Idrislee

Author: idris.chlee

  • WWDC 2025: Key Highlights and Announcements

    WWDC 2025: Key Highlights and Announcements

    WWDC 2025: What Apple’s Latest Innovations Mean for Digital Marketers

    Apple’s WWDC 2025 wasn’t just a tech spectacle—it was a pivotal moment for marketers seeking to stay ahead in a rapidly evolving digital landscape. This year’s announcements signal a new era of customer engagement, personalization, and omnichannel storytelling. Here’s what matters most for digital marketers and how you can seize the emerging opportunities.

    Liquid Glass: More Than a Pretty Face—It’s Conversion Infrastructure

    Apple’s new Liquid Glass design language is a major UI overhaul that isn’t just about aesthetics. The translucent, fluid interface creates a premium, intuitive experience across all Apple devices. For marketers, this means:

    Personalized Experiences:

    The new design system pairs seamlessly with in-app personalization, letting marketers create VIP zones or loyalty programs that feel genuinely special.

    Higher Perceived Value:

    Apps and branded experiences that adopt Liquid Glass feel more polished and trustworthy, which can boost user retention and conversion rates.

    Premium Positioning:

    Sectors like fintech, wellness, and luxury retail can leverage this design to reinforce exclusivity and sophistication.

    Apple Intelligence: AI-Driven, Contextual Engagement

    Since beginning my digital marketing journey, my approach to Apple Intelligence, the company’s on-device generative AI, is now deeply embedded across iOS 26 and beyond. The most marketer-relevant features include:

    • Smarter Personalization: AI-powered segmentation and content recommendations mean marketers can deliver hyper-relevant messages at every stage of the customer journey.
    • Visual Search from Images: Users can now screenshot any app and instantly search for brands or products within the image—whether it’s a promo, notification, or social post. This offers brands new visibility and discoverability, even outside their own channels.
    • Live Translation: Real-time, bidirectional translation in core apps like Messages and FaceTime removes language as a barrier, opening up global campaigns and enabling more inclusive, multilingual engagement.

    App Store & Analytics: Sharper Funnels, Smarter Promotions

    To secure my desired marketing co-op position, I explored several Apple’s updates to App Store analytics and marketing tools are a game-changer for campaign optimization:

    • App Store Tags & Keyword Mapping: AI-generated tags and custom keyword mapping improve app discoverability and intent-based targeting without extra development overhead.
    • Granular Funnel Metrics: New metrics like Download-to-Paid Conversion and Average Proceeds per Download help marketers measure true ROI, not just vanity metrics like installs.
    • Cohort Analysis: Segment performance by device, territory, and product page to refine creative and offers for specific audiences.
    • Expanded Offer Codes: Now available for consumables and non-renewing purchases, making it easier to run targeted upsells, win-back campaigns, and analyze redemption in real time.

    Spatial Computing & Persistent Brand Presence

    visionOS 26 brings persistent, customizable widgets that users can place in their physical environment using Apple Vision Pro:

    • Immersive Campaigns: Marketers can experiment with 3D product showcases, AR experiences, and interactive stories to create memorable, differentiated campaigns.
    • Ambient Brand Touchpoints: Think branded widgets that live on a user’s desk or wall, offering always-on value like countdowns, fitness goals, or travel updates.
    • Proximity-Aware Engagement: Widgets adapt based on user proximity, revealing more detail as users approach—perfect for contextual storytelling and product education.

    Conclusion: How Marketers Should Respond

    Refresh Visuals: Update your app and web assets to align with the Liquid Glass aesthetic for a modern, premium feel.

    Leverage AI: Use Apple Intelligence-powered features for smarter segmentation, content recommendations, and multilingual messaging.

    Optimize Campaigns: Dive into the new App Store analytics to refine funnels, test offers, and personalize lifecycle flows.

    Embrace Spatial Marketing: Start experimenting with persistent widgets and AR content for Vision Pro to establish a brand presence in the new era of spatial computing.

    Collaborate Early: Work closely with your product and engineering teams to ensure your marketing strategies are “Apple-ready” from day one.

    WWDC 2025 marks a turning point where marketing is no longer just mobile-first—it’s context-first, intelligent, and omnichannel by default. The brands that adapt quickly, experiment boldly, and personalize relentlessly will be the ones that thrive in Apple’s next-generation ecosystem.

