Growers Ciders

I do not work for the cider company Growers, but I think they are an interesting brand.



Apple-Melinda Phelan, March 21, 2017

In my research, I discovered that the majority age of light to heavy users of Growers brand consumers are predominantly women aged 45+ (average) and males of the same age range (Numeris, 2014). Also from looking at their demographic and psychographic profile on Numeris, they have a household size of between 1-2 people, no adult children at home (Numeris, 2014). Their education consists of a Highschool diploma and some college/university (Numeris, 2014).

The lifestyle trends they display are being conscientious of their health and wellness; they are socially active and crave engagement, they are also digitally savvy (Luke, 2014; Norris, 2015). They are also information seekers and comfort seekers (Luke, 2014).

Regarding their media consumption, they heavily consume TV, Digital, and Magazine (Numeris, 2014). According to ComScore, the digital online sites they visit most are Facebook with a 73.3% reach, Google, with a 94% reach in search, and Microsoft sites (E-mail and search) at 94% reach (ComScore, 2013).

Summing all the data up, I put together the key insights of the Growers brand consumer demographic:

Basic demo: Boomers and Seniors
They are a multi-faceted audience who are seeking consistency, engagement, and a healthy active lifestyle (Norris, 2015). They do not want to be considered “aged” and prefer to behave the opposite of how other generations perceive them (Norris, 2015).

Their media consumption habits gave me a clear set of tactics for choosing the right media vehicles to communicate with this demo. The first is TV via broadcast advertising, the second is Magazine which has the ability for pass-along readership as well, and the third is, of course, digital via search, display, and social media (Facebook) (Numeris, 2014).

Regarding the brand look and feel across these communications, I thought it should be bold and sophisticated but not ‘Old’ and outdated. Most alcohol brands I see advertised are clearly going for millennials, well, the Growers demo behaves younger than their biology dictates, but we do not want them to be confused as to whom we are targeting. If we incorporate women and men in the creatives who are between 35-45, it is a good way to make the brand feel young, but not too young. We want our ad communications to outline our “Get-To-Buy” which is:
GET all boomers and seniors TO engage with the Growers Brand BY making them believe it fits into their lifestyle and aligns with their attitudes.


ComScore. (December, 2013). Top 100 media properties, Dem.Profile. Retrieved from

Luke, Paul. (September 29, 2014). Over 65 and going strong: Baby boomers are reinventing old age. Retrieved from

Norris, Doug. (July 23, 2014). Don’t call us seniors: The Baby Boomers at 65. Retrieved from

Numeris, Kantar Media. (2014). Cider: # drinks drank in past 7 days. Retrieved from Print Measurement Bureau 2015 Spring 2 YR Database

Numeris, Kantar Media. (2014). Cider: Cider brands personally drank most often. Retrieved from Print Measurement Bureau 2015 Spring 2 YR Database

Numeris, Kantar Media. (2014). Demographics-media imperatives- English magazine/TV imperatives. Retrieved from Print Measurement Bureau 2015 Spring 2 YR Database

COM0014 Blog #3 – Reaching a Diverse Target Audience

In lesson three, we learned that assessing your target audience is a critical step in designing a communications or social media strategy. By examining our current audience, we can gain insight into the audiences we would like to target.

I work for a spaceflight engineering company; as part of our social media plan we are working to encourage conversation around the critical benefits space research and technology has on our daily lives, in an effort to gain public support for Government investment in the space sector.  We are also using social media to attract and engage key stakeholders to demonstrate our position as a technology innovator and key player in global space activity.

Having two very different but equally as important goals mean we have a diverse target audience. On one hand, we want to appeal to the general public and on the other hand we want to appeal to government and commercial space organizations. Having previously identified who we want to target, I was interested to see if we were reaching the audiences we had identified.

Looking at the demographic breakdown of our Twitter audience, I was able to see that 49% of our audience falls into the 25 to 34 year old age bracket, 70% of our audience is male, 30% is female and 55% of our audience is Canadian and 98% speaks English.


Not surprisingly, technology, science and space were the top interests of our followers.


