Junxion Strategy

Smart marketers know the days of talking at your customers and audiences are over.

Stakeholders today have plenty of information choices and multiple communities where they can link up with like-minded people, so it’s unrealistic to believe you can control how they think and what they say about your organization, even with the most strategic and finely-tuned messages.

The way to build sustainable relationships is to create a community where people are inspired to contribute to the discussion and feel understood and valued.

“By offering these social web technologies, websites give a voice to audiences, and their participation creates the content that makes the site compelling, relevant and dynamic. And keeps people coming back.”

Websites today are moving beyond static, one-way communications tools, evolving to rich, inclusive online communities that encourage open dialogue and creative interaction through blogs, video and image postings. By offering these social web technologies, websites give a voice to audiences, and their participation creates the content that makes the site compelling, relevant and dynamic. And keeps people coming back.

The social web is akin to a really good party: With thoughtful planning and the right mix of people, you can create a place where your guests enjoy themselves and get to know one another, have interesting discussions, make solid connections and are reluctant to leave.

The people themselves make the party; but the host creates the atmosphere by providing the location and the right environment - whether that’s music, refreshments, activities, and the all-important introductions - where people can connect with you and one another in a meaningful way.

A client might have the most strategic and technically advanced social web presence possible, but without a method to get people to the site and engaged with each other once there, the project is only partially complete. That’s why when creating social web solutions for its clients, Junxion considers not only the technical aspects of the site - architecture, navigation, databases, content management systems, etc. - but also devises strategies around activating users.

“Driven by different needs, people behave, think, and are motivated uniquely depending on who they are, and will respond only to a proposition that works on their terms.”

That means understanding motivation that drives behaviour. Driven by different needs, people behave, think, and are motivated uniquely depending on who they are, and will respond only to a proposition that works on their terms. By giving a voice to your stakeholders through a social web strategy, and listening and responding to their input, your organization can build lasting relationships that are founded on trust - the cornerstone of sustainable communications.

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PROJECT: The Vancouver Aquarium continues to innovate with their new web approach

The fifth largest aquarium in North America, the Vancouver Aquarium is renowned for display and interpretation excellence, internationally recognized programs and worldwide research projects. One of the -most popular tourist attractions in Vancouver, it’s mission is to effect the conservation of aquatic life through display and interpretation, education, research and direct action.

In late 2007, Vancouver Aquarium engaged Junxion to lead in the re-development and planned improvements for its key tourism and conservation, research and education websites. This includes improvements in such areas as navigation, page layout, usability and interactivity. Also central to the approach is the improved use of social media elements such as YouTube, Facebook and Flickr.

Drawing on Junxion’s expertise in public engagement, community-building, conservation, and communications and creative development, the end goal of this project is a vibrant on-line presence that meets the information and entertainment expectations for the diverse range of Aquarium stakeholders.

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PROJECT: Junxion helps Canada Green Building Council create dynamic online community

The Canada Green Building Council is a non-profit organization that promotes and accelerates the design and construction of green buildings in Canada through the LEED® (Leadership in Energy and Environmental Design) rating system.

The Council is governed by a national board, and has representation across Canada through eight regional chapters. In late 2007, the CaGBC contracted Junxion Strategy to develop a web strategy as part of a multi-year initiative to create the next generation of the LEED rating system.

Built around social web technology, the website will bring together various building industry stakeholders, each involved in the development and refinement of the next generation tool. A place for idea-sharing, communication of best-practices, and collaborative dialogue, this dynamic online community will be a vital communications vehicle for the Council, allowing it to gain valuable input from the industry in the creation of the next generation of LEED.
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PROJECT: Groundbreaking global social marketing and engagement at the 2006 World Public Forum

Habitat JAM - sponsored by UN-HABITAT, IBM and the Government of Canada - was conceived as a groundbreaking web-based public consultation on urban sustainability, intended to gather input and create actionable ideas for the World Urban Forum in June 2006.

Junxion Strategy was responsible for marketing this phenomenal event; from start to finish, they had four months to bring the world into the conversation. Working closely with Gayle Moss, of On-Mark-It Consulting, Junxion’s team developed and launched a multi-lingual, multi-channel and multi-tactical global on-line viral marketing campaign.

The key objective: compel a diverse range of people to engage in something new, using technology never before presented to the global community. Secondary objectives included involving traditionally marginalized populations; creating materials that appealed to everyone from corporate CEOs to illiterate citizens; and bridging technological and logistical gaps with options such as Internet cafés and town hall meetings.

Junxion developed a strong brand platform, recruitment materials in nine languages, and a multi-channel viral-based marketing campaign. They designed and developed an interactive website, a Habitat JAM logo, banner ads and Internet viral marketing materials, print and broadcast advertising, and on-line resources. This required the effective use of Internet technology, language and images relevant to the message, and a significant amount of cultural sensitivity.

As a result of these promotions and communications, 40,000 people from 158 countries took part in Habitat JAM, making it the largest public engagement on urban issues in history. Watch the Habitat JAM Story here; read a Backbone article here.