Located in Langford, BC, Branch 91 is more than a Legion. It is a hub for the entire West Shore community, housing the Goldstream Food Bank Society, the Christmas Food Hamper program, Emergency Social Services, the Metchosin and South Vancouver Island Lions Clubs, Boy Scouts, and Girl Guides all under one roof. Since its founding, the Legion has donated over $90,000 annually to local causes, supporting seniors, developing youth leaders, and standing by those who have suffered illness or injury through military service.

From carpet bowling and shuffleboard to darts, cribbage, and a slo-pitch ball team, Branch 91 offers something for everyone. In 2002 the Legion proudly celebrated 75 years of service to the West Shore communities, and its commitment to the people of Vancouver Island has never wavered.

When I took on the Langford Legion, their social media presence was effectively dormant. There was no established brand identity, no visual consistency, and no content strategy in place. Engagement was low, follower loyalty was weak, and the accounts had little to no momentum. For an organization doing meaningful work in the community every single day, their digital presence told none of that story.

The goals were clear but layered. The Legion needed to reposition itself as a modern, family-friendly, and inclusive community space, moving beyond the traditional perception of what a Legion represents. They needed to attract a broader audience, drive attendance at events like music bingo, dart tournaments, and seasonal dinners, and unlock the revenue potential of their hall, a versatile venue available for weddings, corporate events, and community gatherings that was sitting largely underutilized.

Working within a tight budget in ad spend and only 8 organic posts per month, every piece of content had to work hard. Adding to this, the Legion is located on Vancouver Island while I am based on the mainland, making it impossible to visit in person to capture original photo or video content. With no assets provided by the client, no Reels or short-form video available, and stock photography as the primary visual resource, building a brand from scratch required both creativity and strategic discipline.

The first step was establishing consistency. I developed a brand kit to ensure every post felt cohesive and intentional, creating visual recognition among both followers and new audiences discovering the Legion for the first time. Before this, there was no unified look or feel to the content. Every post now reinforces the same identity, building familiarity and trust over time.

Content was structured around four core pillars: community first, promotional, engagement, and education. This framework ensured the Legion’s feed was never one-dimensional. Community-driven content highlighted local involvement and events, promotional posts drove attendance and hall rental inquiries, engagement content invited the audience to interact and connect, and educational posts kept followers informed about the Legion’s broader role in the West Shore community.

To bring the Legion’s social calendar to life, I built a monthly content plan aligned closely to upcoming events and activities, pulling context from the Legion’s bulletin to ensure relevance.

On the paid side, I ran a combination of reach and engagement campaigns on Facebook and Instagram. Rather than spreading spend thin, I focused on what the data proved worked: single image posts with strong visuals and clear messaging. Engagement campaigns delivered results as low as $0.10 per engagement, and reach campaigns maintained a cost per thousand between $1.13 and $1.61, keeping performance efficient and predictable throughout.

With no client-provided assets, no video content, and no ability to visit the location in person, I sourced realistic, people-centred stock imagery that aligned with the community feel the Legion needed to project. The emphasis was always on visuals that felt human and relatable, reflecting real community moments rather than generic promotional graphics.

The results spoke for themselves. The hall went from underutilized to booked for more than 20 days a month, and organic reach grew by 71.9%, driven entirely by content quality and consistency rather than increased ad spend.