  • Networking 101

    Networking 101

    Mastering the Art of Networking: Insights from My Marketing Journey at George Brown College

    Networking is like holding up a mirror—it reflects your actions, ambitions, and connections, shaping your professional journey into a masterpiece. Throughout my time in the Digital Media Marketing course at George Brown College, I’ve discovered that networking isn’t just about exchanging business cards; it’s about building meaningful relationships and seizing opportunities.

    What I’ve Learned: Valuable Insights from Industry Experts

    Throughout the course, I gained substantial knowledge from leading experts across the marketing industry. The seminar series touched upon essential topics like marketing science, effective content strategies, consumer loyalty, and harnessing digital tools to enhance customer experiences. Each session highlighted unique challenges, such as limited resources or rapidly evolving MarTech trends, while emphasizing adaptability tailored to company culture and scale.

    One presentation, in particular, profoundly influenced me. Danielle Humilde, a UX Designer at Marsh McLennan, provided actionable strategies for overcoming common challenges like limited data, low budgets, and minimal digital strategy. Danielle emphasized innovative, low-cost tactics—such as special promotions, organic SEO, and brand refresh initiatives—that deliver significant impacts.

    More than tactics, Danielle’s presentation inspired a crucial mindset shift: embracing adaptability and continuous learning. Her insights taught me that changing paths or exploring new directions is part of professional growth. Her emphasis on maintaining connections and remaining open-minded reinforced my personal belief that flexibility, resilience, and proactive opportunity-seeking are cornerstones of career success.

    Building a Powerful Network: Resources and Strategies

    Since beginning my digital marketing journey, my approach to networking has evolved significantly. Leveraging multiple strategies has allowed me to build strong relationships with classmates, professors, and industry professionals:

    • LinkedIn: Actively connecting with classmates and speakers on LinkedIn fostered an engaged, supportive professional community.
    • WhatsApp Groups: Joining internal George Brown College WhatsApp groups facilitated ongoing knowledge-sharing and networking.
    • Events and Volunteering: Participating in and organizing events, volunteering, and acts of kindness created opportunities for meaningful personal and professional relationships.

    A crucial realization in my networking journey is the effectiveness of referrals. Personal referrals have consistently proven more successful than traditional job platforms like Indeed or LinkedIn alone, highlighting the importance of nurturing genuine, trust-based relationships.

    Leveraging Job-Finding Resources

    To secure my desired marketing co-op position, I explored several platforms:

    • GBCareers: Offered valuable opportunities through established industry collaborations, particularly for co-op placements.
    • LinkedIn and Indeed: Useful tools for exploring the market, although personal referrals remained the most impactful.
    • Network Referrals: Leveraging trusted connections provided the most fruitful and meaningful leads, reinforcing networking’s vital role in career advancement.

    To maintain and nurture my network post-graduation, I plan to stay active online, regularly share valuable content, and organize networking events that sustain ongoing engagement with my peers and industry leaders.

    The Essence of Networking: Giving Before Receiving

    Perhaps the most impactful lesson from my networking experience is embracing generosity. By proactively supporting others through resource sharing and genuine engagement, I’ve built meaningful, reciprocal professional relationships. This principle has consistently proven invaluable, reinforcing that true networking success comes from mutual support and genuine collaboration.

    Conclusion: A Journey of Growth and Opportunity

    My experience in the Digital Media Marketing program at George Brown College has been transformative, providing me with critical insights, impactful strategies, and invaluable connections. Embracing adaptability, continuous learning, and strategic networking has profoundly shaped my approach to marketing. Inspired by industry leaders like Danielle Humilde, I carry forward lessons of resilience, openness, and proactive engagement.

    As I move forward in my marketing career, I remain committed to fostering my network, embracing new learning opportunities, and upholding the spirit of collaboration and generosity. With these guiding principles, I am confident in achieving meaningful success and making a lasting impact in the dynamic world of marketing.

    Here’s to continued learning, meaningful connections, and shared success—wishing all my fellow classmates the very best in your marketing careers!

