“We don’t have gender equality. Let’s change that.”

In 2014, a damning report was released that ranked Edmonton as the worst place in Canada to be a woman. From unequal pay, to street harassment, to lack of representation in municipal politics, Edmonton women face a lot of challenges.

The City of Edmonton recognized the problem and launched a Council-led initiative to address women’s issues in our city, and to advocate for change. We were brought in at the very beginning of this initiative as communications consultants, and we continue to serve as the chief communicators for this project.

We count our comprehensive foundational communications strategy for this initiative as some of our very best work, and it has become the bible for how we engage with Edmontonians, as well as how we position the initiative in what is a most challenging environment. We are proud to have received an IABC Award of Excellence for this work.

In order to provide evergreen content that served the needs of the client and the community, we wrote and produced several animated explainer videos to answer some of the most common questions that were being asked of the Initiative: “What do you mean by Feminism?” “What is the Women’s Initiative?” and “What is GBA+ training?”


We also built the Women’s Initiative Edmonton Facebook and Twitter platforms which we ran on a daily basis, and have developed vibrant communities where we literally changed hearts and minds, and rallied together ambassadors for our cause. It is some of the most rewarding work we’ve ever done.


“You can’t change the weather, but you can change how you feel about it. We’ll show you how.”

In the winter of 2012, we were invited to develop a social media strategy for the City of Edmonton’s WinterCity Initiative. It was the first time the City had ventured outside the organization to develop grassroots social media platforms, and we were trusted with the creation of a WinterCity pilot project on Facebook and Twitter.

The pilot was so successful that in three short months, we built thriving communities on Facebook and Twitter, and the City not only granted the continuation of the project, but also opened the door to other initiatives to have independent social identities. The WinterCity platforms now engage thousands of Edmontonians every day, and have become the city’s go-to hub for winter love. We have been on the forefront of changing attitudes, and it’s been remarkable to see how, in just a few short seasons, Edmontonians have gone from hating winter and complaining about snow removal, to chomping at the bit for snow, snowballs and skating.

We built the WinterCity Facebook and Twitter platforms and currently manage them from October through May of every year, and advise on their social strategy through the summer months. We also developed a WinterCity micro-site and blog which was launched in the fall of 2015, and consulted on the complete site redesign in 2016.

In 2015, WinterCity Edmonton was named one of the most influential social media accounts in Edmonton by Jay Palter Social Advisory. It continues to be a highly visible, and heavily engaged account.


124 Street BIA

124 Street BIA

Making Edmonton great, one small business at a time…

The 124th Street area is one of Edmonton’s favourite shopping and dining districts, with more than 400 small businesses at its heart.

As the marketing consultants for the 124 Street Business Association, we championed the businesses in the area, and showcased them through the 124 Street social media profiles.

Every day, we interacted with thousands of Edmontonians on Shop 124 Street Facebook and Twitter. We highlighted the small businesses through vibrant photography, cheeky writing, and we amplified the messages of the small businesses themselves. In our time with 124 Street, we increased the size of their Facebook presence by over 500% and created a loyal and engaged following.

We know we’re successful when we not only get a lot of gratitude from the businesses themselves, but also hear comments from the community like “Oh, right! I love that store. I’m going to check them out.” Or “I’ve never been there before. Can’t wait to try them!” Or especially when our followers tag their own friends in our posts.

And that happens almost every day.

While our social media presence was the most significant aspect of our work with 124 Street, we partnered with Group of Rogues to help with various campaigns, events and a guided strategy session to inform their latest re-brand.

In 2015, Shop 124 Street was named one of the most influential social media accounts in Edmonton by Jay Palter Social Advisory, and continues to inform and delight Edmontonians every day.


Every corporation has a heart. We help to find it…

In 2011, the utilities provider, EPCOR, brought us in to do a thorough re-write of their customer website. Spanning more than a hundred pages, their website needed an editorial eye to refresh and tighten content, and to write it with the user in mind.

And so, we did just that.

We took lengthy, wordy paragraphs and rewrote them with web best practices in mind, weeded out unnecessary information, changed content to plain language and restructured the pages for better user experience.

It was a huge project, but we were able to complete in all in just under two months – on time and on budget.

And not only that, it caught the attention of web-writing guru, Ginny Redish, who gave it high praise.

All because we put our social minds and hearts to good use, and wrote what the
customer needed, viewing the project from an external customer lens, rather than an internal organizational lens.


You can’t beat the passion a biker has for a bike…

What a fun project this was! We were temporarily brought in by our partners NikComm Communications to One Stop Biker Shop’s Facebook platform, in order to build their profile and hone their voice. We’ll frequently do this for smaller businesses as a way to give their social presence a boost, and for business owners to learn how to handle their social media themselves.

This one was challenging for us, as we’re not bikers ourselves. So, like an actor developing a role, we learned a biker character, and built one of the most engaged audiences we’ve ever had the pleasure to meet!

With a community size of roughly 2500, we frequently had posts that garnered more than 500 likes, as well as hundreds of comments and shares. We often reached upwards of 25,000 people per post, ten times their audience size – which we officially class as viral.

By connecting deeply with the values of this enthusiastic audience, One Stop Biker Shop became a trusted voice in their community, and top of mind for bikers in Alberta.


You walk, I walk, we all walk… Hooray!

UWALK.CA is a partnership between the Government of Alberta and the University of Alberta, designed to encourage Albertans to live a more active lifestyle by making (and tracking) incremental changes to their activity levels. The project developed into an engaging web platform that helps users track their activity, participate in challenges, and inspire their friends to participate too.

We were brought in to do a social media strategy, help them launch their social platforms, develop their presence and teach them how to manage their social media, once it was a finely tuned machine.

And so, in 2013 and 2014, we worked with the UWALK organizers to build their communities and provided a period of coaching as they took over the management of the profiles themselves. Throughout the process, we set several goals, all designed to keep the project on track. We were especially thrilled that we helped them double their users, only one month after launching their social media platforms.