Strategic communications for one of Canada’s leading teaching and research universities.
LIANNE’S ROLE
When SFU adopted a new strategic vision to be Canada’s most engaged university, it sought to design an interactive, multimedia campaign to enhance its reputation and new vision, with an emphasis on strategic communications planning.
Leading a team of consultants at Vancouver PR agency Peak Communicators, Ink’s founder Lianne developed and won the campaign RFP bid in partnership with Karo Group, a branding agency then based in Vancouver and Calgary. Peak’s scope of work involved developing, executing and managing the communications strategy for the launch of the new strategic vision.
LIANNE’S WORK
At the onset of the project, Lianne worked closely with the SFU executive team to develop the campaign’s main themes and messages, and to source stories that could reinforce this framework across each campaign platform.
Once the planning stage was complete, the team leveraged the stories in partnership with Karo, developing and populating the SFU campaign website with story-specific content. This stage also included planning, executing and publicizing a campaign launch event.
The final stage of the project was a long-lead media outreach component involving researching, developing, interviewing, ghostwriting and editing a selection of op-eds on behalf of SFU faculty as well as developing and pitching feature stories. Coverage was secured in tier one target publications in British Columbia, with the pieces syndicated by Post Media outlets across Canada. A selection of the op-eds are available online:
- Adventure learning sows seeds for youth to solve global issues
- Opinion: Surrey’s emerging capabilities in medical technology will touch people’s lives
- Mentorship crucial to the health and success of undergraduates
In addition to these pieces, Lianne also developed and pitched a feature story on the ground-breaking work of an SFU forensic scientist who is helping prosecute wildlife poachers in Canada, and whose work supported the B.C. RCMP in solving the Pickton murders. The story is available online in the Vancouver Sun:
