In 2011, I identified a fantastic start-up opportunity to grow an organization’s social media presence. The Canada Games Centre (CGC) was new facility and to me (who loves a marketing/communications challenge) had social media potential written all over it.

I seek to work for organizations that motivate and inspire me. As a physically active person, married to a Phys. Ed teacher, and concerned about rise of sedentary lifestyles, I found the CGC to be a great fit.

At the time, social media was becoming mainstream and the lessons learned from its short history were becoming best practices. Knowing this, it was decided that rather than be present on as many social media platforms as possible we picked the ones we could manage effectively. So our social media strategy and content plan was created.

Our mass messaging tone would be conversational, collaborative, playful, respectful and sometimes fun – to match the inclusive environment of the CGC. Social media would extend our reach in communicating important notices (i.e. class cancellations, program registration dates).

The demographics at the CGC are varied, the immediate Clayton Park area is the most culturally diverse in Nova Scotia but we serve Halifax Regional Municipality wide. There are youth, seniors, adult and families who have invested in CGC memberships. We quickly learned that certain age groups relied on social media more than others for their ongoing communication.

The CGC offers the most fitness classes in Atlantic Canada. And sometimes classes have to be cancelled due instructor illness etc. In this instances, we’re conscientious of being perceived as a place where classes are “always” being cancelled so our approach is solution-based where we say what other classes are going on at that time so people can still get their work-out in and maybe even enjoy something different.