Strategic Dashboard

This document outlines an 18-month integrated marketing strategy for the Vancouver Island Construction Association (VICA), designed to drive measurable growth in member acquisition, engagement, and revenue. The strategy is built on a data-driven understanding of VICA's diverse audience segments and leverages a cohesive multi-channel approach.

By focusing on a clear value proposition and targeted messaging, we will solidify VICA's position as the indispensable authority for the construction industry on Vancouver Island. The core of this strategy involves creating valuable content that addresses member needs, amplified through strategic digital marketing, and reinforced by high-impact events and partnerships. Key expected outcomes include a 15% increase in new membership, a 25% rise in training course registrations, and a significant lift in overall member engagement by the end of 2027. This plan provides an actionable roadmap to ensure VICA not only grows but thrives as a central hub for the industry's future leaders.

This strategy is designed to achieve the following specific, measurable, achievable, relevant, and time-bound (SMART) goals over the next 18-24 months (Q4 2025 - EOY 2027):

• Membership Growth: Increase new member acquisition by 15% year-over-year, with a specific focus on growing the "Small Trade Sub-Contractor" and "Young Professionals" segments by 20%.
• Engagement & Retention: Achieve a consistent annual member retention rate of 90% and increase average member attendance at networking events and webinars by 20%.
• Revenue & Authority Building: Boost total registrations for professional development and training courses by 25% by EOY 2027.
• Brand Leadership: Increase organic website traffic by 30% and grow LinkedIn followers by 40% to reinforce VICA's status as the primary source for industry information and advocacy on Vancouver Island.

Segment	Description	Primary Needs & Pain Points
Primary: Large General Contractors (GCs) & Developers	Established firms managing large-scale projects. Decision-makers are owners, VPs, and senior managers.	Access to capital project data, government advocacy, high-level networking, skilled labour solutions, risk management.
Secondary: Small & Medium-Sized Trade Contractors	Specialized businesses (e.g., electrical, plumbing, HVAC) with 5-50 employees. Owners are often on the tools.	Finding skilled labour, generating steady business leads, navigating safety regulations, cash flow management, accessing affordable training.
Tertiary: Young Professionals & Next-Gen Leaders	Individuals under 40 in roles like Project Coordinator, Site Supervisor, or Estimator.	Career progression, mentorship, building a professional network, access to modern training (e.g., BIM, project management software), leadership development.
Supporting: Suppliers, Manufacturers & Professional Services	Firms providing materials (lumber, concrete) or services (architecture, engineering, legal) to the industry.	Networking with GCs and contractors, brand visibility, market intelligence, opportunities to showcase products/expertise.

Core Value Proposition

VICA is the essential partner for Vancouver Island's construction industry, empowering members to build better through powerful advocacy, premier connections, and expert training.

Target Audience	Key Message
Large GCs & Developers	"VICA is your voice at the table. We advocate for a better business climate while connecting you with the region's key decision-makers and project opportunities."
Small & Medium-Sized Trade Contractors	"Build your business with VICA. We connect you to jobs, provide affordable training to upskill your team, and help you navigate complex safety and regulatory hurdles."
Young Professionals	"Accelerate your career with VICA. Gain the skills, knowledge, and network you need to become a future industry leader through our Young Builders Network and targeted training."
Suppliers & Professional Services	"Get direct access to your target market. VICA puts you in the room with the builders and decision-makers who need your products and expertise."

5.1 Digital Marketing

5.1.1 Content Marketing

• Purpose: To serve as the hub of our expertise and provide tangible value to all audience segments, driving organic traffic and lead generation.
• Tactics:
  • Monthly Blog Posts
  • Project Showcases
  • Annual "State of the Island" Industry Report

5.1.2 Email Marketing

• Purpose: To nurture leads, engage existing members, and drive conversions for events and courses.
• Tactics:
  • Bi-Weekly "VICA Connect" Newsletter
  • Segmented Email Campaigns
  • Automated Welcome Series

5.1.3 Social Media

• Purpose: To build community, amplify content, and showcase the human side of the association.
• LinkedIn (Primary Channel): Share industry news, updates, and promote courses.
• Instagram: Focus on high-quality visuals and member projects.
• Facebook: Use for broader community engagement and event promotion.

