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/