Strategy that
drives reach.

A complete LinkedIn presence launched from scratch for Crouch Neighbourhood Resource Centre — Canada's first inter-agency community centre in a branch library, serving Hamilton Road since 1970. The brief: build professional credibility, raise awareness, and attract volunteers, donors, and sector partners.

About section & banner

Written to function as both a professional profile and a discovery tool — covering Crouch's history, equity-focused model, and services while naturally embedding LinkedIn search terms. Banner tagline: "Nourishing Neighbours. Building Community."

4-post launch series

Post 1 — Introductory: Established history and mission. Reframed food bank narrative — community food support is about belonging, not just nutrition.

Post 2 — Listicle: "Top 5 most-requested items at our food bank right now" — subverts the canned goods assumption. Highly shareable, designed to surprise and educate.

Post 3 — Call to Action: Three clear entry points — Volunteer, Donate, Attend — each with specific, actionable direction.

Post 4 — Media release style: Long-form institutional post building sector credibility, optimised for LinkedIn's algorithm which rewards depth and professional vocabulary.

Keyword strategy

All content built around LinkedIn-relevant keyphrases aligned with both Crouch's services and the search behaviour of funders, volunteers, and sector professionals:

A coordinated digital advertising set built around a single campaign idea: Masonville isn't just a mall — it's where London comes alive. Two formats share visual language and messaging hierarchy for a consistent brand experience.

Social Media Ad

A square format ad designed for Instagram and Facebook feeds. It uses bold editorial typography on the left to set the "Alive" hook, balanced by a lifestyle shot of the mall exterior. The design prioritises stopping power and atmospheric connection over pure promotional discounts.

Web Leaderboard

A standard 728×90 web banner optimized for high-traffic local news and lifestyle sites. The tagline "Unleash your 'Inside' Shopper!" creates a playful double meaning, encouraging users to visit the physical interior of the mall.

Strategy

Both assets drive to a unified landing experience, ensuring that whether a shopper sees the campaign on their social feed or while reading the news, the brand voice and value proposition remain identical.

The strategic framework behind the national Black Friday news release for Walmart Canada. This project focuses on the digital distribution rationale — how to move a story from a static document to a multi-channel news event.

Newsworthiness rationale

To secure pickup, the strategy highlights two distinct angles: the Consumer Angle (affordability during inflation) and the Business Angle (supply chain readiness). This "dual-track" approach makes the story relevant to both lifestyle reporters and business desks.

Beat targeting

A curated distribution list targeting retail editors, consumer advocates, and local community news desks. The strategy includes personalized "pitch hooks" for different journalist personas.

Digital metrics

Success is measured through social shares, backlink quality from news domains, and the volume of "unmodified pickup" — where journalists use the CP-style release text directly, maintaining Walmart's preferred narrative.