Communications Plan: Blog-Focused Strategy for “Stories Through the Lens”

Introduction

To support the success of Stories Through the Lens, a photo exhibit about Little Burgundy’s community life and history, the Little Burgundy Heritage Collective will launch a blog campaign. This blog will be hosted on the Collective’s official website and will serve as a way to build a stronger connection with the public, especially with past and present residents, teachers, students, artists, and supporters of local Black history and culture. The blog will focus on real stories, interviews, and behind-the-scenes insights from the exhibit, helping people feel more connected to the project.

The goal is to create content that is honest, relatable, and easy to understand. Through this blog, we hope to highlight the values behind the exhibit—community, memory, and resilience—while also encouraging conversation and reflection about Little Burgundy’s legacy and future.

Relevant Spokespeople and Content Ideas

To make the blog personal and engaging, there will be feature a mix of voices, including:

• Elisa Gauthier, the community coordinator and exhibit organizer.

• Jean Paul King, a retired teacher and lifelong resident of Little Burgundy.

• Maya Antoine, a young local photographer and volunteer.

• Amira Jones, a representative from the Montreal Black History Association.

• Students from a nearby high school who are visiting the exhibit as part of their social studies class.

Here are five blog post ideas that align with the goals of the exhibit and the mission of the Little Burgundy Heritage Collective:

1. “Why Little Burgundy Matters: A Look at Our Exhibit’s Roots”

• A personal blog post from Elisa Gauthier explaining why the exhibit was created and how the community helped shape it.

2. “Back Then and Now: A Local Teacher’s Memories of Little Burgundy”

• An interview with Jean Paul King, who talks about growing up in the neighborhood and what he hopes young people learn from the exhibit.

3. “Through My Eyes: A Young Photographer Reflects on Little Burgundy”

• A blog by Maya Antoine sharing her experience taking photos for the exhibit and why telling stories through pictures is powerful.

4. “5 Things You Might Not Know About Little Burgundy”

• A fun and educational list-style post featuring interesting facts about the area’s history, especially its role in Montreal’s Black heritage.

5. “How Students Are Learning from the Past”

• A collection of short quotes and reflections from visiting high school students on what the exhibit taught them about their city and community involvement.

Content Calendar

All five blog posts will be published weekly on the Collective’s website starting one week before the exhibit opens. Posts will go live every Tuesday at 10:00 a.m., which was chosen because it allows time for the posts to be shared throughout the day by community partners, teachers, and media.

• April 29, 2025 – “Why Little Burgundy Matters: A Look at Our Exhibit’s Roots”

• May 6, 2025 – “Back Then and Now: A Local Teacher’s Memories of Little Burgundy”

• May 13, 2025 – “Through My Eyes: A Young Photographer Reflects on Little Burgundy”

• May 20, 2025 – “5 Things You Might Not Know About Little Burgundy”

• May 27, 2025 – “How Students Are Learning from the Past”

This schedule supports the overall campaign by keeping the public engaged throughout the exhibit’s run, encouraging repeat visits, and inviting readers to share their own stories.

Audience Feedback and Engagement

To keep the blog interactive and community-centered, we will:

• Enable blog comments so readers can share their thoughts and ask questions.

• Add a short feedback form after each post asking what readers liked or what they’d like to learn more about.

• Track blog analytics such as page views, shares, and reading time using free tools like Google Analytics.

• Run small polls on Instagram to ask simple questions like “Which story moved you the most?”

This feedback will help us understand what topics people care about most. For example, if one post gets lots of comments or shares, we can follow up with a related blog later. It will also help us shape future storytelling projects by showing what kinds of stories spark interest and emotion.

Justification: Why This Blog Strategy Matters

A blog is more than just a promotional tool—it’s a way to have a conversation with the community. The Little Burgundy Heritage Collective values openness, inclusion, and storytelling, and a blog lets us live out those values online. It also builds trust because it shows who we are behind the scenes. Readers get to see real people, read real memories, and learn how the exhibit came together with love and care.

Using a blog lets us give a voice to different generations—from elders who remember the past to youth who are shaping the future. This kind of intergenerational storytelling brings people together and shows that the work of preserving Little Burgundy’s history is still alive.

