content strategy case study
A quick overview of content strategy, thinking and execution for 3 unique projects.
Page 1 - Royal Bank of Canada Barriers to Adoption
Page 2 - Canada Post Ombudsman Redesign
Page 3 - Canadian Tire Sales Tactics
Page 1 - Royal Bank of Canada Barriers to Adoption
Page 2 - Canada Post Ombudsman Redesign
Page 3 - Canadian Tire Sales Tactics
RoYal Bank of Canada (various projects)
Credit card account open wireflow
Problem: How to offer users pre-approved credit cards when fraud alerts, merchant offers, alerts, badges and more are being bombarded to the user (this includes multiple items on the dashboard).
Solution: By placing the offer in the respective product section (i.e. credit cards) while providing plain language content and utilizing an existing flow (to limit doubling workload) from a browser based experience.
Solution: By placing the offer in the respective product section (i.e. credit cards) while providing plain language content and utilizing an existing flow (to limit doubling workload) from a browser based experience.
Google play & apple app store videos
Problem: The app store video provides users with a quick look at the RBC banking experience. But with the introduction of the new Student Edition, we had to make clear that one app could provide multiple experiences.
Solution: Compare and contrast both the Traditional and Student banking experiences simultaneously to differentiate both experiences while highlighting the most popular functionalities.
Solution: Compare and contrast both the Traditional and Student banking experiences simultaneously to differentiate both experiences while highlighting the most popular functionalities.
Fraud alerts
Problem: How to alert users of potential fraud issue while also presenting the opportunity to validate if the issue is actually fraud.
Solution: Provide push notification with amount, while noting that it's an unusual transaction. After login, provide user with option to determine if it is fraud, or a purchase he/she has made. Depending on answer, continue flow and connect to fraud agents.
Solution: Provide push notification with amount, while noting that it's an unusual transaction. After login, provide user with option to determine if it is fraud, or a purchase he/she has made. Depending on answer, continue flow and connect to fraud agents.
Canada Post
Work various user experience content design and marketing samples. Some milestone projects: Star Trek, Shopify, Canada 150 and more.
Canadian tire
As the lead creative copywriter for print and marketing services at Canadian Tire, I had more responsibilities than a father of 12. Anything you've seen in store or in flyer, I've had an impact on. Here are some more:
- Destination Guides (special in-store catalogues)
- Weekly in-store flyer
- Gift cards
- Private label rebranding
- Special Events (sponsorships, one time sales events, etc..)
Monkey (Electronic Device Manufacturer)
Introducing Monkey, a smartphone and electronics manufacturer who came to the agency with a product and a name. All work was built from the ground up, including but not limited to:
Kleinburg Better Business Association & The Township of Kleinburg
For the township of Kleinburg (Vaughan), a monthly 45 page magazine (physical & digital) was developed. To enhance availability of issues and to promote community involvement, this venture was turned into a website and dedicated blog. Additionally, other works were created for both clients:
- Original written content
- Website and blog
- Interviews with business owners
- Community event promotion
- Utilization of MailChimp & InfusionSoft to promote awareness
- Posters & digital signage
- Ebook
- Brochures
Speculative Ads
Sometimes you've gotta exercise your mind and create clever and refreshing concepts for companies that are losing their relevance or need a jump start. Here are some of those ideas for the following companies:
- Post-It
- Toblerone
- President's Choice Financial
- BIC Wite-Out
- Gap
- President's Choice Mobile
Your Legacy Inc.
Your Legacy Inc. is a start-up in the truest sense of the word (read: worked out of the founder's basement to an office on Bloor West). YL is a digital marketing/ advertising agency, with a dedicated publishing arm, focused on entrepreneurs, entertainers, athletes, celebrities, recording artists and essentially anyone chasing their dreams.
- Produced print and digital magazines, documentary titled Show Some Heart
- Expanded NHL Superstar Wayne Simmond's charity Wayne's Road Hockey Warriors, including experiential marketing for event
- Provided coverage and content for events: Wayne's Road Hockey Warriors, Canadian Music Week, Girl's Rising, Toronto Pro SuperShow & more
- Landed creative contracts (via RFPs) with Connor Sports (manufacturer of NBA, FIBA basketball courts), Logan Lights Creative, Anastasia A, and other clients for creative work (ads, websites, film, etc...)
- Worked with & interviewed industry up and comers: NHL Star Wayne Simmonds, HBO (view here & here), FastLife (view here & here), Canadian Music Week artists, The Mantry (view here and here), recording artist Ginny Vee, Jill Bunny, Kyle Hoto Reid, Maestro's Classic, Village Cigar Company & Barbershop (view here & here) & more.