Blog-Focused Strategy

This strategy aims to build trust and engagement with the Little Burgundy community, BUYSP will use a blog campaign to share success stories, training updates, and community impact.

Spokespeople & Content Ideas:

• Spokespeople:
  • Sam Allardyce– Community mentor & ambassador.
  • Eden Hazard – Head Coach of BUYSP.
  • Saint Rowland – Success story feature.
• Blog Post Ideas:

• “Beyond the pitch” – How soccer can open doors beyond playing the game. 
• “Meet Our Coaches” – Introducing our coaches and mentors.
• “Success Stories: Burgundy’s Rising Stars” – Featuring young athletes excelling through BUYSP. Including the ones that were good enough to go on professional trials. 
• “The History of Sports in Little Burgundy” – Exploring the history of the neighbourhood’s sports culture and legacy. 
• “Training Day: A Look Inside Our Soccer Clinics” – Behind-the-scenes coverage of training sessions.

Content Calendar:

Audience Feedback & Engagement Strategy:

• Enable comments on blog posts to encourage discussion.
• Use Google Forms & Instagram Polls to gather feedback.
• Track engagement metrics (page views, shares, comments) using Google Analytics.
• Host a monthly Q&A session where community members ask coaches and mentors questions.
• Adjust content based on audience interaction, featuring more personal success stories if needed.

Justification

The blog campaign aims to build trust and strengthen stakeholder relationships by using the voices of the community to show BUYSP’s impact in Little Burgundy. By using authentic storytelling, direct engagement with the target audience, and regular program updates, BUYSP will establish itself as a trusted community resource for young athletes in Little Burgundy.

Image 1: BUYSP Training Session

• Caption: Our young athletes are working on their first touch and dribbling in a training session as part of the Burgundy United Youth Soccer Program. This session is led by the Former Chelsea winger and legend @HazardEden10.
• Credit: Yinka Rowland
• Usage Rights: This image is available for editorial use by media outlets covering the Burgundy United Youth Soccer Program. Proper consent and permission from the Burgundy United Youth Soccer Program is required. Commercial use or modifications are not permitted without approval.

Image 2: BUYSP Mentorship and Career Guidance Session

• Caption: Former Premier League manager Sam Allardyce with our young athletes in a mentorship session. The mentorship program is a key component of BUYSP, offering guidance on and off the field.
  Credit: Yinka Rowland
• Usage Rights: This image is available for editorial use by media outlets covering the Burgundy United Youth Soccer Program. Proper consent and permission from the Burgundy United Youth Soccer Program is required. Commercial use or modifications are not permitted without approval.

Fact Sheet

Burgundy United Youth Soccer Program (BUYSP)

Organisation Name: Burgundy United Youth Soccer Program
Founded: 2025
Location: Little Burgundy, Montreal, QC
Website: www.buysp.ca
Contact: yinka.rowland1@gmail.com or (+1) 647 555 0123

Vision/Purpose

The vision of the Burgundy United Youth Soccer Program (BUYSP) is to provide young athletes in Little Burgundy with soccer training, mentorship, and academic support. The program’s main focus is to instil and promote leadership, teamwork, and career development, helping players succeed both on and off the field.

Key Facts 

• Who Can Join: Open to youth aged 8–18 in the Little Burgundy community.
• Goals:
  • Soccer training, led by former and current professional players.
  • Mentorship from coaches, athletes, and sports industry professionals.
  • Academic support includes tutoring and scholarships.
  • Life skills workshops on leadership, teamwork, and resilience.
• Launch Date: April 5^th 2025
• Location: Burgundy Park, Little Burgundy, Montreal.
• Community Events: Includes friendly matches, tournaments, and career networking.
• Partners & Sponsors: BMO, Toronto FC, FIFA and MLS next.
• How to Register: Visit www.buysp.ca to sign up.
• Social Media: Follow us on Instagram, Twitter, Facebook and Snapchat @BurgundyUnitedSoccer.

For media inquiries, please contact:
[Yinka Rowland]
[yinka.rowland1@gmail.com]
[+16475550123]

Press Release

FOR IMMEDIATE RELEASE
Burgundy United Youth Soccer Program Launches to Support Young Athletes in Little Burgundy

Montreal, QC, March 31^st, 2025.

Little Burgundy is launching a new soccer program to help young athletes develop their skills on and off the field. The Burgundy United Youth Soccer Program (BUYSP) will offer free soccer training, mentorship, and academic support to kids aged 8 to 18, giving them the tools they need to succeed.

