ADVERTISING

Veronica Neufeld
STRATEGY

BRANDING

204.979.7664 vh.neufeld@gmail.com @vhneufeld 11-64 Langside, Winnipeg MB, R3C 1Z2

Veronica Neufeld

Education

Red River College, Winnipeg, Manitoba Diploma with Honours, Creative Communications August 2010 April 2012
Awards Bob Brandson Student Award for Advertising MMPA Award for Best Content CCMA 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 Completing a Bachelor of Arts in Rhetoric and Communications Maintaining a 4.0 GPA

University of Winnipeg Rhetoric and Communications September 2007 - Present

Relevant Skills

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

Work Experience
Marketing & Communications Specialist Winnipeg Technical College (WTC)
June 2012 - Present Success: 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.

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.

Social Media Coordinator Pony Corral Restaurant & Bar

September 2011 March 2012 Success: 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.

Developed and launched a new media strategy Planned and promoted specials, contests and events Implemented traditional advertising and media strategies to drive traffic to sites, Evaluated success and adjusted strategy accordingly
and turn that traffic into in-house profit

On-Sight Promotions Officer Tire Stewardship Manitoba

May September, 2011 Success: record-breaking numbers for reach, interest and interaction.

Promoted TSMs mission and services at community events Increasing audience awareness and interaction Spearheaded new social media strategy

PRINT

Copywriting
ONLINE

RADIO

Ultimate Events Calendar (UEC)

Objective: Submit an ad strategy that will utilize new and traditional media to position UEC as Manitobas 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. View Plansbook: Think Local, Think Large

Client: C3A

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The UECs 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 calendars 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.

The Situation
Brand Identity Competitive Analysis

Think Local, Think Large: Plansbook

While competition from other HDTV providers is non-existent, the UEC is not completely competitionfree. 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 calendars 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.

Think Local, Think Large: Plansbook

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, WTCs enrollment lists were full to capacity a full month ahead previous years.

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REGISTER NOW

WAIT LIST
FOR CARPENTRY, STARTING SEPTEMBER 2013 AND FEBRUARY 2014

BEAT THE COLLEGE

5-MONTH CARPENTRY PROGRAM LEVEL 1 APPRENTICESHIP ACCREDITATION

WTC.MB.CA
204.989.6500

cutting-edge

Adjective: At the latest or most advanced stage of development; innovative or pioneering.

Winnipeg Technical Colleges 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!

204.989.6500 wtc.mb.ca

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 Telethons previous records, and a large number of displaced animals were adopted into new homes.

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RADIO SCRIPT Client: Winnipeg Humane Society Product: WHS Telethon Title: Friends For Life Broadcast Date: March 5, 2012 Air Date: March 5, 2012 Time: 30s Writer: Veronica Neufeld Number 1 of 3

SFX MUSIC: sappy, romantic piano/acoustic

SCRIPT 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 couldnt 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 cant 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.

MUSIC: upbeat guitars, light drums & bass

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.

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

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 theyre 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 postsecondary education. A luncheon in recognition of this partnership will be held at Winnipeg Technical Colleges 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.

Client: Burlap
Objective: Work with a team to develop content for the premier issue of Burlap, Manitobas first eco-friendly fashion & lifestyle magazine. Outcome: Burlap won the 2012 Manitoba Magazine Publishers Association Maggie Award for Best Content. View Magazine: Burlap

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tit for tat

shes got style, shes got grace, and its cluttering her closet space. clothing swaps are a new way for you to restyle yourself for a sustainable for spring. written by veronica neufeld

Part of lightening up your wardrobe for spring means dumping the dead winter weight cluttering your closet, and clothing swaps are a great way to make the process interactive and Earth-friendly. Andee Penner, owner of Osborne Villages Sew Dandee, began hosting clothing swaps at her store after attending those hosted by her friends. I partly like clothing swaps for the environmental aspect, she says, but also because Im a bit unorthodox. Id rather find something old that I can re-work than go shopping for a whole new outfit. Penner, who makes her living re-working peoples throwaway fashions, promotes clothing swaps for their practicality, and recommends seeing them as a way to revamp your style and un-cramp your wardrobe. My rule is that every time I see something I have to have, something comes out of my own closet. Clothing swaps have been growing in popularity over the past several years, and can be public or private. The general ground rules, either way, tend to remain the same. No items that are stained, ripped, or beyond repair, says Penner. Its also considered good manners to ensure all clothing items are washed before bringing them into someone elses home (you wouldnt want to go home carrying someone elses bedbugs).

give+ take

Kerry Lang hosts clothing swaps regularly in her West Broadway home. Its nice to get the girls together once every season or so to trade our old clothes over a few cocktails, she says. Since were all friends, we tend to kind of like the same things. Our styles are different, but mesh well. Langs usual swap set-up has the ladies in attendance arranging their pieces in separate piles on chairs and furniture around her living room. Once everythings arranged, we each pick a pile and then go around the circle. The rule is were each only allowed to pick one item at a time. That way we dont have some people walking out with fifty items, while others only walk out with five. Public swaps, like those hosted by Sew Dandee and Mentoring Artists for Womens Art (MAWA) include a small cover charge for the swap. MAWA began hosting public clothing swaps in 2010. For these events, $10 gets you all the gently used clothing you can wear walking out, whether or not you bring your own contributions. When everythings been divvied up and the ladies s appetites for style have been sated, leftover clothing may be donated to the closest second-hand store. Consignment stores are also often happy to offer store credit for your more new or unique items.

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 WTCs 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 Page View Twitter Feed View Website

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WRITING

CREATIVE
ILLUSTRATION

DESIGN

Id Rather Un-Join the Circus I wrote and illustrated this childrens 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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Beads I wrote this childrens 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 shes certain will change everything. Usually, Jasmines friends were toothbrushes. Any toothbrush harboured within whatever house she currently lived Mommys or Auntys or some-or-other foster eventually fell hostage to Jasmines 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 Jasmines 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 dont 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 didnt, 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 stipple 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 McDonalds 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 couldnt get lost or suffocate, and nobody would step on her head (which sometimes happened).

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Crystal Nykoluk Ceramics For 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.

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