We’re Tipping and We Need to Find Answers to Our Global Problems Soon

A United Nations report declares we have reached “a breaking point”.

So, what does that mean?

With almost 10% of the 8 billion people living on this earth suffering from malnutrition, 3 million lacking healthy diets, and climate change issues rising to the forefront, it is no surprise that we are in desperate need of a way to produce more food without harming the environment.

The report reviews a few critical ‘climate change impacts’ like reversing water degradation by choosing smart technologies and sustainable farming practices or sequestering greenhouse gases emitted during agricultural activities by employing regenerative farming principles.

And perhaps the most critical solution of all? Deploying technology to enable a more connected agriculture and food industry. In my opinion, we can become powered by data and collaboration, putting us in a better position to come up with answers to big global problems and, in the long term, create a more resilient economy.

Still, to make an impact today, we need to understand the challenges and realities that farmers face now. So your first stop is here.

Read the report – https://bit.ly/3nUtj9b

#savetheenvironment #sustainability #regenerativeagriculture #agriculture #foodindustry #growingpopulation #growthforgood #makingchangehappen

Agtech Career Series

I am so passionate about educational marketing. It inspires me to look beyond the standard expectations of my role. For this project, I tried to situate myself in the mind of a teenager reading a presentation about a job in farming. It’s so much more than that though. It’s igniting their energy with thoughtful and calculated design. It’s creating flawless headlines and engaging copy that will leave them fascinated and motivated. More urgently, it’s about arming that younger generation with the knowledge to pursue a rewarding career in an ever-growing and transitioning industry.

Our primary call-to-action invokes us to – farm smart start today. We’ll provide you with the education and the technology to succeed. To change your operation for the better. To help the planet survive. So let’s band together and fill each other with hope to prepare ourselves to fight with our minds and hearts to beat global problems like a growing population, food waste, and climate change.

I hope to participate in more projects like this in the future and maybe even join the classroom for some face-to-face interaction and hands-on teaching!

Read more about the project I launched here. Alongside a blog series, these are the assets I designed for the students:

And here are the blog graphics that were used to complement the content. I mimicked a rainbow effect because the colours of a rainbow positively impact our brains, affecting emotions, mental clarity, and energy levels. We all know long nights of studying could take advantage of a rainbow or two!

But Local First Facebook Ad

The ‘support local’ movement is a force driving change worldwide. It moves people to want to purchase fresh, healthy products from farmers. It creates a connection between shoppers, where we can ignite conversations to examine how we’re doing our part and why it’s so important. Products are showing up more readily and in places where you least expect to see them. Overall, there is a feeling of togetherness, kindness, and open-mindedness that helps promote awareness and captures the interest of new, existing, and prospective customers.

I wanted to create a fun digital ad that spoke to the nature of the ‘support local’ concept, one that explores options (expressed using a carousel format), eliminates predisposition (articulated in the ad copy), and ultimately grants us the ability to choose (the call-to-action ‘but local first’) – take action (decide what you want to eat for breakfast) or take action through inspiration (are your eggs local? Well, you can get them laid the same day of delivery! How awesome is that!). The inspiration trickles through in a matter of seconds affecting all those involved (conveyed through various images, colours, animation, and the image of a family). As individuals watching the ad, we feel more attuned to thinking about what’s on our plates, how it got there, where it comes from, and why our consumption habits can negatively or positively impact the planet. The focus remains on the following values –

Support local

Empower people

Help the planet

Grow the community

What are your thoughts on this ad? If I could make one change, I would use a graphic of a globe in place of the farming graphic (at the end of the video). Does it speak to you and make you feel empowered to support local? Let me know your thoughts; open to discussing with you!

Food for Thought

We all wonder about things, everyday things, that lead us to research and ponder.

For example, are you starting a new diet? Curious about trying fresh, healthy food? Just nosy about the history of something? Well, these graphics will satiate you.

