Digital Content Strategy
Digital Content Strategy
David Suzuki Foundation — Living Green Communications Strategy
Since 2021, I have led the David Suzuki Foundation’s “Living Green” digital content stream, which provides tips and resources for living sustainably, including simple DIY recipes and how-tos. Topics include body care, culture, food, home and garden, travel and recreation and zero waste.
Through a monthly email digest to nearly 50,000 subscribers, search-engine optimized web content and organic and paid social media activities, we provide members of the growing Living Green community with everyday solutions for lowering their climate impact; protecting, respecting and restoring nature; and supporting safer, healthier communities. They are also empowered to join the conversation and share tips, connect with others, build community and contribute to making change at individual, local and systemic levels.
David Suzuki Foundation — Climate CONVERSATION COACH
One of the most important things you can do about climate change is to talk about it. However, people trust their peers, family members and loved ones more than they trust experts, scientists and environmental organizations.
Knowing this, the David Suzuki Foundation created a chatbot to help its supporters have more productive conversations about climate change by finding common ground and shared values with others.
Collaborating with Invoke Digital and the Foundation’s Science and Policy unit, we adapted research by Karin Tamerius of Smart Politics into a chatbot experience, called CliMate. In a guided practice conversation, users get to choose responses from a set of options, and CliMate provides insight on the reaction their responses might elicit.
David Suzuki Foundation — Website Content Strategy
The David Suzuki Foundation is Canada’s largest environmental non-profit. As Web Content Specialist, I advised our fundraising team, regional offices and science and policy unit on web content strategies and digital public engagement tactics that would educate and inspire our supporters and stakeholders and steward them toward participating in campaigns, signing petitions, joining our email community and donating. I led the overall website content strategy and website governance best practices, collaborated with the aforementioned teams on web content creation processes and provided technical web content implementation support.
MEC — Good Times Outside WEBSITE CONTENT
Working as an independent contractor for Quietly, a premium content producer that provides data-driven strategy and editorial for brands, I supported their client MEC as a Managing Editor for the launch of the retailer’s new portal website, Good Times Outside. Coordinating the work of over 15 writers, I delivered detailed activity pages for nearly 100 outdoor recreation experiences throughout Western Canada.
Farmboy Fine Arts — Digital CommunicationS Strategy
As a full-service art consultancy developing curated art collections and custom artwork for a diverse range of hospitality, healthcare and corporate spaces internationally, Farmboy Fine Arts needed an interactive and engaging way to clearly communicate the scope of their services to clients and artist partners.
In redeveloping the Farmboy Fine Arts corporate website, I was able to implement a holistic digital communication plan for the company. This included envisioning and overseeing the information architecture, visual design and technical development of a responsive website with Assembly Digital (now Palms), developing a content strategy for relevant project case studies and curated image collections, and programming and editing regular original content across multiple online platforms, including website, blogs, social media and newsletters.
Farmboy Fine Arts — ONLINE IMAGE LIBRARY
Farmboy Fine Arts licenses artwork from an international roster of over 100 painters, photographers and graphic artists, which the company reproduces as prints for hotels, hospitals and offices. Thus, the company’s image library, containing approximately 33,000 visual assets, is the crux of their creative operations. Leading a complete overhaul of the company’s content strategy, I was able to:
- Restructure the design department org chart to dedicate the required team resources to the project
- Implement a sophisticated new cloud-based visual content management system, beta-testing software with various user groups
- Improve and repair image meta-data and categorization for all 33,000 assets
- Establish standard operating procedures, up-skill staff and sales reps, and implement formal artwork submission review and approval processes for artists and designers
The success of this program has enriched communication between the Artist Manager, contributing artists, in-house designers and account managers, sales reps and clients, improving efficiency on time-sensitive interior design projects. It has not only improved the success rate of artwork proposals sent to clients, resulting in better close rates on projects, but has furthermore provided the company better corporate insight into statistical data that can support informed strategic decision-making.
Montecristo Magazine — Digital Publishing Strategy
Within its first few years of publishing, Montecristo Magazine was becoming aware that it required a stronger online presence to stay relevant to today’s readers. But, at the time, the future of print vs. digital magazine publishing was still uncertain.
By identifying the moments that matter to Montecristo readers—like needing a great wine or restaurant recommendation or impressing peers with local area knowledge—the answers became clear as to how the magazine could translate it’s unique regional insights into an online platform.
I developed a digital division for Montecristo that allowed the company to implement a holistic digital communication plan. This included envisioning and overseeing the information architecture, visual design and technical development of a responsive website with Assembly Digital (now Palms), developing a digitization strategy for five years of archival content, and programming and editing regular original content across multiple online platforms, including website, blogs and social media.
Montecristo was recognized at the 2014 Western Magazine Awards as the Best Online Magazine in Western Canada.
NUVO Magazine — Digital Publishing Strategy
Celebrating 15 years of publishing, NUVO magazine was firmly established as Canada’s premier lifestyle publication. But how could the magazine maintain that reputation in an emerging online environment?
NUVO’s unparalleled access to the luxury sector, celebrity culture and the jet-set lifestyle made it particularly well-positioned for a digital future. From travel insights spanning the farthest reaches of globe, to the latest product launches from the world’s most esteemed brands, to exclusive gala event photos, the opportunities to engage readers with online content were abundant.
Developing a digital division for NUVO enabled the company to implement a holistic digital communication plan. This included envisioning and overseeing the information architecture, visual design and technical development of a responsive website with Assembly Digital (now Palms), developing a digitization strategy for 15 years of archival content, and programming and editing regular original content across multiple online platforms, including website, blogs and social media.
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