Marketing consulting & past work.
As a marketing consultant, I work with a talented team of creatives and clients to create multi-channel marketing strategies that delight, engage and build trust with customers. My specialty is in digital marketing strategy, branding and digital project management (videos, photoshoots, SEO, PPC advertising & social media). Below are a few examples of my past work.
Digital Marketing Strategy
Every March the engineering & technology community comes together for National Engineering Month. To elevate the brand new positioning, branding and marketing materials were developed and applied across all digital channels. To capture and measure the effectiveness of the marketing efforts, digital measurement tools were set up (Google Analytics, Tag Manager & tracking pixels). On page & off page SEO was implemented to drive more organic traffic to the website. The results? 4,800 event sign-ups. Website optimizations led to year-over-year increases of: 224% more traffic,361% in page views, and 24% pages per session viewed.
Demand Generation Campaign
My Perfect Cookie helps bakers shape and store their favourite cookie dough without the hassle. The business was struggling to get sales online, so with the holiday season approaching, we created a social media marketing campaign to build awareness, interest and demand for the product in the U.S. I created a benefit-focused landing page, a mobile-first video, and a highly targeted paid social media campaign to find new customers. This was the first time the brand had advertised, so Google Analytics, Facebook Pixel and other advertising tools were also set up. Within three weeks of advertising on Facebook and Instagram, the product tripled its' daily sales and completely sold out.
Located in the heart of downtown Toronto, Ryerson is a leader in innovative, career-oriented education. In 2015, Ryerson rebranded. The new branding positions Ryerson at the intersection of mind & action, equipping students with the knowledge and experiences that empower them to positively and meaningfully transform themselves, their culture, the economy and society. The video, a key component of the brand campaign, follows students on a typical day showing ‘Only at Ryerson’ moments – the downtown energy, the vibrant student life and the unique learning opportunities that are available to our students. The video helped to bring the brand to life, generated more than 2 million views in various placements & won awards.
Smart cities hold the key to a livable future. Ryerson researchers are hard at work exploring new technologies and approaches to city building that promise increased sustainability and efficiency in urban centres. As part of Ryerson's sponsorship of the Smart Cities Summit, and in partnership with the Elevate Tech Festival, we developed a content marketing campaign to extend the reach of the sponsorship online. In a 7 day period, the teaser video and paid posts across Facebook, Twitter and Instagram yielded over 75,000 impressions, over 18,000 video views, over 400 social engagements and over 700 clicks to the Ryerson web story on smart cities.
Graduate Program Recruitment Campaign
Ryerson's Master of Engineering Innovation & Entrepreneurship program was looking to build awareness and drive applications in Canada. With a tight budget, large ambitions and a mouthful of a product name, we had our work cut out for us. To maximize our budget, this highly targeted, digital-first campaign used multiple online (social, search, programmatic, display, pre-roll and native) and offline (email, direct, events, etc.) channels to reach prospective students throughout the buying journey. By continually analyzing the campaign metrics, we were able to drive costs down and optimize the campaign's performance. What's more, all components of the campaign were managed in-house including strategy, design, web development, media buying/optimization and reporting. By testing different tactics, expanding the creative and improving the user experience (UX) of the website we drove 156% more web sessions, 95% more traffic from search, and 676% more OUAC applications than the previous year's campaign.
DuPont Pioneer Brand Campaign
DuPont had recently purchased Pioneer Hi-Bred and had just introduced the brand to Western Canada. A new account to Ogilvy, the stakes had never been higher. Pioneer is the only seed company where the majority of its sales reps are farmers too. In fact, reps often live just down the road from their customers. This unique business model helped form the core of Pioneer's brand campaign. Plus, it gave us a reason to shoot in exotic locales such as Portage la Prairie, Chatham and Listowel. Who says lavish photo-shoots are a thing of the past! Through a combination of broadcast, print and digital tactics we put Pioneer on the map. I also sourced & activated a sponsorship deal with Curling Canada.
Teaser Brand Awareness Campaign
BASF Canada was introducing a new burn-down herbicide called HEAT. This ferocious new chemistry allowed farmers to take control of weeds in the fastest way possible. Farmers were excited to try this new technology, but due to government regulations we could not advertise the product fully until the proper approvals came through. Keeping in mind the product name and key attributes, we created a fire-breathing dragon to embody the brand. We then launched a teaser campaign (incorporating print, digital, broadcast, direct, retail and events) to excite customers and build demand for the product before it launched. When the product finally launched customers were asking for 'the dragon'.
Brand & Website Refresh
Before the age of social media influencers, BizLaunch was providing branded online content to an audience of more than 25,000 North American entrepreneurs. With a split from his business partner freshly finalized, the Founder was looking for a new beginning. We refreshed the company's positioning, messaging, logo, website and marketing materials - all with a limited marketing budget. As the only full-time employee, I developed the entrepreneurial mind-set and hands-on skills needed to get the job done. Bootstrapping, I taught myself SEO, worked with a team in Pakistan to transform the website and earned coverage in the Globe & Mail. I also conducted primary research on more than 1,000 entrepreneurs to understand their content preferences. By incorporating best practices and customer feedback, I was able to generate the top position in Google for our keywords, drive more inbound leads & build our social media following.