Goal: Provide unprecedented access, for both members and non-members, to the historic Unifor founding convention– the largest private sector union in Canada.
Having live-webcasted national conventions for both CAW and CEP in the past, and having worked with these two great unions to create websites to communicate with their members about the possibility of creating new a union, Public Response was thrilled to be asked to webcast the Unifor Founding Convention.
We began by creating a custom, bilingual website which included news items, convention resources, webcast schedule, on-demand video gallery and social media integration. Next, our team sought to build up the webcast audience by developing a comprehensive pre-convention engagement strategy aimed at increasing Unifor’s email list, Facebook likes and Twitter followers.
Public Response launched a new, premium webcasting platform at the convention that allowed our team to seamlessly broadcast the entire Unifor convention and provide on-demand videos post-webcast. Unifor members and non-members alike could tune in anywhere in the world on their desktop, iPad or iPhone to watch fantastic guest speakers like author and activist Naomi Klein, Canadian pollster and pundit Allan Gregg and comedian Mary Walsh. They also could watch elections in real time, and see the newly elected Jerry Dias deliver his very first speech as President of Unifor.
In addition, the Public Response team sent out alerts were sent out by email and on social media before major presentations to increase viewership – resulting in tens of thousands of unique visits to the convention website over the course of a single month and thousands of livestreams recorded over the two-day convention.
Results: The convention garnered national attention from both its members and the general public, earning near-unanimous praise from viewers for the quality of the online webcasting.
Our team was also able to help Unifor increase the number of its social followers exponentially – dramatically increasing their Facebook Likes, Twitter followers and email sign-ups. The convention website also continues to serve as an important traffic hub as visitors tune in to replay convention videos.