ADVERTISING STRATEGY BRANDING

Veronica Neufeld

Veronica Neufeld204.979.7664 vh.neufeld@gmail.com @vhneufeld

11-64 Langside, Winnipeg MB, R3C 1Z2

Red River College, Winnipeg, ManitobaDiploma with Honours, Creative CommunicationsAugust 2010 – April 2012Awards Bob Brandson Student Award for AdvertisingMMPA Award for Best ContentCCMA for Best Single-Page Layout & Design

• Major in advertising• Achieved top marks developing ad and PR strategies and campaigns

for social and traditional media; writing and producing content for TV, radio, print and web.

• Maintained a 3.9 GPA

University of WinnipegRhetoric and CommunicationsSeptember 2007 - Present

• Completing a Bachelor of Arts in Rhetoric and Communications • Maintaining a 4.0 GPA

Marketing & Communications SpecialistWinnipeg Technical College (WTC)June 2012 - PresentSuccess: oversaw and streamlined transition from outsourced to in-house advertising, media & communications, resulting in increased enrollment , revenue, public awareness, corporate and government partnerships; and College cohesion and growth.

• Developed and launched a new media strategy • Planned and promoted specials, contests and events • Implementedtraditionaladvertisingandmediastrategiestodrivetraffictosites,

andturnthattrafficintoin-houseprofit• Evaluated success and adjusted strategy accordingly

• Worked with the Manager, Marketing & Communications and WTC executives to develop and execute new advertising and media strategies for all College departments and initiatives.

• Developed, designed and disseminated the internal and external communications and advertising materials for and among all College departments.

• Maintained the College website, intranet, and developed social media channels.• Assembled, designed and delivered all graphic and print materials.• Sat on and assisted various committees in new initiatives.• Assisted and oversaw event planning, preparation and execution.

• Promoted TSM’s mission and services at community events• Increasing audience awareness and interaction• Spearheaded new social media strategy

Social Media CoordinatorPony Corral Restaurant & BarSeptember 2011 – March 2012Success: Developed & launched a new media campaign, which saw 100% increase in page audience interaction by January 2012, and became positioned as one of the most active and successful pages of its kind in Winnipeg.

On-Sight Promotions OfficerTire Stewardship ManitobaMay – September, 2011Success: record-breaking numbers for reach, interest and interaction.

Education

Work Experience

• Communications and marketing strategy• Content planning, copywriting and editing for all traditional

and new media platforms• Social media planning; audience engagement & interaction• Internal & external communications; Media & public relations• Event and contest planning and promotions• Media buying & planning

• Public speaking and presenting to groups and on camera• Skilled with Adobe Creative Suite 6.5 Design Premium, including

InDesign, Photoshop and Dreamweaver• Familiar with audio and video hardware and software• Liaising with the media and the public• Basic web design

Relevant Skills

PRINT ONLINE RADIO

Copywriting

Client: C3AUltimate Events Calendar (UEC)

Objective: Submit an ad strategy that will utilize new and traditional media to position UEC as Manitoba’s events calendar of choice.

Outcome: Think Local, Think Large. This proposal was chosen by the client over 12 others, and was nominated for a Creative Communications Media Award for best campaign.

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View Plansbook: Think Local, Think Large

Think Local, Think Large: Plansbook

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The Situation Brand Identity The UEC’s interactive features are what really make it stand out from its online competition, and emphasizing this will ultimately be the best way to win clients. While new developments like the return of the Jets and the construction of the new stadium make this an ideal time for the calendar’s release, its late, quiet launch means UEC currently lacks a brand identity. It needs to make a splash in local markets, and now is the time to do it.

Competitive Analysis While competition from other HDTV providers is non-existent, the UEC is not completely competition-free. Many other web-based events calendars dominate the prevalent and desirable online market, and push UEC to the fringes there. Fortunately, C3A and MTS both boast the personnel and the resources necessary to bring UEC front and center in the online community with its interactive and comprehensive new technologies. By overcoming this hurdle UEC will be on top, not just on television but also online – and having both markets is crucial for success.

