I am driven, resourceful and highly passionate about learning, leading, and putting brands front and centre using my content, email, and social media marketing expertise. Oh, and I like writing about AI too!
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!
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 –
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!
The stack of magazines was impressive. Elle, Vogue, Architectural Digest, Bon Appetit and People. As a 13-year old, I just wanted to fixate and rip, fixate and rip, fixate and rip. Slowly, I was adding to my expanding wall collection, and I was proud. How were the ‘best’ images selected, and what made them ‘iconic’? What mattered to me at the time—creativity, originality, colour, composition—made it onto my closet doors, locker and school binder clear insert. If I could think of these images in my sleep, they became iconic. I will never forget one in particular. The triangular red and white logo juxtaposed against a black and white photograph of a girl pouting while a man anticipates…
What intrigues us about this image? Almost instantly, we find ourselves peering in, linked to the experience. We sense she is in the wrong place; however, we do not feel that she does not belong or would rather be elsewhere. Time and space are interrupted. We ask ourselves, “Will it occur?” But the chain of events does not matter. What matters is that we are suspended in a rare and captivating moment. And because the image is black and white, we are transported to the exact scene where the ‘film’ unravels. Then the bold red of the typeface and the logo bring us back to life, and we are suddenly alive; the advertisement has won us over…without a guess!
If we know that people can impact an ad’s efficacy, should we consider using people on food packaging? Could we use the interaction between a man and a woman on a coffee bag, for example? In my opinion, yes. Imagine this. A tired corporate executive finds herself standing in a Whole Foods Market. There is no one around. Soft music flutters in and out of her ears. She is standing in the coffee aisle, looking at bags and bags and bags. There’s so much unique packaging, she’s not sure what to choose. But then she sees it—a couple set in black and white. The photograph is beautiful; the packaging seems bound by eternal love as the image wraps fully around the product. It portrays something the executive longs for on a deeper level. “I’ll go for this,” she thinks, grabbing it to pay.
Using people in ad imagery is not a new concept, but could potentially be an innovative idea in the food and beverage domain. We know that ads are geared to make us think and feel. And there’s a whole range of themes emotional ads can trigger, from love to empathy to excitement. I don’t think I’ve ever spent valuable time and money on a product that didn’t trigger an emotion somehow. Even if it may go unrecognized—the power and influence of an emotional experience are unforgettable.
Should packaging portray a feeling using images of people? And if so, what are the most effective ways this can be executed?
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
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!
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!
It’s been a while since we’ve presented. With everything going on – ‘the virus’ (as my daughter likes to say), working from home and adjusting to business challenged by a paused economy, we’ve put a hold on Marketing Training. To be honest with you, I’m just amazed to hear about some environmental happenings – jellyfish swimming in the Grand canal for example, just astonishing. Perhaps all this social distancing and staying at home will amount to noticeable improvements in our current climate. That’s something that actually matters today. I have a theory on how COVID-19 relates to AI, but that’s my vision, for now, have to figure out how to break it down first before I go off as I do, you know the gist. For now, here’s a presentation on elevating your marketing approach. Enjoy!
I worked on these two documents over the span of a year. They were presented during my second interview with I-Open Technologies and contributed toward landing the position! Have a read and I hope you enjoy them. Even though I won’t have as much time to work on Blox. Communications, I’m sure my new role will provide ample opportunity to develop and implement more exciting campaigns.
I won’t go on about the trials and tribulations of 2019, because there were too many. The year felt like a constant questioning of my best-fit existence.
This was me: So, there’s tape (and mind you, I’m pondering colour, weight and texture) on the middle of the ground and I must jump back and forth, from side to side almost every day.
In the end: I did make some spectacular connections (lol), some I hope will not expire AND I have exited on the other side (but which side of the tape, she said? L.) victorious, in my eyes.
Looking forward to fulfilling the role of Online & Digital Specialist for I-Open Technologies and their group of companies. Some keywords I hope to define and tackle – connection, automation and transformation … to the future everyone!