Discover.

We broadly searched the municipal landscape to see what was being done well, and what areas were ripe for innovation. We discovered an interesting fact: Municipalities feel that they compete with one another for tourism dollars, but few small municipalities know how to market effectively to boost tourism.

Plan.

In this stage, we used the POST-M methodology to develop an effective plan for using social media. Examining the content and interface, we developed a set of visual and content standards that were accessible and appealing. Applying our marketing hat, we developed a plan for promoting Uxbridge's new "Trail Capital of Canada" tagline.

Execute.

We transferred the modified content into Drupal, our favourite CMS, focusing heavily on information presentation. Using Nav Canada's weather data, we constructed a custom weather app to fit our visual styling. Following our POST-M analysis, we conducted several social media campaigns to drive engagement with the new site.

Improve.

Since the launch, we have conducted additional social media campaigns, created an election sub-site along with an election video, and began examining the implementation of e-commerce for municipal payments.