WORTH IT: Strategic Communications Campaign for Family And Children's Services of Waterloo Region

This campaign was the most rewarding and challenging experience of my academic career. Creating a campaign for Family and Children’s Services of Waterloo Region despite the organization’s long standing negative reputation in marginalized communities put all of my public relations knowledge to the test. This strategic communications plan focuses on overcoming the difficult history of children’s aid organizations and bringing to light the ways they uplift, support, and strengthen families, children, and youths in the Waterloo Region.

View my campaign here.

Skootle Box is a new subscription box service developed by an occupational therapist and mother to help parents care for their children with developmental challenges or sensory disabilities.

According to Autism Speaks Canada, 1 in 66 children in Canada are autistic, and autism only accounts for one category of sensory conditions.

Access to occupational therapy is both deeply needed and very limited. Skootle Box was created to help families to further their child’s developmental education on their own time.

This project is to help build Skootle Box’s visual identity to establish brand recognition as they grow.

This plan won the Client’s Choice Award after being pitched to the founder of Skootle Box.

View the Digital Communications Plan here.

View the Visual Brand Guidelines here.

This assignment showcases my design and writing abilities through a case for support for a not for profit organization. Bear With Us is a registered charity in Ontario and this document aims to appeal to potential donors by explaining their mission, vision, history, and future.

View PDF

The Schlegel Centre for Advancing Seniors Care is located within Conestoga College Institute for Advanced Technology and Learning in Kitchener, Ontario and operates under Conestoga Applied Research and Innovation. They conduct research projects designed to improve senior care practices.

The purpose of this project is to raise awareness about The Schlegel Centre for Advancing Seniors Care, destigmatize senior care, and facilitate funding opportunities for their research.

My deliverables for this group assignment are a brochure and content guidelines for social media.

View the brochure here.

View the social media guidelines here.

Taste of Guelph is an annual gourmet garden party fundraising event for St. Joseph’s Health Centre Guelph. From May to August, 2018, I produced all of the written and visual content for Instagram, as well as being responsible for event photography.

During my co-op term at St. Joseph’s Health Centre Guelph, I was responsible for writing monthly blog posts, which were included in enewsletters promoting Taste of Guelph.

Additionally, Jarzie’s Indoor Simulated Golf hosted a golf tournament for SJHCG in May, 2018. I created visual and written pieces for this event.

I created this campaign plan with a partner in second year for Blackwing Coffee, before it opened in Galt, Ontario in April, 2018.

In this essay, I demonstrate my understanding of strategic communications campaigns. I applied CARE model of communication (intended Changes, Audiences, internal Resources, and external Environment) to the It Gets Better Project to analyze the strategy behind it and what public relations practitioners can learn from this.

The Dog Jog is a fundraising event in support of Reception House Waterloo Region, a home and relocation assistance program for refugees new to Kitchener-Waterloo.

In second year, my cohort was challenged to work in groups to plan, promote, and execute independent events for the same cause. Three classmates and I hosted The Dog Jog in Bechtel Park, Waterloo on April 8, 2018. Starting with a budget of zero dollars, this event brought people and their pets together to get exercise, socialize, and learn about refugees, Reception House, and the services they offer.

Through ticket sales, sponsorship, additional donations from attendees, and a silent auction, we were able to donate $1000 to Reception House, and the full class donated a final gift of over $7500.

New Wave Public Relations is a student-run communications firm created for a consulting course. Based out of Conestoga at The Foundry in Galt, Ontario, third year Bachelor of Public Relations will act as consultants for six organizations working within Conestoga Applied Research and Innovation. New Wave PR will represent their first client, The Schlegel Centre For Advancing Seniors Care from February to April, 2019.

Meet our team!