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ì Susan McDonald Por%olio of recent work
Those who can, do – and teach.
Attributes
ì Deep knowledge of communica<ons theory and prac<ce
ì Long-‐<me experience with a broad range of tradi<onal and emerging media
ì Detailed understanding of grammar and rhetoric
ì Keen percep<ve and expressive abili<es
ì Crea<ve, wiEy, and, um, erudite
ì Background Where have I been all these years?
Background
ì 1980s: Public and media rela<ons ì Neptune Theatre ì Persephone Theatre ì The Grand Theatre
ì 1990s: Media work and graduate school ì The StarPhoenix, The Green and White ì CBC Saskatchewan ì MA, University of Saskatchewan; Ph.D (ABD), Western University
ì 2000s: Teaching and consul<ng ì University of Saskatchewan ì Saskatchewan Polytechnic (SIAST/Kelsey) ì Cape Breton University ì Western University
ì Copywriting (Recent) Those who can , do!
AREVA (ARC): Kinetic Advertising
The project
ì Copywri<ng
ì Congratula<ons to Assiniboine Basin Development on Saskatchewan Business “Business of the Year 2014”
The challenge
ì Tight deadline: Overnight!
ì Tone: Celebratory, warm
ì Discre<on: Maintain the surprise
The result: “Congratulations!”
Kinsmen (Saskatoon): Kinetic Advertising
The project ì Case statement
ì “We Care Campaign”
ì Supplementary informa<on sheet
The challenge ì Generate support
ì Demonstrate benefits ì Social ì Cultural ì Economic
ì Limited space
ì Wide audience
The result: “The Kinsmen ‘We Care’ Challenge”
The Optimists (Saskatoon): Kinetic Advertising
The project ì Case statement
ì Op<mist Hill Campaign
The challenge ì Mul<ple audiences
ì Mul<ple appeals ì Tourism ì Economics ì Child health and wellness ì Family life
The result: Go Play Outside!
AREVA (ARC): Kinetic Advertising
The project ì Annual/Corporate Social
Responsibility Review
The challenge ì Par<cular requests
ì Keep passive voice to a minimum!
The result: Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
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AREVA (ARC): Restart!
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AREVA (ARC): Restart!
AREVA (ARC): Restart!
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AREVA (ARC): Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
AREVA (ARC): Restart!
ì Communications Planning Those who teach, do (in the classroom and in their spare <me).
Strategic Communications Planning: Amigos Cantina
The project The challenge
ì SCP development ì Special Event ì Day-‐to-‐day opera<ons
ì Outdated communica<ons ì Underused social media ì Web 1.0 ì Music focused
ì Minimal budget
ì Skep<cal clients
Amigos Cantina
Recommenda<ons
ì Ar<culate themes and messages ì Music AND food
ì Renew web presence ì In-‐house content and SM management
ì Expand use of SM to build restaurant profile
ì U<lize employees to build brand awareness
Results
ì Sold out 25th Anniversary events
ì Consolidated visual iden<ty
ì Updated, interac<ve web site
ì In-‐house web and SM content management
ì Planet S nominee, “Best TwiEer Feed, 2015”
Strategic Communications Planning
ì COMM 300: Advanced Business Communica<ons
ì Student projects ì Strategic Communica<ons Plan ì Real-‐world clients, real-‐world challenges ì SMART goals
COMM 300: 150+ Strategic Communications Plans
ì Gabriel Dumont Ins<tute
ì Amigos Can<na
ì Recess Guardians
ì City of Saskatoon Leisure Service
ì Gwenna Moss Centre/University Learning Centre
ì Foam Lake Credit Union
ì McNally Robinson
ì Saskatoon Community Clinic
Selected clients:
COMM 300: Sample work
ì Workshops Those who can teach, teach.
City of Saskatoon
ì Workshop: Social Media for Community Associa<ons, November 2014
ì Introduc<on to social media
ì Basic social media tools and rules
ì Social media strategy exercise
Workshop: Grammargeddon!
ì Innova<on Place Management Seminar
ì IABC (Saskatoon) Lunch & Learn
Workshop: Effective Communications
ì Canadian Society of Chemical Engineers
Workshop: Reputation Management
ì SIGA Execu<ve and Regional Managers.
ì Additional Work Those who can . . .
Pro bono work: Summer Shakespeare
The project
ì Western University, “Summer Shakespeare”
The challenge
ì Outdoor Shakespeare in Stra%ord’s backyard
ì Low budgets
ì Limited awareness
Summer Shakespeare
Richard III
ì “Ever wonder why there wasn’t a Richard IV?”
ì “Homicide. Fratricide. Regicide. Gemng to the top can be murder.”
ì “Think you know Shakespeare? You don’t know Dick.”
Romeo and Juliet
ì “Think you have in-‐law problems?”
ì “Live fast. Die young. Leave a preEy corpse.”
ì “Love. Sex. Death. What more do you want?”
Summer Shakespeare: Solutions
ì Posters ì Intensive focus on campus and youth
communi<es ì Internet presence
ì Promo<on ì Communica<ons ì Ticket sales
ì Media engagement
Summer Shakespeare: Results
ì Improved media profile
ì Unprecedented advance sales
ì Sold-‐out runs!
Additional copywriting
ì Educa<onal and promo<onal materials ì Neptune Theatre ì Persephone Theatre ì The Grand Theatre ì Summer Shakespeare, Western University ì Division of Audio Visual Services, U of
Saskatchewan
Other writing
ì The Star Phoenix ì Weekly columnist
ì The Green and White ì Quarterly columnist
ì Those who teach, upgrade. Cer<ficate, SCM: Ithaca College projects
Those who teach, upgrade.
ì Cer<ficate, Strategic Communica<ons Management (Ithaca College, 2013)
ì Courses: ì Social Media Management ì Communica<ons Systems ì Crisis Communica<ons ì Values Communica<ons ì Needs Iden<fica<on and Analysis ì Cross-‐cultural Communica<ons
Ithaca Project: InformUS
Challenge:
Uncoordinated use of social media for informa<on distribu<on to USask stakeholders.
InformUS: Social Media for Community Engagement
Proposed solu<on:
Use exis<ng pla%orms to coordinate informa<on flow, facilitate two-‐ way communica<on, and build stakeholder engagement.
Ithaca Project: FB @ USask
The challenge:
USask’s under-‐ performing Facebook account
Goal:
Increase student FB engagement
FB @ USask: Recommendations
The solu<on:
ì Use FB as informa<on channel (service outages) ì Facilitate advice, concern sharing: study, life ì Respond promptly, meaningfully, personally ì Offer opportuni<es for user-‐generated content ì Integrate content within main web site: FAQs, advice
(Registra<on, books, aEendance) ì Target frequency: > 2x per week
ì Additional work Those who can . . .
Public and media appearances
ì BeEy Ann Heggie Womentorship Program
ì Global Television, Saskatoon
ì CFQC Television
ì CBC Radio
