Four Years Falls Fast at Niagara Parks

Oh... So that's what it's like to spend four years working in a mansion that overlooks Niagara Falls.

Last month marked four years since coming to Niagara Parks as Senior Manager of Marketing, overseeing all branding, marketing strategy and communications, Travel Media and Influencer Relations, and so much more. With so much done, so much to do, and still more to go, time has totally flown by.

I came to Niagara Parks in 2014 after spending two and a half years as a Marketing Communications Specialist at Factor[e] Design Initiative (now Parallel).  Between the people, beer Fridays and office dogs, I loved my time at Factor[e] but as I came up on two years I was starting to think about how to move my career forward.

Also, as anyone who has worked agency-side can attest, and especially as someone who likes to be purpose-driven in their job, the fleeting nature of projects, spontaneous starting and stopping, a lack of creative control, can begin to wear away at enthusiasm, no matter how much you enjoy the place. 

Our 102 year old Whirlpool Aero Car.

So here was this job with a Provincial Agency, a sibling to the ROM, the AGO, the RBG and more. Here was a brand that had existed without a comprehensively flushed out identity since 1885, and boasted culinary, heritage, golf, retail, gardens and attractions experiences, with a large-scale brand redevelopment project as the most immediate task under this job’s portfolio.
A brand that represented one of Canada’s foremost travel destinations, with one of the world’s foremost natural wonders, with the ability to build a team and operate like an internal agency.

Essentially, it was 56 km, outdoor adventure museum, and we would get to head the project that redeveloped its identity and told its stories in a naturally and culturally authentic way. One that would likely contrast most people’s memories of the area, no matter how fond.

Imagine being tasked with reinventing the identity of Banff, or the Grand Canyon, or any international landmark. In fact, a common candid refrain of the marketing team when talking about how to truly position this international landmark with the respect it deserves was/is “WWETD?: What Would the Eiffel Tower Do?”

This was exactly what we were being tasked with. No matter what perception you have of Niagara as a region, or the falls specifically, this is one of Canada's foremost travel destinations.  It was now our duty to reinvent its brand, and position it in among these international treasures. Moreover, to make it distinctly different from either lasting impressions or existing perceptions of the areas that are distinctly not Niagara Parks (i.e. Clifton Hill, wax museums, etc.). To make sure that as many people's first true touchpoint with Canada, it represented that true north nature, culture, and experience in an authentic and exciting way.

Namaste Niagara at our Journey Behind the Falls attraction.

Across that time we’ve tackled, developed, or launched anything from the three year Brand Redevelopment Project (with support from the awesome Scott Thornley + Company), health and wellness series like Namaste Niagara, concert series like the Polaris Prize supported Niagara Stage, revitalized focus on digital marketing, enhanced travel media and influencer outreach programs, and as part of the broader Niagara Parks team, amazing culinary initiatives, new heritage stories better detailing narratives of diverse identities, national and international campaigns.

As a team (whether the extremely talented marketing team or the broader Niagara Parks team) we've had some amazing successes and innovative projects across that time, including:

• Substantial increases in visitation and revenue (we are a self-sustaining agency)
• Massive increases in digital community engagement (in 2014, Niagara Parks had approximately 10,000 likes on it’s Facebook page, less on Twitter, and no Instagram. We are now the regional social leader in travel/tourism, and among the top ten in Canada, and through our strategies have seen huge growth of over 2000% on our Facebook page, now standing at 270K likes with fantastic content and engagement all produced in-house)
• Enhancements in experiences we provide which have lead to provincial and national award recognition
• Comprehensive refocusing on local stories, from the culinary experience in our Feast On certified full-service restaurants (currently nominated for the Ontario Culinary Tourism Leadership Award), to Audubon certified golf courses, to the unique diversity in historical stories in the region, whether related to indigenous culture, European colonization, Underground Railroad, and more 
• Comprehensive wayfinding project updating all signage across our 56 km
• Extensive web-development (with support from Cinnamon Toast) and e-commerce work that has drastically enhanced our online presence and sales
• Working with the renowned Polaris Music Prize on a summer concert series, the Niagara Stage, that showcases the diversity of Canadian talent and identities
• Niagara Never Stops - a Niagara pride brand of apparel, produced by Niagara Parks with proceeds going to horticultural conservation work
• Draft Public Art Policy and initiated public gallery and large-scale art installation pilot projects
• Unique Travel Media programs like Culinary Crawls and Buffer Festival excursion days
• Compilation of an inventive Three Year Sales and Marketing Plan inclusive of individual Annual Plans
• Our beautifully in-house designed annual Visitor Guide
• And so much more with so much yet to come...