Interface The C3A team has put together a (mostly) easy to use interface which, once the glitches have been worked out, will be simple enough for any HDTV subscriber to navigate without hassle. There needs to be some more consideration put into the talking sidebar ads and mobile sharing features in order to make the interface and technology as simple as possible for the average user.

Advertisers In order to get the attention and business of more advertisers, C3A needs to think long-term and expand its advertising to target more specific local businesses and organizations. By advertising and forming strategic alliances within the local hospitality and tourism industries, C3A will be positioned for maximum exposure, both to users and potential clients. Using new media to get new business is essential for UEC, but traditional advertising and marketing techniques should not be discounted. Obviously the more free publicity UEC receives the better, but C3A is going to need to dedicate some of their budget to advertising with traditional media.

Conclusion By working out the bugs and putting UEC out there using new and traditional ad strategies, C3A will build the calendar’s brand image and position it for long-term success with other HDTV cable providers inside and outside Manitoba, and establish a solid user and client base.

But before we move ahead with the campaign, we need to understand who our primary, secondary, and tertiary audiences are, so that we may target them accordingly.

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Think Local, Think Large: Plansbook

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Client: Winnipeg Technical College (WTC)

Objective: Fill seats in program areas; particularly those program areas that are slow to fill.

Outcome: As a result of combined online, mobile, radio and print advertising, WTC’s enrollment lists were full to capacity a full month ahead previous years.

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Winnipeg Technical College’s Hairstyling Program is pleased to offer cutting-edge learning options & software that give you the freedom to study and perfect top styling techniques online anytime, anywhere, from home or any mobile device. Day and evening program options give you more freedom and flexibility, and government funding means we give you more while charging you less. Call or visit today to find out how!

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Client: Winnipeg Humane Society (WHS) Telethon

Objective: Raise awareness for and encourage call-ins to the 2012 Winnipeg Humane Society Telethon.

Outcome: The amount of money raised in donations shattered all of the Telethon’s previous records, and a large number of displaced animals were adopted into new homes.

RADIO SCRIPT

Client: Winnipeg Humane Society

Air Date: March 5, 2012

Product: WHS Telethon

Time: 30s

Title: Friends For Life

Writer: Veronica Neufeld

Broadcast Date: March 5, 2012

Number 1 of 3

SFX SCRIPT MUSIC: sappy, romantic piano/acoustic MUSIC: upbeat guitars, light drums & bass

M1: I love my girl! Why, just last Saturday we laid in bed for hours, cuddling and watching the sun come up. Later, when she went out with friends, I couldn’t wait for her to get home. When she finally did, I licked her allll up and down. Then she let me outside to do my *ahem* “business”, and I found a dead squirrel! I can’t even imagine my life before her. I just love her so much! ANNOUNCER (F): When you adopt a dog, you get more than a pet. You get a lifelong companion. Send your donation to the Winnipeg Humane Society Telethon on March 18th and help us take care of your future best friend.

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Client: Winnipeg Technical College (WTC)

Aboriginal Initiatives & Secondary Programs

Objective: Raise awareness for and generate media interest in the Aboriginal Internship Program in order to garner funding and corporate and government sponsorships.

Outcome: The story has been picked up by The Canadian Apprenticeship Journal, and new corporate and government partnership agreements are in the works at WTC.

WINNIPEG, MB - Most students wait until after high school to begin a career in skilled trades or technology. They must pay for, complete and successfully graduate from a post-secondary institution to gain career-oriented knowledge and experience. Thanks to a partnership between Winnipeg Technical College (WTC) and Southeast Collegiate (SEC), Aboriginal high school students can start developing employability skills before they’re even out of the gate.

