Marketing Communications Audit

This is a group assignment; the part we need to write is a Marketing Communications Audit, requiring us to perform an insightful marketing communications audit. Research (Extensive primary & secondary research using a variety of modern market research

tools):

Problem:

British Columbia is experiencing increasingly frequent and severe wildfires as a result of climate change. These events, along with the smoke they produce, pose significant and ongoing challenges for communities across the province. While some wildfires occur naturally, others may be sparked by human activity, including tourism in forested areas. The resulting fires and smoke have substantial impacts on the health and wellbeing of BC residents, particularly those living in close proximity to forested regions.

Goal:

1. Help BC breathe: Fight wildfire smoke by promoting the cleanair breathing toolkits to help British Columbians protect themselves from wildfire smoke and providing clear information on how to prepare for smoke risks.
2. Reduce Human-caused Wildfire: Increase public preparedness and encourage protective behaviours to prevent human-caused wildfire events.
3. Keep Residents Safe: Provide clear guidance to help British Columbians understand the actions they should take when wildfire activity occurs nearby.

Target Audience:

1. Post secondary students(18-25): who travel to campus, and maintain a daily life outside of university.
2. Outdoor lovers(18-55): who travel to the forest regions. Campers and hikers for instance.
3. Homeowners(18-55): who live in the wildlandurban interface.

Sub targets:

1. Daily Commuters,
2. Social Students
3. Employed students
4. BC Newcomers

Key insights:

Many British Columbia residents view wildfires as a natural occurrence and, as a result, often underestimate the impact of their own actions. Traditional fearbased wildfire messaging has also become less effective, leading to reduced public engagement. In addition, students frequently continue attending classes, work, and outdoor activities during wildfire season, yet many lack the time or resources to adequately prepare. Instead, they prefer clear, concise guidance that outlines the essential steps they should take during wildfire events.

Research (Extensive primary & secondary research using a variety of modern market research

tools):