© Sherrell Steele, 2013. All rights reserved.

The Future of Story Conference at MacEwan University

Target audiences: The creative community and current students
Objective: Professional development


Featuring Canada’s top writers, filmmakers, TV and film producers, this event included web and print invitations, postcards, posters, scheduling, registration, a print program, lecture, mixer, keynote, panel discussion, concurrent breakout sessions, photography, and videography.

- View Project -


Event plan and materials for the grand opening of the Natural Resources Engineering Facility (NREF)

Target audiences: Individual and corporate donors, alumni, provincial government officials, University leaders and media
Objectives: Donor recognition and alumni engagement


Celebrating the grand opening of the newest building in the Faculty of Engineering’s “family” of buildings, the NREF event included print and web invitations, magazine inserts, schedule, speech notes, signage, media materials and a donor recognition program.


Faculty of Engineering Open Houses

Target audiences: Prospective students and their parents
Objective: To promote enrolment


A primary recruitment tool for the Faculty of Engineering, Open House events include web promotions, signage, tours, mini-lectures and information sessions.


Summit Awards for APEGGA

Target audiences: High achievers in the engineering, geology and geophysics professions and media
Objective: To register and entertain 1000 guests, to solicit financial sponsorship and generate news


Celebrating excellence in engineering, this event involved registration information, promotional materials (posters, ads), sponsorship materials, an awards program, original music composition (theme song), video inserts, and a live event with advance and follow-up newspaper coverage.


Grand opening of the Telus Centre for Professional Development at the University of Alberta

Target audiences: Provincial and municipal government officials, senior leaders at TELUS Corporation, senior administration at the University of Alberta, prospective partners, University academics, staff and media
Objective: To celebrate the University’s first private-sector-supported building project


Celebrating the partnership between the University of Alberta and Telus Corporation, this event included the official opening ceremonies, a media announcement and a one-day symposium.


Communications plan for the Bachelor of Communication Studies (BCS) degree

Target audience: Prospective students and their parents
Objective: To launch and promote McEwan University’s newest degree


Constructed on the foundation of comprehensive market research and competitive analysis, this communication plan included goals, objectives, strategies and tactics to launch MacEwan University’s newest degree, the Bachelor of Communication Studies.


Communications plan for APEGGA

Target audiences: Professional engineers, geologists and geophysicists
Objective: To raise the profile of the three professions and to reinforce the value of membership


Constructed on the solid foundation of research (a comprehensive member survey, permit holder survey and general public survey) this five-year communication plan included goals, objectives, strategies, tactics and messages to advocate for and enhance the value of membership in Alberta’s largest professional association. Monitoring and evaluation included detailed benchmarking.


Communications plan for the Institute for Professional Development (IPD) at the University of Alberta

Target audiences: Academic researchers, grant providers, research partners, professionals and Faculty and University senior administrators
Objectives: To brand and launch a new research undertaking and market research services


Featuring a detailed audience analysis, the communication plan for IPD included mission, vision, core functions, objectives, messages and promotional strategies. 

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