If I were to build an audience profile, this information would lead me to believe that our target audience is an English speaking, Canadian male in the 25-34 year old age bracket who is interested in technology and tech news.  This profile isn’t surprising, and it is in line with a portion of our target audience.

However, we also have an ambitious goal of reaching our Federal and Provincial Members of Parliament. Examining our current audience and through my daily interactions with our followers, I know that we are not yet reaching the majority of this audience. In order to reach this audience, we will need too employ listening tools to find out where they are spending their time. I have added them to lists on Twitter so I can monitor their conversations. We will also conduct searches to see what groups and conversations they are active in and try and align our efforts to meet those needs.

Through monitoring the demographics of our audience, tracking changes to our followers and through listening strategies, we can work towards meeting the needs of our target audience and perhaps discover a new audience that we did not originally identify.



COM0014 – Blog #3 – Reaching Out to a Rural Population

Brock Township

A very diverse population exists in rural communities and they are faced with unique challenges and opportunities.  This is important to understand when determining a target audience for a rural organization and how to best communicate with that audience while recognizing these differences.

I have been fortunate to work with the Brock Community Health Centre since its inception.  As the “new kid on the block” ten years ago, the organization was no different than a newcomer just moving into the neighbourhood.  It took time and patience to gain the trust of the community, and it was clear that building relationships, being involved, and communicating in a very open, transparent and humble manner was the key to acceptance.

Our target audience is as diverse as the population – there are farming families who have lived in Brock Township for generations; blue collar workers who moved from the city to raise families; and an upswing of educated and trendy millennials.  They range in income, lifestyles, education and age, although seniors and youth are our priority populations.  Community health centres address the social determinants of health, so we aim to assist people who face barriers such as income, employment, transportation and isolation.

The advantage of connecting to a rural audience is that most people are well connected within their community.  Once the Centre gained the community’s trust, partnerships were formed with the Township, local schools, and allied organizations, and personal relationships were developed.  Connecting to and working with established groups such as churches, seniors networks, schools, coffee shops, Lions Clubs, etc., allowed us to communicate with our target audience.

Cannington Cafe

Currently, face to face contact, networking and print publications (newsletters, flyers, advertisements in the local paper) are our prime sources of communications.  We look forward to launching our social media presence in the very near future to connect more broadly with our target audience, to listen and respond, and to complement our overall communications strategy.  Our primary platform will be Facebook, as this is widely used in our community now to share programs, services and information and we will easily connect to existing networks.  We will also use Twitter to connect with our allied organizations and will explore YouTube, Instagram and Pinterest for our youth programs.  In this rural community, talking on the street still seems the preferred way to communicate, but social media will allow us to greatly expand our reach.

COM014 – Blog Post #3 Can you hear me? How about now?

A good communication strategy outlines not only know what it is you are trying to say, but more importantly knowing who you are saying it to and then choosing the communication method that best reaches that audience.  If your target audience are senior citizens then it is safe to say that Snap Chat may not be the best vehicle for that communication, given that 71% of their users are under the age of 34 (Source: .

I work for a NFP organization that works in education, support and advocacy for patients living with dermatological conditions in Canada.  Our audience is a diverse one since skin disease does not discriminate – very young children and teenagers are affected by eczema, acne, and psoriasis, adults tackle melanoma, psoriasis, burns or wounds  and seniors encounter shingles, rosacea, psoriasis, and many of the other conditions I have already mentioned.  So while we certainly do not have an age, race or gender demographic we do want to ensure that our communications are geared towards a Canadian audience.   To ensure that we are reaching that audience, we often use the tools built into many of the social media platforms to target Canadians interested in skin health or dermatology.  This sometimes requires putting a little bit of money into our social media and advertise our sites (Facebook and Twitter) to target Canadians.   By doing these we have achieved our goal and over 90% of our followers on Facebook are Canadian.

By ensuring that we are reaching our target audience, we are able to meet our mission of promoting skin health and improving the quality of life of Canadians living with skin conditions.