The #AllAbout campaign explores a variety of fresh, local, and healthy products, giving customers the chance to learn something new in a colourful and digestible way. As part of an ongoing strategy to define the tagline #TrulyFarmtoTable, I explicitly position an image at the bottom of a newsletter, like my brother Alan would say when we were kids eating dinner at the dinner table –

“The Ultimate” a.k.a. the last bite.

It satisfies and perfectly wraps up the meal (conversely idea) (metaphorically conversation).

Are you munching on words or proverbial nuggets or just vegan nuggets?

Well, these images will work in the same way! Once again, satisfying and perfectly wrapping up your dinner.

Another analogy – who didn’t chew Bazooka bubble gum only to unwrap the tiny comic folded neatly on the inside? Take it apart. Pop the pink gum. Immediately unravel the humorous reward.

It’s a ritual in a sense, and these graphics were indeed a ritual to create. So, I hope you enjoy them and that they will entice you to…Munsch!

DFS Valentine’s Day Campaign

How to Impress My Valentine

A great campaign is built on a solid concept. It can stir our emotions and set our souls free to dream. Recently, I had the opportunity to put together a Valentine’s Day video campaign for DirectFood.store. It was a fantastic experience, and I am proud of the output. Here is a little bit more about it.

DirectFood.store is a DTC online grocery store delivery platform that sells fresh, local and organic food from local farmers and vendors to the community. As a brand, DirectFood.store aims to inspire and empower consumers to eat healthily, buy local, and learn more about the farm-to-table concept. Priority is placed on ensuring high-quality products, affordable pricing, and easy ordering, plus free delivery direct to the doorstep. 

For this particular campaign, our objectives are:

  • Increase brand awareness 
  • Connect with our target audience (young, millennial couples and families with kids; age 25-34 / baby boomers drawn to compelling video and who will purchase something based on its value; age 45-64)
  • Promote interest in our platform and products
  • Provide entertainment
  • Create a need for buying local, fresh & organic food from local farmers and vendors with free delivery direct to the doorstep

The campaign features BC blogger and influencer Chelsea Helm. We find her wondering how to impress her Valentine. While pondering an answer, she suddenly thinks of DirectFood.store. She decides to put together a thoughtful and delicious dinner for her partner. The campaign follows Chelsea through her decision-making process. She orders the ingredients, and they arrive at her doorstep. We then capture her preparing a steak and salad, setting the table and signing a Valentine’s day card. Will her Valentine make it in time? Will they be surprised? Ultimately, she shares with the audience that through DirectFood.store, you can make something special for that special someone in your life.

I wanted the advertising tone to be fun, happy, thoughtful, romantic, youthful, and vibrant. Our primary message is that consumers identify with our brand, and our products fit their lifestyle and choices. I think we hit the mark, and best of all, the campaign was completed on brand, on time and on budget. Now to see how it performs as a Facebook ad!

I hope you enjoyed the video. If you have any questions or comments, feel free to reach out!

Food for Thought

I wanted to share some recent social media work I developed for DirectFood.store. Check it out and let me know what you think!

Farm Stories – Goat’s Pride Dairy

Milca (teammate) and I spent the afternoon filming on location at Goat’s Pride Dairy.

I arrived earlier, still late, but feeling excused because of the weather. I was greeted by a girl in a salmon-coloured romper, and then shortly, another young girl looking much the same presented herself smiling. They could have been twins, but one was taller and wore a hat I could not stop examining. For my life, I forget what Jo-Ann (matriarch of the Dykstra family) called it, but alas, it was some sort of hat slash cover used to protect the face and hair from harsh elements.

I asked a quiet girl sitting on a step if she knew where Jo-Ann could be. She turned out to be the farm gardener. I asked the young girls. It was only after they cautiously pointed me in the direction of the bathroom, that I noticed a small house set stoically aside an apple tree, which the girls promptly proclaimed, “That’s the shop! She is probably in there!”