Transparency also plays a big role in building trust. By sharing how the photos were chosen, who was involved, and what feedback we’re hearing, we show that this is a community-driven project, not just a museum display.

Finally, the blog helps build a positive public image for the Collective. It shows we care about education, inclusion, and collaboration. It invites media outlets, schools, and local leaders to take us seriously as a source of cultural knowledge and community insight.

Media Asset #1: “A Day in Little Burgundy”

Caption: A black-and-white photograph taken during the 1960s in Little Burgundy. It shows a group of children with their family posing for the picture.

Author Credit: Created by Carolina Proença using AI-generated imagery.

Usage Rights: Free to use for editorial and educational purposes. Please credit as “Image courtesy of Carolina Proença.”

Media Asset #2: Promotional Poster – Stories Through the Lens Photo Exhibit

Caption: Official poster for Stories Through the Lens, a photo exhibit at the Montreal Museum of Fine Arts showcasing community life and resilience in Little Burgundy.

Author Credit: Created by Carolina Proença using AI-generated design tools.

Usage Rights: Approved for media use. May be published in print and online for promotional purposes related to the exhibit. Please credit Carolina Proença when using.

Fact Sheet

1. Event: Stories Through the Lens: A Photo Exhibit Honoring Little Burgundy

2. Dates: May 6 – June 10, 2025

3. Where: Montreal Museum of Fine Arts (MMFA), 1380 Sherbrooke St. W., Montreal, QC H3G 1J5

4. Admission: Free; all ages welcome

5. Attendance: 1,200+ community members, students, and visitors

6. Event Highlights: Photo exhibit, interactive stations, community talk on May 6, 2025, at 2:00 p.m., guided tours for school groups

7. Topics Covered: Community resilience, everyday life in Little Burgundy, the impact of urban development in the 1960s

8. Community Partners: Little Burgundy Heritage Collective, Montreal Black History Association

9. Organizers: Little Burgundy Heritage Collective, MMFA’s Education and Outreach Team

10. Media Contact: Carolina Proença, Event Communications Coordinator, 555-444-2025, stories@rememberburgundy.org

FOR IMMEDIATE RELEASE

Stories Through the Lens: A Photo Exhibit Honoring Little Burgundy

New Exhibit at MMFA Showcases the Strength, Resilience, and Transformation of a Montreal Neighborhood

Montreal, QC — April 11, 2025 — The Montreal Museum of Fine Arts (MMFA) is proud to host Stories Through the Lens, a new photo exhibit running from May 6 to June 10, 2025, that highlights everyday life, change, and resilience in the historic neighborhood of Little Burgundy.

The exhibit shares a powerful visual story about a community that has often been overlooked. Through a collection of photographs from personal archives, local artists, and community members, the event aims to show how Little Burgundy’s residents lived, organized, and supported each other during a time when their neighborhood was changing fast—especially in the 1960s, when much of the area was demolished for new developments.

“Elisa Gauthier, community coordinator for the Little Burgundy Heritage Collective and one of the exhibit’s lead organizers, says, ‘Little Burgundy isn’t just a place on the map. It’s a community full of history, culture, and people who stood up for each other. These photos capture the stories that often go unheard—from families gathering on their steps to powerful moments when neighbors came together to fight for their homes.’”

The opening event on May 6, 2025, at 2:00 p.m. will feature a talk with former residents, youth leaders, and artists who will speak about the past and present of the neighborhood. Admission to the exhibit and all related events is free and open to all ages.

This project is inspired by the 1969 documentary Little Burgundy, which showed how local residents formed a committee to speak out at City Hall against demolition plans. That same spirit of action and community is what this exhibit hopes to bring to life through visuals.

Visitors will also get a chance to take part in interactive stations, where they can write or record their own memories of the neighborhood, or listen to short audio stories collected from longtime residents. School groups are encouraged to attend, with special guided tours available upon request.

The exhibit is organized by the Little Burgundy Heritage Collective, in partnership with the Montreal Black History Association, and supported by the MMFA’s education and outreach team.

Event Location:

Montreal Museum of Fine Arts (MMFA)

1380 Sherbrooke St. W., Montreal, QC H3G 1J5

About the Little Burgundy Heritage Collective

The Little Burgundy Heritage Collective is a community-based group that works to preserve and share the stories of one of Montreal’s most culturally rich neighborhoods. Through projects like exhibits, storytelling, and education, the Collective helps keep the voices of past and present residents alive.