5.1.4 SEO & Website

• Purpose: To ensure VICA is easily found and provide a seamless user experience.
• Tactics:
  • Keyword Optimization
  • Website User Experience (UX) Audit
  • Build a Member Directory

5.1.5 Paid Advertising

• Purpose: To reach highly targeted audiences for member acquisition and course registration.
• Tactics:
  • LinkedIn Ads
  • Google Search Ads

5.2 Traditional & Event Marketing

5.2.1 Events

• Purpose: To deliver on the core promise of networking and community.
• Tactics:
  • Themed Member Mixers
  • Enhanced Annual Conference
  • Post-Event Content Generation

5.2.2 Public Relations & Media

• Purpose: To build third-party credibility and amplify VICA's advocacy efforts.
• Tactics:
  • Proactive Media Pitches
  • Press Releases
  • Contributed Articles

5.2.3 Partnerships

• Purpose: To extend reach and add value by collaborating with aligned organizations.
• Tactics:
  • Educational Institutions (Camosun College, VIU)
  • Industry Bodies (BCCSA, Chambers of Commerce)

Phase	Timeline	Key Initiatives
Phase 1: Foundation & Audit	Q4 2025 - Q1 2026	Conduct website UX audit, launch audience survey, develop content calendar, set up segmented email lists, optimize social media profiles.
Phase 2: Launch & Engage	Q2 2026 - Q4 2026	Launch Google/LinkedIn Ads, publish inaugural "State of the Island" report, implement automated welcome email series, host themed mixers, secure media placement.
Phase 3: Scale & Optimize	Q1 2027 - Q4 2027	Analyze campaign data, launch video testimonials, expand partnerships, enhance Annual Conference, review and refine 2028 strategy.

SMART Goal	Channel	Key Performance Indicator (KPI)
1. Membership Growth	Website / CRM	New Member Sign-ups (by segment)
	Paid Ads	Cost Per Acquisition (CPA)
2. Engagement & Retention	Email Marketing	Newsletter Open Rate & Click-Through Rate (CTR)
	Events	Event Registration & Attendance Rate
	CRM	Member Renewal Rate
3. Revenue & Authority	Website / LMS	Course Registration Volume & Revenue
	Paid Ads	Conversion Rate (on course landing pages)
4. Brand Leadership	SEO	Organic Website Traffic & Keyword Rankings
	Social Media	Follower Growth & Engagement Rate (LinkedIn)
	PR	Number of Media Mentions

This is a recommended allocation of the marketing budget, prioritizing measurable digital channels while supporting high-value events.

• Digital Marketing (45%):
  • Paid Advertising (20%)
  • Content Creation & SEO (15%)
  • Marketing Technology (email platform, analytics tools) (10%)
• Event Marketing (30%):
  • Venue, catering, logistics
  • Promotional materials and sponsorships
• Staffing & Overhead (20%):
  • Salaries or agency/consultant fees
• Public Relations & Partnerships (5%):
  • Media distribution services, partnership event support

Goal: Establish a baseline and create a clear plan of action.

• Team Collaboration (All): Hold a 1-hour kickoff meeting to review the 18-month strategy and 3-week playbook.
• Website & SEO (Tanya): Conduct a basic website audit (top 5 visited pages, 3 highest exit pages). Start foundational keyword research (10-15 core terms).
• Content & Social Media (Tanya & Ashton): Review last 3 months of social/email performance. Ashton to speak with 5 current members about value and topics of interest.
• Design (Rob): Review all current marketing materials for brand inconsistencies.

Goal: Develop the core assets and systems for consistent marketing.

• Team Collaboration (Tanya & Ashton): Hold a 30-minute brainstorm session to finalize topics for the first two blog posts.
• Content & SEO (Tanya & Ashton): Tanya to write the first blog post (500-700 words). Ashton to identify 3 member companies for "Project Showcase" and get permission.
• Email & Social Media (Tanya & Rob): Tanya to create a 4-week social media content calendar. Rob to design a new email newsletter template and 3 branded social media graphic templates.
• Sales (Ashton): Based on audience segments, create tags in CRM (e.g., "Large GC," "Young Professional") and begin sorting contacts.

Goal: Go live with the first initiatives and begin engaging the audience.

• Team Collaboration (All): Hold a 30-minute wrap-up meeting to review accomplishments and set priorities.
• Website & Content (Tanya): Publish the first blog post on the VICA website, optimized with target keywords from Week 1.
• Email & Social Media (Tanya): Send out the first "VICA Connect" newsletter using Rob's new template. Schedule 3-4 social media posts to promote the blog post.
• Sales & Member Engagement (Ashton): Personally email the new blog post to 10 key members and 5 prospective members. Follow up with members identified for the "Project Showcase" to get photos and a quote.