And there I found her. She had an easygoing air and quirky smile and laugh. Jo-Ann Dykstra was stocking fridges for ‘social media’, which I thought was brilliant. I appreciated that she was still preparing her farm for our visit. We had a brief introduction, then went off on our ways. I had to check if Milca, my filmmaker, had arrived, and Jo-Ann was probably considering a few other things to wrap up before filming commenced.

Other family members started to appear; each one donning a bright blue t-shirt with amusing imagery and text that accurately explained the context of their ubiquitous smirks. It was fun and again very thoughtful and made a tremendous blue background for certain shots, primarily in the greens or browns.

And so she finally arrives, with all her equipment. I am mesmerized by her calm and friendly demeanour, telling myself in my head, I need to be more like Milca. We filmed for the next 3 hours, if not more. The processing room where we witnessed son Jason laboriously creating goat mozzarella (Mt. Lehman Cheese Co.). The interview portion on the backyard veranda. The goats inside their cozy home. A new baby goat only four hours old. And best of all, daughter and grand-daughter milking the herd. Finally, a quick visit to the babbling brook known as McLennan Creek, also the name of their store as prescribed on a handmade wooden sign.

It was a great experience. It felt like I was at home, as a boarder or wanderer travelling across British Columbia who finds a remote place that offers up service, work and a sprawling, farm-set playground. It was almost too hard to leave, sharing a last-minute conversation with Jo-Ann about their upcoming open house.

If you have a chance, visit their farm and experience goat farming first hand. You will be welcomed, and I guarantee, the two young farm managers will greet you with open arms, maybe matching outfits as they did us today. You’ll want to explore and find out what a smallholding agricultural operation is like.

I am just being introduced to the world of agriculture, and I am astounded every day. I look forward to learning more about farming in the future!

Here are some photos I captured. We will be sharing our first Farm Stories video soon, so stay tuned!

 

A Poem About Differentiation

A differentiator is what sets you apart from the competition.

It’s playing sports vs playing ball.

It’s smiling when life throws you those base curves,

because by the end of the day, everyone will remember.

In marketing, a differentiator makes people revel.

At times in silence, but that silence is awe.

You have differentiated your product when,

people know your name by your vision,

your philosophy, your mission statement.

Your audience begins to recognize your slogan,

they begin to identify with your colours.

You are en route to differentiating when,

you feel nervous and yet grounded.

At the end of the day,

you feel like you’re taking a risk

like you’re in trouble for something because

it pushes boundaries, it causes discussions,

it breaks the rules but never forget,

you are leading the group.

A true differentiator cannot be physically realized, because it has infinite gain at infinite frequency – Wikepedia

Digital reach is UNLIMITED. How does art make a difference? COOL is an UNLIMITED concept. Take that back to the couch when you break. Like someone in sales talking about sales, talking about art takes vision. It takes direction and you must be a leader through and through. I am obviously trying to push myself. Always, always tryin’ ta be that purple cow. Let’s remind the crowd again –

Purple cow:

The concept of the Purple Cow was introduced by Seth Godin in his groundbreaking book by the same title.  Recently I read it again because it is full of ideas and case studies on how to make your business remarkable. When you drive by a heard of cattle they all look like cows and it doesn’t seem out of the ordinary.  But if you drive by a heard and standing in the field is a Purple Cow you have to tell someone because it is so different.  When something forces you to remark on it, by definition it is remarkable.  This is what your new business strategy should be focusing on, finding ways to make your customers talk about your products to their friends.

I write about differentiation in light of the launch of DirectFood.store, an online platform that enables local farmers and vendors to sell their products to consumers, restaurants, and care homes. The food is fresh. SO FRESH. The food is local. SO LOCAL. And you get it right away, to your doorstep, the next day. DIRECT TO YOUR DOOR.

I helped to develop the brand identity which you can witness on our recently revamped website. And I run our social media campaign, which is meant to be fresh, in the definition of COOL, like Will Smith Fresh Prince of Bel-Air COOL, that shirt is sick COOL, those kicks are dope COOL.