Media Contact:

Carolina Proença

Event Communications Coordinator

555-444-2025

stories@rememberburgundy.org

COMMUNICATIONS PLAN

1. Key Messages

• Lush Cosmetics cares about protecting the environment, using ethically sourced ingredients, and reducing waste.

• The “Naked” packaging-free products help solve the problem of plastic waste in the beauty industry.

• Lush’s Charity Pot Program supports small organizations that work for human rights, protect the environment, and help animals.

• Lush makes sure its ingredients are sourced responsibly, giving fair wages to workers, supporting eco-friendly farming, and reducing harm to nature.

• People can make a difference by choosing beauty products that are sustainable and free of plastic.

2. Target Audiences

• People who care about the environment and choose products that are good for the planet.

• Regular Lush customers who support the brand’s ethical values.

• Young adults who often support eco-friendly brands.

• Environmental groups and influencers who promote sustainability.

• Local communities in British Columbia, especially those interested in living without waste.

• Media outlets that focus on beauty and lifestyle, especially those covering sustainable and ethical businesses.

3. Channels and Tactics

• Lush Website & Blog: Share articles about Lush’s efforts to reduce plastic waste and help the environment.

• Social Media (Instagram, TikTok, Facebook, YouTube):

• Post behind-the-scenes content showing how “Naked” products are made.

• Share before-and-after waste reduction stats to show the impact.

• Encourage customers to share their experiences using #LushNaked and #SustainableBeauty.

• Email Marketing: Send special emails with information about the initiative and early access to new “Naked” products.

• Press Release Distribution: Share the news with beauty, lifestyle, and sustainability media outlets (e.g., Vogue, Forbes).

• Influencer Collaborations: Work with eco-friendly influencers to review products and create educational content.

• Community Engagement: Host plastic-free pop-up events in Vancouver and Kelowna to spread the word about Lush’s sustainability efforts.

• Partnerships with Environmental Organizations: Team up with local groups to boost the impact of the initiative.

• Social Media Advertising: Run ads showing the benefits of switching to packaging-free beauty products.

• Promotions: Offer discounts in-store for customers who bring back empty Lush containers to recycle.

4. Proposed Evaluation Methods

• Website Analytics: Track how many people engage with CSR blog posts, how long they stay on pages, and how many take action (like making a purchase).

• Social Media Metrics: Keep an eye on hashtag use, shares, comments, and video views.

• Customer Surveys: Collect feedback from customers about their experience with packaging-free products.

• Media Coverage: Track how often Lush is mentioned in the media and the tone of those mentions.

• Event Attendance & Impact: Measure how many people attend pop-up events and gather feedback from them.

• Sales Data: Compare sales of ‘Naked’ products before and after the campaign to see its impact.

PRESS RELEASE

FOR IMMEDIATE RELEASE

Lush Announces New Plan to Protect the Planet

Sustainability, Regeneration, and Social Impact: Lush’s Action Plan

March 18, 2025 – Lush, the cosmetics company, is excited to announce its new plan, “The To Do List for Climate and Nature.” This plan shows Lush’s commitment to protecting the Earth, wildlife, and creating a healthier, more climate-friendly future. With this new initiative, Lush continues its mission to make the world “Lusher than we found it.”

As climate change and damage to the environment continue to hurt the Earth, Lush is taking action. The To Do List for Climate and Nature includes steps to lower carbon emissions, protect important ecosystems, and make the company more sustainable. The plan focuses on:

1. Protecting Forests and Wildlife

Lush is using its buying power to help protect forests, wetlands, and other important natural areas. The company is working to stop deforestation and is supporting projects that help restore nature and protect animals.

2. Using Better Materials

Lush is using farming methods that help the environment, like agroforestry, and is working to make its packaging more sustainable. This means materials will be reused and waste will be reduced.

3. Reducing Emissions from Transport

Lush is working to reduce emissions from transport, such as business flights and the vehicles used to deliver products. The company is also supporting the development of cleaner fuels to lower emissions.