And that's exactly it, there is so much done, and never not something to do. As I look ahead to the next year I already see even bigger more exciting projects on the horizon, including large-scale infrastructure and development initiatives. As I start my fifth year and think about the future of my career, whether here or beyond, I know the experiences provided by Niagara Parks, whether marketing, strategic, natural, cultural, or culinary related, have contributed to my professional development, skills, and vision in a way I could never have predicted.

Cheers to four years!

The Darcy's, warming up for their Niagara Stage concert on Canada Day 2018.

Facebook is Doing Just Fine

This article, titled "Facebook is Doing Just Fine," I wrote for the FACTOR[e] On The Floor blog.  It was published on February 12th, 2014.

We consistently underestimate Facebook.  We underestimate how much it has, and continues to, change communication, society, and indeed, the world.  Moreover, we continue to underestimate its performance, identity, and future as a company.

I have written before on my skin-crawling revulsion for people’s claims of Facebook’s decline, or premature declaration of death.  It.  Is.  Always.  Bunk.  

It is the social media reporter/researcher’s equivalent of being the “boy who cried wolf.”  It is grandiose, and attention-seeking.  And as I advised in the piece in which I decried this phenomenon, this sort of prediction is typically made by someone whose skills and expertise are also bunk.

Shockingly, in mid-January, Princeton University also joined this canon of misguided critics, by releasing a scathing study stating that Facebook will lose 80% of its users by 2017.  As a result, for at least the next 48 hours that followed, anyone who wanted to baselessly appease an audience was more than happy to report it as a valid headline (I watched, disappointed, oatmeal bowl in hand, as CBC Newsworld broke the story first thing in the morning). 

I will not go into why the study was flawed.  Particularly when Facebook did it better than anyone could by using the same mistaken methodology to prove that by 2021, Princeton would lose 100% of its students.  Suffice to say, Princeton was wrong.  

However, being the venerated Ivy League institution that they are, they can be forgiven.  They are not the first, and will definitely not be the last to make such a claim.  And for those who would like to in the future, I would like to offer a couple contemplative points of consideration on the social network’s past, present, and future.  My hope is that perhaps this will give pause before one decides to ring the old Facebook death knell.  

Past 

Mark Zuckerberg had no vision.  

Now this is not a jab at him, it is just me being sensational.  What I mean is that Zuckerberg had no idea of the greater significance of what he made, when he made it, and particularly its implications and the potential for what it could become, whether in communication, business, tech, politics, or society.  

Really, who could?  It would be like expecting the inventor of the wheel (or at least a medieval wagon-maker) to be able envision a combustion engine.  

Certainly he has greater vision now, but remember that this also due to the multitude of brilliance that surrounds him, is employed by the company, and is driven by the very fact that Facebook is a social endeavour that, by and large, the world has bought into, participates in, builds, and guides on its way.  

So, to those considering making a claim on its longevity, remember that Zuckerberg beat you to it, and he has since proven himself wrong.

Present

Ironically, while facing the claims of decline, or losing 80% of its users by 2017, in late January Facebook still pulled in record numbers (stocks at an all-time high, $2.6bil revenue, and continued overall growth).  Although traditional business metrics may not be the most accurate representation of a company’s future, they certainly present a position that is difficult to argue with.

Additionally, a frequent claim is that despite its continued increase in users, Facebook is declining in popularity among youth, particularly teens.  This is true, but as Mashable reports, it is also levelling off.

Moreover, this points to Facebook’s adaptability.  It is always worthwhile to note that while Facebook is trailblazing, it was not a trailblazer.  It asserted itself because it was able to read the failings of companies that came before it.  As a result of that foresight (derived from other’s hindsight), and now given its current size and resources, it is able to read, grow, and evolve from its own mistakes. 

In regards to the youth, and services that they may be going towards. Sure, SnapChat, and WhatsApp exist, but they are merely components of the broader services that Facebook does, can, and could provide.  If anything, what they expose to Facebook are merely gaps to fill, and when they cannot fill them by acquiring them outright (as Facebook did with Instagram, and has tried with SnapChat), they can just look to provide a similar service that renders the "offender" all but irrelevant (as Facebook did with FourSquare).

