The Challenge
The Home Energy Experience Tour set out to connect 16 Indigenous communities across Canada, aiming to inspire sustainable practices among homeowners and developers. As consulting Creative Director, I guided brand development and oversaw all marketing, ensuring digital and print materials consistently reflected our mission.
Coordinating with communities, our sponsor ICE, and internal teams, I managed a copywriter and collaborated with the project manager and video teams to deliver timely, engaging content. Technical challenges, such as delayed uploads from remote locations, often required quick adaptation and clear communication.
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Through cohesive storytelling and focused outreach, we drove significant engagement. Within eight weeks, the campaign resulted in a 50% increase in new community interest, with eight more communities signing up for the following year’s tour.
Developing The Brand
For the Home Energy Experience Tour to succeed, it needed a brand that was not only identifiable but also memorable. The brand had to resonate with the audience and communicate the tour’s mission of fostering sustainable practices.
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As part of the branding team, I helped develop a bold and impactful brand identity that was empathetic and culturally meaningful. We chose a bright red as the primary color and incorporated the four traditional Indigenous colors into the designs. These elements ensured the materials connected with the audience on a deeper level.
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This visual identity was carried through all print and digital materials ensuring every piece was carefully designed to ensure a cohesive and professional presence, emphasizing the importance of the mission and unifying the tour’s message.
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Printing Tour Identity
To amplify the tour’s presence in each community, I developed a suite of branded print materials that enhanced both visibility and engagement. This included customizable posters for on-site promotion, eye-catching pop-up banners, and branded table coverings that helped establish a strong visual identity at every stop. I also created a variety of workshop resources such as handouts, instruction sheets, and take-home materials. Every item was carefully designed to ensure consistency across all touchpoints, reinforcing the tour’s messaging and maintaining a professional image.
Building awareness through Social Strategy
As marketing manager for the Home Energy Experience Tour, I developed a targeted social media strategy focused on short-form video content, including reels and shareable posts. My goal was to maximize engagement and participation by tailoring content to each community and platform. I was responsible for overseeing our copywriter, and worked closely with the video team to ensure all messaging was on-brand and adapted for different audiences.
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In addition to social media, I oversaw the production and editorial review of blogs, newsletters, and press releases, collaborating with internal teams, community stakeholders, and our sponsor (ICE) to ensure alignment and consistency.
Driving conversions
through Web Development
I developed and managed the Home Energy Experience Tour’s landing page using WordPress, with a strong focus on accessibility and discoverability. To boost the site’s visibility, I implemented search engine optimization strategies tailored for Google Search and ensured that all content met AODA accessibility standards.
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Throughout the 16-week campaign, I kept the landing page updated with highlights and stories from each community visit, making the site fresh and relevant. In addition to leveraging WordPress’s built-in features, I developed custom widgets using HTML and CSS and embedded them directly into the site. These widgets included interactive elements such as a tour map, making it easier for visitors to explore the route and connect with individual community pages. By prioritizing accessibility, consistent updates, and custom web enhancements, the website became a central hub for engaging audiences resulting in dozens of conversions through form submissions.