4. Helping Communities Affected by Climate Change

Lush stands with people who are already suffering from the effects of climate change, especially those who least caused the problem. The company is raising awareness and supporting these communities through donations and campaigns.

Commitment to Sustainability

Lush focuses on sustainability, regeneration, and fairness in all its business practices. With 66% of its products sold without packaging, the company is reducing waste while maintaining quality and good customer service.

“We know the time for action is now,” said Mark Constantine, Co-Founder of Lush. “We want to create a world where nature, people, and animals can thrive. We are committed to making this happen with bold actions.”

Get Involved

To learn more about Lush’s efforts to help the planet and how you can get involved, visit https://www.lush.com/ca/en_ca.

About Lush

Lush is a cosmetics company known for its handmade products, cruelty-free practices, and commitment to sustainability. Lush uses natural ingredients, fair trade, and minimal packaging to help protect the Earth and the people who make its products.

Media Contact:

Lush Media Relations

Email: carolinaproenca@lush.ca

Phone: 1-888-733-5874

Website: https://www.lush.com/ca/en_ca

BLOG POST

Lush’s To Do List for Climate and Nature: A Greener Future

At Lush, we believe in making the world “Lusher than we found it.” As a brand committed to sustainability, we know it’s time to take action and protect the planet for future generations. That’s why we’ve created our To Do List for Climate and Nature – a plan that involves reducing our carbon footprint, protect wildlife, and have a greener world.

What is the To Do List for Climate and Nature?

The To Do List for Climate and Nature is a set of clear actions we’re taking to fight climate change and preserve our planet’s ecosystems. It includes four key areas where we’re focused on making a difference:

1. Protecting Forests and Wildlife

We’re using our buying power to help ecosystems like forests, wetlands, and healthy soils. By removing deforestation risks from our supply chain and restoring nature, we’re helping protect wildlife.

2. Usage of Better Materials

We’re improving our supply chain by supporting regenerative farming practices (agroforestry) and using eco-friendly materials. We’re also making our packaging circular, meaning it can be reused, reducing waste.

3. Reducing Transport Emissions

Transport emissions are a big challenge, but we’re dedicated to cutting down on flights and air delivery. We’re also working to reduce emissions from our vehicles and looking for more sustainable fuel options.

4. Helping Communities from Climate Change

Climate change affects everyone, but the people who have done the least harm to the planet, are usually the ones who suffer the most consequences. That’s why we raise awareness through campaigns and make charitable donations.

Why This Matters

At Lush, we always try to find better ways to make a greener planet. Our commitment to sustainability is not just about reducing waste or using better ingredients, it’s about using our voice and taking action to make a positive impact. By following these steps, we hope to inspire other businesses and individuals to join us in creating a greener future.

What You Can Do

You’re a part of this too! Every choice you make can have an impact. By choosing Lush’s ‘Naked’ products (66% of our products are sold without packaging) or supporting our sustainability campaigns, you help us reduce waste and make a difference.

If you care about protecting the planet and want to see more businesses taking action, we encourage you to get involved. Follow us on social media, share our message, and support eco-friendly businesses. Together, we can create a better and greener world for all.

Join Us Today!

At Lush, we know that the time for action is now. We’re dedicated to making real changes that will benefit the planet, people, and animals. Join us in our journey to a more sustainable future. Visit https://www.lush.com/ca/en_ca to learn more about how you can be part of the change.

Press Release

FOR IMMEDIATE RELEASE

The Omega Returns: A Bold Comeback with New Storytelling at TRU

Kamloops, BC – February 16, 2025 – The Omega, Thompson Rivers University’s (TRU) official student newspaper, is celebrating its relaunch with a special event on April 10, 2025, from 5:00 PM to 8:00 PM at The Den, located at 1055 University Dr, Kamloops, BC V2C 0C8. This achievement marks a major transformation, featuring a fresh design, expanded digital presence, and a renewed focus on student engagement.

The event will present speeches from The Omega’s Manager, Sean Brady, and Editor-in-Chief, Robert McAlaster, who will discuss the publication’s evolution, its impact on TRU’s student body, and its vision moving forward. Attendees can also enjoy a performance by the Black Dog String Quartet, one of Vancouver’s top musical groups, as well as networking opportunities with the editorial team.

