Advertising Campaign

IGNITE Fredericton – Immigration Month Campaign

Submitted ByPaula Lehr

Fredericton’s Immigration Month is a celebration of our region’s diversity and inclusivity, as well as our extensive infrastructure of immigrant support networks and contribution to our economic growth.

As the Economic Development agency for the Fredericton Region, Ignite played a key role in communicating the importance of Immigration through marketing collateral and the promotion of events, workshops, and social media campaigns to celebrate and show support for our immigrant communities.  

During Immigration Month, Ignite Fredericton hosted a total of three events: Flag Raising Ceremony, Family Fun Day, and Newcomer and International Students Job Fair. This advertising campaign is unique in that it was a month long social media campaign, starting May 16th and running through to the end of June that included profiles, events, workshops and various social media elements.  

We were able to raise awareness for Immigration Month itself by creating a Social Media Marketing Package which was distributed to stakeholders and partners across our eco-system created in English and French with a link to the calendar of events on the Immigration Fredericton website. The Immigration month page on our website was the most viewed page in the month of June with a total of 558 page views.  

The Family Fun Day event was a free event at Kingswood Entertainment Centre in Fredericton where Ignite offered access to FREE activities such as bowling and laser tag. 472 people responded as “interested” to our Facebook event which reached more than 16,000 people with more than 400 people attending. The number of users reached was more than 2,000 through all the platforms.  

The Fredericton Job Fair for Newcomers and International Students was promoted throughout the month of June, having the greatest number of posts. There was an Eventbrite registration page where interested employees and employers could register. The impressions the posts had were high with over 20,000 users reached in the Ignite and immigration Fredericton platforms. A total of 295 employees and 58 employers registered, and attendance was 160+ employees and 45 employers. There were live tweets shared on site during the event. The event was also shared through Immigration Fredericton and Ignite Fredericton social media platforms, reshared by many organizations, and spread through email campaigns. We are continuing to collect success stories from Job seekers and employers who attended the Job Fair and sharing those across our socials.  

Workshops and programs are part of our ongoing Immigration Strategy, and during the month of June, Immigration Fredericton and Ignite Fredericton promoted eight workshops, designed to tackle topics such as, Pathways to Permanent Residency, Thriving in the Canadian Workspace, Embracing Opportunities and Overcoming Culture Shock. 

Immigration Month was a month full of growth in our social media platforms and website. Part of its success was the number of posts published, which also redirected users to the website. The types of posts such as immigrant profiles, businesses profiles, and promotion material of attractive events such as the job fair and family fun day also increased engagement. Most importantly, the number of quality posts that were published contributed to the branding of Immigration Month, Immigration Fredericton, and Ignite Fredericton.   


Immigration Month PDF