Blog Series
CHALLENGE
Tell the stories of people who represent the successes and hard work of a community. Whether successful alumni, new grads, researchers, or organizational superstars, reading the stories of each person's unique journey helps inspire others to see their pathway as a possibility.
CLIENT PROFILE
Clients range from busy communications departments at larger organizations to smaller organizations that need extra support. Each recognizes the value of high-quality journalistic-style blog posts that use interviewing to capture their authority and subject matter expertise. Using both external research and thought leadership captured from their experts, these clients invest in consistent content as a way to grow connections with their audiences and educate their readers about their organization's successes.
PROCESS
Drawing out the details of each individual’s unique story requires careful interviewing that puts the subject at ease and digs for the whole story and context beyond the headline. Identifying a story focus that engages readers. An outline or creative brief helps to set the points to cover through the story, and included revisions and approvals help to ensure that details are captured correctly.
SAMPLE PROJECTS
University of Toronto
- Jurassic Doc: Howard Petroff keeps the Raptors in the game
- Tackling transformation: Heather McPherson
- Occupational therapy alumna gives back, supporting research in workplace mental health
University of Waterloo
- Article on student startup success
- Article on stress research
- Celebrating a new fellowship and professor
- Celebrating an all-star varsity hockey student as she graduates
Shad Canada
Dalhousie University’s Rowe School of Management
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