Brand Tone

Inspiring, Welcoming, Community-Focused, Inclusive, and Supportive, balancing professionalism with an approachable feel.

Brand Values

• •Inclusivity and Accessibility
• •Community and Belonging
• •Excellence and Development
• •Safety and Respect
• •Passion for Paddling and Nature

Best Practices

• •Always Lead with "Community" and "Inclusivity": Even when promoting elite programs, frame the message within the context of the supportive club community. Use words like "everyone," "all ages," "all abilities," and "welcome."
• •Use Active, Inspiring Language: Employ strong verbs and an encouraging tone. Instead of "We have programs," use "Discover your passion." Instead of "You can learn to kayak," use "Master the kayak." This reflects the brand's focus on growth and achievement.
• •Showcase, Don't Just Tell: Let visuals and stories do the talking. Pair copy with high-quality photos and videos of real members of all different ages and backgrounds enjoying the activities. Feature testimonials and athlete spotlights.
• •Balance Fun with Safety: While the tone is friendly and fun, always reinforce the club's commitment to safety. Mentioning "certified instructors," "safe environment," or "expert guidance" builds trust, especially with parents and new participants.
• •Celebrate Every Level of Success: Acknowledge all achievements, not just winning medals. A post about a child overcoming their fear to jump in the water or a senior trying paddling for the first time is just as important as a national championship win. This reinforces the "Excellence for All" value.

Social Perception

The ORCC is seen as a well-rounded, inclusive, and vital community asset that successfully caters to a broad spectrum of interests, from casual recreation to elite athletic competition. It's perceived as an excellent place for families and beginners, a community hub, and a respected training facility.

Copy Examples

• •Headline: Give Them a Summer of Adventure! Body: Swap screen time for sunshine and splashes at the ORCC! Our summer camps are more than just paddling; they're about building confidence, making new friends, and creating lifelong memories on the beautiful Ottawa River. From their first paddle stroke in a kayak to cheering on teammates in a dragon boat, your child will discover a new passion. Limited spots for July are still available. Let their adventure begin! #ORCC #OttawaCamps #SummerFun #Paddling
• •Headline: Your River is Waiting. Are You Ready to Explore? Body: Ever watched kayakers glide by and wished you could join them? Now is your chance. Our 'Intro to Paddling' weekend workshops are designed for absolute beginners. Our certified instructors will have you feeling confident and stable on the water in no time. Discover the Ottawa River from a new perspective. Sign up today and find your new happy place. #OttawaRiver #Kayaking #SUP #AdultRec
• •Headline: GOLD! Huge congratulations to the U16 Women's K-4 crew for their incredible first-place finish at the provincial regatta this weekend! All your hard work, dedication, and early mornings on the water paid off. The entire ORCC community is proud of you! #GoORCCGo #Paddling #SprintKayaking #OttawaAthletes
• •Headline: It's More Than a Club. It's a Community. Body: From quiet morning paddles to the roar of a regatta, the best moments happen together. We're a place for elite athletes and first-time paddlers, for families and for friends. We are builders, coaches, volunteers, and champions. We are the Ottawa River Canoe Club. Thank you to our amazing members for another incredible week on the water! #ORCCFamily #Community #PaddlingLife
• •Headline: The Water is Warming Up... and We Miss You! Body: Hi [Name], the docks are in and the boats are ready! Whether you're looking to beat your personal best in our Masters program or just enjoy a peaceful sunset paddle with our recreational league, a new season of opportunities has begun at the ORCC. Come reconnect with old friends and make new ones. Check out our full program schedule and let's make this the best season yet!