Bioeconomy Investment Forum: Building momentum

1. Purpose 

Held on May 14, 2024, the Bioeconomy Investment Forum, hosted by Economic Development Regina (EDR), was an invite-only event that drew industry leaders and decision-makers from across Regina’s bioeconomy, including producers, government, value-added businesses, investors, and more.

A social media plan was developed to highlight discussion at the event itself and generate additional discussion and awareness of Regina’s emerging bioeconomy to a broader range of stakeholders through social media. In addition to a series of posts during the event itself, EDR engaged in organic social media discussions.

2. Effectiveness

Objective: Generate public awareness of and support for Regina’s emerging bioeconomy

The Bioeconomy Investment Forum saw a total of 18 social posts, primarily through LinkedIn. All posts were posted day of or in the days following as discussion continued.

• 7 by EDR
  • 3,849 engagements (total number of likes, comments, shares and clicks)
  • Engagement rate of 15.5% (compared to EDR’s average engagement rate of 9.74%)
• 11 by other organizations and attendees
  • Total engagement unavailable

3. Challenges 

Promoting a new economic sector in any region comes with challenges – from communicating the full scope of the opportunity to setting a path for success for producers, investors, and community alike. EDR’s primary goal was to educate a broad range of stakeholders to effectively communicate the opportunity from multiple perspectives.

Messaging focused on the opportunity for climate-positive initiatives to generate new jobs, emphasizing the long-term sustainability and security that the bioeconomy can bring to the GRA. By focusing on these aspects, EDR aimed to garner support for the bioeconomy sector, demonstrating its value as a new and promising area of growth and opportunity for Saskatchewan.

As an invite-only event, EDR was limited as to the nature of pre-event communication via social media. The challenge, therefore, lay in the fact that only a small amount of momentum had been generated on social media prior to the day of the event. As such EDR needed to take full advantage of the content and enthusiasm expressed during key moments of the day. That challenge was addressed by having staff on-site, adding further context to pre-built posts, and responding to critical social media conversations in real time.

EDR also specifically identified LinkedIn as a platform of choice for social media activities, based on the overlap between its audience on that platform and its target audiences.

4. Target Audience 

• Industry stakeholders interested in opportunities in agriculture and renewable energy, exploring partnerships and investments in bio-based initiatives.
• Investors who view the GRA bioeconomy as a promising area for sustainable investment due to rising demand for bio-based and renewable products.
• Government officials who promote policies and incentives for bioeconomy growth, innovation, job creation, and economic diversification.
• Post-secondary institutions who act as innovation hubs, collaborating on bioeconomy projects, sustainable practices, and training students for key roles.

5. Specifics 

EDR’s social media strategy for the event required a hybrid scripted/unscripted approach that allowed us to prepare for key moments in the agenda while leaving opportunities for organic interactions. It also identified a specific platform (LinkedIn) as critical, based on the nature of the content and the audience.

6. Details

With a recent surge in alternative fuel demand, technological advances, and funding, Regina has a compelling story to share in the emerging renewable energy sector. Home to multiple clusters of innovation and a broad range of resources, Regina is a natural location to pursue investment opportunities in renewable energy.