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 "Joanne delivered more than we asked for, surpassing our expectations. she is cooperative, meets deadlines and works collaboratively with great effectiveness."- Prisca Campbell, Marketing Director at Quark Expeditions |
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Tricar Group |
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Shaw Festival |
| Promotional Video |
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Feature Article - Members' Magazine, Summer 2012 |
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| Video copy written in tandem with print brochures and on-site signage showcasing Stratford, Ontario as a desirable location for potential luxury-condominium buyers. (Video by the talented crew at MS2 Productions.) |
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This story explores the art of creating music for non-musical plays at one of Canada's premier repertory theatre companies. |
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Fanshawe College |
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Van Pelt Construction |
| Faculty Newsletter |
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Website |
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| This newsletter series was designed to break down silos and share stories across faculties at a busy Ontario college. Fanshawe hired me for my strong interviewing and storytelling skills. My fave story lead? The bed bugs on page 3! |
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This busy contracting firm had two distinct client sectors: government agencies building industrial storage facilities, and residential clients wanting new homes or renovations. This site presents an appealing face to both markets. |
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Optimism Place |
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Quark Expeditions |
| Web content (donor-focused) |
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Web Content |
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| Another talented writer created much of this site. They hired me for my fundraising experience, asking for help in re-focusing the donation pages. This page presents an emotionally compelling reason to support the shelter. |
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Quark is the world's premiere polar expedition travel provider. The brief was to "warm up" and create more emotionally engaging webcopy. This is the landing page for their Antarctic trip suite. |
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Huron Women's Shelter |
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Canadian Stage |
| Information and services brochure |
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2012.13 Season Brochure |
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| This busy women's shelter needed a brochure to do it all: educate the community about domestic abuse, outline the shelter's services, and make a call for donations. |
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Canadian Stage celebrates its 25th season in 2012.13. This brochure meets the challenge of building interest and excitement about a season filled with excellent yet somewhat unfamiliar titles. |
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Shaw Festival |
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Canadian Stage |
| 50th Season Special Appeal Campaign |
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2011.12 Subscription Campaign |
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| To build a persuasive case for the Shaw Festival's 50th season appeal, I interviewed ensemble member Sharry Flett and turned her stories into an action-packed letter. |
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One of a series of linked long-copy letters, landing pages, e-mails and self-mailers designed to expand Canadian Stage's subscription base. The campaign resulted in tripling sales to new subscribers. |
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Noble Insurance |
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Stratford Shakespeare Festival |
| Noble Gold Brochure |
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Toronto Star Advertorial |
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| Noble is an established family-run brokerage in Collingwood. After identifying well-heeled summer residents as a new market segment, the brokerage wanted a brochure positioning them as a knowledgeable player in the high-end insurance business. |
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One of a series of advertorials created to educate Toronto residents about the Festival. |
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Stratford Shakespeare Festival |
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Stratford Summer Music |
| Membership Appeal letter |
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Lapsed donor campaign letter |
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| One of the Festival's most successful appeal letters; an example of a great "long-copy" letter in action. |
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Summer Music relies on donors to fund much of its world-class programming. This successful letter was designed to entice lapsed donors to renew their support. |
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TV Ontario |
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| Renewal letter |
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| Written on spec, this letter uses storytelling techniques to place TVO donors at the heart of the appeal. |
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