Check out some of my work!
Strategic Communication Plan
For my PR class, I drafted a plan to help boost awareness and engagement on the Creative Communications (CreComm) LinkedIn page.
Biggest Takeaways: I learned how to write a complete strategic comms plan while adhering to a tight deadline. I had to find the balance between listening to client requests and offering original ideas. One of the biggest challenges was to figure out the best way to keep the LinkedIn page relevant to those familiar with CreComm, like alumni, yet approachable enough for prospective students — later on, a group of us created different content pillars to target key publics. I also got to lead a group of nine of us as we created posts for LinkedIn which ended up being a rewarding challenge!
Community Engagement Story
For my journalism class, I interviewed teachers and young students to write a story about how eco-anxiety caused by climate change has impacted youth.
Biggest Takeaways: This project challenged me to really think about what makes a good story. I had to prepare for potential barriers that could impact the quality of the interview. Finding a time to meet is often the first hurdle, and making sure everyone feels ready to share their opinion is another factor to keep in mind.
Profile Video
I created a profile video that tells the story of how ringette became an important hobby for my classmate.
Biggest Takeaways: I learned that while it’s easy to be sentimental over keeping footage, it’s better to be a ruthless video editor. In order to turn a long interview and countless clips into a polished three minute video, I needed to always revisit my story arc to ensure I was adding footage necessary for progressing the story.
Long-form Article
For my writing class, I created a long-form article for the CreComm program’s student magazine, Working Draft. The magazine’s theme was “Movement” so I wrote about my changing faith and my sister’s move away from home.
Biggest Takeaways: I pitched my idea to a panel, and while my topic was approved, I learned I'd have to make changes to my piece along the way. I never initially expected to write about my faith as much as I did, and I had to choose to be more vulnerable than I thought I'd be.
Trusting my gut as a writer is a practice that requires training, but to keep my piece authentic, I deciphered which editing feedback I should accept or reject. As both an editor and a writer, I am always amazed by how the same piece of writing can be interpreted a hundred different ways.
To see the completed version with audio and graphics, visit the story's webpage here.
For a pdf version, click the button:
Media Kit
I made a media kit for a mock news conference. My PR class planned and executed a mock news conference about introducing a composting program at RRC Polytech.
For the group media kit my team provided to the journalists, I was responsible for recording close-up footage of the compost site at The Forks and getting right up close to the action. I helped sort through all videos and photos to decide which footage should be given to the journalists for additional context.
Biggest Takeaways: I learned more about the the steps I can take to provide journalists with resources that will assist their storytelling process. When writing a pitch, it's important to tap into the factors of newsworthiness, and ask how the message is relevant and will appeal to the journalist's audience.
Registration Campaign
One of the tasks I've had while volunteering for Rock the River Festival—formerly known as Iron Man Curling Tournament—has been to create an ad campaign to promote early registration for the curling festival. I wanted the CTA to be clear, so I included "Register Now" in both the copy and the graphic. I included the brand font and colours in the graphic, and designed Christmas lights to tie it in with the holiday-themed messaging.
Biggest Takeaways: I enjoyed brainstorming potential audiences and familiarizing myself more with Meta Business Suite. Since the ad promotes a winter event, one of the target audiences I chose were those interested in other outdoor sports such as outdoor jogging, etc. In the future, I would have liked to add meta pixels to the website and use Ads Manager so measuring success and getting more accurate and telling data could be possible.
Brand Audit
I conducted a brand audit for Shelmerdine Garden Centre. I provided insights into what was working well for the business and what improvements could be made so any bottlenecks in the customer journey could be resolved.
Biggest Takeaways: I got to place myself in the shoes of prospective customers and think about the different tactics that could be used to guide them through the marketing funnel. Effective auditing is about first looking at the bigger picture, and then personalizing details to make a customer's experience special.