  • Understanding Marketing Science: The Power of Data, Analytics, and Storytelling

    Understanding Marketing Science: The Power of Data, Analytics, and Storytelling

    Data Transforms Marketing

    My interest in digital marketing began with a powerful definition during my first class at HKUST: “Achieving marketing objectives through applying digital media data and technology” (Chaffey & Ellis-Chadwick). Among various definitions, this resonated with me profoundly due to its clear emphasis on “data,” a cornerstone of digital marketing. Digital marketing uniquely allows marketers to gather extensive and detailed data, offering unparalleled insights into consumer behaviors.

    Insights from Industry Experts

    Recently, I had the opportunity to attend a presentation by Blair Roebuck, an expert in marketing science. Blair’s insights significantly deepened my understanding of marketing science as more than merely data analysis. It integrates business acumen, technological proficiency, analytical skills, and strategic insights into a unified discipline.

    Three key insights from Blair’s presentation:

    • Focused Data Collection: Blair highlighted a structured six-step process, stressing that quality surpasses quantity. Effective data collection targets relevance over volume, facilitating clearer, actionable insights.
    • Continuous Optimization: Emphasizing measurable testing and iterative learning, Blair advocated continuously optimizing strategies through evidence-based adjustments. This approach ensures sustained effectiveness rather than short-term gains.
    • Education and Stakeholder Engagement: Beyond merely analyzing data, the value of marketing science lies in educating clients and stakeholders, empowering them to apply insights strategically for long-term benefit.

    Practical Experience: Data Analysis Activity

    Reflecting these principles, my team recently analyzed an alcohol distributor’s dataset, which included variables such as country, beer, spirits, wine, and pure liquor consumption levels. Our analytical approach involved:

    • Data Filtering and Pattern Identification: Using Excel’s filter functions, we identified initial trends and patterns.
    • Descriptive Statistical Analysis: We calculated statistics for deeper characterization and understanding of the dataset.
    • Relationship Exploration: By examining relationships between variables, we uncovered influential factors and deeper insights.
    • Data Visualization: Visual representations significantly clarified trends, making complex numerical data intuitive and actionable.

    Blair notably appreciated our multi-perspective approach, emphasizing that analyzing data from various angles—such as cultural backgrounds or geographical regions—can reveal novel insights often missed by a singular viewpoint.

    Pursuing a Career in Marketing Science

    Blair’s statement, “Marketing Science is where analytics, technology, and business all come together into one key solution,” ignited my ambition toward a career in this field. Evaluating my skills, however, revealed areas for development. While I am proficient with basic analytics and technology, enhancing my capabilities in advanced statistics and programming, such as Python, is essential.

    Professional advice for aspiring marketers:

    • Continuous Learning: Pursue additional certifications in data science and programming.
    • Hands-on Experience: Engage in internships or practical projects to apply and strengthen your analytical and business skills.
    • Stay Updated: Regularly explore emerging trends and new analytical methodologies to remain competitive.

    Data is Essential, but Storytelling is Crucial

    Lastly, a valuable lesson from one of my professors: “Don’t let numbers confuse you.” Data should inform but never overshadow the fundamental role of marketers as storytellers and strategists. When overwhelmed with data, step back and examine the broader context to identify root causes. Asking the right questions, rather than just observing metrics, is key to insightful decision-making.

    In essence, successful marketing combines insightful analytics, strategic thinking, and compelling storytelling. Balancing these elements effectively defines modern marketing science and drives meaningful results.

  • The Psychology of Decision-Making: A Deeper Dive Beyond the AIDA Model

    The Psychology of Decision-Making: A Deeper Dive Beyond the AIDA Model

    Outside AIDA model

    Did you know there is more to decision-making than the widely known AIDA (Attention, Interest, Desire, Action) marketing model? Decision-making is a nuanced psychological process influenced by multiple cognitive, emotional, and social factors. Understanding this process can profoundly enhance marketing strategies by revealing how consumers think, feel, and act.

    1. Stimulation and Selection: Capturing Attention

    The decision-making journey begins when consumers encounter various stimuli from their environment—ranging from everyday purchases to major life decisions. At this stage, individuals selectively focus on stimuli they perceive as relevant or significant. For marketers, understanding what captures consumer attention is crucial. Creating targeted, relevant stimuli ensures your marketing efforts resonate and stand out amidst the noise.

