"Joanne delivered more than we asked for, surpassing our expectations. she is cooperative, meets deadlines and works collaboratively with great effectiveness."

- Prisca Campbell, Marketing Director at Quark Expeditions


Stratford Perth Community Foundation


Fanshawe College Alumni Magazine

Annual Report   Deric Ruttan: Canada's Country Music Superstar
Sample story spread from this donor-centric annual report, designed to showcase the power of giving at a grass-roots level.   Feature article traces Canadian country music superstar Deric Ruttan's journey from Bracebridge, Ontario to Nashville, Tennessee - by way of Fanshawe College's Music Industry Arts program.

University of Waterloo, Stratford Campus


Shaw Festival Members' Magazine

Blogging   The Man Behind The Myth: Kevin Hanchard on Playing Martin Luther King, Jr.
I blog regularly for the University of Waterloo's Stratford Campus, covering stories related to the school's unique arts-focused Masters and Bachelors programs in digital-media technology   Feature article highlights challenges actor Kevin Hanchard encountered in playing the legendary Martin Luther King Jr. in Shaw's production of Katori Hall's new play, The Mountaintop.

Fanshawe College


Canadian Stage

Fundraising Appeal   2011.12 Subscription Campaign
Targeted at nursing alumni, this letter easily met its target of raising funds for Fanshawe's bursary program. A different version went to fashion alumni, with similar results.   One of a series of linked long-copy letters, landing pages, e-mails and self-mailers designed to expand Canadian Stage's subscription base. The campaign resulted in tripling sales to new subscribers.

Huron Women's Shelter


Shaw Festival

Information and services brochure   50th Season Special Appeal Campaign
This busy women's shelter needed a brochure to do it all: educate the community about domestic abuse, outline the shelter's services, and make a call for donations.   To build a persuasive case for the Shaw Festival's 50th season appeal, I interviewed ensemble member Sharry Flett and turned her stories into an action-packed letter.

Stratford Shakespeare Festival


Shepherd Gourmet Dairy

Toronto Star Advertorial   Website and video script
One of a series of advertorials created to educate Toronto residents about the Festival.   This growing dairy produces some of the purest, most delicious sheep-milk feta and ricotta in North America. They needed a more customer-centric website highlighting the company's commitment to fresh, local, organic product.

Canadian Stage


Fanshawe College

2012.13 Season Brochure   Faculty Newsletter
Canadian Stage celebrates its 25th season in 2012.13. This brochure meets the challenge of building interest and excitement about a season filled with excellent yet somewhat unfamiliar titles.   This newsletter series was designed to break down silos and share stories across faculties at a busy Ontario college. Fanshawe hired me for my strong interviewing and storytelling skills. My fave story lead? The bed bugs on page 3!

Is There a Treasure Lurking in your Attic?


Noble Insurance

Ghost Writing/Editing   Noble Gold Brochure
I ghost-write regularly for antiques-expert and appraiser John Sewell, and edit his popular syndicated column "This Old Thing," appearing in newspapers across Canada. This is an article from our local Metroland magazine, Sideroads.   Noble is an established family-run brokerage in Collingwood. After identifying well-heeled summer residents as a new market segment, the brokerage wanted a brochure positioning them as a knowledgeable player in the high-end insurance business.

Optimism Place


Quark Expeditions

Web content (donor-focused)   Web Content
Another talented writer created much of this site. They hired me for my fundraising experience, asking for help in re-focusing the donation pages. This page presents an emotionally compelling reason to support the shelter.   Quark is the world's premiere polar expedition travel provider. The brief was to "warm up" and create more emotionally engaging webcopy. This is the landing page for their Antarctic trip suite.

Shaw Festival


Stratford Shakespeare Festival

Feature Article - Members' Magazine, Summer 2012   Membership Appeal letter
This story explores the art of creating music for non-musical plays at one of Canada's premier repertory theatre companies.   One of the Festival's most successful appeal letters; an example of a great "long-copy" letter in action.

Stratford Summer Music


Tricar Group

Lapsed donor campaign letter   Promotional Video
Summer Music relies on donors to fund much of its world-class programming. This successful letter was designed to entice lapsed donors to renew their support.   Video copy written in tandem with print brochures and on-site signage showcasing Stratford, Ontario as a desirable location for potential luxury-condominium buyers. (Video by the talented crew at MS2 Productions.)

TV Ontario


Renewal letter  
Written on spec, this letter uses storytelling techniques to place TVO donors at the heart of the appeal.