Questions + Answers

Hi everyone!

This is a compilation of questions + answers relating to my skills & interests. The questions are originally inspired by Jelly Marketing, an award-winning Digital Marketing & PR firm providing digital ads, social media, SEO, & public relations services to brands in Vancouver and the Fraser Valley. There’s a lot to absorb, but it will help you understand who I am and the way I work.

Enjoy!

PART I

My primary aim is to help you find answers to questions like  –

  1. What is your company trying to accomplish?
  2. What is making that hard?
  3. Why is artistic work important to your company?
  4. What specific traits are you looking for?
  5. How can I help your company uphold, deliver, accomplish? 

My focus is to help your company advance and excel. Together, we can find answers like –

  1. You aim for growth through innovation.
  2. You consider the competition and how quickly digital technologies transform.
  3. You trust in the artistic process and you pursue projects that impact a larger picture.
  4. You need a thorough team player with extreme focus and an honest desire to proliferate great work.
  5. You require a thought leader that can uphold your values, deliver your mission and bring you closer to achieving that oh so elusive vision!

Skills that I can contribute –

  • Solid communication
  • Diligence; resourceful in any situation
  • Knowledge of running a business
  • Knowledge of digital marketing
  • Ownership and management of a professional network
  • Ability to define goals and targets within a time frame
  • Ability to translate and express a company’s values, mission and vision
  • Ability to realize the possibilities & outcomes of failure and success
  • Understanding of boundaries and how to approach challenges
  • Ability to make compelling cases to satisfy buyer requirements
  • Willing to be a team player and help the business advance and excel
  • Willing to serve the business, so the business can serve the customer

What I enjoy doing –

  1. Conducting research or any inquiry-based process that involves identifying a question, gathering information, analyzing and evaluating evidence, drawing conclusions, and sharing the knowledge gained.
  2. Using descriptive techniques and predictive models to gain valuable knowledge from data; analyzing the process of discovery, interpretation, and communication by tracking meaningful patterns in data, then applying those patterns towards larger ideas.
  3. Applying art and strategies toward communicating ideas in a transparent, accurate and responsible way. I am very passionate about art and writing.

The list below contains projects I executed  for VanWhistle Media. If you would like to discuss a specific project, please give me a call or email info@chonafecanlas.com. Also see, Project Documents page.

  1. 1st Meeting Form
  2. AdWords vs SEO
  3. Brand Awareness Campaign
  4. Brand Concept Kit
  5. Complete Branding Package
  6. Contract Templates
  7. Core Concepts & Marketing Approach
  8. Digital Marketing Plan
  9. Digital Presence Model
  10. Example of Project Scope Statement
  11. High Value & Best Value Price Sheets
  12. Letter of Engagement Template
  13. Media Kit
  14. Mission History Market
  15. Proposal Templates
  16. Sales Call & Email Scripts
  17. Services One Pager
  18. Step by Step SEO Guide

Words to describe myself –

  1. Art Director
  2. Creative Engine
  3. Digital Specialist
  4. Innovation Queen
  5. Social Media Strategist
  6. Pavement Pounder

I am open to different styles of project management and have experience in the style below –

Planning projects bottom-up

Bottom-up project planning is when upper management does not communicate the project objectives to the team. The team identifies the project’s objectives and the corresponding tasks, which are then sorted into various activities and work packages. Based on the identified tasks, the project manager will create a project plan and schedule.

Advantages

The advantage of bottom-up planning is that team members, i.e. people who are actively working on the project, have a say in the project planning and decisions are made collaboratively. This will improve team communication/building, and will also empower team members. As a result, the team will be motivated to do their best in order to achieve project goals. Identifying tasks first can lead to a more detailed project plan, and potentially, a more accurate schedule.

Disadvantages

Because the project plan is more detailed, the planning phase can be more time and effort consuming, compared to the top-down approach. So bottom-up planning may not be suitable for time-sensitive projects. Bottom-up planning also requires a clearly defined scope (workflow) and control process (optimization), otherwise it’s at risk of becoming unmanageable.

Linking

In order to come up with appropriate solutions for your company, we must identify which project management style you wish to use. My practice involves a lot of discovery and strategy and would work best if paired with a team focused on implementation and measurement. Also, with members that enjoy direction and who are open to change and/or influence. For larger agencies, a top-down approach is best (Wikipedia).