The Aboriginal Trades Training Internship Program, launched in 2011, gives grade 11 and 12 students of Aboriginal descent the opportunity to explore and sample trades-related programs at WTC. Over 34 weeks, 16 students, split into two cohorts, cycle through two separate clusters of hands-on project-based instruction. Students in the Industrial cluster will learn skills and complete projects in the areas of Industrial Welding, Motosport Technician, Carpentry, Electricity/Electronics, and Industrial Millwright. Meanwhile the Human Services cluster will have students completing projects in Culinary Arts & Design, Hotel & Hospitality Services, Hairstyling, Microcomputer Systems, Production Art and Pharmacy Technician.

Some students, like John Colomb, even choose to come back for a second year. “My first year at WTC there was an electrical trade course offered, it was a lot of fun learning the course, and had lots of hands on. We made a Go Kart last year and it worked just fine, we drove it around SEC parking lot and showed our project to SEC students,” Colomb says. “The second year is better than the first year because I found out there was carpentry being offered as one of the trades and this is exactly what I wanted to get into once I graduate in June 2013. In the future I want to become a carpenter and build houses at South Indian Lake and a home for my family.”

Program participants are learning safety, theory and practical skills, building confidence, and gaining exposure to technical skilled trades, and students are enjoying success.

“The Aboriginal Internship Program partnership with Winnipeg Technical College and Southeast Collegiate, now in its second year, has been nothing but positive! The student involvement and opportunities have been approached with encouragement and willingness to learn new and exciting trades and vocations,” says Sheryl McCorrister, Principal/Director, Southeast Collegiate. “Essentially this is exactly the outcome that this program was designed to fulfill: to encourage students to continue with higher education as they are capable of realizing their dreams.”

“WTC is just thrilled with having the Southeast Collegiate students on site once a week,” says Chantal Simard, Dean, Continuous Learning & Corporate Programs. “Not only does the program expose students to the exciting, lucrative, and rewarding careers in trades and technology, it also gives them first-hand experience in the world of post-secondary education.”

A luncheon in recognition of this partnership will be held at Winnipeg Technical College’s Henlow Campus, 130 Henlow Bay, on Thursday, February 7, 2013 from 11:30 a.m. – 1:00 p.m., featuring a lunch catered and served by Winnipeg Technical College students, and a plaque presentation.

ABORIGINAL STUDENTS GAIN FIRST-HAND EXPERIENCE IN POST-SECONDARY EDUCATION

Client: BurlapObjective: Work with a team to develop content for the premier issue of Burlap, Manitoba’s first eco-friendly fashion & lifestyle magazine.

Outcome: Burlap won the 2012 Manitoba Magazine Publishers’ Association Maggie Award for Best Content.

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View Magazine: Burlap

titshe’s got style, she’s got grace, and it’s cluttering her closet space. clothing swaps are a new way for you to restyle yourself for a sustainable for spring.written by veronica neufeld

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titshe’s got style, she’s got grace, and it’s cluttering her closet space. clothing swaps are a new way for you to restyle yourself for a sustainable for spring.written by veronica neufeld

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Partoflighteningupyourwardrobeforspringmeansdumpingthedeadwinterweightclutteringyourcloset,andclothingswapsareagreatwaytomaketheprocessinteractiveandEarth-friendly.AndeePenner,ownerofOsborneVillage’s

SewDandee,beganhostingclothingswapsatherstoreafterattendingthosehostedbyherfriends.“Ipartlylikeclothingswapsfortheenvironmentalaspect,”shesays,“butalsobecauseI’mabitunorthodox.I’dratherfindsomethingoldthatIcanre-workthangoshoppingforawholenewoutfit.”Penner,whomakesherlivingre-working

peoples’throwawayfashions,promotesclothingswapsfortheirpracticality,andrecommendsseeingthemasawaytorevampyourstyleandun-crampyourwardrobe.“MyruleisthateverytimeIseesomethingIhavetohave,somethingcomesoutofmyowncloset.”Clothingswapshavebeengrowingin

popularityoverthepastseveralyears,andcanbepublicorprivate.Thegeneralgroundrules,eitherway,tendtoremainthesame.“Noitemsthatarestained,ripped,orbeyondrepair,”saysPenner.It’salsoconsideredgoodmannerstoensureallclothingitemsarewashedbeforebringingthemintosomeoneelse’shome(youwouldn’twanttogohomecarryingsomeoneelse’sbedbugs).