Local sports supporters and some ex-professional players would lead this program. Some players may even be opportune to play in trials for professional clubs and get scouted.

BUYSP aims to be an inclusive and community-focused program that offers training clinics, career advice, and partnerships with local schools to ensure young athletes succeed not only on the field but also off it.

“Little Burgundy has a long history of developing talent. Through soccer, we want to give the next generation real opportunities,” said Eden Hazard, Program Director of BUYSP and ex-Chelsea and Real Madrid footballer. “This program is about more than just sports; it’s also about building confidence, discipline, and a sense of belonging.”

The program will offer weekly training sessions led by experienced FIFA-licensed coaches and former professional players, ensuring high-quality guidance and coaching. In addition to physical training, BUYSP will offer workshops on leadership, teamwork, and mental strength, helping kids develop essential life skills.

Mentorship plays a crucial role in this program. It allows the young players to connect with professionals in the sports industry, such as athletes, coaches, and sports marketers. This guidance helps participants explore various career opportunities both on and off the field. 

BUYSP will also support student-athletes academically by providing scholarships and tutoring sessions in partnership with local schools. Focusing on education and athletics, the program aims to set up young athletes for long-term success.

The official launch date is April 5^th 2025, at Burgundy Park. The event will feature a community soccer match, a meet-and-greet with coaches and mentors, and on-site registration. Families, community members, and soccer fans are encouraged to attend and see how the program will positively impact their kids and other young athletes in Little Burgundy.

BUYSP is supported by BMO, Toronto FC, FIFA and MLS next, showing a shared commitment to youth development through sports. As the program grows, organizers hope to reach even more young athletes and strengthen the community through soccer.

For more information about the Burgundy United Youth Soccer Program, visit (www.buysp.ca) or contact:
Yinka Rowland at yinka.rowland1@gmail.com or call the number (+1) 647 555 0123

Whitecaps FC Communications Plan

Objective:

Increase participation in the Whitecaps FC First Goals program. First Goals provides free soccer training to underserved youth while showing the club’s commitment to community inclusion and growth.

1. Key Messages:

• Whitecaps FC is dedicated to providing underserved communities with access to soccer.
• First Goals offers free soccer training to youth who lack access to organized programs.
• The Indigenous Soccer Programs promote diversity and inclusion by partnering with Indigenous communities.
• Whitecaps FC believes in using sports to enhance unity and personal growth.

2. Target Audience:

• Youth and families – those in underserved or Indigenous communities.
• Community organizations – Schools, youth centers, and Indigenous groups.
• Soccer fans – Engaging existing Whitecaps supporters to amplify the initiative.
• Media and influencers – Sports journalists and local influencers to increase coverage.

3. Channels and Tactics:

 Social Media:

• Series of Instagram and TikTok videos featuring players coaching at the clinics.
• Stories and reels showcasing youth participation and success stories.

 Email Marketing:

• Newsletter updates showing clinic schedules and testimonials from past and present participants.

 Press Release:

• Announce new clinic dates and partnerships with Indigenous communities.

 Community Engagement:

• Player meet-and-greets at local schools and youth centers.
• Open training sessions where youth can engage with Whitecaps players.

Website and Blog:

• Create a dedicated section on the Whitecaps FC website highlighting the clinics’ impact.
• Feature participant success stories and quotes from coaches and players.

4. Proposed Evaluation Methods:

• Social Media Engagement: Monitor likes, comments, shares, and hashtag use.
• Participation Rates: Monitor registration and attendance numbers for clinics.
• Media Coverage: Measure the number of press mentions and reach of media coverage.
• Community Feedback: Collect surveys from participants and community partners.

Press Release

FOR IMMEDIATE RELEASE
The Omega Student Newspaper Set for Exciting Relaunch on April 10th

A New Era for Student Journalism at Thompson Rivers University

Kamloops, BC – February 16^th, 2025 The Omega, Thompson Rivers University’s official student newspaper, is set to celebrate its relaunch with a special event on April 10, 2025, at the TRU Campus Activity Centre’s Grand Hall from 4:00 PM to 7:00 PM. This milestone marks a new era for The Omega, reinforcing its commitment to independent student journalism and expanding its impact on the TRU community.

