Innovative Outreach Strategies to Reach Newcomers in BC

AMSSA, December 4, 2018Marco Campana www.marcopolis.org

Handouts

● Slides

● Outreach worksheets (courtesy of Toronto South LIP)

○ Outreach ideas

○ Outreach plan

○ Outreach tips and reminders

● Digital Marketing Canvas

○ Canvas

○ ebook to walk you through it

Outreach and Technology● It's not all about technology, listen to your

clients & communities● Find out how newcomers access, find & use

information and how they use technology in their daily lives

● Technology is more than social media● Be strategic in your outreach choices &

implementation● Privacy, security & confidentiality are part of

design, not afterthoughts

Some initial thoughts

● Don't forget everything you already know

● Adapt to newcomers' technology use

● Tailor content to communicate why potential

and existing clients should come to you

● Take a Digital Marketing Canvas approach –

identify and use different information channels

to reach different immigrant segments

Some initial thoughts

● Embrace networks & influencers/connectors

● Mobile, go mobile, be mobile-friendly

● Don't forget Email, the outlier, and

in-person/traditional approaches, and how you

can combine them with online outreach

ServeInformMarket & OutreachCollaborate

ShareTransfer Knowledge

Inform & ReferManage Projects/Clients

Technology is increasingly part of your service work & culture

It's not all about technology

Poll

How many of you have asked your clients about how they find, use and act on information?

YesNo

Poll

Do you ask clients about communication preferences?

Yes, formally at intake or needs assessment.Yes, informally as we work with them.We don’t ask, we just collect basic contact info.

Know your audience

What's stopping you from reaching them?

Who is this person?

What matters most to them?

How can you reach them?

Knowing your audience is essential to reaching and engaging them.

Get to know your audience, community, clients.

Operational Reality

14

» Common Contract – Outcome Based Performance

» Flexible funding model to support innovative and dynamic programming

» Capacity building» Report results and trends / needs

Service Provider Perspective – Strategic partnerships with other service providers/responsive to emerging needs

Local needs addressed through local planning and community-wide coordination (LIPs, RNEN, Local Labour Market Planning tables)

Ministry Perspective – Government priorities; oversight and policy development

Client Perspective – Continuum of services; no eligibility gaps; alignment with core programs (e.g. health, education, housing, employment)

» Immigrant Services – clear entry points/access to services/multi-channel

» Multi-service locations/province-wide coverage/services mobile and dynamic

» Deliver immigrant services based on defined client needs & outcomes

» Refer to other support services as required

» Manage provider relationship» Monitor performance» Develop streamlined processes to

support integrated service delivery

Assess information problems experienced by them

Tech is more than social mediaFamily and friends have continued to be a major source of settlement information for immigrants

Peer and Informal networks are important● Immigrant outcomes depend on source of

information (influencers)The Internet is a key channel for info (web, social media, networks, messaging)

● Employed immigrants are looking for employment information

Major Trends – newcomers & techIn-language media is a priority channel

● Lack of translated materialsImmigrants trust ethno-cultural media

● Little information is being channelled through traditional media, even less through ethnic media

● Traditional advertising is still very effective

Cultural demographics matter regarding media accessWomen immigrants are under informed, fare worse than men

How might this relate to service research?

Networks are everywhere

112,956 members

167,358 members

and many more, including in other languages...

43,724 members

629,035 members

25,530 members

30,288 members (before relaunch)

Newer, and harder to track

Emerging trends

AutomationChat botsArtificial

Intelligence (AI)

Messaging apps/groups

Security/privacy & encryption

● Video/Photo Sharing● Audio/Podcasts● Niche Discussion /

Message Boards● Trusted Networks: Social

Networks/Online Communities (Facebook, WeChat, etc.)

● Live Chat/Help

● Instant/digital messaging (SMS, WhatsApp, etc.)

● Chatbots/AI● Email & e-Newsletters● Calendars● Twitter● Blogging● Online

Community/eLearning● Webinars

Connecting & Outreach - Key Social Platforms

Your Website

Your WebsiteStill Matters

Your Website

Your WebsiteStill Matters(even if channels change)

Be strategic in your outreach

Outreach Goals

01Community

02

Research

03

Partnerships

04

Strategy &

Resources

05

Evaluation

Community engagement

TimeReciprocityInvolvementSafe SpacesPartnerships(influencers)Planning Source: Marshall

Kirkpatrick

Poll

How are you reaching newcomers now (check all that apply)?

● Word of mouth● Printed material (e.g. flyers/posters/brochures● Social Media● Online ads● Ethnic/community media● Other

Outreach

FlyersEventsArtAnnouncementsGroup/drop-in activitiesPosters

Relationship building

PartnershipsMedia

AdvertisementsTechnology

Word of Mouth

Outreach with technology

PersonalizationWebsitesSocial mediaWebinarsVideosSMS/TextingMessaging

Online/social media advertising placement

Google adsJoining groups

Online champions, influencers,

ambassadors (relationship building)

The Vancouver Immigrant Survey social media promotion relied on stock images to represent newcomers from an array of countries and demographics.

Sampling of images from the Vancouver Immigrant Survey Social Media Campaign. Vancouver Immigration Partnership

Be strategic

Final thoughts● Don't forget everything you already know● Adapt to newcomers' technology use● Tailor content to communicate why potential and

existing clients should come to you● Take a Digital Marketing Canvas approach – identify

and use different information channels to reach different immigrant segments

● Embrace networks & influencers/connectors● Mobile, go mobile, be mobile-friendly● Don't forget Email, the outlier, and

in-person/traditional approaches, and how you can combine them with online outreach

Connect

Marco Campanahttp://www.marcopolis.org

Twitter: @marcopolishttps://www.linkedin.com/in/marcocampana/