Future 

I really don’t know where to begin here, and could go on for days.  

So let’s say, Warren Buffet.

Warren Buffet will not buy into Facebook, because for him, simply put, it is “unproven.”

However, that’s also the key to why Facebook will not decline, because it simply can’t be proven.  Being the leader in an industry that both shapes, and is directly shaped by human interaction and behaviour, makes you less a business than it does a living, breathing, evolving organism.

Facebook has shown this capacity to evolve, moreover, that this capacity is born out of the participation of people worldwide, the production of content, the creation of data, and the desire to share.  Original iterations of the site recalled platforms popular among youth of the day (MSN chat, ICQ, email), on mediums that were equally as popular (desktop PCs, laptops).  Now, we already see Facebook moving to encompass current communication trends (focused circles, privacy), and on prevailing mediums (mobile).  

Facebook is a company, but it is also an entity, much like Google, it is something that cannot be defined (i.e. Google is NOT a search engine), as such, is incredibly difficult to identify as a “prudent investment” by traditional financial means.

More importantly, Facebook is not “social media,” and for that matter, neither is social media a “thing.”  We need to stop thinking this way, Facebook IS social, and social media IS human communication.

One Ring...

Coinciding with my class' convocation from McMaster University's DeGroote School of Business MBA program, this past June, was the commencement of a new tradition that seeks to further define the identity of the DeGroote MBA, and what they stand for.

This tradition revolves around the gifting of a special, DeGroote MBA legacy ring to each successful graduate of the program.  The idea for this tradition first originated as a conversation between myself and two others (Mark Stewart, Derek Chan), while returning from an MBA Leadership conference in fall 2009.  Though the idea for such a project had been tossed  around in previous years, nothing had ever truly taken shape.  As we discussed the idea in the car, our conversation began to focus more on how to actually get it done, essentially, the steps needed to implement the program, and then the ways in which it could successfully be brought to fruition as a fully fledged tradition.

As such, between that fall 2009, and winter 2012, on the behalf of, and with the support and assistance of, the DeGroote MBA Association (particularly President, Geoff Reiner), I worked ensure that the idea became a reality.  This process included everything from the design of the ring's face, and the sourcing of the rings themselves, to designing a ring fee schedule that would be incorporated into each student's regular tuition, and then holding a student wide referendum to approve this schedule (and the effective launching of a continuous, self-fulfilling tradition).

Therefore, on the evening of June 12th, with the referendum successfully passed, rings ordered, and Graduation the following morning, the first-ever recipients of this DeGroote MBA Legacy Ring gathered at the McMaster University Alumni House, for the inaugural ring conferring ceremony.  This was both a casual affair, but also a significant one, as it marked the initiation of what is sure to be a long and fruitful tradition.

You can read more about this new tradition here.

And see below  for the statement of purpose, explaining the symbolism and motivations behind this initiative:

As the DeGroote School of Business’ MBA program enters a new era, with its new home at Burlington’s Ron Joyce Centre, the school is afforded a reinvigorated opportunity to continue to build upon its already renowned reputation, and the reputation of the degree that it confers.
To this end, the DeGroote MBAA has introduced a new tradition that will accompany each student’s completion of the DeGroote School of Business’ MBA program.  

This tradition is a symbolic token; a gift awarded to each student for their successful completion of the program.  Moreover, it is intended to be a reminder of their commitment to principles of ethics and integrity in all their future endeavours. 

This token is the DeGroote MBA signet ring.  In times past, when pressed in wax, a signet’s seal would serve as an individual’s mark of identity, representing the individual and their reputation on all official documents and correspondences that bore their name.  As such, the symbolism behind this project is that, as we as students move on in both our professional and personal lives, we carry with us the experience and education successfully attained at the DeGroote School of Business and ensure that in all our future actions we have “stamped and sealed” our commitment to integrity.  In other words we impress the lessons that the DeGroote School of Business has bestowed on us into the rest of our lives.