    2. Information Processing: The Role of Internal Factors

    Once a stimulus captures attention, the cognitive process of information processing begins. Internal characteristics such as personality traits, demographics, cognitive styles, and emotional states significantly influence this phase. Memory and prior experiences shape consumers’ expectations, perceptions, and evaluations. Marketers should personalize messaging to align closely with their target audience’s internal attributes and past experiences, increasing resonance and effectiveness.

    3. Interpretation and Perception: Constructing Meaning

    During interpretation, consumers construct meaning from the information received, guided by cognitive biases and emotional responses. Beliefs shaped by cultural, social, or familial influences further impact perception. Marketers must be aware of these diverse influences and craft messaging that acknowledges or strategically navigates consumer biases and beliefs to positively shape perceptions.

    4. Attitude Formation: Developing Preferences

    As information is interpreted, attitudes form based on consumers’ evaluations—positive or negative—towards products, brands, or ideas. External environmental factors and societal norms heavily influence these attitudes. Brands must actively manage their image, emphasizing positive aspects and addressing potential negative perceptions, thereby strategically guiding consumer preferences.

    5. Decision-Making: Integrating the Influences

    The final decision represents the integration of cognitive processing, emotional influences, attitudes, and external societal factors. Consumers evaluate options, weighing advantages and disadvantages before arriving at a choice. Effective marketers provide clear, compelling reasons why their offering stands out, simplifying the decision-making process for consumers.

    Practical Advice for Marketers:

    • Clearly define and strategically deliver relevant stimuli to capture consumer attention effectively.
    • Leverage demographic and psychographic insights to personalize communication, addressing internal consumer characteristics.
    • Address cognitive biases and emotional drivers to positively shape consumer perception.
    • Regularly evaluate and manage brand attitudes by aligning marketing efforts with consumer values and societal norms.
    • Make consumer decisions simpler by clearly communicating unique benefits and differentiators of your offering.

    Understanding the psychological underpinnings of decision-making can empower marketers to craft more precise, effective, and resonant campaigns, ultimately driving consumer action and brand loyalty.

  • Exploring the Power of Brand Imagery: How “Brand Selfies” Boost Engagement

    Exploring the Power of Brand Imagery: How “Brand Selfies” Boost Engagement

    Brand Selfies in User Generated Content

    Did you know brand imagery goes beyond traditional advertising and has evolved significantly in the digital era? My team and I recently discovered insightful research on a relatively new phenomenon known as “Brand Selfies.”

    According to a comprehensive study published in the Journal of Marketing Research, brand selfies introduce fresh classifications of brand imagery and offer valuable insights into consumer-brand interactions on social media. The research by Hartmann et al. (2021) reveals how different types of selfies distinctly impact engagement levels, questioning traditional metric assumptions and leveraging machine learning to enhance marketing strategies.

    Key Insights from the Research:

    • Brand Selfies are highly effective at driving overall brand engagement, helping to amplify visibility and strengthen brand-consumer relationships.
    • Consumer Selfies, in contrast, excel in boosting engagement specifically for the individual sharing the content, increasing personal interaction and peer influence.

    These findings significantly enrich our understanding of social media marketing dynamics. Inspired by this, my team developed strategic recommendations for Muji, suggesting ways to utilize diverse brand selfie strategies to optimize consumer interaction and brand affinity.

    Professional Advice for Marketers:

    • Clearly identify which type of selfie best aligns with your marketing objectives—brand-focused or consumer-focused.
    • Utilize machine learning tools to analyze engagement data from selfies posted online to fine-tune your marketing strategy.
    • Continuously evaluate and adapt your approach based on measurable engagement outcomes.

    Understanding the nuances of brand imagery, especially through brand selfies, can substantially elevate your marketing efforts and online presence.

    Reference:
    Hartmann, J., Heitmann, M., Schamp, C., & Netzer, O. (2021). The Power of Brand Selfies. Journal of Marketing Research, 58(6), 1159-1177.

  • Exploring Hotelling’s Spatial Competition Model

    Exploring Hotelling’s Spatial Competition Model

    Why is There Always a KFC Next to a McDonald’s?

    Have you ever noticed a KFC frequently positioned right next to a McDonald’s, or multiple coffee shops clustering closely together? This phenomenon isn’t accidental; it can be explained through Hotelling’s Model of Spatial Competition.

