Category Archives: storytelling

spark centre: ignite start-up bootcamp competition


The assignment

In early winter 2013, Spark Centre (Durham Region’s brand-new Regional Innovation Centre) launched Ignite, a start-up bootcamp and pitch competition for local entrepreneurs. They needed to get the word out, recruit competitors and ultimately increase the profile of the organization.

the action

I joined the Spark team for six months to lead the public relations efforts for Ignite. My portfolio included promotions, regional media relations, photo and video documentation, and, of course, social media.

“Erin has the strategic and operational acumen to see the forest and the trees, making her invaluable to an organization. Erin can manage a large amount of work and get it done in a short period of time, and she is able to build trusted partnerships and gain commitment to initiatives and projects.

I worked closely with Erin on Spark Centre’s Ignite 2013, she was an essential and primary component to its success. She transformed event activities into magical news and public awareness, and she drove critical elements to a success level well beyond expectation.

Erin is a humble superstar…and I hope we work together again!” – Dennis Croft, Executive Director, Spark Centre

360 incentives: the case for culture



In 2013, Whitby-based start-up 360 Incentives was voted the 2nd Best Workplace in Canada by Great Place to Work Institute Canada. (And then in 2014 they came in first place!) In honour of the award and press attention it brought, 360 wanted to issue a white paper that tells the story of their corporate culture and the value it brings to the company.

the result

Working with Todd Skinner and the 360 marketing team I researched primary academic sources in sociology that suggested the dimensions of corporate culture that have a positive influence on individuals and companies. I combined this academic research with the real examples of culture at 360 to help make the case for culture.

Download The Case for Culture right here.


oshawhat magazine



Oshawa had a lot of cool things going on, but no alternative weekly to tie them all together and get the word out.

The Response

In February 2012 I launched an online publication covering arts, culture, events and reviews of cool things going on in Durham Region.

I design, art direct and edit this publication and recruited around 30 volunteer writers, illustrators, photographers and designers from Bowmanville to Brock. My husband built the first site in Joomla, but I relaunched it myself in 2014 using WordPress for a more mobile-friendly design.

With more than 10,000 page views each month at peak performance and a growing roster of skilled contributors, this little project is turning into something big.

Stay tuned for the encore of OshaWhat in fall 2014.

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city of oshawa: development insider


The Brief

The City of Oshawa was ready to produce the 2012 edition of their award-winning brochure. The city is in the midst of an exciting economic transformation, with many sectors maturing at the same time.

The Concept

I worked closely with a graphic designer to ensure the copy suited the new design, bringing the “mosaic” theme into proper focus.