PART II

List some examples of your leadership in the past 5 years –

  1. Developed the brand identity/strategy, core concepts, sales foundation & marketing collateral of a digital marketing startup agency. This was a 6-month contract with VanWhistle Media, based in New Westminster, BC, owned by Charles Yun.
  2. Created a business model (Digital Presence) to help acquire new customers and illustrate VanWhistle Media‘s vision and mission statement. A formal document was created alongside a PowerPoint presentation.
  3. Ran a business awareness campaign (#ourlocalcrew) on Instagram (@vanwhistlemedia18) to feature local businesses, owners and locations. This helped to establish a target audience and encouraged business growth & community involvement. It also facilitated lead qualification – for every 5 participants, 1 would qualify as a lead.
  4. Managed (working with other cross-functional departments) corporate enterprise accounts to ensure daily operation levels were met and/or exceeded. This included scheduling targeted billing reviews (e.g., FMC Technologies/IT Director Jim Farris) and running regular reports (Salesforce, CCC Portal) to extrapolate relevant billing data. Ranked 1st on a team of 35, based on metrics like productivity and customer experience. Accounts included: Husky Energy, Aritzia, The Brick, TransCanada Corp, Lafarge Canada, Enbridge Inc. and more.
  5. Supported national sales teams by providing creative solutions to critical problems. This resulted in several contract renewals and solidified customer loyalty and trust. For example, Nutrien (previously Agrium Inc.) is a major retail supplier that delivers important agricultural nutrients and industrial products across North and South America. Acting as a mediator, I effectively communicated the client’s needs to the parties involved, and we were able to develop a workable solution that aligned with Bell’s service protocols and newly established mandates for Wi-Fi Calling. As a result, pilots were able to test the new service and establish a connection with company executives. As the world’s largest provider of crop inputs, services and solutions, this communication link was an important technical requirement for Nutrien and my responsiveness closed their contract renewal within days.
  6. Created PowerPoint presentations, one based on the best-selling business novel, Who Moved My Cheese by Spencer Johnson. Content was shared with team members to help identify decision-making processes and ways to approach change in the workplace. This increased morale and helped team members feel a sense of pride in their work. The presentation also disclosed personal communication opportunities for frontline agents and team leaders.
  7. Led group presentations (How to use an iPhone vs Android device) and discussions on technologies relating to a mobile device deployment project for a major account win (City of Vancouver). This tested my ability to communicate using relatable terms rather than technological jargon, as well as, work on one-to-one interactions with the client and end users.
  8. Volunteered as a team leader for a health and fitness initiative (run by Four Bentall Centre, a building managed by Bentall Kennedy, now BentallGreenOak). Engaged with employees to participate and have fun. Teams tracked steps with a counter and data was logged daily, then compared to other national teams’ results.
  9. Led a creative business partnership (Bubbles + Blocks with Shanaz Pasha) focused on building community identity, promoting work and advertising events. Supported local artists and musicians (e.g., Snow Speeders/snowboarding apparel company, Conz/graffiti artist, Hi-Fi Club/nightclub and live music venue) to collectively launch an underground, creative transformation.
  10. Led through one-of-a-kind content creation with business identity Blox. Communications, blog ChonaBLOX (www.chonafecanlas.com) and Instagram account BLOX (@chona_canlas). For each channel, I passionately present content, concepts and strategies to provide insight into new modes of thinking. My aim is to impact Western culture and in due course, Western medicine by exploring and documenting ‘Global Comprehension’. Global comprehension is the idea that we can only truly comprehend our human experience now by analyzing the digital condition of our life and environment today. Ultimately, our culture and society would be equipped with revolutionary tools to eradicate negative modes of thinking and being. This includes things like disease, low self-esteem, body dysmorphia and other psychological conditions.

What kind of account manager are you?

I manage tasks using strong organizational and problem-solving skills. I am positively optimistic and engaged. I am tough, determined, adaptable and personable. I am dedicated to creating Simpler & Larger solutions for both the business and customer. As a dedicated communicator, I thrive on art + creative direction, working independently and evaluating work for the team. I am focused on three types of marketing mainly –  content marketing, influencer marketing & experiential marketing – for developing an approach or strategy toward the social aspect of brand lift. I strive to put out better work, each and every day. I believe that we must build strong relationships with everyone around us (synergy) and promote skillful and powerful storytelling – each step of the way.