    Harold Hotelling, an influential economist, described this scenario through the principle of minimum differentiation. According to this principle, businesses within a competitive market tend to make their products and services highly similar and position themselves geographically close to each other. The rationale is straightforward—consumers generally opt for the nearest available option. When competitors offer nearly identical products at similar prices, proximity becomes a critical factor for capturing market share.

    Implications for Marketing Strategy:

    From a marketing perspective, this scenario underscores the importance of clearly defining your brand’s Unique Selling Proposition (USP). While it’s tempting for businesses to mirror successful competitors to attract similar customer segments, long-term success relies on differentiation. As marketers, emphasizing the distinct benefits and exclusive value that your brand offers, which competitors cannot replicate easily, is crucial. Highlighting what uniquely sets your brand apart not only attracts customers but fosters loyalty and repeat business.

    Advice for Entering New Markets:

    For businesses planning market entry—such as an eastern cuisine restaurant entering Canada or a western restaurant moving into Asian markets—Hotelling’s model offers valuable insights. If your offerings are virtually identical to those already established, positioning your business centrally within competitor clusters can strategically maximize your visibility and market reach. However, even in such cases, it’s essential to differentiate your brand through targeted marketing and unique consumer experiences.

    Key Takeaways:

    • Competitors often cluster due to consumer preference for convenience.
    • Clearly define and market your brand’s USP to stand out.
    • Strategic geographic positioning can optimize market entry success.

    Understanding Hotelling’s spatial competition can transform your marketing strategy and enhance your competitive advantage.

    Reference: Gal-Or, E. (1982). Hotelling’s spatial competition as a model of sales. Economics Letters, 9(1), 1-6.

  • Driving Seasonal Success with Social Media Campaigns

    Driving Seasonal Success with Social Media Campaigns

    Cedar and Crimson is a seasonal dropshipping brand specializing in curated Christmas-themed products. Launched in October, the brand aimed to capitalize on early holiday excitement to drive visibility, engagement, and revenue in a short window of time. With no prior audience, we built a presence from the ground up using Instagram as our primary platform.

    Through a combination of content strategy, influencer seeding, and trend-driven storytelling, I was able to scale the Instagram account from 0 to over 7,000 followers within 60 days and generate $3,000 in sales before the end of December.

    The Objectives

    • Build brand visibility quickly on a new Instagram account
    • Drive traffic to the dropshipping store using organic and strategic methods
    • Convert seasonal interest into real holiday sales

    Social media marketing isn’t just posting—it’s building a conversation, a community, and a brand that people choose to engage with daily.

    The Strategy

    Our content and campaign strategy focused on four key pillars:

    Trend-Driven Content Creation:

    Leveraged trending Christmas aesthetics, viral audios, and reel formats to maximize organic reach

    Product-Led Storytelling:

    Featured products in cozy, emotionally resonant holiday settings to increase perceived value

    Hashtag Targeting & Community Engagement:

    Daily interaction with niche holiday audiences and hashtags to grow visibility

    Influencer Seeding & UGC:

    Partnered with micro-influencers and encouraged reposts to gain traction

    The Execution

    I planned and scheduled content daily using Instagram Reels, Stories, and Carousel posts. Each piece was tailored to seasonal excitement (e.g., advent calendars, gift wrapping ideas, tree decor hacks), while call-to-action links in bio and swipe-up stories directed users to the shop.

    Key tools used:
    • Canva & CapCut for content editing
    • Meta Business Suite for post scheduling and analytics
    • Linktree for seamless user funneling to the store

    The Results

    • Gained 7,000+ followers within 2 months purely through organic reach
    • Generated over $3,000 in sales through Instagram-driven traffic
    • Multiple reels summed up to 50k+ views, establishing virality within the niche
    • Built a reusable seasonal brand page that can return yearly

    Professional Insights

    To maximize seasonal brand launches, businesses should:

    • Leverage short-form video (Reels, TikToks) for rapid audience growth
    • Plan 60–90 days in advance to capture early-bird shoppers
    • Blend value-driven content (e.g., holiday hacks, decor tips) with soft product placement
    • Encourage user-generated content and feature community submissions
    • Use clear CTAs and frictionless checkout funnels via mobile

    The Conclusion

    Cedar and Crimson’s first holiday season demonstrates how rapid social media growth can be translated into real sales through strategic, trend-based content creation. With minimal budget and the right creative tools, even new brands can dominate seasonal cycles.

