1. Purpose and Goals
- Why we farm Beacon Hill
- Long-term objectives (presence, leads, referrals)
- Expansion plan (North → South → beyond)
2. Strategy and Principles
- Stacking activities for maximum effect
- Tone, branding, and consistency
- Community-first approach
3. Farming Activities (Hybrid)
3.1 Mass Mailers/Postcards
- Guidelines
- [Playbook: Seasonal Mailers]
3.2 Beacon Hill Website
- Guidelines
- [Playbook: Business Profiles / Event Recaps]
3.3 Social Media
- Guidelines
- [Playbook: Facebook Group Posts / Instagram]
3.4 Sponsorships & Community Events
- Guidelines
- [Playbook: Park Movie Night / Restaurant Giveaway]
3.5 Charity and Fundraising
- Guidelines
- [Playbook: Annual Fundraiser]
3.6 Local Partnerships
- Guidelines
3.7 Volunteer Initiatives
- Guidelines
- [Playbook: Yard Cleanup for Seniors]
3.8 Special Projects
- Guidelines
- [Playbook: Block Party Trailer Program]
4. Preparation
- Materials and templates
- Budgeting
- Tools setup (CRM tags, Monday.com, Google Drive)
5. Step-by-Step Execution
- Planning timelines
- Task assignments
- Coordination across activities
6. Measurement and Reporting
- KPIs (leads, conversations, engagement)
- Scorecard integration
- Reporting schedule
7. Roles and Responsibilities
- Realtors
- Marketing
- Ops/Finance
- Volunteers
8. Future Expansion
- Adding Beacon Hill South
- Scaling into nearby communities
9. Related Resources
- Scripts
- Event checklists
- Marketing templates
10. Annual Activity Calendar
10.1 Quarter 1 (Jan–Mar)
- Winter mailer
- Support local business social campaign
- Charity initiative (food/coat drive)
- Website content: Winter activities in Beacon Hill
10.2 Quarter 2 (Apr–Jun)
- Spring mailer
- Yard cleanups for seniors
- Canada Day Fireworks planning/sponsorship
- Website content: Local business feature
10.3 Quarter 3 (Jul–Sep)
- Summer mailer
- Movie Night in the Park
- Back-to-school fundraiser
- Block Party Trailer launch
10.4 Quarter 4 (Oct–Dec)
- Year-in-review mailer + holiday greeting
- Holiday fundraiser (We Love Ottawa partner)
- Small business holiday spotlights
- Fall yard cleanups
- Website content: Annual Beacon Hill Highlights