YVR Community Day 2016

Communications Outreach Plan

YVR Chill Out 2016
1.0

Overview

Date: Saturday, August 13, 2016

Time: 11am 3pm
Location: Flight Path Park
To launch YVRs Community Investment Program, we will be hosting a free familyoriented Community Day event at Flight Path Park. The event will be marketed as
the YVR Chill Out and will be centered around the theme of relaxation or chilling
out while offering interactive activities for families to partake in together. Some
experiences include the Chill Out Zone where attendees can sit back and enjoy
live entertainment, and free YVR branded freezies, while watching planes take off
overhead. In addition to the Chill Out Zone, Flight Path Park will be divided into
three zones related to YVRs three pillars: the Accessibility Zone, the Environment
Zone and the Community Zone. There will be fun activities for all members of the
family to enjoy such as face painting, balloon artists, mini golf and a TapSnap
photobooth. To tie back to our community investment program, we will invite 6-8
community partners. Each partner will be allocated to a corresponding zone and
each will have an interactive component showcasing their partnership with YVR. To
engage attendees, there will be a scavenger hunt where they can collect stamps in
their YVR Community Day Passports to win free prizes. Our goal is to have 500-1000
attendees from local communities and members of the YVR community. Our target
demographic is families, and we will reach this market by utilizing our internal
communications platforms such as MyYVR, the YVR Insider, and Skytalk. To reach
out to the greater community, we will use the YVR website, the YVR blog and our
social media channels such as Facebook, Twitter and Instagram. Furthermore, we
will use our mailing lists from the Explorer Tours to reach community groups that
have taken part in the tour, as well as a mail drop of save the date postcards in
Burkeville and at McArthurGlen outlets. We plan to promote community day at our
weekend festivals with two large Chill Out posters at our activation. The posters will
be placed on easels at the ballot table, where the Community Ambassadors can
spread the word about the event as participants fill out their ballots.
*7 community partners confirmed

2.0

Objectives
Generate interest around YVRs Community Investment Program
Create a platform for community engagement and interaction
Highlight our 3 pillars (community, environment, accessibility) and our
community investment partners

YVR Community Day 2016

Establish our reputation as not only BCs airport but as a community

contributor

3.0

Targets
500-1000 people in attendance
At least 6-8 community investment partners
Target demographic: families
Location of target demographic: People from Richmond, Vancouver,
Vancouver Airport Authority Staff and our investment partners

4.0

Strategy
To generate buzz amongst the YVR community and the general public,
we will use our social media platforms including Twitter, Facebook, and
Instagram in addition to YVRs main communication platforms such as
the YVR Insider, Skytalk, MyYVR, the YVR website and blog. We will
reach other community groups through a Burkeville/McArthurGlen mail
drop and send out emails through our Explorer Tour Program mailing
list.
Create a social contest to engage the community, promote the event
and encourage them to attend.
Use our scavenger hunt/passport to additionally highlight our
investment partners and allow community members to learn more
about our Community Investment program

5.0

Key Messages
As an airport committed to building positive relationships with our local
community, YVR is hosting a community day event with free family fun
for all to enjoy, targeting families from the YVR community and other
surrounding communities
We are excited to welcome a number of our community investment
partners representing our key investment pillars of environment,
accessibility and community. There partners include: YVR for Kids, UBC
Thunderbots, Canucks Autism Network, Wheelchair Basketball BC,
BEST, The Vancouver Aquarium and HUB.
As a community-based not-for-profit organization, Vancouver Airport
Authority will donate a million dollars to community organizations such
as the ones listed above in 2016 as a part of YVRs Community
Investment Program to connect YVRs business values with its social
responsibility

YVR Community Day 2016

6.0

Primary Communications Tactics

Audience
YVR
(Internal)

Sea Island
Community
(YVR
Community)

Communication
Tool(s)
MyYVR

Skytalk

Insider

Burkeville/McArthurGl
en
Mail Drop

General
public

Facebook

Content/Details

Deadline

Post content on YVRs

intranet that includes a
description and details
about Community Day
Post content in our
YVRs publication that
includes a description
and details about
Community Day
Post promotional
content in the Insider
publication that includes
a description and details
about Community Day
Send out save the date
postcards to the
residents of Burkeville
and retailers at
McArthurGlen
Create a Facebook event
page
that will:
- include event details
and information
- include promotional
content
- act as a medium to
answer questions from
the community
- provide event updates
once a week starting the
week of July 15 then
twice a week starting
August 1st. The week of
the event, provide
updates on August 10,
12, and 13.

July 8, 2016

July 8, 2016

July 7, 2016

July 13, 2016

July 15, 2016

YVR Community Day 2016

Twitter

Instagram

Post promotional
content for Community
Day on YVRs Official
Facebook Page
- Promotional content
will include photos of
Community
Ambassadors at Flight
Path Park, photos
featuring our community
partners, entertainers,
and the YVR Chill Out
Logo/other graphics
- Post content once we
week starting the week
of July 15 then twice a
week starting August 1st.
The week of the event,
provide updates on
August 10, 12, and 13.
Post promotional tweets
starting the week of July
15 then twice a week
starting August 1st. The
week of the event,
provide updates on
August 10, 12, and 13.
- Tweets will include
photos of Community
Ambassadors at Flight
Path Park, photos
featuring our community
partners, entertainers,
and the YVR Chill Out
Logo/other graphics
Create a hashtag
(#YVRChillOut) to
accompany internal and
external social media
posts
Post promotional
pictures starting the
week of July 15 then

July 15, 2016

July 15, 2016

YVR Community Day 2016

twice a week starting
August 1st. The week of
the event, provide
updates on August 10,
12, and 13.
- Pictures will include
photos of Community
Ambassadors at Flight
Path Park, photos
featuring our community
partners, entertainers,
and the YVR Chill Out
Logo/other graphics
YVR Website
(Internet)

Community
Groups

Email

Poster

Post content on the YVR

website and community
blog that includes a
description and details
about Community Day
- These posts will be
available on
yvr.ca/chillout and under
the Flight Path Park tab
of the YVR website
Informative email
inviting different
community groups,
specifically those who
have recently
participated in the
Explorer Tour Program
- Recent Explorer Tour
participants (school
groups and senior
community groups) can
be contacted by Steven
through post-tour followup emails
Send out posters that
advertise the Chill Out
to various institutions
around Richmond and
Vancouver
- Thompson

July 8, 2016

Begin week of
July 4, 2016

July 13, 2016

YVR Community Day 2016

- Watermania
- Cambie Community
Centre (board refreshed
once a week)
- Sea Island Community
Centre
- South Arm Community
Centre & Outdoor Pool
- Steveston Community
Centre & Outdoor Pool
(stays up for two weeks)
- Richmond Public
Library (Cambie location
and Minoru Location)
- YMCA (Langara (no
public ones, put in staff
room), Burrard )
- Richmond Olympic
Oval