Blog- Focused Communication Plan: Little Burgundy’s Jazz Committee Street Art Campaign
Goals:
- Fight Urban Renewal: Bring larger crowds into Little Burgundy to showcase its vibrant and historic life, and prove how much value it holds in its residents’ hearts.
- Raise Awareness: Highlight the rich jazz history within this neighbourhood through a street art campaign.
- Inviting the public in: Encouraging outside participants to join the mural project and invite them to stand as one inside Little Burgundy protecting and loving it as their own.
Spokespeople of Little Burgundy:
- Oliver Jones: Jazz pianist and born resident of Little Burgundy.
- Mrs. Jeanne LeBlanc: President of the Saint Martins Blocks Citizens’ Committee (SMBCC).
- Mr. Noel Daudelin: Member of the SMBCC and interviewed a large portion of Little Burgundy residents in the 1968 film.
- National Film Board of Canada (NFB): Creators and directors of the NFB that helped create the film Little Burgundy can give an outsider’s perspective of a town being brought down.
- Residents: Any residents that have been affected by the urban renewal challenge and want to participate in more events like the street art campaign to stop it.
- Artists: Any local artists that will be or have attended the street art campaign, they can speak on their experiences within the neighbourhood and their artistic background.
Content Ideas:
- Historical Features: “What is life like? from birth to fame in Little Burgundy”
This kind of topic can be based on people like jazz pianist Oliver Jones and exploring what an average day in the life was like growing up in Little Burgundy. It could cover what really made the biggest impact on a childhood in this neighbourhood and how Jazz was apart of that.
- Behind-The-Scenes: “The minds behind the magic: Setting up a street art campaign”
This kind of topic can be used to interview all kinds of important roles. Reviewing and learning about the creative process that comes with setting up such a large event and discussing the ideas that took place while trying to reel in as much public as possible.
- Profiles: “Meet the brains behind Little Burgundy”
A topic like this could mean doing multiple interviews with bodies of the Saint Martins Blocks Citizens’’ Committee (SMBCC) so the public can feel closer to one of their representing bodies.
- Street Art Front Stage: “Personalize each new mural you walk past by meeting the creator”
This blog would be based around interviewing each artists from the event and talk about their in-depth creative process behind their mural. This way, the neighbourhood can learn about the different influences it has over different people.
- Educational Blog: “Just jazzed to learn more? Find out about different lessons and educational paths the jazz committee offers”
Post interviews with the different committee members about the different music lessons they might offer, and post discussions on possible committee position openings, event staff openings and even band openings.
Content Calendar
| Week | Date | Time of Post | Topic | Promotion Method |
| Week 1- Before the event | April 2nd | 9am | Behind-The-Scenes: “The Minds Behind the Magic: Setting Up a Street Art Campaign” | Blog post + Emails to all registered artists |
| Week 2- After the event | April 12th | 9am | Street Art Front Stage: “Personalize each new mural you walk past by meeting the creator” | Blog post + Instagram Reels |
| Week 3 – A backgrounder | April 16th | 9am | Historical Features: “What is life like? from birth to fame in Little Burgundy” | Blog post + All social media pages |
| Week 4- Public learning more | April 25th | 9am | Educational Blog: “Just jazzed to learn more? Find out about different lessons and educational paths the jazz committee offers” | Blog post + YouTube |
| Week 5- Encouraging those to join a committee | May 1st | 9am | Profiles: “Meet the brains behind Little Burgundy” | Blog Post + community web + Instagram |
Audience Feedback and Engagement:
To measure the two-way relationship between the jazz committee and the neighbourhood there will be tools used such as:
- Google Analytics: To track the traffic within the blog, obviously the more traffic the better and if it becomes low we will create more interactive posts for the public.
- Shares, Comments, and Likes: Used to track our social media engagement, the more likes on certain topics, the more we will post related content to that topic.
- Community Boxes: Letter boxes will be set up throughout the community and members of the public can insert and leave possible photos, stories, or blog post ideas that they want to see more of. This will help us filter what the community really wants us to capture in our media and what they want to highlight about their lives in Little Burgundy.
- Event Participation: Create sign-up sheets so members of the public can be a part of the formation of an event to support the committee they know and love. By getting members to sign-up we can also talk to them face to face about what they think of our current media efforts and base future ones off of that.
Justification of a Blog-Focused Communication Plan
Blogs are the epitome of digital storytelling; it allows storytellers to take a much more in -depth stance on a subject and expand on it instead of being restricted to the short sections on social media platforms. Therefore, the blog serves as a central, multiuse site for both the public and its stakeholders. All murals, jazz committee updates, upcoming events, and historic information within Little Burgundy can be easily accessed in one place. This blog-focused approach and plan ensures concrete and consistent content, encourages engagement, and strengthens this initiatives goals by leaving a large digital footprint on Little Burgundy’s Street Art Campaign hosted by the jazz committee.