  • Building Brand Identity through Scalable Content Marketing

    Building Brand Identity through Scalable Content Marketing

    Scalp Oasis is a dropshipping brand dedicated to hair health and scalp care. As a new entrant in the beauty and wellness space, establishing authority and trust was essential. To address this, I developed and led a content-first marketing strategy centered on education, consistency, and visual branding. We built and launched a fully branded Instagram account that served as the hub of our communication and sales funnel.

    Over a 3-month period, I led a team of three to produce and publish 100 high-quality posts, laying the foundation for a consistent and credible brand presence in the hair care niche.

    The Objectives

    • Establish a professional, trust-worthy online presence for a new health and beauty brand
    • Build engagement and awareness around scalp care and hair health
    • Create a scalable content production workflow with a small team

    Great content strategy turns information into intention—content marketing turns that intention into trust, loyalty, and action.

    The Strategy

    My approach to content marketing focused on three key areas:

    Content Pillars & Brand Direction:

    Developed a content framework including education (scalp science, tips), promotion (product features), and lifestyle (self-care routines).

    Team Coordination & Workflow:

    Assigned roles across ideation, design, caption writing, and scheduling. Implemented weekly check-ins to ensure alignment and motivation.

    Consistency & Aesthetic:

    Ensured all visuals adhered to a cohesive brand palette and tone. Posts were scheduled to maintain daily or alternate-day visibility.

    The Execution

    I created the full content calendar and structure, coordinated task distribution, and handled final approvals for design and messaging. We used a collaborative, cloud-based system to track progress, centralize assets, and maintain consistency. Our team followed a dedicated content calendar spreadsheet that was meticulously updated and adhered to throughout the campaign to ensure deadlines and thematic alignment.

    Key tools used:
    • Notion & Google Drive for content planning and tracking
    • Canva for post design
    • Meta Business Suite for scheduling
    • Excel-based Content Calendar for structured execution and accountability

    The Results

    • Delivered 100 posts over 3 months, averaging more than 1 post per day
    • Developed a distinct visual identity and voice in a saturated niche
    • Maintained consistent engagement through reels, carousels, and educational infographics
    • Strengthened team collaboration and creative discipline under a clear, scalable system

    Professional Insights

    To build a strong content engine, especially for wellness brands:

    • Start with clear content pillars that balance education, engagement, and promotion
    • Set up a streamlined workflow that allows for repeatable output
    • Build brand identity early through consistent visuals and voice
    • Empower team members by assigning clear roles and using shared tracking tools
    • Batch-produce and schedule content in advance to prevent burnout

    The Conclusion

    The Scalp Oasis content campaign demonstrated the power of structured content marketing. With leadership, planning, and creative direction, we successfully built a recognizable and informative brand from the ground up—proving that strong execution and teamwork can rival even well-funded competitors.

  • Full-Funnel Integrated Campaign

    Full-Funnel Integrated Campaign

    During my study at George Brown College, I collaborated with a group to create an integrated marketing campaign for the grand opening of Longo’s new store in Mississauga. With mentorship from Professor John Paulo Cardoso (former Art Director at Estée Lauder Companies Inc.) and insights from a visiting former VP from Longo’s, our objective was to deliver a multi-channel, community-rooted campaign targeting every segment of the store’s diverse local audience.

    Our team not only developed campaign messaging, OOH placement, and event-based engagement tactics, but also created a comprehensive media block chart to align timelines and message sequencing across touchpoints.

    The Objectives

    • Build brand awareness of the new Longo’s location in Port Credit
    • Engage with Port Credit’s family-focused, community-conscious audience
    • Leverage cultural moments and location-specific insights to generate foot traffic

    An integrated marketing campaign isn’t just about being everywhere—it’s about delivering the right message, at the right time, through the right channel, to create one seamless brand experience.

    The Strategy

    Our integrated campaign was structured around four components:

    Out-of-Home Awareness:

    A double-sided billboard near Snug Harbor restaurant captured both vehicular and foot traffic during the busy September launch season. The creative focused on fresh, local ingredients and the iconic Port Credit Lighthouse.