COM0014 – Blog 3 – Spotlighting Canada’s Alternative Living Movement

When I was working as a reporter in rural Ontario, I had the opportunity to learn from several collectives of people who were living alternatively in every sense of the word. These individuals had their own way of cooperating, building homes, gardening, cooking, earning a living, as well as raising and educating children.


I was in awe that a person could:

So much to share Kids

For the last decade, I have wanted to travel across Canada and tell these kinds of stories – stories of people living authentically alternative lives and teaching others to do the same. I want to use my blog as a platform for people to teach their skills of homesteading, community building and living simply to Canadians of all ages, who are from all walks of life. I want to visit families, individuals, newcomers and communities in both urban and rural Canada where life is being lived a little differently than the norm. I want to write stories, features and profiles, shoot video, take photographs and write lists on everything from “how to” and “try it this way” to “never again.” I will also promote products and services that are truly valued by the people I visit – everything from healthy recipes and products to mindfulness techniques. I want to facilitate daily social media engagement that will offer everyone a chance to participate and teach one another. I also want to hear who and what inspires readers to grow towards their greatest good.

Target audience

My audience will have a passion for sustainability, healthy living, taking care of their families, their property and living consciously. I know that like myself, most Canadians do not want to give up their cellphone, Internet, running water or jobs. Many of the blogs I see are targeted towards Millennials finding themselves after exiting the rat race and living like nomads. I want my blog to also reach those who want to continue living in the norm but who are curious about “doing things differently.”


From my research, my audience profile is most likely betweeRrin the ages of 20 and 50; more often females with college and university degrees, who are holding managerial positions. My readers are modern, liberal, and innovative and often buck tradition. I feel the best way to reach my audience is through:

  • Captivating photography and video
  • Authentic, sharable and fact-finding blog posts
  • Product reviews
  • A directory of alternative businesses (grouped by region)
  • Lists! Who doesn’t love a good list in this demographic?
  • Social media – regular posts on Facebook, Twitter, Instagram and YouTube

I hope to capture the attention of more than just my target demographic and help educate Canadians on the many ways one can live a good life.


Com0015Mar — Post 4 Out of the Box

I understand that this question is likely intended to refer to game-changing new apps, but at the risk of losing credit for this answer, I will sheepishly admit to being constantly amazed at how ubiquitous Twitter has become while at the same time operating at a staggering loss (or ‘negative profit” as this generation of venture capitalists would describe it). The juxtaposition of a platform at once so powerful and prevalent with the inherent difficulty in monetizing the app will, I think, be a case study for years to come.

Meanwhile, the app itself is proving its worth, as companies are quick to respond to those who mention their brand.  Trapped in DC at the airport, I tweeted about the airline’s ridiculously poor customer service at the counter, and within minutes they had responded with an apology.  Did they make money?  Nope, but they were able to address a concern in real time in the middle of the night.

How Twitter manages to capture (read:  monetize) the staggering reach and utility of their app will in many ways define the internet 2.0

COM0015: Blog 1 – Tools and Success (W2017)

My favorite social media monitoring/listening tool is Social Mention. This tool monitors approximately one hundred social media sites. I like it as a listening tool because once you select the time frame and who/what you wish to monitor, it displays top keywords, top users, hashtags and sources that allow you to follow up. For example, if there were mentions on WordPress, you simply click on a link that Social Mention provides to read the entire blog.

Social Mention also encompasses data analysis, and measures four categories of influence on your company or any competitors you wish to monitor:

  • Reach: the number of unique individuals mentioning the brand compared to the total number of mentions
  • Strength: the overall likelihood of the identified companies themselves being discussed in social media
  • Sentiment: the ratio between generally positive and negative comments
  • Passion: the measure of the chances of individuals commenting on the company repeatedly.

The options this tool gives me to further explore social media comments for a specific organization or topic are invaluable. They provide me with insights on how people are thinking and what they are saying and I can take as much or as little time to get ideas on how to better gain more passion, reach and strength.

The second tool I am learning to like is Hootsuite, although as it is a very personalized tool, and collects an enormous amount of personal information (even on its free version).  This tool will help focus me on my future goals, something I do need to do as I am thoroughly enjoying my experiences in the world of full-time learning.

