Case Study Royal Canadian Legion, 008

Case Study Royal Canadian Legion, 008
Royal Canadian Legion Branch 008, White Rock Promotional Video
Video Credits: Content Creation & Digital Marketing, Jennel Badong and Photography & Videography: Shane Sabandal
Royal Canadian Legion Branch 008 - Community Awareness Campaign Recap

The Royal Canadian Legion Branch 008 partnered with us to launch a strategic campaign aimed at increasing community awareness, highlighting their versatile venue space, and reinforcing their open-door policy to welcome everyone. As Community Builder of the Year Award winners, the Legion wanted to engage the public, promote its offerings, and attract a younger audience.
Campaign Overview

After a strategy session with the Legion's executive board, we identified the following campaign goals:
1. Increase awareness of the Legion’s contributions to the community.
2. Showcase the venue space with its bar, restaurant, stage, and recreational amenities (e.g., pool tables, darts).
3. Communicate their inclusive message—the Legion is open to everyone, not just veterans.
4. Attract a younger audience to experience the space and encourage new memberships.
This 8-week campaign used multi-channel engagement to tell the Legion’s story and promote the event, culminating in a 70's Networking Night that connected the community.
Campaign Highlights
- Storytelling Video:
  - A digital video with interviews from Legion members was created to share their mission and value to the community.
  - 75+ minutes of total watch time across YouTube, Facebook, and Instagram.
- Social Media Campaign:
  - 11,616 impressions across Facebook, Instagram, and LinkedIn.
  - Engaging content highlighting the venue space, community contributions, and event details.
- Email Marketing Success:
  - Member Feature Email: Focused on the Legion’s story and impact – 64% open rate.
  - Event Announcement Email: Promoted the 70’s Networking Night – 66% open rate.
  - 10 newsletter features across community and partner channels.
  - Invitation, Reminder, and Thank You Emails were sent, ensuring consistent engagement.
- Digital Event Program:
  - A digital program was created and distributed, allowing attendees to access event details and venue information online.
Event Highlights – 70’s Networking Night
- 75 attendees participated in the event, exceeding expectations.
- New memberships were secured on-site, expanding the Legion’s community base.
- Venue Experience: Attendees enjoyed the full range of amenities, including the bar, restaurant, stage, and games areas.
- Live Photo Gallery: Photos were shared during the event, increasing social engagement and visibility.
Results & Impact

This campaign effectively raised awareness about the Royal Canadian Legion Branch 008, showcased their venue space, and promoted the Legion’s open-door policy to a wider audience. Through engaging content, consistent email outreach, and the successful 70’s Networking Night, the campaign not only brought new members to the Legion but also positioned the venue as a vibrant community space.

The 8-week campaign and event served as a launchpad for continued community engagement, ensuring that the Legion remains a hub for connection, recreation, and support in Surrey.

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