KerryLanghostsclothingswapsregularlyinherWestBroadwayhome.“It’snicetogetthegirlstogetheronceeveryseasonorsototradeouroldclothesoverafewcocktails,”shesays.“Sincewe’reallfriends,wetendtokindoflikethesamethings.Ourstylesaredifferent,butmeshwell.”Lang’susualswapset-uphastheladiesin

attendancearrangingtheirpiecesinseparatepilesonchairsandfurniturearoundherlivingroom.“Onceeverything’sarranged,weeachpickapileandthengoaroundthecircle.Theruleiswe’reeachonlyallowedtopickoneitematatime.Thatwaywedon’thavesomepeoplewalking

outwithfiftyitems,whileothersonlywalkoutwithfive.”Publicswaps,likethosehostedbySew

DandeeandMentoringArtistsforWomen’sArt(MAWA)includeasmallcoverchargefortheswap.MAWAbeganhostingpublicclothingswapsin2010.Fortheseevents,$10getsyouallthegentlyusedclothingyoucanwearwalkingout,whetherornotyoubringyourowncontributions.Wheneverything’sbeendivviedupandthe

ladies’sappetitesforstylehavebeensated,leftoverclothingmaybedonatedtotheclosestsecond-handstore.Consignmentstoresarealsooftenhappytoofferstorecreditforyourmoreneworuniqueitems.

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Partoflighteningupyourwardrobeforspringmeansdumpingthedeadwinterweightclutteringyourcloset,andclothingswapsareagreatwaytomaketheprocessinteractiveandEarth-friendly.AndeePenner,ownerofOsborneVillage’s

SewDandee,beganhostingclothingswapsatherstoreafterattendingthosehostedbyherfriends.“Ipartlylikeclothingswapsfortheenvironmentalaspect,”shesays,“butalsobecauseI’mabitunorthodox.I’dratherfindsomethingoldthatIcanre-workthangoshoppingforawholenewoutfit.”Penner,whomakesherlivingre-working

peoples’throwawayfashions,promotesclothingswapsfortheirpracticality,andrecommendsseeingthemasawaytorevampyourstyleandun-crampyourwardrobe.“MyruleisthateverytimeIseesomethingIhavetohave,somethingcomesoutofmyowncloset.”Clothingswapshavebeengrowingin

popularityoverthepastseveralyears,andcanbepublicorprivate.Thegeneralgroundrules,eitherway,tendtoremainthesame.“Noitemsthatarestained,ripped,orbeyondrepair,”saysPenner.It’salsoconsideredgoodmannerstoensureallclothingitemsarewashedbeforebringingthemintosomeoneelse’shome(youwouldn’twanttogohomecarryingsomeoneelse’sbedbugs).

KerryLanghostsclothingswapsregularlyinherWestBroadwayhome.“It’snicetogetthegirlstogetheronceeveryseasonorsototradeouroldclothesoverafewcocktails,”shesays.“Sincewe’reallfriends,wetendtokindoflikethesamethings.Ourstylesaredifferent,butmeshwell.”Lang’susualswapset-uphastheladiesin

attendancearrangingtheirpiecesinseparatepilesonchairsandfurniturearoundherlivingroom.“Onceeverything’sarranged,weeachpickapileandthengoaroundthecircle.Theruleiswe’reeachonlyallowedtopickoneitematatime.Thatwaywedon’thavesomepeoplewalking

outwithfiftyitems,whileothersonlywalkoutwithfive.”Publicswaps,likethosehostedbySew

DandeeandMentoringArtistsforWomen’sArt(MAWA)includeasmallcoverchargefortheswap.MAWAbeganhostingpublicclothingswapsin2010.Fortheseevents,$10getsyouallthegentlyusedclothingyoucanwearwalkingout,whetherornotyoubringyourowncontributions.Wheneverything’sbeendivviedupandthe

ladies’sappetitesforstylehavebeensated,leftoverclothingmaybedonatedtotheclosestsecond-handstore.Consignmentstoresarealsooftenhappytoofferstorecreditforyourmoreneworuniqueitems.

givetake+

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Client: Winnipeg Technical College (WTC)

Objective: Generate dialogue and promote interaction with current, former and prospective WTC students and partners through social media by cultivating a helpful, fun and friendly presence on various social media channels.