“For years, The Omega focused on a more traditional audience, but we knew we had to evolve to better reflect student interests,” says Robert McAlaster, who has been with The Omega for seven years and served as Editor-in-Chief for two. “This relaunch isn’t just about a new look—it’s about making student voices the heart of our publication.”

Since its soft relaunch in September 2023, The Omega has undergone a complete redesign, introduced new content categories, and strengthened its social media presence to reach more students online. It prints between 500 and 1,000 copies per month and holds weekly pitch meetings every Wednesday at 5:00 PM in OM 2622 at TRU. The editorial team, currently with three editors and three writers, is focused on making the paper more engaging and relevant to student life.

“This paper has been a part of TRU for decades, and we want it to be something students today—and in the future—are proud of,” McAlaster adds. “We’re shifting toward stories that matter to students, from campus events to broader social issues, while keeping strong ethical journalism at our heart.”

A New Chapter for Student Journalism

As the way students consume media continues to change, The Omega is evolving to keep up. The team is introducing fresh storytelling approaches, including multimedia content, student-led opinion pieces, and in-depth features on campus life. The goal is to make the newspaper more engaging, relevant, and reflective of student voices.

Beyond expanding its digital reach, The Omega has given its website a complete refresh. Now, students can easily find stories, submit article ideas, and stay informed about campus happenings. More than just a news source, the paper aims to be a platform where students feel represented and encouraged to share their perspectives on issues that matter to them.

With fewer students turning to traditional news sources, The Omega is adapting by focusing on firsthand reporting, well-researched stories, and a more dynamic approach to journalism. By making the most of social media, digital content, and interactive events, the team is ensuring that their stories don’t just inform—they encourage conversations and connect with the student body in meaningful ways.

Get Involved & Celebrate the Relaunch

Aside from celebrating the relaunch, the event serves as an open call for student contributors. Writers, photographers, designers, and anyone interested in student journalism are encouraged to attend and learn how they can be part of The Omega’s next chapter.

TRU students, faculty, and members of the Kamloops community are invited to join the celebration and explore the new and improved Omega. For event details and updates, visit theomega.news.

Media Contact:

Carolina Proenca

312-765-5804

carolinaproenca@truomeganews.ca

Distribution Plan & Target Media List

To spread the word about The Omega’s relaunch, this press release will be shared across TRU platforms, local media, and student and community organizations. The goal is to boost student readership, bring in new contributors, and reinforce The Omega’s presence on campus.

It will be published on the TRU website, included in student newsletters, and posted on the university’s official social media pages to ensure students, faculty, and staff stay informed. Local media outlets like Castanet Kamloops, CBC Kamloops, Radio NL, and CFJC Today will also be contacted to help reach a wider audience beyond the university.

Key Recipients:

1. TRU Communications Department – For inclusion in university-wide newsletters.

2. TRU Social Media Team – To promote the relaunch through official TRU social channels.

3. TRU Student Life Office – To spread awareness among the student body.

4. TRU Journalism & Communications Faculty – To encourage student involvement.

5. TRU Clubs and Societies Coordinator – To engage TRU’s various student groups.

6. Castanet Kamloops – A widely read local community news site.

7. CBC Kamloops – A regional news outlet (radio format) for broader exposure.

8. Radio NL 610 AM – A key radio station in Kamloops.

9. CFJC Today – A Kamloops-based TV and online news station.

10. The Omega’s Editorial Team – To ensure website and social media promotion.

11. TRU Students’ Union (TRUSU) – A central student organization that can promote the event.

12. Kamloops Chamber of Commerce – To inform the broader business and professional community.

13. Kamloops Public Library – To share public event details.

14. TRU Alumni Association – To connect with past TRU students who may have been involved.

15. TRU Career Services – To reach students interested in media and journalism careers.

By distributing the press release through these key channels, The Omega will maximize attendance at the relaunch event and reinforce its presence within TRU and the wider Kamloops community.

Press Release Headline + Lead

Assignments Section

This section will include the assignments I complete during this course:

• Assignment 2: Writing and sharing a press release

• Assignment 3: Creating a communication plan, press release, and blog post

• Assignment 4: Designing a media kit

I’ll post my progress here so you can see how I’m improving.