How do you manage expectations on a team?

In between school and deciding on a career, I took a part-time job at a fine dining restaurant in Calgary, Alberta, Canada (Muse). I managed expectations in a couple of ways. 1 – I had to release my expectations to learn something new in an environment I didn’t understand. 2 – The kitchen and cooks had one goal – to produce a superior meal within a specific time frame. I managed their expectations by setting up systems to ensure their goals were met. They did not have time to instruct and delegate duties otherwise. They needed help to uphold the quality of their product and service time frame. So, I quickly developed a strong, assertive voice to call out tasks and to help lead the team in a productive and enjoyable way. Suddenly, they knew where I was, physically and mentally. If I had to move down the line I would call out, “Behind!” to prevent injuries and expedite the ordering system. As a result, each section of the kitchen was properly equipped and running on time. Calling out commands is one form of delegation and in the right environment, can quickly build positive expectation for the team. The more efficiently the back-end ran, the better the front-end ran and this made staff happy, customers satisfied and the dining experience superior. We were a well-oiled machine at Muse; we understood each others’ expectations and lived through a fantastic experience.

What is an example of a campaign you were involved in?

I ran a social media business awareness campaign for VanWhistle Media called #ourlocalcrew. Its aim was to facilitate first meeting bookings and add qualified leads into the sales pipeline. I created scripts which were distributed via cold email, Facebook Messenger and/or Instagram DM. Each month, a list of potential businesses was compiled. Our goal was to feature 1 business once per week. This was comprised of an original photographic portrait and short biography answering the questions – What is the spirit of your company? How did it all start? On average, for every 5 businesses we visited, 1 would convert into a lead. To track progress, we had an Excel spreadsheet and a ‘Success Tracker’ which noted ideal experiences for future improvements. For example, we featured a high-end consignment retail store in Vancouver, BC, Canada (Shameless Resale). We developed a relationship with the owner and through the power of connection, forged new opportunities for projects within a specialized niche (high-end consignment) and for a different demographic (Vancouver buyers). For myself, success was measured by creating valuable rapport and by spreading positive feedback about our local community (reciprocal brand awareness). The dedication and pride each owner reflected in their endeavours was astounding. We were pleased to share this engagement within our professional network. At the time, it was only myself and the owner plugging away, so we empowered each other through huddles, brainstorms and working in tandem to inspire some radical outcomes (i.e.: bringing an old-school business Bigfoot Industry Supply Ltd into the new age).

How would you define and differentiate excellence + perfection?

Excellence is quantitative. Perfection is qualitative. The measurement of either is something we produce. We have the choice to create standards (of excellence) or labels (of perfection). In the best-case scenario or best-fit situation, excellence and perfection work together, reciprocally. For example, imagine a girl concerned about her self-image. She can measure ‘self-image excellence’ by weighing herself on a scale. She can yearn to be a certain weight or try her best to stay within a healthy range. Excellence is thus measured quantitatively; she has a choice to create a standard that is negative (I need to weigh this much) or positive (I’m doing great; my goal is to be within this range for optimal health). On the other end, she can measure ‘self-image perfection’ by how she perceives her reflection in a mirror. She can yearn to see a certain reflection or try her best to be happy with what she’s observing. Perfection is thus measured qualitatively; she has a choice to create a label that is negative (I hate what I see; I look overweight) or positive (I look great; I like this part of my appearance). If we work together to find a positive balance, we can apply excellence + perfection in both a personal and professional context – we can wholly achieve synergy and maximize our true potential.

What is the importance of branding?

Good brands serve a greater purpose. They challenge status quo without harming the diplomatic consensus. By establishing a strong brand identity, we can create trust in the creative process and in our clients’ visions and marketing objectives. We must reveal data for each stage (discovery, strategy, implementation [improvement] and measurement [understanding]) and analyze their relationship to each other (metadata), so we can fully acquire attainable growth benefits (scalability).

What will you contribute to our team culture?

I will contribute my direct opinion, powerful ideas and unique content. I can contribute towards scope workflow and process optimization. I will take care of the team by encouraging effective discourse and synergistic collaboration. I can proofread and edit all copy and content, ensuring your intended message is communicated transparently, accurately and responsibly. I will contribute passion, intelligence and insight. Together, we can impact the digital landscape.

If I’m the right fit for your agency, I look forward to speaking with you directly!