Strategic Projects
A mix of projects where strategy, structure, and creativity come together: refreshed publications, communication plans, research reports, and large-scale content pieces that required planning, photography, writing, and thoughtful execution.
Oakville
Visitor Guide
Developed the refreshed structure and content for Visit Oakville’s annual Visitor Guide.​​
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My Role
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Produced original photography and directed on-location shoots used throughout the guide.
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Restructured sections and refreshed content to modernize the publication.
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Fact-checked all hotel, dining, and attractions listings for accuracy and consistency.
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Led interviews and drafted feature stories to highlight local tourism assets.
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Coordinated approvals and aligned contributors, designers, and stakeholders.
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Impact
This guide was distributed across hotels, visitor centres, local businesses, and tourism partners, reaching thousands of Oakville visitors.
Oakville Summer
Activities Map
Created updated seasonal activity maps showcasing attractions, events, and family-friendly summer activities across Oakville.​
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My Role
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Updated layout and visual structure.
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Verified attractions, trails, parks, and seasonal activities for accuracy.
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Coordinated with participating businesses and tourism partners to confirm listings.
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Collaborated with the digital designer to refine icons, labels, and clarity.
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Impact
Distributed across local businesses, hotels, events, and waterfront locations, guiding thousands of visitors throughout the summer season.
freshii
Communications Plan
Developed a strategic communications plan as part of an applied academic project, focused on supporting Freshii’s Canadian expansion and attracting new franchisees.​
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My Role
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Conducted research and situational analysis (SWOT, audience profiling, empathy mapping).
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Defined PR goals, objectives, and key messages to support franchisee recruitment.
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Built integrated earned, owned, shared, and paid strategies with actionable tactics.
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Recommended spokespersons and outlined speaking engagement concepts.
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Designed an evaluation framework to measure awareness, engagement, and lead quality.
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Impact
This project demonstrates my ability to build a full end-to-end communications plan — connecting insight, strategy, and measurement into a cohesive framework suitable for real-world franchise outreach.
Terry Fox Foundation
Research Report
Completed a full research project analyzing how to increase engagement from young adults (18–40) for the Terry Fox Foundation’s Burlington chapter.​
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My Role
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Designed and conducted a structured survey using Google Forms to gather data from the target demographic.
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Analyzed responses using Google Forms analytics and Excel pivot tables to surface trends and insights.
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Developed clear observations and actionable recommendations grounded in the data.
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Formatted and assembled the full report in Adobe InDesign to ensure a polished, publication-ready presentation.
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Collaborated effectively within a group to plan, write, and refine the final deliverable.
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Impact
The research provided Terry Fox Burlington with evidence-based insights into young adult motivations, communication preferences, and barriers to participation, supporting future outreach and fundraising strategies.
