Toolkit 5: Communications & Promotion Tips

When crafting your message, always start with why. Why does this event matter? Why should someone care? Then tailor your message to different audiences in your community—youth, parents, seniors, newcomers, etc.

Key Questions to Guide Your Messaging

• Who is this for?
• What do we want them to know?
• Why should they care?
• What action do we want them to take?

Positioning Tips

• Use plain, inclusive language
• Highlight community benefits (e.g. connection, fun)
• Avoid jargon—speak like a neighbour, not a policy brief
• Use real stories or examples when possible

Timing & Frequency

• Start early—at least 3–4 weeks before the event. But organizing flyers can take much longer as they need to be printed and volunteers need to be coordinated!
• Use a countdown strategy on social media
• Share reminders 1 week, 3 days, and 1 day before the event

Content Strategy

• Break your event into “story pieces” (e.g. meet the volunteers, behind-the-scenes, sneak peek at prizes)
• Use different angles to keep content fresh
• Include calls to action (e.g. “Join us!” “Bring a friend!”)

Inclusive Messaging

• Show diverse community members in your visuals (with consent)
• Use positive, welcoming language
• Translate materials if needed for your neighbourhood

Best Practices

• Use clear, bold fonts and high-contrast colours
• Keep text minimal—focus on the who, what, when, where, and why
• Use photos of real community events (tree planting, art workshops, block parties)
• Make sure your design is mobile-friendly for social media

Tools We Recommend

• Canva: Free and easy-to-use design tool (nonprofit discounts available)
• Google Docs/Slides: Great for collaborative drafting and simple layouts
• QR Codes: Link to sign-up forms, surveys, or event pages

SVRA’s Scavenger Hunt was promoted using:

• A series of social media posts with countdowns and teaser clues
• Flyers delivered to every home by volunteers
• Posters in local businesses and community centres
• Word-of-mouth through partner organizations and volunteers
• Newsletter invites and reminders
• Media coverage in the Winnipeg Free Press

This multi-channel approach helped us exceed our turnout expectations and sparked conversations about safety, food security, and neighbourhood pride.

Captions for social media images:

1. Post for scavenger hunt on a yellow background with a cartoon of a treasure chest, reads: “free community drop-in event. Scavenger hunt. Saturday October 5th at 2 p.m.. Valour Community Centre playground and field.”
2. Post about the literature review features illustration of a diverse group of people smiling and talking, reads: “Safety vs security: let’s talk it out.”
3. Posts for asset mapping event are all on a pink and pastel background with the same illustration of a group of people talking. They read:
   1. “Why are we doing asset mapping? Our community asked us to plan an asset mapping event at last year's safety conversation.”
   2. “What are we trying to accomplish with asset mapping? We are looking to identify our strengths and address where there may be concerns or gaps in assets within our neighborhood.”
   3. “What are we doing with what we learned? From the information gathered our goal is to create an asset list to help plan collaborations, outreach, and interventions within our neighborhood to promote safety and engagement with residents of SVRA.”
4. Post for community safety conversation reads: “South Valour Residents Association. Community safety discussion and annual general meeting. Save the date December 4th 2022. Please watch our Facebook and Instagram pages for more details to come.”