COOL is just one aspect of the brand, obviously my favourite. But DirectFood.store is also about:

  • Supporting local businesses
  • Engaging the community
  • Spreading the good word about fresh, healthy, organic & local food
  • Promoting a good cause for the good of all people

Just wanted to share some graphics I created that are live on the website. And you need to follow us on Instagram, to check out the REAL DEAL grid. 2 posts per day. Slammin’ balls against the ground. ALL BALL SPORTS. It’s bold. It’s cheeky. It’s collage. It promotes our core values + image. It’s inspired by a retro van, who needs a name…any ideas?

I AM STILL AN ART DIRECTOR. PERIOD.

WHY DOES RANTING END BEFORE YOU’RE FINISHED?

Never let anyone sway you otherwise. If you’re capable, you’re capable. You don’t go back in time. You move forward. And forward-thinking people, know the game. But they’ve got their own game going on, and other people play that. That’s it. Goodnight.

PS – Props to Gurwinder!

PPS – A little lightness. I am lovin’ my work, my day, my grind at i-Open Technologies!

Delivering Real & Sustainable Technology Solutions for a Better Planet. Hi Ray!

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Who Are We Campaign – Identifying Top of Funnel Marketing Strategies

This all began at the end of the day, Friday afternoon.

I was leaving i-Open a little bit late. I was put in charge of sending out a Stablebuzz priority newsletter speaking on frameworks released by leading equestrian organizations ensuring a safe return to work for stable owners. My managers (I pretty much work with only managers) were stuck in meetings all day and I was waiting for one to review the final test newsletter. I couldn’t go without his approval. Anyway, long story short, I was finally finished and hopped into the elevator with another man standing there. I did not know who he was, but he definitely worked in the building. He moved into one corner because of COVID-19. He asked how everything was going in the office with us all being back and followed with a classic job interview question: what do you guys do there? I was quick to respond, we’re a tech company and he laughed saying that’s obvious, but what do you do there?

We are all told to have an elevator pitch prepared, but who else only reserves coming up with one for special presentations and interviews? This campaign is based on that idea. The idea that we assume our audience are experts, primed in communication and language technologies. But the truth is, this may not be the case. I’ve spoken with countless business owners, in one role trying to sell digital marketing services. As touchpoint rules say, it always took 3-5 interactions before they were really willing to talk to me. First interactions were like this –

Hey there!

My name is Chona, I work across the street at a company called VanWhistle Media. Do you have some time to speak?

Business owner: Hi. Not really. I am busy at the moment.

So, as you can imagine, not much more can be said there. I could either say no worries, and leave, or, I could provide a more basic, and general description of my goal.

Ah, no worries! I can imagine you are super busy. I have a one-pager that describes what we do with a little more detail. It’s easy to read and my card is attached, so please reach out to me if you have any questions!

Our immediate messaging must be enthusiastic, and look after our audience’s basic needs. Once a certain level of safety or security is established then perhaps, we are able to provide a little something more. Using a hook, we can then present a very basic/general value proposition. In this case, the hook is the one-pager. (I can never forget and it always works out this way – the medium is the message à la M. McLulan!) The value in that is that yes, perhaps the business owner was truly busy, but this does not mean they are not interested. The one-pager gives just enough information to get them hooked. Then once they realize they have interest the relationship begins.

So, why are we in this relationship? As Ezra Firestone, marketing maven and e-commerce guru would say: this is the game. We are all people and we are essentially communicating through various mediums. What this means is that, we are all on the same level in one way or another, however we must learn how to communicate with each other using said various mediums. As a marketer, this means not making the assumption that my audience is interested in what I have to say, but moreover is interested (subliminally) in HOW I am saying it.

I’m about halfway through a Facebook ads mastery course and in the process I have developed a creative ad campaign strategy that touches on the essence of why our group at i-Open Technologies is doing what we’re doing. I’m excited to present it to my team this Friday! Cheers!

Recent Work – Presentation

Hi everyone!

At my new job, we run group presentations every Friday. This is my first contribution, which talks about 2 useful acronyms that can be leveraged in content marketing. Let me know what you think!

 

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