Gifted to each DeGroote MBA graduate, this tradition will be a proud and public showing of support for the DeGroote program, its significance, and the excellent reputation that it continues to build on our behalf.  This ring, with the corresponding DeGroote seal, though seemingly a mere token, will poetically represent the program, and the devotion that all DeGroote MBA graduates maintain upon their successful completion, towards the principles of ethics and integrity, both professionally and personally.  

At the Ceremony... Just a little proud of myself. (See ring on right index finger)

Canada's Next Top Ad Exec - And the winner is...

Warning... small novel ahead.  Would have made it more of a blurb, but it wouldn't have given the moment justice.  Plus, with the communication strategy we presented now property of General Motors, I had to fill space with something...

After three months, gallons of coffee, plenty of pints, good times, cold stares, and a lot of work, the Canada's Next Top Exec journey came to a thrilling, and entirely surreal climax for Kailee and myself.

On Sunday, March 25th, Kailee and I ventured to Toronto, Ontario for the three-day Top Ad Exec finals, hosted at the Toronto centre Intercontinental Hotel.  On Sunday we met our amazing fellow contestants, took pictures, and had a group dinner.  Monday we went to advertising agency MacLaren McCann for a tour and internship interviews, except for Kailee, who soldiered back to Hamilton to write an exam, only to come back in time for the Ad Exec industry and alumni dinner (and announcement of our victorious Quest to Win challenge).

Our wreck of a room, the night before

Tuesday, of course, was the big, huge, important day.  As much as I would love to say that we had been prepared for ages, got a great night's sleep, and woke-up bright and early and first in the prep room to learn the order of the day's presentation, none of that would be quite true.  We were working on our presentation into the wee hours of the morning, when we finally decided to go to bed, and by go to bed I mean lay down in an anxious/sleepy haze.  That is of course until we were awoken by a phone call asking where we were, and why we weren't with everyone in the prep room, which we promptly arrived at in pajamas, to find everyone else in suits.

We returned to the room, knowing that we were presenting 4th (roughly around 11:00am), got ready, had breakfast, and kept plugging away, practicing and refining our presentation.  We did one final practice, and proceeded to the presentation room, feeling both as prepared as we would ever be, and ready to be done with it all.

Upon setting up, we were waiting nervously to get started in a room of 23 academic, marketing, auto, and consumer packaged goods industry judges, when one of the judges, Mike Speranzini, Director of Advertising and Communication at General Motors, casually started chatting with us, he told us that he also went to McMaster University, and wished us luck.  Days after the presentation, we emailed him to thank him for everything, particularly for that casual chat, because it really helped to calm us down and restore some confidence prior to presenting.  He, modestly, said that it was nothing, and that we were obviously well prepared and ready to make an amazing presentation, and also said that he had been in similar positions in the past, and that he knows the value of that sort of calming, casual connection, and to be sure to pay it forward whenever we might be on "the other side of the room," so to speak.

Of everything that we might of learned throughout the entire contest, we both agreed that this was one of the most important.

Pre-presentation chat

The presentation went off amazingly well and we left the room feeling that we had done the absolute best that we could have done given everything that we had prepared, and were prepared for.  Essentially, we were satisfied.

Not being allowed to see the other presentations, we had lunch, and went out for a post-presentation, afternoon drink.

In the late-afternoon/early-evening, we re-suited up and went the pre-Gala reception being held in the lower level of hotel.  It was a blur of conversations with judges, photo-ops, and commiserating with our fellow contestants over the day's presentations.  Eventually, the Gala room opened and we were invited to take our seat for dinner.

Between well wishes and reassurances of the quality of our presentation, conspiracy theories on our seating location, and the sense that some of the judges kept indicating in our direction, Kailee and I began to get a good feeling that we could possibly end up in the top three.  Although, of course, every time either of us suggested this to the other, it was quickly returned with a "SHHH!  I don't even want to think about it!!"

After dinner, the mixture of anxiety, wine and water at the table reminded us how much we had each neglected to visit a washroom in the past few hours, and the only thoughts on our minds were, "could we possibly make it before they announce the top three?"  Of course, it was at this point that the MC invited up the presenter who would announce the top three, Mike Speranzini, the judge that chatted with us before our presentation.  At this point, any thoughts of a bathroom break left our minds for what would be another long time.

As I said, we received many reassurances of the quality of our presentation throughout the day.  However, I don't suppose you ever really expect someone to tell you that you sucked.  We had also heard that both a team from Queen's University, and the team from University of British Columbia had also really done a great job, and so, we had a chance of at least making third place.

