Tara MacCormac

Victoria Ventures: Fostering Community Engagement

September 11th, 2023 | Tara MacCormac

As a young marketing student, I could have never imagined I'd be boarding a plane across the country to Victoria, BC for the career enriching trip of a lifetime. I must begin by thanking all those who made this experience possible for me at Babcock Canada. Without the support of the amazing Marketing and Communications team, this life changing experience would have never been possible. I'm sure everyone whose dreamed of travelling for work is wondering why and how I get this opportunity so let's rewind a bit.

I work as a CO-OP student at Babcock Canada specializing in digital marketing and event coordination. The company takes part in a plethora of community engagement activities in Victoria both with the Esquimalt Canadian Forces Base (CFB) and the surrounding community. One of the many objectives of this trip was to coordinate the annual Formation Fun Day event that brings together military families for a day of games, activities, food and of course, fun! It was my task to plan Babcock Canada's participation and much to my delight, attend the event.

A Taste of Victoria's Charm

It would be impossible to tell the story of my first time in Victoria without first setting the scene of this beautiful city. Its charming blend of historic and modern architecture took my breath away. Beginning the day with a cup of coffee by the ocean and ending with a stroll through the bustling downtown district. I couldn't truly describe my experience without including some must-go restaurant recommendations in downtown Victoria:

• Wind Cries Mary - exquisite sharing platters made with all locally sourced ingredients.
• Murchie's - fine tea, coffee and pastries since 1894.
• Bard & Banker - the ultimate destination for food, drink and live music.
• The Commons - a fun and lively social hub.
• The Humboldt - craft cocktails celebrating Victoria's vibrant history. 

I could write 1000 words entirely on restaurants, sightseeing and things to do in this beautiful city but that's a blog for another day, for now, let's get into the reason we are all here, the marketing!

CFB Esquimalt's Formation Fun Day: A Community Engagement Event

As I mentioned, the pivotal reason for my trip to Victoria was the planning and execution of CFB Esquimalt's Formation Fun Day—an event dedicated to supporting military families. As a marketing enthusiast, being part of the team orchestrating this event was an invaluable and creatively challenging experience. This event was all about planning unique, fun and engaging activities for the community to participate in. There are many stages to planning a community engagement event including working with the talented organizers, developing a unique activation, leveraging social media, sourcing branded materials and much more. After much thought, I and the team settled on a caricature artist, cornhole, colouring books, stuffed animals and temporary tattoos. The talented artist Ryan Forester drew heartwarming sketches of families at the event and included their loved ones from images who are currently deployed.

The success of the event wasn't measured solely in numbers; it was measured in the positive impact it had on the lives of those it aimed to support. It was a testament to the power of community engagement and the role that marketing plays in promoting meaningful causes.

Fostering Connections: The Art and Impact of Community Engagement Events in Marketing

I had the opportunity to work on many events while in Victoria including the Victoria Class Cup with the Esquimalt Military Family Resource Centre, the Royals Military Family Appreciation Night and countless others which I am eternally grateful for. Planning events is an art that goes beyond logistics; it involves highlighting shared values, genuine interaction, and a commitment to positive impact. These events are not just a box to check in a marketing strategy; they are pivotal moments where brands can showcase their commitment to social responsibility. The importance of community engagement events lies in their ability to foster trust and create a lasting emotional connection with the audience. In essence, community engagement events are a manifestation of a brand's dedication to making a positive impact while creating authentic, lasting relationships with the communities it serves.

My advice for anyone who is hoping to work in community engagement events is to immerse yourself fully in the experience. The value of these events extends far beyond the meticulous planning and execution—it's about forging connections, understanding the heartbeat of the community, and witnessing the tangible impact of your efforts.

As I return from Victoria, I carry not just memories of this beautiful city but a profound appreciation for the impact marketing can have on communities. The journey from a marketing student to a contributor in community engagement events has been transformative, shaping not only my professional skills but also my understanding of the responsibility that comes with a career in marketing.

To delve deeper into the enriching journey of community engagement events and discover the impactful world of marketing, follow my adventures on social media.

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