CASE STUDY:
RDSP AWARENESS MONTH 2024
During RDSP Awareness Month 2024, I spearheaded the campaign's communication strategy, creating engaging and eye-catching content and introducing innovative ways to expand reach, with the ultimate goal of driving year-over-year growth and raising awareness of the RDSP.
RDSP Awareness Month was created to raise awareness and increase the uptake of the Registered Disability Savings Plan (RDSP). In October 2024, as Communications Manager at Plan Institute, I led the campaign's communications strategy. The campaign is part of an initiative called Access RDSP, which is a collaboration among three organizations that provide support for the RDSP. After Access RDSP decides upon the themes for the year, each organization leads its own respective campaign.
OVERVIEW
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Social media: Facebook, Instagram, and YouTube
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Emails
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Blog Posts
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Website: RDSP.com
GOALS
Raise awareness of the RDSP, a complex and often overlooked financial topic, by creating content that is informative and engaging
Break down complicated RDSP topics into easier to understand, more digestible posts to give the audience a high level overview of the RDSP
Create a visually compelling campaign look with bright, colourful, and exciting visuals, while differentiating weekly themes
Introduce and test new types of content, such as Reels, to reach a broader audience and stay innovative in how RDSP information is presented
Boost social media reach and interaction with visually engaging, easy-to-follow content that drives interest and supports year-over-year growth
Increase visibility and year-over-year growth on RDSP.com, while generating interest in additional RDSP-related resources
Align with partners to ensure the content supports the strategy and goals of Access RDSP, as well as reflects its overall direction and values
Foster community connection and collaboration by working with partners to distribute campaign content, and ensure it is easily sharable
Week 5: Stay Connected!
Week 4: Contributing to Someone Else's RDSP
Week 3: Benefits of an RDSP
Week 2: RDSP Across the Ages
Week 1: Intro
The theme used bright colours and bold graphics to capture interest in a topic widely considered confusing and not particularly interesting. Each week featured a different theme, keeping the content dynamic and engaging while also aligning with the goals set by Access RDSP.
IMPLEMENTATION
RESULTS
+14%
RDSP.com Page Views
Change from 2023
+20%
RDSP.com Page Views
Change from 2023
The 2024 RDSP Awareness Month campaign resulted in substantial year-over-year growth in visibility and engagement across social media platforms, as well as an increase in website traffic. The introduction of Reels on social media helped explore new ways to reach the audience while also keeping RDSP messaging up to date with current trends. The highest-performing content was the Did You Know? series that featured fun and easily shareable facts on the RDSP, which was largely driven by peer-to-peer engagement.
+141%
Facebook Reach
Change from 2023
20K+
Facebook Views
+63%
Instagram Reach
Change from 2023
2.5K
Instagram Views