The event will feature speeches from Sean Brady (Manager) and Robert McAlaster (Editor-in-Chief), who will highlight The Omega’s storied past, transformation, and future ambitions. Attendees will also enjoy live music from local artists like GMG Baby, Uncle Shield, and Waakeen, Interactive media displays, and a panel discussion featuring former Omega editors who will discuss the role of student journalism in shaping campus culture. A networking session will follow, giving students the chance to engage with current and past contributors.

“The Omega has always been a voice for TRU students, and this relaunch is about reaffirming our commitment to providing high-quality, independent journalism that informs, educates, and engages the campus community,” said Robert McAlaster.

With a refreshed look, expanded digital presence, and new editorial direction, The Omega is set to become an even more influential platform for student voices. “We’re excited to bring a modern approach to student journalism while staying true to our roots,” added Sean Brady.

The Omega has been a vital part of the TRU community, covering campus news, student concerns, and global topics that matter to the student body. The relaunch aims to introduce expanded coverage, multimedia storytelling, and greater opportunities for student involvement. Through new initiatives, The Omega will offer students enhanced opportunities to develop their journalistic skills and contribute meaningful content.

The event is free and open to all TRU students, faculty, and members of the Kamloops community. Light refreshments will be provided, and attendees will have the opportunity to sign up for contributor roles or internships with The Omega.

For more information, visit theomega.news or follow The Omega on social media. Don’t miss this exciting relaunch and the chance to be part of The Omega’s future!

Media Contact:
Yinka Rowland
rowlandy@mytru.ca

Distribution Plan

To maximize the reach and impact of The Omega’s relaunch event press release, a strategic distribution plan will be implemented targeting key audiences, including TRU students, faculty, local media, and the broader Kamloops community.

1. TRU Platforms: The press release will be shared via TRU’s official website, campus newsletters, student email lists, and bulletin boards. It will also be submitted to TRU’s communications department for wider institutional promotion.
2. Local Media Outlets: Key Kamloops media platforms such as CFJC Today, Kamloops This Week, Radio NL, and CBC Kamloops will receive the release for potential coverage in print, online, and broadcast media.
3. Student Organizations and Clubs: The release will be shared with TRUSU (Thompson Rivers University Students’ Union) and various student clubs to encourage word-of-mouth promotion.
4. Social Media & Digital Channels: The Omega’s website and social media pages (Instagram, Facebook, Twitter) will feature posts and event reminders. The TRU official social media accounts will also be leveraged for broader engagement.
5. Direct Emails & Influencers: Personalized emails will be sent to TRU faculty, journalism professors, and alumni. Student influencers and bloggers will be encouraged to share the event details within their networks.

Local Media Outlets:

• CFJC Today Kamloops (news@cfjctoday.com)
• Kamloops This Week (editor@kamloopsthisweek.com)
• Radio NL 610 AM (news@radionl.com)
• CBC Kamloops (kamloopsnews@cbc.ca)
• The Omega Alumni Network (alumni@theomega.news)

TRU Platforms:

• TRU Communications (communications@tru.ca)
• TRU Social Media Team (social@tru.ca)
• TRU Student Services (studentservices@tru.ca)
• TRU Faculty Association (faculty@tru.ca)
• TRU Campus Events (events@tru.ca)

Student and Community Engagement:

• TRUSU (Thompson Rivers University Student Union) (info@trusu.ca)
• TRU Journalism Faculty (journalism@tru.ca)
• TRU Clubs & Societies (clubs@tru.ca)
• TRU Marketing & Media (marketing@tru.ca)
• Kamloops Chamber of Commerce (info@kamloopschamber.ca)

Local Community Engagement

• Richard Abankwa (@richbank250), with over 11k followers on Instagram and view count of over 10k on Snapchat, would be a more than Ideal means of spreading the word about the relaunch.
• Irene Pia (@irene_ug)
• Somi Charles (@somicharles)

Additionally, the press release will be shared on The Omega’s website, Instagram, Facebook, and LinkedIn pages, as well as in targeted email campaigns to TRU students, faculty, and alumni , to encourage attendance and engagement.

By leveraging these strategic distribution channels, The Omega aims to generate excitement for the relaunch and re-establish itself as a leading voice for TRU students.

This section will feature all course-related assignments. Throughout the course, I will use this category to share drafts, updates, and final versions of my work. The posts will include detailed explanations of my thought process, research findings, and creative approaches to various tasks.

Whether it’s analyzing media platforms, developing PR strategies, or reflecting on key learning outcomes, this section will serve as a repository for my academic progress and submissions. Feedback and discussions are welcome!