations, privacy legislation, and the latest digital marketing principles. This plan would integrate some elements that require custom code and with a free (or low-cost) content management system. This project would build upon initial phases which entailed tracking the current website’s pages into a database, collecting end-user feedback on current barriers and design possibilities, mining Google Analytics for end-user patterns, and brainstorming options for new modes conveying information or engaging end-users.