The announcement started.  "Third place is..."

Internally, "us... us.. us.."

"The Team from UBC, Christopher Larryant and Veronica Yeung!"

In my ear, Mark Scattalon, a previous first place winner from McMaster University, a great help to us, and seated directly beside me, kept excitedly repeating, "you guys are going to be second, maybe first!"

Kailee and I could only give each other wide-eyed, nervous glances, gasping for air as though we were fighting for the last remaining traces of it in the room.

"Second place is..."

Internally, "us... us... us..."

"Queen's University's Emily Dimytosh and Elizabeth Harris!"

"You guys have just won the contest!" shouted Mark, elatedly.

"Shut up!  You'll jinx it!"  I nervously stammered back.  Kailee and I were no longer breathing, the room could have just been sealed air-tight and we would not have known otherwise.

"And the winners of Canada's Next Top Ad Exec 2012, are from my Alma Mater..."

That Alma Mater is McMaster University... if you didn't catch that

If the pre-Gala reception passed like a blur, then we might as well have been absent of all senses in the hour that followed next.  A steady stream of congratulations, hand-shakes, hugs, pictures, applause, trophies, keys, impromptu speeches, misunderstood jokes used in impromptu speeches, interviews, and returned keys (as they were just for the show of it, production had yet to even start on the cars we just won), poured forth.

When it was all done, after we called those important to us, and after we had finally gone to the bathroom, we proceeded back up to our room, popped some champagne, laughed, listened to music, jumped, and sighed incredulously for at least a solid hour, and then re-joined the festivities of the finale.

The funny thing, is that you typically assume such achievement-related elation to come from something that you have toiled over, have sweat over, have fought over, and have put every ounce of your effort into.  And although I can easily say that Kailee and I, undoubtedly, did each and every one of those things, I am much more happy to say that at no point, did it ever feel that way.  Kailee was a wonder to work with, we are better friends for it, I would work with her again in a heartbeat, and I look forward to racing our Chevrolet Sparks.  As for the project itself, even though it was a campaign for "just a mini-car," if I can find as much fun in my career as I did in this competition, I'd likely be found a skeleton, suited up, and still seated at a desk in some agency, copy and sketches in front of me, and a 1/5 full tumbler of scotch clutched in my bone-fingers, still trying to pull off my best Don Draper.

This was an incredible experience, thank you to the judges, thank you to everyone that helped along the way, and of course, thank you Kailee Jamieson.

Canada's Next Top Ad Execs 2012, Kailee Jamieson and myself

Canada's Next Top Ad Exec - Top 10!

Right as March kicked off, well, near enough, (March 6), Kailee Jamieson and I successfully made it to the top ten of Canada's Next Top Ad Exec!  For more background on this contest see this post, or, enjoy this clip of Kailee and I being interviewed on CH Morning Live, a morning news program in the Hamilton, Ontario area.

  http://www.chch.com/index.php/morning-live-blog/item/7349-canadas-next-top-ad-exec 

This was both an incredible honour and a daunting challenge for us, as we now needed to look towards turning our successful 15-page strategy document from phase 2, into a full out 30 minute presentation, to be made to a room full of industry judges, for phase 3!  Adding a bit more pressure to this, was that we were also now the only team representing McMaster University's DeGroote School of Business  

Our Branded "Quest to Win" Title

Yet just as with phases 1 and 2, I was sure there would be no way we would not have fun with this.  In fact, it is quite safe to say that this fun was both had, and well documented.  In addition to the challenge of creating a communication strategy for the Chevrolet Spark, all the top ten teams were presented with a side challenge of creating a customer-based social media campaign for Canadian Tire.

Our Team Honey Badger mascot

The "Quest to Win Challenge," as it was called, was focused on generating a community around each team's story of how Canadian Tire products help them survive the tough times leading up to the phase 3 presentation day.  Armed with Canadian Tire gift cards, Kailee and I came up with our own unique story under the blog and banner of "Team Honey Badger in 24 Thousand," based on the number of minutes between when we launched the blog and when we would have to present our phase 3 submission.  We also had a Team Honey Badger branded Facebook business page and Twitter account.

