Communications & PR Portfolio

CASE STUDIES

Sure, you could take my word for it when I say I’ve helped countless businesses plan and implement successful B2B and B2C communications strategies.

Or, you could check out these mini case studies and see for yourself.

cannabis copywriting project

Goal: Work with a PR agency to increase awareness of a cannabis client by sending Canada Day mailers to influencers. Each gift box was accompanied by a notecard written in the brand’s voice — that’s where I came in. In this case, conversion = social media shares.

Method: I leveraged the brand’s proud Canadian stoner BFF vibe to write copy that felt like it was coming from, well, a proud Canadian stoner BFF. The idea was to build kinship and trust, encouraging posts.

Result: Social love from major influencers, including @dorringtonr (37.5k followers), @kyemack (17k followers), @iamhundy (10.9k followers), @lizziepeirce (129k followers) and @coryleemusic (15.8k followers).

read notecard

‘Great taste of canada’ sponsored / Branded content project (Advertorial)

Goal: A reported feature highlighting Quebec’s sweetest products for The Globe and Mail’s Content Studio sponsored by The Culinary Tourism Alliance as part of its Great Taste of Canada campaign.

Method: I interviewed the folks behind four businesses in two languages. Then, I wrote an article balancing The Globe and Mail’s high editorial standards with the need to satisfy client demands.

Result: The resulting 1,000-word piece required almost no edits! Despite not reading at all as sponsored, it makes Quebec's culinary culture shine, showing the diversity of local growers, producers & businesses around the province. It also focuses on the human aspect behind each business — just as the client requested.

Read article

TELECOM branded/sponsored content project (Advertorial)

Goal: Partner with a PR agency to write a paid media article “that looks as earned as possible” in order to position the client as a thought leader, particularly to stakeholders in the business world and political sphere.

Method: I interviewed the client and produced a 600-word piece that hit on all of the client’s talking points while integrating the findings of a client-commissioned survey. I also matched the tone of a typical editorial-style article that would be published in the target publication.

Result: Publication in The Hill Times and a happy client.

READ ARTICLE

Tech startup project

Goal: Target IT system administrators to attract more B2B customers to LoginTC’s two-factor authentication solution, thereby boosting revenue.

Method: I collaborated with team members to produce a 10-page white paper, grow the company’s social media presence, land earned media coverage through press releases, pitches and ghostwritten opinion pieces — all while keeping the core demographic in mind. I also wrote regular blog posts, such as:

🔥 Top 5 reasons hard tokens are hard to manage

🔥 Top 3 reasons to avoid SMS when choosing a 2FA provider

Result: A 200% increase in new paying customers during the course of my contract and coverage in publications, such as Crackberry (20 million page views per month from a niche demographic of visitors directly aligned with our Blackberry app release).

read White Paper

university Research institute project

Goal: Step one was to draw attendees to our conference, “If Not Now, When? Responsibility and Memory After the Holocaust.” Step two was to bridge the gap between print and digital media by leading a complete redesign of the newsletter, appealing to a wide variety of readers (donors, community members, faculty, other academics and students).

Method: I ramped up the institute’s online & media presence ahead of the conference. I highlighted successes like the conference, using existing materials as well as commissioning new materials from contributors (including myself), for newsletter content while working with the university graphics department to optimize for print and digital distribution.

Result: Attracted over 200 delegates to the sold-out conference, including senior-level academics and politicians; Successfully produced the institute’s first digital-friendly newsletter, which could be used as a template going forward.

read newsletter

Game & toy company copywriting project

Goal: Nail the brand voice of a fun, innovative toy & game company in order to create its mission statement, taglines, an ‘About Us’ section for its website, and other website copy.

Method: I studied the brief & existing website copy in addition to conducting competitor analysis. Next, I provided the client with multiple options on the first draft to better understand what spoke to their team, whittling away, until anything ‘meh’ was deleted and only the gold remained. Then, we polished the heck out of that gold baby.

Result: A refreshed website conveying the brand’s enthusiasm, originality and good vibes — with just the right dash of attitude.

see samples