LET'S WORK TOGETHER
From strategy to production to measuring success,
I am here to help.
THIS IS MY STORY.
Before YouTube and Facebook, I was posting videos online and making a name for myself as one of Canada’s pioneering video bloggers.
Soon I found myself working with Canada’s largest and most respected broadcasters and brands, leading their digital content strategies.
Let me help you with your social media, content and digital marketing.
Transforming business objectives into a plan that uses content to achieve your goals by understanding what works and what customers want.
Turning requirements into ideas and ideas into content using the format, medium and editorial lens that will achieve the best results for you.
Helping businesses evolve and respond to ever-changing customer expectations through change management and a digital-first approach.
CREATING A VIRTUAL MUSEUM DURING THE PANDEMIC
When the pandemic hit and the Art Gallery of Ontario closed its doors to the public, I seized the opportunity to create a content strategy to keep our audiences virtually engaged. Pulling together a cross-functional team consisting of Marketing, Communications, Education, Curatorial and Development, we quickly developed an integrated plan, content calendar and production pipeline.
In the first year of the pandemic, our strategy achieved over a million visitors to the website. We saw a 300% increase in visits to our Teacher Resources section, and a 100% increase in visit to the blog. We produced 200 livestreamed events that reached 300,000 viewers and contributed to a 60% increase in our email subscriber list.
RAISING THE PROFILE OF CANADA’S INNOVATION HUB
Birthplace of Blackberry, Waterloo, Ontario, is considered the Silicon Valley of Canada. Together the University of Waterloo and local tech accelerator, Communitech, have created an entrepreneurial ecosystem that has produced new technologies and the country’s brightest minds.
To promote the region as a hub of innovation, I created a content marketing strategy to raise the profile of the Waterloo Innovation Summit, an annual conference hosted by the university and Communitech. The campaign reached 88 countries and received 4.8 million impressions, converting 4% of web traffic to the program’s website to sign up to watch the conference livestream.
BRINGING AN ICONIC BRAND TO LIFE WITH ZOMBIES
For the launch of the all-new Ford Escape, we created a series of videos to raise the favourable opinion of the SUV. The hero piece of our campaign was the “Zombie Escape,” created in partnership with Montreal YouTube influencer Patrick Boivin. The video went viral and received more than 40 million views on YouTube.
The campaign was one of many my team and I developed to improve the perception of Ford products through social media and content marketing. In a survey measuring the impact of our strategies, we achieved a Net Promoter Score of 56 (a great rating based on the measurement scale).
CELEBRATING 100 YEARS OF HOCKEY
To celebrate their 100th Anniversary, Hockey Canada partnered with Canadian Tire, Samsung and Telus to visit 100 communities with the Century Tour, a 20,000-square-foot interactive hockey experience caravan. The goal of this year long program was to engage more than one million fans.
The social media strategy we developed to support this resulted in 118,000,000 impressions. We achieved our objective of getting people tell the story of the Tour. The majority of the share-of-voice came from user generate content.
TVO celebrated it’s 40th anniversary with a contest as the centre piece of it’s marketing and communications strategy. The promotion featured TVO’s iconic mascot and the running meme of the children’s show Polkadot door.
Through a variety of tactics, The Where’s Polkaroo contest successfully engaged Ontarians and reinforced TVO as an important destination for media in Ontario. Nearly 400 people entered the contest. And the website received over 30,000 page views.