PAULA LANZAProject Portfolio

MARKETING

COMMUNICATIONS

INVEST IN CANADA

OBJECTIVE

To increase traffic to the investincanada.ca website and attract

foreign direct investment into Canada.

ACTION

- Employed a Google Adwords Campaign monitoring results

daily

- Created a Scribd account and YouTube channel to

communicate successful FDI in Canada

- Maintained website in 7 languages and updated content in

French and English

RESULT

Over a 4-month period:

1- Increased monthly visits to site from 50,000 to 70,000

2- Increased time spent on site from 3 minutes to 4.2 minutes

EDUCANADA

OBJECTIVE

1 - Promote Canada as a destination for international study through the distribution

of branded promotional material and presentations at international education

events.

2 - To increase the number of foreign students studying in Canada

ACTION

- Assisted in the preparation of brochures and presentations ensuring

correct branding and common look and feel

- Managed requests for materials as well as distribution

- Contracted individual county reports outlining best practices for

promotion within country for Canadian education agents. Proofed and

published reports online.

- Monitored and evaluated success of events by recording and analyzing

attendance, target audience reached and overall financial expenditure

- Spearheaded the creation a social media campaign employing YouTube,

Facebook, Twitter and blogs to better attract youth to study in Canada

RESULT

1 - Evaluation of results revealed event participation, channels of promotion and

allocation of materials should be reviewed to better reach target audiences

specifically in areas representing greater opportunities as revealed through reports.

2 - Creation of a testimonials page as well as promotional videos displayed online

on the EDUCanada website.

EDUcanada website.

ADVERTISING

JOHNSON & JOHNSON

OBJECTIVE

To increase awareness and sales of Johnson and Johnson hair and beauty

product lines; Aveeno, Neutrogena and Clean and Clear; through targeted

TV and print ads

ACTION

- Prepared research and developed strategy for new business pitch

for Johnson & Johnson’s new client relationship management

initiative

- Monitored and evaluated Facebook and Twitter traffic to Korres

social media sites and compiled reports for client

- Conducted competitive research and prepared reviews to identify

market trends and opportunities

- Created work back schedules and creative briefs to ensure

timelines and wants and needs of the client were met

- Managed communications with client, coordinated meetings and

key note presentations

RESULT

1 - Successfully launched 6 print and 4 TV campaigns

2 - Acquired Johnson & Johnson’s CRM business

3 - Noted that paid Facebook promotions greatly increased traffic to page

Neutrogena

Makeup remover wipes

TV ad

Neutrogena

Rapid Wrinkle Repair

TV ad

Clean & Clear

Oil Absorption

TV ad

CIALIS

OBJECTIVE

To increase sales of Cialis through strategic online and TV advertisements

that complied with Canada’s regulations

ACTION

- Monitored developing news stories to inspire television

advertisements

- Proofed 40over40.com online survey to help determine audience

and purpose of product use to better market to target

- Managed communications with client, coordinated meetings and

presentations

Cialis

Basement

TV ad

Cialis

Curfew

TV ad

RESULT

1 – Collected market research through online survey

2 – Increased awareness through comical television spots in particular a

series inspired by the 2012 NHL Lockout

Cialis

Mustang

TV ad

CANADIAN BLOOD SERVICES

OBJECTIVE

To increase awareness of issue and blood donations from

Canadians

ACTION

- Attended radio recordings and communicated feedback to

creative team for Radio and DRTV projects

- Created 2011 & 2012 radio schedule summary

- Developed work back schedules and creative briefs to

ensure timelines and wants and needs of the client were met

- Managed communications with client, coordinated

meetings and presentations

Canadian Blood Services

60 second DRTV spot

Canadian Blood Services 30

second DRTV spot

RESULT

Successfully recorded and launched 30 and 60 second DRTV

campaigns as well as 4 radio advertisements for 2013

SICK KIDS FOUNDATION

OBJECTIVEIncrease donations to SKF through direct mail promotions delivered to past

individual and corporate donors.

ACTION- Coordinated the live recording process and proofed creative with the SKF

Holiday Mailing

- Managed the flow of creative between account team and studio for the

January Renewal project

- Helped create Planning document for SKF 2013 year

- Reviewed mailing statistics for 2012 and conducted research to determine if

any external factors may have influenced donations

RESULTProofed and distributed 2 direct mailers over the fall/winter season

WEBSITE DEVELOPMENT

YOUTH CHALLENGE GUYANA

OBJECTIVE

To create an informative website for YCG’s stakeholders that embodies the

NGO’s personality.

ACTION

- Conducted research on web design best practices

- Created fun, engaging, youthful layout and design communicating

projects, aims, objectives and general information about the

organization

- Developed a social media campaign involving Facebook and

LinkedIn to attract traffic to the site

RESULT1 – Launched ycgi.org site in September 2013

2 – Google Analytics reveals the site consistently attracts over 115 visits per month,

60% of which are new visitors

3 – Time on site increased from 4.17 to 4.52 minutes

4 – Successfully attracted traffic from new demographic from which the

organization hope to attract volunteers and donations

CSO WEB PORTAL

OBJECTIVE

To develop at web portal for Civil Society Organizations throughout

Guyana to increase knowledge sharing.

ACTION

- Re-designed a new, improved and polished responsive

version of the site to help better attract target audience

- Updated and expanded CSO database as well as event,

opportunities and general information

RESULT

New version approved by organization and donors to be launched

in December 2013.

VOLUNTEER SERVICES PORTAL

OBJECTIVE

Improve and finalize design and layout of vsp.gy site to ensure

goals met

ACTION

- Reviewed layout and identified weaknesses and

opportunities for improvement

- Made improvements to overlapping sidebars and

incomplete forms

- Created a step-by-step guide instructing the Ministry on

how to maintain and update the site and portal independently

RESULT

Re-launched the site in November 2013 with improved navigation,

a working portal and trained internal staff.