Outcome: From June 2012 - June 2013, likes on WTC’s Facebook page increased from 11 to 1,026, and interaction/conversation on the page is consistent. WTC also has dialogue with students, and corporate and media partners, through other social media channels like Instagram, Twitter and SurveyMonkey.

View Facebook PageView Twitter FeedView Website

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WRITING ILLUSTRATION DESIGN

CREATIVE

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I’d Rather Un-Join the CircusI wrote and illustrated this children’s book for my Independent Professional Project (IPP), required to graduate from Creative Communications 2012. Advised by Diane Livingston, Graphic Design Program Coordinator at Red River College.

For the book, click here.

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BeadsI wrote this children’s book for a creative writing class in 2010, and was invited to present it at a workshop at Aqua Books in 2011.

The girls name is Jasmine, she is eight years old and lives in the North End of Winnipeg. She bounces in and out of foster homes, has no friends, and longs for a toy bead set that she’s certain will change everything.

Usually, Jasmine’s friends were toothbrushes. Any toothbrush harboured within whatever house she cur-rently lived – Mommy’s or Aunty’s or some-or-other foster – eventually fell hostage to Jasmine’s playtime. They vanished in broad daylight from sink-side cups, shelves and medicine cabinets, never seen again by their true and rightful owners. Later on, under backyard hedges and between dumpsters in the lane, they came to life. The pink ones were usually mommies; the blue ones, daddies. Green, red or yellow became children, and together the families danced in fantastical pantomime. They jostled around, getting ice cream and going on roller coasters and having fast car races. Occasionally they found their way inside Jasmine’s mouth, but this never lasted more than a moment or two before they were again on the move, engaged in high-speed chase or argument or playtime with each other. Almost all of these scenes ended with the toothbrushes crowding around the Jasmine toothbrush (always the cleanest and most special-looking) and telling her nice things and giving her the things they owned.

Jasmine knew the Best Friend Bead Set was her key to a shiny new world of friendship possibilities. With her arms bedecked with bracelets and charms, the other children would stop noticing things like: her sweater never changes; her socks poke through her boots; she smells and she steals and don’t forget that one time she had lice and we all had to go to the school nurse to get checked and that was gross. With the beads she would dazzle and charm the other students, and girls would sit in a semi-circle and wait for her, as they had for Erin, and laugh at all the things she said. And they would listen, rapt, while Jasmine regaled them with tales of the wonderful things she owned that they didn’t, and they would ask her for pattern ideas and be jealous of all the things she told them.

Jasmine loved, most of all, the beads’ unanimous polished perfection, and dreamed of plunging her hands deep into the centre of the large pail. She longed to see the beads’ dappled brilliance contrast in motley stip-ple against her flesh, and feel their hard, smooth roundness cascade and ripple around her fingers. Jasmine was fairly certain that stirring her fingers around within the beads would feel very much like the ball pit at McDonald’s where she liked to lie sometimes, completely immersed in balls. Closing her eyes she would lay motionless, breathing through her nose, as the other childrens’ play sent shocks and ripples through the firm silicon bubbles. The beads would be even more wonderful because, unlike with the ball pit, she couldn’t get lost or suffocate, and nobody would step on her head (which sometimes happened).

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Crystal Nykoluk CeramicsFor the past 3 years I have worked closely with Cyrstal Nykoluk Ceramics, an international award-winning ceramics artist. I write, photograph and design print and digital campaigns for her new and upcoming shows and sales.