PORTFOLIO
WEBSITE & CONTENT BASED MARKETING:
UPRISE PSYCHOLOGY & WELLNESS
Case Study: Enhancing Client Acquisition Through Visual Storytelling for a Psychology Firm
Client Overview:
A newly established psychology firm wanted to differentiate itself from the competition and attract more clients in a field where traditional marketing methods like word-of-mouth and text-heavy websites dominate. The firm approached me to help modernize its digital presence and engage potential clients more effectively.
The Challenge:
The psychology and therapy field typically relies on standard, text-based content to communicate services and expertise. The firm needed a unique approach to stand out from competitors and connect with potential clients on a deeper, more emotional level. The goal was to create a welcoming and trustworthy digital environment that resonates with people seeking psychological support.
Strategy and Solution:
To address the challenge, I employed a visual storytelling approach, a less conventional strategy in the psychology and therapy sector. My goal was to humanize the firm’s online presence and build a sense of trust and connection with potential clients. The strategy involved two key components:
Website Redesign with Visual Storytelling
Short Video Content for Social Media and Website
Results:
This innovative use of visual storytelling significantly separated the firm from its competition, where most peers relied on more conventional, text-heavy marketing approaches. The outcome included:
Increased Website Engagement: The redesigned website saw a 50% increase in average session duration, indicating that visitors were more engaged with the content.
Higher Conversion Rates: The visual storytelling approach led to a 35% increase in inquiries and a 20% boost in new client acquisition within the first three months.
Enhanced Social Media Presence: The video content generated increased social media engagement, with followers growing by 40% and video shares and saves significantly contributing to organic reach.
Conclusion:
By adopting a visual storytelling approach—a novel strategy in the psychology and therapy field—I helped the firm connect with potential clients on an emotional level, demystify the therapy process, and ultimately grow their client base. This case highlights the power of creative and human-centered digital marketing, even in more traditional fields like psychology.
CBC NEWS SEGMENT:
SHOT IN THE DARK
Summary:
As a part of the CBC’s push for mental health amongst young people, the Creator Network hired me to produce this segment about Sam Douf. A young man who survived a shooting leaving him paralyzed from the waist down. I helped tell his story to promote the importance of mental health and sound decision making to the youth of my city.
CONTENT BASED MARKETING & BRAND DEVELOPMENT:
AFROTEO
Case Study: Building a Cultural Movement with Afroteo
Client Overview:
Afroteo is an Ottawa-based events collective dedicated to celebrating and elevating the rich heritage of African and Latin cultures. By curating unique, immersive experiences, Afroteo brings together diverse communities through events that promote cultural exchange, inclusivity, and the celebration of deeply rooted traditions. The collective hosts events in both Ottawa and Montreal, expanding its reach and impact across major cities in Canada.
Challenge:
In multicultural cities like Ottawa and Montreal, the challenge for Afroteo was to stand out and attract a diverse audience while authentically representing the rich heritages of African and Latin cultures. Many event collectives in these cities focus on general entertainment without a strong cultural narrative. Afroteo aimed to create a unique brand identity and cultivate a loyal community that not only enjoys their events but also resonates with their mission of diversity, inclusion, and cultural celebration.
Strategy and Solution:
To address this challenge, Afroteo focused on positioning itself as more than just an events organizer—it aimed to be a movement that spotlights the talents within the community, fosters inclusion, and embraces cultural traditions. The strategy revolved around three core pillars:
Curating Unique, Culturally-Rich Experiences
Creating a Platform for Local Talent
Content-Driven Social Media Strategy
Building a Community-Centric Brand
Results:
Afroteo’s approach to combining cultural heritage with modern event planning, underpinned by a strong content strategy, proved to be highly effective in creating a distinctive brand and a loyal community. The results included:
• Increased Event Attendance
• Stronger Community Engagement
• Enhanced Brand Recognition
Conclusion:
Afroteo successfully differentiated itself in the crowded event space by focusing on its mission to celebrate diversity, inclusion, and culture. Through a combination of unique cultural experiences, a platform for local talent, a strong content-driven social media strategy, and community engagement in both Ottawa and Montreal. This case demonstrates the power of purpose-driven event planning and how a focus on cultural authenticity, strategic content management, and community-building can lead to sustainable growth and meaningful impact.