    Community Event Activation:

    We tied Longo’s presence to the “Paint the Town Red” Canada Day parade, positioning Longo’s as a supporter of Canadian heritage and multicultural values. Branded food vendors with live butcher experiences showcased Longo’s freshness in real-time.

    Targeted Messaging by Segment:

    We used geographic, demographic, and psychographic segmentation to define target groups (e.g., health-conscious families, local foodies, active retirees). Messages were customized for each cluster.

    Media Block Chart:

    Our group created a detailed media flow calendar that mapped campaign activities across phases and channels—from pre-launch hype to grand opening engagement and post-launch loyalty campaigns.

    The Execution

    I personally contributed to campaign integration, ensuring all components—from billboard visuals to live activation—worked together with shared themes and sequencing. I also worked on pitching the media block chart, aligning channel choices and timing with audience behaviors.

    Key tools used:
    • Consistent visuals and tone across channels
    • Hyper-local references (e.g., Mississauga Canoe Club, Memorial Park)
    • Community-driven CTA messaging

    The Results

    • Strong alignment across digital, print, and experiential channels
    • Strategic use of OOH and event marketing to drive local engagement
    • A fully integrated plan that could be realistically implemented with measurable KPIs

    Professional Insights

    For new retail store openings, an integrated campaign should:

    • Begin with wide-net awareness then narrow down with targeted CTAs
    • Anchor campaigns in local culture and seasonal activity for relevance
    • Use real-life interaction (e.g., food tastings) to create memorable impressions
    • Employ visual consistency and cross-channel timelines to reinforce messaging

    The Conclusion

    This campaign for Longo’s demonstrated how a strategically integrated approach—rooted in community insight and timed engagement—can drive real-world awareness and foot traffic. The experience further developed my skills in media planning, consumer segmentation, and campaign orchestration.

  • Scaling Impact with Smarter Email Campaigns

    Scaling Impact with Smarter Email Campaigns

    The Canadian Centre for Men and Families (CCMF), a charitable organization focused on supporting the mental health and social well-being of boys, men, fathers, and their families, was in need of a better way to connect with their community. Manual email processes were time-consuming, prone to errors, and lacked the personalization needed to engage donors, clients, and supporters effectively.

    To address this, a data-driven, automated email marketing strategy is used through Mailchimp , boosting not only operational efficiency but also audience engagement and campaign performance.

    The Objectives

    • Streamline CCMF’s email marketing workflow
    • Reduce error rates and time spent on email creation
    • Improve audience segmentation and personalization
    • Drive higher open and click-through rates

    Email marketing remains unmatched in its ability to deliver personalized, measurable, and cost-effective communication—when done right, it turns inboxes into brand-building opportunities.

    The Strategy

    Using Mailchimp’s automation and A/B testing features:

    Automated Journeys:

    For newsletters, event reminders, and program announcements

    Template System:

    Branded, reusable templates to maintain consistency and speed up production

    Audience Segmentation:

    Based on supporter behavior, interests, and donation history

    A/B Testing:

    Optimized subject lines, send times, and layout to maximize engagement

    The Execution

    I supported the development and deployment of several campaigns, starting with a monthly newsletter and scaling up to event-specific and donor-focused email series. Each campaign underwent internal proofreading and content polishing before delivery.

    Key tools used:
    • Mailchimp for automation and analytics
    • Grammarly & Hemingway for error-free copy
    • Google Sheets for contact management

    The Results

    • 40% reduction in time spent on email creation
    • 15% decrease in error rates through centralized proofreading
    • 20%+ increase in open rates through strategic A/B testing
    • Clear improvement in subscriber engagement with personalized, targeted content

    Professional Insights

    To elevate email marketing further, organizations should:

    • Implement advanced behavioral segmentation (e.g., last engagement date, donation frequency)
    • Regularly clean mailing lists to maintain deliverability
    • Schedule emails based on audience time zones and engagement trends
    • Align messaging with campaign goals across social and email channels

    The Conclusion

    This project illustrates how strategic email marketing powered by automation and analytics can transform communication for non-profits. By combining tools like Mailchimp with thoughtful content and audience insights, I helped CCMF improve both its outreach capacity and message impact—making every email count.