I’m in a unique situation (for me) since May 2016 in that I am studying full-time and not currently working. For personal development, I am looking at two main streams, along with a third that is more hobby-related but could evolve into a business (abstract art).

I will continue using Social Mention as I look deeper into what it takes to become a social media professional, as well as an accomplished editor and writer. I hope to be able to find workshops, online or otherwise, more easily through these tools, as well as discovering organizations and associations that could benefit from my knowledge and creative ideas.


High Society

“Society” Gossip first, social media later. (by mlg)

How I United a Community via Social Media

Image Source

On September 26th, 2017 my community received shocking news that 29 schools in our area were slated for closure due to a change in provincial funding for vacant pupil spaces. Action had to be taken immediately, there was tremendous information to share and the need to recruit volunteers to come up with strategies to help save our schools. Below you will find a list of Social Media tools that we used to help unite people from across the province of Ontario in a matter of days.

Gone are the days where we had to write letters, get them photocopied and mail them out and wait for a response. Gone are the days where we needed to make phone calls and leave messages and play endless telephone tag since people have different schedules. We live in the time of here and now. When we have news to share, we can do it immediately via social media and that information can been seen by millions of people from around the world. Recently, due to the unfortunate circumstance of my local school being slated for closure, I found myself being at the head of a six month campaign to not only fight for my school but help others do the same for their own communities.

Here are the top 10 strategies that I used via Facebook to link a community in a matter of days:

1. Create Facebook page and post relevant information Save RO Secondary
2. Invite friends and contacts affected by the cause to follow the page
3. Boost the page
4. Create a hashtag that could be used throughout the campaign    #SaveSouthStormontSchools
5. Use images along with text to bring attention to the various posts
6. Create Facebook events for upcoming meetings and fundraising events
7. Invite friends and relevant contacts to attend those events
8. Boost events
9. Follow similar pages of local schools faced with the same issue so that ideas and strategies can be shared
10. Become part of groups that are championing for change in funding for the entire province Ontario Alliance Against School Closures

How did doing these 10 things benefit our campaign you ask?

• Within the first month we had over 700 followers
• A brand for our campaign was created and maintained throughout
• We were able to ensure that correct information was shared to our community
• The public was engaged and asking questions and making comments
• Other communities were united and shared resources
• Events were well attended and fundraising was successful
• Media started to follow our cause and requests for interviews flowed
• Media articles were easily shared province wide

Social media is called “An Organizational Game Changer” by Ruth McCambridge, Editor and Chief for the Nonprofit Quarterly. Social Media as an Organizational Game Changer

Communication can be instant and responses can at times be overwhelming. In the beginning of the campaign the messages and comments were difficult to keep up with but having the ability to interact with hundreds of people with one post made it a most valuable tool in our campaign.

Have you ever used Social Media to bring people together for a common cause? Please comment how!

Twitter post:
Need to galvanize a group in a hurry? #PoliticsTransformed Facebook is your Social Media tool of choice!

Facebook post:
Uniting small communities is difficult, but social media helped make it possible in the fight to save schools in Eastern Ontario. Read more here:



My two favorite listening tools for social media are Sprout Social and Campaign Monitor.
Technically Campaign Monitor is more geared towards e-mail marketing, but it measures engagement quite effectively depending on the unique engagement level of your e-mail marketing. I worked with this tool while on placement at the Canadian Museum of Nature. I developed an e-mail blast going out to public schools in Ottawa and Gatineau. I had linked their school program’s web pages ticket portal and brochures to the memo style message body.


My thoughts on paper..-Melinda Phelan, July, 2015

I used Campaign Monitor to extract addresses and send out the e-mail. After you send the e-mail, their system tracks how many recipients download the document, and how many people click on the links within the document. It also tracks how long it took for people to open the e-mail, and then click on a link. It presents the data in the form of colorful line graphs indicating each statistic. The best part is that it measures in real-time from the moment the recipient gets the e-mail in their inbox to the engagement click. It will also let you know how many e-mails bounced back and for what reason. I am sure currently they have many more analytics dashboards but even when I used it I was satisfied with the data it provided. At the end of each day, I would produce a report based on the data. We were able to assess the best time to send the e-mails based on the average time at which most recipients opened the e-mail and followed with engagements. We also got a sense of how engaged recipients were with the e-mail and the links provided. We could also track the level of sales via the clicks and purchases through the ticket portal from the e-mail. Another aspect of the system was that you could perform A/B tests with your campaign.

