If you put a quarter into vintage-style gumball machine with an iconic beaver emblem on it, you will likely experience a coin mechanism that rotates with precision and ease despite its age. That’s the durability and quality of Beaver Machine Corporation’s products; they’re recognized globally as best in class. The Canadian company is known worldwide for their innovative product design and have clients and distributors across the globe.

With a large international audience and client base, BMC required print collateral including an ad and banner to use at an international tradeshow hosted in Dubai. I brought their iconic story and over 50 years of technical excellence to life with informative and thoughtful copy. While the approach to ad concept changed year-to-year; one largely conceptual, the other playful and colourful, the copy consistently reinforced a recurring message of quality, durability and innovation.

Social Media: Social Research and Strategy and Editorial Calendar

To effectively target their clients and maintain steady customer growth and engagement both locally and globally, Beaver Machine Corporation wanted an in-depth understanding of their demographics, personas, target audience, and competition to increase their online presence. This process was kick-started with persona discovery and market research. Noted patterns, themes and trends throughout the research phase directed the selection of five large social networking sites including: Twitter, Facebook, Pinterest, Instagram and LinkedIn. I researched and wrote a social media strategy report which included: a write-up of creative rationales to justify social networks selection, accompanying research, and a feasible editorial calendar schedule to guide social posts, content type, and ideal post times.

Recently, BMC Universal Technologies took to the public with the launch of their new digital marketing kiosk dubbed the BMC media-kiosk. Getting the word out required the perfect vehicle; a website with attractive marketing verbiage to showcase the technology and explain the product’s capabilities and services. This process started with content planning and a well-organized process for collecting information through the use of discovery documents, interviewing clients, writing content that captured the product and the spirit of the innovative technology company and consolidating and addressing feedback before it landed in the hands of the design team.

I worked with several stakeholders to craft compelling marketing messaging including three levels of management, a public relations representative and videographer.

While commissioned at the agency, I created copy and messaging for a variety of projects for Benson Kearley IFG, an insurance brokerage with a big heart and a mandate to give back to the local community. Projects ranged from print advertising in a number of publications, press releases for company initiatives and services, tradeshow banners and an integrated marketing campaign which included a direct mail piece, landing page, PPC campaign, and an SEO pitch and presentation.

Some projects used playful copy, others took a more informative approach. For each project, I worked closely with client to author content that eloquently reflected both the company values, their traditional voice, and their customer philosophy, ‘it’s all about our customer’.

The Newmarket Chamber of Commerce looked to increase both its yearly membership rates as well as overall brand awareness in the local community. With these goals in mind and while considering target audience, I opted for playful and clever messaging for a series of direct mail pieces. I created both concept and copy and worked with the design team to ensure the imagery reflected tone and personality of the messaging. The direct mail piece was evolved into a print ad, print banner, digital billboard, and for social media use.

The Newmarket Chamber was a 2015 recipient of the Association of Chamber of Commerce Executives' (ACCE) Grand Award and Best in Show for Excellence for "Learn, Connect, Thrive" campaign which included all three direct mail pieces; community connect postcard, competitive edge postcard and strong presence postcard.

Neighbourhood Network is a not-for-profit division of Magna International focused on supporting society through volunteer opportunities and community programs. I worked on a number of print projects crafting both concept and copy for print ads, banners and other print collateral to build brand awareness, program exposure and even reach high school students who required 40 hours of community service to graduate.

One of my favourite print ads for Neighbourhood Network encouraged the public to adopt the new habit of volunteering in the local community as a New Year’s resolution. Copy is short, simple, yet compelling and cleverly relays the message of quitting the tough-to-break habits with an honest and symbolic image — a donut.

For a seventh year running, GEO A Kelson was recognized as one of Canada’s best managed companies. To celebrate the company’s achievement and their ongoing commitment to technical and mechanical excellence I crafted simple, succinct copy. Messaging was paired with crisp imagery and attractive composition including leading lines and bold colours. The print advertisement was published in the Financial Times.

Hempen Jewellers advertised in a brochure for Studio Tour Art Show by Newmarket Group of Artists to celebrate and support local artists in the region. The art show is an annual walkable event that showcases the works and creative processes of individuals. Carefully selected word choice unites the messaging and image in an effortless way.

The copy was evolved and tailored for a second print ad and different publication which supported a group called the York Highlands Chorus. The messaging uses terminology unique to music and harmony, establishing a clear link to the chorus group.

Planning for your future inevitably includes managing your money and making informed financial decisions. But it’s hard to know where to start, how to budget and how to to get unbiased advice without feeling like purchasing a financial product is the only solution. A savings jar sounds like a good start — but if it contains a stack of questions and not a stack of money, it might be worth talking to someone who can provide objective financial advice. This thought process lead to my vision for concept and copy the print ad for York Region Money Coaches.

PFLAG (Parents, Families and Friends of Lesbians and Gays) Canada, a national not-for-profit organization, focuses on bringing together family, friends, and allies of the LGBTQ community across the country. While at the agency, I worked closely with the design team and members at the PFLAG York Region chapter to brainstorm a large-scale billboard concept with a goal of informing the public about the support network available at PFLAG and promoting compassion and acceptance in the local community. I brainstormed a concept and messaging that aimed to diffuse discrimination, stigma, segregation and oppression by asking a simple question: does sexual orientation really matter?

The billboard was featured in York Region and the concept was translated into an event banner stand and for ongoing social media use.

My first taste of agency life (desk lunches and timesheets, anyone?) occurred at a small-scale creative agency in the Greater Toronto area called RC Design. I tackled a variety of traditional print and digital projects in collaboration with project managers, designers, developers and clients. I also worked individually to brainstorm ideas, craft concepts, write compelling messaging.

As a writer and content strategist, I helped a wide range of clients establish and propel their brand voice and messaging across traditional print, digital and integrated marketing channels however, I was also responsible for maintaining an identifiable and consistent brand voice for the agency. My main goal was to integrate an informative, yet playful tone in any writing capacity from press releases, to website copy, to print ads to RFPs or branding documents.

I managed internal social media accounts, wrote digital and print-related copy and other marketing collateral such as a revamped project sneak peek used in meetings and client prospecting. I also worked collectively to improve local SEO presence through content creation and other digital integrated strategies.

In this print ad, I took a playful, quirky copywriting approach to generate brand awareness.

In 2014, the Docs (Doctors of Ontario Charity) on Ice tournament was hosted in Newmarket, Ontario and proudly partnered with the Canadian Mental Health Association of York Region (CMHA). As sponsors of the event, Smith Sykes Leeper & Tunstall showcased their support with a print ad in a local publication.

I crafted copy that spread a positive message about navigating mental health issues through supportive community initiatives; a reminder that mental health issues don’t need to be faced alone.

Docs on Ice is an annual fundraising hockey tournament for doctors in the province that attracts hundreds of physicians, special guests like NHL players and alumni and media and television personnel. All proceeds went directly to the organization. A total of $330,000 was raised which made it possible for the CMHA to launch a mobile mental health unit for youth in York Region —the first of its kind in Canada.

I crafted concept and copy for a cancer fundraising event called Fashion for the Cure. The event featured dinner, fashion show and artwork, honoured those who had lost their life to cancer and raised funds for the cancer research ward at SouthLake Hospital in Newmarket, Ontario. Messaging for the print ad is simple, yet empowering and aims to inspire hope and strength in the fight against cancer.