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 to get the best 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 youth and seniors. With local chapters spread across the province needing cohesive yet customized communications, the APRCWA needed a marketing approach that would deliver measurable results and grow the organization's reach over time.
The Solution: A Marketing Strategy in Action
We believe strategy always comes before tactics. We developed a marketing strategy for the APRCWA to help the organization reach as many Albertans as possible and provide them with the information they need to keep their communities safe.
Website
A complete website redesign was implemented, though a successful website doesn’t end there. We’re making continuous enhancements focused on user experience, accessibility, and ease of finding crime prevention resources and local chapter information. EDGE also developed 41 custom chapter mini-websites to help chapters serve local communities while maintaining brand consistency.
Graphic Design
The Association regularly requires the development of cohesive visual materials for print and digital channels to give it a consistent, recognizable presence across the province.
SEO & AIO
EDGE built and continues to maintain long-term search visibility so that Albertans looking for rural crime prevention information find APRCWA first.
Paid Advertising
We have launched targeted campaigns across Google Search, display, and video to reach even more residents concerned about their safety across Alberta, building massive awareness at a fraction of typical costs.
Social Media
Curated content is developed for Facebook and Instagram, designed to educate, engage, and grow a community of informed Albertans.
Email Marketing
Monthly newsletters addressing fraud, personal safety, and property protection are delivered to a growing list of subscribers who opted in to stay informed.
Blog
Ongoing educational content posted to the website supports search visibility and boosts community awareness and trust in APRCWA.
App
Developed a dedicated app to give community members direct access to safety resources and association information right on their devices.
Results: The Power of Strategy First
Over seven years, APRCWA's digital presence has grown from a modest online footprint into a province-wide awareness platform. The growth in brand recognition has expanded partnerships and supported a shift in the organization's business model, moving from a chapter-dependent structure toward a broader information-sharing source.
Increased traffic to
over 190000
visitors
Over 190,000 Albertans visited the APRCWA website to access news, safety resources, community maps, and association information. These are real people seeking help for their properties and communities.
109000
community members looking for news
The most visited pages tell the story of what people need most and of the website's strategic structure. The news section alone drew over 109,000 visits, with tens of thousands more accessing the resources, maps, and association pages.
Top 10
results
APRCWA now shows up consistently on Google's first page for the searches that matter, with 9 of 10 tracked search terms ranking in the top 10 results.
217000
found ads valuable enough to click
Their ads reached Albertans over 53 million times, and over 217,000 people clicked through to learn more. Their search ads performed at nearly three times the click-through rate of comparable advocacy organizations, while costing less per click.
1 million
Albertans watched video ads
Over 1 million people watched an APRCWA video through our advertising campaigns, allowing us to reach audiences who might otherwise never have heard of the organization.
3200
want to hear from APRCWA
A growing audience of over 3,200 people now receives APRCWA communications directly, including over 2,400 newsletter subscribers who opted in to stay connected.
33000
engaged on social media
Over 33,000 people engaged with APRCWA's content on Facebook and Instagram, whether by liking, sharing, or commenting on posts that help keep their communities informed and safe.
Project Feature: Youth Program
One of our most impactful 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 available on these topics is targeted towards adults, making it inaccessible to youths. The center of this program is a custom AI chatbot addressing issues affecting youth.
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
This innovation demonstrates that the right strategy, powered by the right technology, can solve even the most challenging marketing problems.
This innovation demonstrates that the right strategy, powered by the right technology, can solve even the most challenging marketing problems.
Ready to See What a Marketing Strategy Can Do for Your Organization?
Whether you're trying to reach more people, build brand recognition, or shift how your organization connects with its audience, EDGE can help. Book a free consultation and let's see what's possible for your organization.
