Case Study 1: Ontario Disability Employment Network | Case Study 2: Light It Up! For NDEAM | Case Study 3: Thought Leadership Through Podcasting | Case Study 4: Frontline Magazine — Snap-on Tools of Canada Ltd. | Case Study 5: Snap-on Day at the Races

Strong communications should do more than look polished on paper or on screen. They should help organizations:

  • Clarify their message
  • Strengthen their reputation
  • Expand their reach
  • Move people to action

Here’s what that looks like in practice.

Case Study 1: Ontario Disability Employment Network

Building a communications function and leading national growth.

The challenge

When I joined the Ontario Disability Employment Network, there was no dedicated communications function. The organization needed stronger strategy, clearer editorial standards, more visible campaigns — and a more authoritative public voice.

The approach

Built a dedicated communications function from scratch — including strategy, execution, editorial standards and style guide. Developed the organization’s first integrated communications strategy. Led campaign development; supported executive voice and thought leadership through ghostwriting; worked with PR consultants to strengthen earned media; and created, co-hosted and associate-produced the organization’s podcast as part of its broader thought leadership profile.

The results

  • Built ODEN’s first dedicated communications function.
  • Create its first integrated communications strategy, editorial standards and style guide.
  • Developed ODEN’s first full-scale, multi-faceted NDEAM campaign in 2019 — in just 4.5 weeks.
  • Led six NDEAM campaigns from 2019 to 2024, with participation and reach growing exponentially year over year.
  • In 2023, NDEAM audience reach through media exposure hit 35 million people.
  • Helped position ODEN as a go-to voice on disability inclusion in employment.

What this demonstrates

Strategy, disciplined execution and consistent storytelling can transform how an organization is seen, heard and understood. You’re not breaking in someone new. You’re calling in someone who’s already built this.

Case Study 2: Light It Up! For NDEAM

From regional add-on disability awareness lighting event to national movement.

The challenge

What began as a regional Ontario add-on to a National Disablity Employment Awareness Month (NDEAM) campaign had the potential to become something much more visible, unifying and resonant. The opportunity was to build a recognizable annual event that could spark attention and sustain real conversation.

The approach

Created, helped shape, build and amplify Light It Up! For NDEAM into a national movement — grounded in authentic storytelling and a broader message about the socio-economic importance of disability inclusion. Grew the event year over year through strategic communications, earned media and grassroots organizational outreach.

The results

  • Grew from a regional initiative into a national movement.
  • By 2024, reached 800+ lit locations in nearly 200 communities.
  • Expanded across every province and territory.
  • Led six NDEAM campaigns from 2019 to 2024, with participation and reach growing exponentially year over year.
  • Became the most expansive disability-awareness lighting event of its kind in North America.
  • Markham City Hall roof illuminated blue for Light It Up! For NDEAM.
  • York Region Administration Building clock tower lit purple for LIght It Up! For NDEAM.
  • Markham City Hall roof illuminated blue for Light It Up! For NDEAM.
  • Street-level close angle view of the Canada Life Building illuminated purple for Light It Up! For NDEAM
  • Low angle shot of 3D Toronto sign and reflection of it, lit purple and blue.

What this demonstrates

A strong idea, supported by strategy and storytelling, can evolve into a signature initiative with both symbolic and practical impact. You get strategic thinking — not just execution.