karin micheelsensenior marketing specialist

strategic creative deliberate

portfolio

digital/print media – annual reportcopy-editing/project management

The College of Physiotherapists of Ontario produces an annual report which is printed in a small quantity and for the most part,distributed electronically. Wishing to enhance its profile and demonstrate its impact on the profession and healthcare in Ontario, the

College required a strong, confident-looking report for stakeholders.

digital media – website designcopy-writing/website architecture

The College of Physiotherapists of Ontario required a complete redesign and architecture overhaul to its website as the previous site had outgrown its structure and functionality. After performing an extensive audit, I developed a new, intuitive structure, re-writing and

reorganizing all content to a better user interface. Recently, the College was honoured with a silver medal in the E-Healthcare Leadership Awards for Best Site Design.

Website home page Website Interior Page

digital media - e-learning moduleediting/project management

The College of Physiotherapists of Ontario required additional E-Learning Modules to be created utilizing the branding style guide. For this project, I acted as project manager, editing and revising all content and working with third party vendor. Upon projectcompletion, I added each module to the website and promoted each, both on the website and via mass email marketing to all

members to achieve record participation levels within the company for this tool.

E-Learning Module E-Learning Module Interactive Quiz

digital media – professional issues self assessment portal graphic direction/program promotion

The College of Physiotherapists of Ontario worked with a third party to develop an online assessment tool for members. Interface, language and promotion was required to be especially engaging as members are less inclined to embrace new technology than the

average population. To date, uptake has exceeded expectations and the College has received much positive feedback.

Port Assessment Questionnaire & Scoring

Portal Home Page

direct marketing – miscellaneousgraphic direction/copy writing/project management

trade show marketinggraphic direction/copy writing/project management

While at the College of Physiotherapists, I have developed a three year communications plan focused on three key audiences; patients, healthcare providers and other stakeholders which includes participation at trade shows related to each group. For this, I

worked with our graphic designer to create a series of “skins” for our new booth, dedicated to each market.

innovation – self-updating USB drivegraphic direction/copy writing/project management

Each year the College produced a Registrants’ Guide. While it wasonce delivered in print format, the most recent iteration was distributed via CD, however as the Registrants’ Guide is a dynamic document, it was obsolete the moment it was sent out. Workingwith our designer and a programmer, I developed a self-updating USB version that when inserted into a USB port, prompts the user to choose whether or not to check for updates. If updating is selected, the USB searches files on our website and replaces all new or

updated content. This allows the company to send the Registrants’ Guide once, rather than annually.

educational b2c – special events – alumnicopy-writing/graphic design/project management

The Faculty of Arts embarked on a series of special events geared towards an alumni audience of over 80,000. These events were marketed to selected demographics within this group. A webpage, email message/banner and e-tickets were created for a private

screening of Pirates of the Caribbean III.

Website landing pageE-ticket

Email banner

educational b2c – recruitment handbookcopy-writing/editing

The Faculty of Arts Handbook is the primary recruitment tool which is used for direct mail, all on and off campus recruitment events and as a showcase of the 51 programs housed in the largest Faculty at York University.

educational b2c – promotional displayscopy-writing/graphic design/project management/print coordination

The Faculty of Arts required promotional display branding to be used at events within the Faculty and for other departments and externally. These pull-up banners were created as an affordable solution for which the graphics can be updated inexpensively.

educational b2c – event collateralcopy-writing/graphic design/print coordination/distribution

The Faculty of Arts Open House is an annual event for new Arts students to help them acclimatize to the University and the Faculty. Various collateral pieces were created to promote this event, integrated into a complete marketing campaign that included

e-marketing. This event drew over 500 new Arts students.

event poster

contest ballot

flyer

value statement poster

educational b2c – program brochuresediting/graphic design/project management/print coordination

I developed a program brochure template in order to create custom brochures for each program while maintaining brand consistencyacross all programs and all Faculty of Arts collateral.

The Vancouver Playhouse Theatre Company’s 1999/2000 season integrated marketing campaign consisted of an illustrated season brochure and corresponding house programs, single ticket flyers, posters, print ads, television commercials and website design.

arts & entertainment b2c – external communications – subscription campaignproject management/distribution

arts & entertainment b2c – external communications – direct mail brochurescopy-writing/project management/print coordination/distribution

These direct mail brochures were created for various performances at Ballet British Columbia.

arts & entertainment b2c – external communications – house programcopy-writing/editing/project management

A house program was produced for Orchestra London six times per season, featuring a series of concerts. In an effort to bring the musicians of the orchestra closer to its audience, I featured a different musician in a very casual setting for each cover to diffuse any “elitist” stereotypes.

fundraising b2c – special event collateralcopy-writing/project management/print coordination

Below Left: This collection of collateral was created for the Annual Vancouver Dancers For Life Gala, a fundraiser for AIDS. This gala included the most celebrated dancers from around the globe, all of whom donated their services for a spectacular evening of dance. Pieces included a flyer, poster, invitation and house program.

Below: The BC Children’s Hospital Crystal Ball is the largest ofits fundraising events, raising over $1 million annually. With aticket price of $250, invitations to this event needed to be unique and high-end, so a souvenir card wrapped in a delicate organza gift bag was created.

telecom b2b - branding - marketing campaign copy-writing/project management/print coordination

This collection of branding items was created to re-launch the corporate identity of Infosat Telecommunications. This look and feel was applied to all print ads, flat sheets and the website. A new corporate brochure was developed in this theme as well.

telecom b2c – product launch direct mail brochure/CDproject management

This direct mail brochure/CD was created to re-launch the Iridium satellite telecommunications service. Unlike traditional cell service, this brochure illustrated that this satellite handset would work anywhere on the earth – allowing you to “Be Prepared”.

high-tech b2b - corporate websitecopy writing/graphic design/webmaster

This website was re-designed in order to have a high-tech “feel”. The architecture was designed in a drill-down format so users could get as little or as much information as they required without being inundated with too much data.

high-tech b2b - trade show boothcopy-writing/project management

This 10X10 trade show booth was created in multiple sections in order to “switch-out” panels, depending on show and audience. The panel on the left was meant to present a corporate image of capabilities while the panel on the right was industry-specific. The display in the centre was created with a

removable top in order to customize to specific markets.