Passion Project Case Studies

Giving back is very important to Jennifer. Here are some examples of passion projects (volunteer) that she’s worked on and the impact she’s made.

Alberta Cancer Foundation: 

  • Social Media Chair for Bust a Move Edmonton, a fundraiser for breast cancer research and awareness put on by the Alberta Cancer Foundation.
    • Since 2012, this has included interviewing key team members, reviewing current communication plans, campaigns, and business plans and helping to create social media goals for the fundraiser. Cross platform training including tools and best practices was also included. Offered consultation throughout the fundraising pushes and came up with innovative ideas to engage their guest trainer- Richard Simmons including Twitter chats and Facebook parties.
    • On top of this, created and lead a group of BaMbassdors- social media influencers invited to take part in Bust a Move 2012, 2013 and 2014 to help create awareness, funds, and content during the event.

Ronald McDonald House 

    •  Helped create a full social media strategy for the Ronald McDonald House Northern Alberta.
    • Also assisted RMHNA in building technical requirements for a mobile app that would take children and parents through a tour of the space as well as add in gamification and fun. They had the vision but needed to know how to articulate needs and requirements to an outside development team. The concept for this app resulted in RMNA gaining a $50,000 grant to start the project

The Yeggies 

  • Sponsorship and Media Chair for The Yeggies — Edmonton’s New Media awards.
    • As part of the founding committee was asked to bring in sponsors for the annual May event. With nothing but a vision, was able to secure over $18,000/year to put together the event that celebrates content creators and social media personalities in Edmonton.
    • In 2014, more than 250 prominent, local social media personalities filled the room at the old Avenue Theatre. In 2015, the number was even higher. 
    • Our hashtag (#yeggies) trended in Canada and was very close to trending in North America during the event in both years. Over 25 blog posts were created and linked back to our website (earned media). We were featured in all local media outlets including TV, radio and popular podcasts.

Make Jen’s Day

    • Created an initiative called Make Jen’s Day, where people were asked give back to their communities in small ways and share it on Facebook, Twitter, Instagram and Google+.
    • During the original 4 day initiative, there were over 1.5 million impressions (using the #makejensday hashtag) on Twitter as well as over 700 mentions, comments, Facebook ‘likes’ and shares.
    • This awareness resulted in over 1000 acts of kindness, generosity, and compassion. Make Jen’s Day was also covered by Metro News, The Edmonton Sun, Chatelaine Magazine, Joe FM, UP 99.3 and a live segment on Breakfast Television Edmonton. This initiative now has its own website.
    • In 2013, Make Jen’s Day brought together over 200 volunteers to do another 1000 random acts of kindness including, compliment bombs, giving away flowers at the Downtown Farmer’s Market, assisting at the Hope Mission annual BBQ, raising funds and awareness for the Ronald McDonald House while preparing lunch for over 65 families, leaving kind post-it notes on people’s vehicles, holding positive and inspiring signs and waving at people leaving downtown core after work on Friday.  
    • Make Jen’s Day was featured in the Edmonton Journal, Edmonton Sun, on the Make Something Edmonton website and at the MSE launch, CTV News, Breakfast TV, CBC News and CBC radio. MJD was also featured in the first Make Something Edmonton video.  

Award Nominations

  • Nominated for a “Best in Social Media” award for Bust a Move at the 2014 Digital Alberta Awards.
  • Nominated for a FIERCE award as well as a Top 40 Under 40 Award through Alberta Venture in 2013.
  • Nominated for a Heart and Soul Award through the Edmonton Chapter of the Association of Fundraising Professionals in 2007.

Contact Jennifer Today