I think e-mail marketing is often overlooked as a source of social media. No, it is not specifically intended to allow for conversations per say, but it does allow for engagements online that can lead to social content. For example, you could include social links in the body of your e-mail design or embed social media such as video content.

The second tool I like, but do not have any practical experience with is Sprout Social. I think this is a great low-cost monitoring tool for agencies and individuals. It apparently provides an array of analytics such as indicating and tracking brand mentions, hashtags, keywords, influencers and provides project management widgets for large scale campaigns. So instead of having multiple analytics dashboards and a project management space such as BaseCamp, you can have an all-in-one package. According to a friend of mine who uses Sprout Social and Radian6 has said Radian 6 could become very costly because the reporting can be pricey but with Sprout Social, the cost subscription covers everything without limitations.

My two best sources of information and news regarding DRTV, digital and Broadcast televised media trends are another agency called CanadaTVMedia, and Strategy Magazine Publications. CanadaTVMedia releases free reports on Broadcast tv trends in Canada that are also public files. They offer official data sourced from reliable statistics. Our agency subscribes to Strategy Magazine and Strategy online (its digital platform) to view their reporting section for any news regarding other agencies and trends. Another source is Telefilm Canada. They also provide free reporting on current trends in TV viewership in Canada. Another source, of course, is my reps! They provide reliable statistics about their stations from Numeris (formerly PMB). As an agency that specializes in DRTV, we continually seek information on viewership to keep on top of our demo and their viewing behaviours. It helps us to streamline our buys and know where to buy into and at the right time.



COM0015 – Blog #1: Tools and Sources

I have to admit that I am very new to using listening tools in social media so I have a very limited list to choose from.  Currently I have been happy using Facebook Insights that come with the creation of a page.  I began using this tool primarily because I required something free, easy and quick.  It began before I started this course and although I had always been listening to our Facebook audience, I wasn’t using tools to help, even the free one.  Tracking the likes and unlikes are made obvious with this tool, as well as tracking successful posts and comments.  It helps to give us a sense of what worked really well on Facebook and what was a complete flop.  I get the most action on our Facebook page so using the tool provided by them is helpful since I am on there every day.

nosy curiosity ear young interesting Free Photo

Created by Evening_tao –


The second tool that I was introduced to by the management team at my work is Hootsuite.  It provides me with a dashboard that allows me to schedule posts among our social media platforms.  It’s a great tool since my workplace has some funny hours and busier moments.  It helps make posting to social media somewhat stress-free by allowing us to schedule posts in advance over any of our social media platforms.  It also allows the user to monitor comments, messages etc. for each social media network. This works great for me since I can get overwhelmed when there is a wealth of information staring back at me.  Sorting through it is easy and I find that I am able to keep great track of what is happening in each of my social media networks.  It also isn’t very expensive when bought as a professional (1 user).  There are different options for larger businesses which provides the base features offered in the professional package, plus much more.

Why I like both social media listening tools over others right now is that I am familiar with them.  I’m looking forward to trying out other low-cost tools but there are just so many that I find myself wondering where to start and what to research.

As for sources of news and updates, I do find myself most often on Upworthy and Huffington Post Canada.  Upworthy typically has positive stories centering around movement makers and the purest do-gooders.  With so much ugliness in the world it is nice to have beautiful stories at my fingertips.  I like Huffington Post Canada because of their grassroots beginnings and their Canadian focus.  Although I wouldn’t call myself politically savvy, Huffington Post Canada does seem to be my go-to for politics.

I look forward to building on both the listening tools I am using and my news sources.  From reading previous posts by classmates I already have a few great starting points for both 🙂