The Challenge: Marketing Without a System
The APRCWA was asking questions many organizations face: "How do we know what works and what doesn't? Where should we put most of our efforts for maximum results? How do we even get started?" Rural crime prevention requires reaching diverse audiences across widespread geographic areas while addressing evolving criminal threats, especially those affecting vulnerable populations like youths and seniors. With 41 local chapters needing cohesive yet customized communications, the APRCWA needed a systematic marketing approach that would deliver measurable results.
The Solution: A Marketing Strategy in Action
We believe strategy always comes before tactics. For the APRCWA, we developed a marketing strategy that would help this organization reach as many Albertans as possible and provide them with valuable information.
Digital Transformation
- Complete website redesign in 2022 with continuous enhancements focused on user experience and accessibility
- Development of 41 custom chapter mini-websites to serve local community needs while maintaining brand consistency
- Implementation of advanced analytics to measure engagement and optimize content strategy
Strategic Communications
- Targeted Google and Facebook advertising campaigns to reach specific demographics and regions
- Curated social media content for Instagram and Facebook designed to educate and engage community members
- Monthly email campaigns addressing issues related to fraud, personal safety, and property protection
Youth Safety Initiative
- Comprehensive research involving parents, law enforcement, and professionals that work directly with youths to develop an evidence-based approach
- Custom AI chatbot creation to provide safe, accessible information for children, teens, and adults
- Development of youth-friendly branding and a mascot avatar to make serious information approachable
- Strategic expansion of content to youth-popular platforms like TikTok and Instagram to meet younger audiences where they are
Results: The Power of Strategy First
Without clear measurement, marketing becomes guesswork. Our approach to APRCWA's marketing has delivered concrete, measurable results.
- 123,000+ website visitors between January 2022 - April 2025
- 50.52 million brand impressions via Google Ads
- 133,000 Facebook users reached in 2024 alone
- 32,000 Instagram users reached in 2024
These aren't just impressive statistics, they represent real Albertans getting critical information that helps keep their communities safe.
Project Feature: Youth Program
One of our most impactful strategic implementations has been the development of a program which addresses bullying, criminal mischief, drugs, online safety and exploitation in a way that directly speaks to children and teens. Much of the information currently out there on these topics is targeted towards adults, making it inaccessible for youths. The center of this program is a custom AI chatbot addressing criminal issues affecting youth. This wasn't just about creating cool technology – it was about solving a specific problem through strategic thinking.
The Problem:
How do you make sensitive information about bullying, drugs, online safety, and exploitation accessible to youth in a non-threatening way?
The Strategic Solution:
- Custom AI technology that safely provides immediate, age-appropriate information
- Youth-friendly branding with a mascot avatar that makes serious topics approachable
- Strategic deployment across platforms where youth already spend time
- Content developed based on extensive research with parents, law enforcement, and youth specialists
