Marketing Unique New Curriculum Program

Cornerstone of Hope is a Calgary based, not-for-profit organization. Our programs for children and adults assist participants to deal with the emotions around divorce, separation, or death and help restore emotional wholeness, separation and divorce are one of the top ACES (Adverse Childhood Experiences). We have developed HeartZone with a team of psychologists, childhood workers, and our own experienced facilitators to help children heal through the use of discussion and play. The aim of HeartZone is to provide an opportunity for the children to share their feelings in an accepting environment supported by trained, caring, compassionate adults. HeartZone employs lots of activities, object lessons and stories to engage the children and encourage them to talk. Children experience grief in such situations but often are “silent mourners” and have a hard time expressing their hurt feelings. The affirmation of their feelings by the leaders and by their peers in the group lets them know that they are OK and accepted. This all greatly reduces the stress in their lives. Our challenge is getting our program into more organizations, to reach more children, and help them develop a better EQ and thrive in the face of adversity. We would love the help of the students to develop a marketing plan to reach a wider audience and to expand our programming across the City, Province, and Country. The primary focus for the student will be: Marketing Communications - Recommend changes to advertising and PR materials; create an integrated marketing campaign; create a rebranding campaign. Market Research - identify expansion opportunities; identify key messaging for (new product or service). Public Relations - Develop and implement a PR strategy; create collateral, including press releases, user testimonials, case studies, and customer stories. Prospecting Strategy - Evaluate our current customer base and make recommendations for further market penetration; assess our current outreach process and develop and implement targeted prospecting; review our prospect messaging, make improvement recommendations, and create new outreach content. SEO Strategy & Recommendations - Develop and implement an SEO strategy; provide content suggestions and recommendations to increase search visibility; increase our inbound traffic and optimize the customer journey; increase inbound leads. Strategic Social Media Marketing - Conduct an audit of our current social media presence and/or other current communication channel(s); develop and implement strategies for improving our online presence and increasing engagement; create a content calendar; creating useable social media and blog posts. Our goal at the end of this experience is: Market Research - help us gain a better understanding of our target market and ensure we are optimally positioned and our product and pricing aligns with our target sector/customer. Public Relations - help us effectively communicate our brand's story and mission to a broad audience. Prospecting Strategy - help us implement better prospecting that increases conversion rates and boost our sales team's performance. SEO Strategy & Recommendations - help us generate more traffic and revenue through search engines. Strategic Social Media Marketing - help us improve our online presence, reach more customers, and effectively promote our brand through compelling content. Other duties the student may complete could include : Assist with outbound email marketing campaigns as needed; measure and report on performance of these campaigns using tools such as Google Sheets, Excel. Content development, including social posts, blog posts, LinkedIn articles, and website copy. Develop company e-newsletter We will plan to communicate with our virtual intern(s) using these communication tools: Riipen messaging, email Primary contact : Sarah Moss, CEO Secondary contact: Kathy Luther, Board Chairperson

Digital Content Creation

We would like students to create an original short video to be used as a part of our TeensThrive curriculum. Each video will have a specific theme or message aimed to assist teens, in healing from divorce, separation or death. If you have a passion for children of divorce, and are ready to tackle this challenge with us, then we'd love to hear from you.