Upper Thames River Conservation Authority
Location
Role
Project Type
Link
London, Ontario
Co-Creator – Strategy Development, Google Ads Setup, Content Planning, Research
Digital Marketing Strategy,
Google Ads,
Content & Influencer Planning
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Project Overview
The UTRCA runs a Tree Planting Program across southwestern Ontario, supporting landowners in reforesting their land through seedlings and large stock trees. Our goal was to improve public awareness, increase inquiries ahead of planting season, and promote the program’s environmental impact.As part of Village Creative, I worked on building a comprehensive digital marketing plan tailored to the program’s unique audience — rural landowners motivated by sustainability, grants, and conservation.
What I Did
Google Ads Campaign Setup
Researched and selected high-intent keywords, wrote ad copy, and designed a campaign focused on awareness achieving a CTR of 15.15%.
Content Strategy &
Social Media Calendar
Built a 30-day content calendar using Canva and ChatGPT, organized by themes (educational, inspirational, promotional), with templates for ongoing reuse.
Target Market Research
Analyzed UTRCA’s audience based on demographics, behavior, and motivations. Developed personas including farmers, landowners, and eco-conscious residents across the Upper Thames watershed.
Influencer Strategy Planning
Identified potential local influencers and organizations (like Ontario Nature, Adventures with the Hills) to amplify program messaging through partnerships and social collaborations.
Results
Strategic timing focused on planting season spikes in search interest
Laid groundwork for future influencer campaigns with structured deliverables & KPIs
Google Ads CTR of 15.15%
— well above average, with strong keyword match and copy
Reusable Content Templates built for easy rollout