Project Overview
For my capstone project, I developed a complete digital marketing strategy for WorkRight.ca, a platform designed to support newcomers to Canada. The goal was to increase brand awareness, drive course sign-ups, and build a stronger online community.
The project included social media campaign, strategic blog content, and a comprehensive email marketing plan, all tailored to the needs, emotions, and goals of the immigrant audience.
Social Media Strategy
Social Media Strategist & Content Creator
Designed and executed a complete multi-platform social media strategy for a brand helping newcomers in Canada.
Key Contributions:
Built a 2-month content calendar for Instagram, Facebook, LinkedIn, TikTok, X (Twitter), and Pinterest.
Created and scheduled 26 platform-specific pieces:
- 11 Static Posts
- 5 Short-form Reels/TikToks
- 5 Text + Link Posts
- 4 Pinterest Pins
- 1 Multi-slide Carousel
Promoted a time-sensitive campaign featuring a discount code.
Prioritized storytelling and emotional branding.
Impact Highlights:
✅ Elevated the brand’s emotional presence online.
✅ Boosted engagement with highly relatable content.
✅ Delivered a consistent and optimized brand voice across channels.
Blog Post
Content Writer & Brand Storyteller
To strengthen the brand voice, I wrote a first-person blog article titled “Building a Life in Canada – Lessons from Someone Like You.”
Key Contributions:
- Shared a heartfelt immigrant journey with lessons and challenges.
- Wrote in an empathetic tone to emotionally connect with readers.
- Included actionable insights and cultural themes to resonate with the target audience.
Impact Highlights:
✅ Used in content emails and on the website blog section.
✅ Increased authenticity and reader retention.
✅ Helped turn readers into brand followers.
Email Marketing
Email Campaign Strategist & Copywriter
Created a thoughtful and conversion-focused email strategy designed to engage and re-engage users across their customer journey.
Key Contributions:
Developed sequences for:
- Welcome Series
- Limited-time Promotions
- Re-engagement Campaigns
- Blog Roundups
Wrote high-converting subject lines, preview text, and call-to-action (CTA) buttons.
Balanced sales messaging with genuine value.
Impact Highlights:
✅ Increased email open rates through clear messaging.
✅ Nurtured leads into loyal users.
✅ Enhanced customer retention through timely, relevant campaigns.
Emails Deployed
- Seasonal Email Campaign (Inbound) Rationale – I chose this seasonal email campaign for deployment because we had a discount coupon for 50% until December 10. So this made perfect sense to leverage Black Friday & revolve a campaign around it.
Goal – Generate Leads. - Recurring Email Campaign (Inbound) Rationale – I chose a recurring email campaign for deployment to promote the Workright course to international students and newcomers. The plan is to send a weekly newsletter featuring the latest news targeting international students, the latest blog by Workright, and the latest course updates.
Goal – Product Awareness