Vancouver Rowing Club

The Vancouver Rowing Club (VRC), a nonprofit providing rowing and other sports access to people of all ages and skill levels, has been a part of Vancouver for over 100 years.

In 2019, Proximis was engaged on pro bono basis to provide marketing services to VRC in order to help oppose the existential threat of an expansion by the neighbouring yacht club. Proximis led all planning and development for a complex strategic marketing plan. We also produced a documentary video, microsite, radio ads, and social media campaign. Through our efforts and those of club volunteers, members of the public, and supportive elected officials, we were successful in preserving the public waterways.

We produced a short documentary-style 6 minute video to help tell the story of this historic Vancouver institution. We then used social media advertising to reach the right people like water-sport clubs.

Our strategic marketing planning also identified a need to raise public awareness, so we developed hard-hitting radio ads that ran on CKNW, Vancouver’s premier news radio station. Finally, using the communications materials that we had developed, VRC members approached Vancouver City Council, Provincial MLAs, and members of the Federal Government in order to rally support.