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Effective Communications



Story Told


Great Stories

We All Have Them


Anatomy of a Great Success Story

Andy Langlois and David Manson, avid mountain bikers, were brewingexceptional craft beer at home to enjoy with friends after long trail rides. Whenthe recent down turn in the economy resulted in the elimination of Andy’sposition, the two friends developed their passion for brewing into a solid businessconcept and Blackrocks Brewery was born. Within a year product demandoutpaced supply and the owners were ready for expansion. Northern Initiates supported their business expansion plans and their values:Langlois and Manson source handcrafted mugs from a local artisan, purchasing Nearly 1000 one of kind mugs to date. Blackrocks has also supported local nonprofit community organizations through joint promotions. Northern Initiativeswas more than happy to offer these ambitious businessmen and brewersfinancing to enable them to purchase equipment to expand production capacityand purchase their building. Today, the company is looking forward to its planned future expansion as itprepares to open a second location and expand its employment base.

Personal Details

Details of the borrower’s finance needs

Job Creation Call-out

Unique elements about the Business


Focus On FacebookEstablish Goals & ObjectivesEstablish Post Categories Identify Content SourcesOrganize Your Communications StrategyBrand Your Effort

Leveraging Social Media to Tell Your Story


Primary Goals

Grow NI fan base to 500 by 2013Increase NI online loan applicants by 10% in 2013ObjectivesElevate NI’s profile amongst current and potential borrowers, referral sources, and stakeholders.Increase overall awareness of the breath and depth of NI services.

Establish Goals and Objectives


We Choose

Customer of the WeekBusiness Development TipsNI News and EventsKey Partners and Connections

Establish Post Categories


We LeverageStaffCustomersPartners & StakeholdersBank PartnerEconomic and Community Development OrganizationsFundersBoard of DirectorsBoard ReportsFunder ReportsGeneral MediaIndustry Specific blogs, newsletters, etc.

Identify Content Sources


Organize Your Communications Strategy

Create a Content Calendar to help you Plan and Manage Posts

Consider adding a column for links and images.


Unique URL (can be set when creating page- www.facebook.com/users)

To create username: On the home page of your facebook page, click on “Edit Page” (top right corner)On left hand side, click on “Basic Information”Click on “Create a username for this page” Create username for your page

Brand Your Effort

Vanity URL


Use logo as profile picture to brand page

Creative cover photo while branding with slogan.

Interactive applications provide visual engagement for customers.

“Apply for a Loan” links back to web to continue business branding.

Brand Your Effort

Profile, Cover Photo, Apps


Sample Posts by Category


Photos offer creative form of engagement

Cross promotion

Drive traffic to your customers social media and website through links and @posts.

Post Category- Customer of the Week



/Photos offer creative form of engagement

Quick explanation of



Post Category- Business Development Tip


Strengthen ties between multiple online communities through @ posts.

Reinforce offerings and connections.

Post Category- Key Partners & Connections


Christine Rector

Director Regional Strategies

Northern Initiatives





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