There were two awards from this challenge, that were presented the evening before the phase 3 presentations at the Intercontinental Hotel in Toronto Centre, Most Creative Strategy and Most Engaging Strategy.  As a wonderful boost of confidence the day before our presentation, I am glad to say that Kailee and I won the Most Creative Strategy award!

Kailee and Ryan, Team Honey Badger

Factor[e] Design Initiative!

On Tuesday, February 21st I started at Factor[e] Design Initiative, located on Locke St. south in Hamilton, Ontario.  This graphic design and web development agency is... awesome.  Really, I am enjoying being here to the point of a complete lack of appropriate descriptiveness.


My official title is Marketing Communications Specialist, and my job revolves around strategic communication planning and execution, both for Factor[e] clients, and for Factor[e] itself.  This includes much in the way of online communication and community building techniques, as well as creative campaigns, which is perfect and "right up my alley."


Everyone here is great, and the space is incredible; open-concept, hardwood floors, gigantic windows, and located directly above the Locke Street Starbucks.  I very much look forward to my excessively caffeinated days ahead here.  Below is their blog entry from my first day:

The very cool Factor[e], 162 Locke Street South

"Ryan Moran Joins Factor[e] 

Today marks Ryan Moran's first day on the job here at Factor[e] Design Initiative!  Ryan comes to us in the role of Marketing Communications Specialist and hot on the heels of his completion of an MBA in Strategic Market Leadership from McMaster University's DeGroote School of Business. 

Ryan is a life-long West-Hamilton resident who previously completed a Combined Honours BA in Political Science and Theatre & Film at McMaster University.  Subsequently he worked as the VP Administration and the President and CEO of the McMaster Students Union, as a Commercial Account Representative at ArcelorMittal Dofasco, and as an independent strategy consultant, developing youth audience related strategies for the City of Hamilton and Workforce Planning Hamilton. 

Ryan arrives here with an ideal working knowledge of the elements of effective marketing strategy development, but also with a strong community interest.  Ryan enjoys participating in community theatre productions, long distance/adventure running, and is currently the Chair of Hamilton's young professional networking group, Hamilton HIVE. 

Ryan and a partner, Kailee Jamieson, also recently placed in the top 25 (out of approximately 200) of the nationwide contest "Canada's Next Top Ad Exec."  They are currently on pins and needles, waiting to hear the results of their round two, top ten submission. 

Ryan is thrilled to be here and we are equally thrilled to welcome him aboard!"

Canada's Next Top Ad Exec - Top 25!

The results came in this past Monday, February 6^th, the powerhouse team consisting of Kailee Jamieson (B.Comm) and myself (MBA), had our “elevator pitch” selected from roughly 200 entries, submitted from all across Canada, to be in the top 25 for Canada’s Next Top Ad Exec!

Both students from the DeGroote School of Business, Kailee and I are among five groups representing McMaster University in the top 25 of this nationwide marketing communication strategy development contest.  Essentially, what being in this category means, is that we have a lot of hard, but fun and exciting work ahead of us!  The “elevator pitch” (two pages, with three pages appendices) was phase one of three.  As we look towards the phase two deadline of February 20^th, we will be expanding on this pitch by developing a full, 15 page maximum communication strategy document.

Up and coming captain of industry, Kailee Jamieson.

Each bringing specific skills to this dynamic duo, Kailee Jamieson, an analytical, personable and problem-solving guru, is a Kingston, Ontario native and Dean’s Honour List student in her fourth and final year of the commerce undergraduate program.  With a specific interest in sales and marketing, Kailee already has a sales job lined up for September 2012 at a small, relatively unknown company called PepsiCo, in their Frito-Lay division.  Currently, Kailee is also competing in the DeGroote School of Business’ MARS Apprentice program on Team Synapse.

Canada’s Next Top Ad Exec is a national marketing communication strategy contest open to teams of both business undergrads and MBA students.  After five fantastic years, the contest has proven to operate as an outstanding link between academic learning and industry experience.  Primarily sponsored by Chevrolet, the contest typically focuses on the development of a communication strategy for an upcoming Chevrolet release, and must be executable in Canadian urban centres.  The focus of this year’s contest is the Chevrolet Spark, a vibrant entrant to the mini-car market segment.  First place contest winners each get to take home a Spark, additional prizes include internships, and scholarships (see official CNTAE press release here).  

The Chevrolet Spark in Action!