https://www.leandragreenfield.com/about daily 0.75 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607f10de1608ba3a002c1422/1618940133394/1613334748871aa.jpg About https://www.leandragreenfield.com/contact daily 0.75 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607f30913be63507d7d63c3a/1618948246738/118651035_10158551057619354_6400532914527531793_o.jpg Contact https://www.leandragreenfield.com/about-1 daily 0.75 2021-04-19 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607e024de0ad7f2db1be8893/1618870874722/1613334748871aa.jpg About - About I’m an experienced B2C and B2B communications specialist who has written copy and created content for various online channels and stakeholders. As a digital marketing expert with over eight years of brand management, social media, and digital marketing experience, I’m extremely skilled at building strong consumer-facing digital identities and supporting data-driven marketing campaigns. https://www.leandragreenfield.com/home daily 1.0 2021-04-20 https://www.leandragreenfield.com/home/professionalwriting monthly 0.5 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607df5c972d111606bbac195/1618869684672/3-minute-thesis-slide-1.png Home - Professional Writing - M.A. Major Research Paper Contemporary research on crisis communication strategies and apologies predominantly focuses on the use of these strategies via mass media or one-way (asymmetrical) channels (Sandlin & Gracyalny, 2018). With the growing use of social media as a channel for apology messaging, there develops a further need to research the impact that these digital channels have on the paradoxical demand and potential rejection of apologies (Sandlin & Gracyalny, 2018; Utz et al., 2013). It is speculated that by empowering the public to voice their opinion, social media has also created a greater demand for these actions from organizations. https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607df61f13be82561eee5385/1618869684678/wdsc.png Home - Professional Writing - Undergraduate Thesis Despite the substantial amount of academic literature on apologies, there still remains a gap in information on pseudo-apologies. The majority of current work focuses on the effectiveness of pseudo-apologies in comparison to genuine apologies, whereas this paper explores the effectiveness of pseudo-apologies in relation to transgressional context. This thesis includes a literature analysis and A/B test-style survey to answer the following research question: Does the effectiveness of pseudo-apologies differ in response to corporate transgressions vs. individual transgressions? https://www.leandragreenfield.com/home/socialmediamanagement monthly 0.5 2021-04-20 https://www.leandragreenfield.com/home/productbranding monthly 0.5 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dee38831f8d27fcdeb1cc/1618955565569/Screenshot_2021-04-19%252BNB_NBD_FULL_CAN_MOCKUPS_2_21%2525282%252529%252Bpdf.jpg Home - Product Branding - Brewery and full product line rebranding Nickel Brook Brewing started in 2005, and most of the core product line was stuck in the past. My task was to plan and conduct research within our current and potential customer base, to better understand how the branding was currently being perceived and what could be improved. After months of surveys and one-on-one interviews, a new label template was designed, along with refreshed and cohesive brand guidelines. https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/607ded1c804a34027234db91/607ded1d9f68704e04c3ed1d/1618955565576/NB_ZAP_REBRAND_LEMONADE_ALLUP_3_21-01.jpg Home - Product Branding https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/607ded1c804a34027234db91/607ded1f804a34027234db9a/1618955565583/NB_HEADSTOCK_REBRAND_V2.2_COMPARE_2_21-01.jpg Home - Product Branding https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/607ded1c804a34027234db91/607ded20fde37d0bae93b26b/1618955565588/NB_WA_REBRAND_ALLUP_2_21-01%281%29.jpg Home - Product Branding https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dec6d5e243139f7f83559/1618865273985/Screenshot_2021-04-19+Nickel+Brook+Brewing+%28+nickelbrookbrewing%29+%E2%80%A2+Instagram+photos+and+videos%287%29.png Home - Product Branding - New Product: Glory and Gold — Bourbon Barrel-Aged Cuvee Nickel Brook Brewing wanted to release a beer that would exude luxury and decadence. My tasks included working with the marketing team to re-work the branding for the beer, along with writing all of the copy for press releases, labels, packaging, and sell-sheets. In addition to this, we also created influencer kits (which can be seen in the photo below) for Ontario craft beer influencers, to help get the word out about the release. The launch was a huge success and immediate post-launch sales exceeded expectations. The style and overall design of the beer received high praise from media and beer aficionados alike. https://www.leandragreenfield.com/home/copywriting monthly 0.5 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dfa14b5b1445db90b12a7/1618868768675/NB_HEADSTOCK_REBRAND_V2.2_COMPARE_2_21-01.jpg Home - Copywriting https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dfa2afde37d0bae952b83/1618868786290/Screenshot_2021-04-19+NB_NBD_FULL_CAN_MOCKUPS_2_21%282%29+pdf.png Home - Copywriting https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dfa3d80cf3034046abc21/1618868808433/NB_WA_REBRAND_ALLUP_2_21-01%281%29.jpg Home - Copywriting https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607f16f5830b8d725997c516/1618941719871/NB_DIVINE2.jpg Home - Copywriting https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607f180c785853384deb16d4/1618941971557/NB_DIVINE1.jpg Home - Copywriting https://www.leandragreenfield.com/home/copyediting monthly 0.5 2021-04-20 https://static1.squarespace.com/static/607dd7ce9ae51a1c19e1f37f/t/607dfe636a2d660040760820/1618870005997/ripe2019.jpg Home - Copy Editing - Re-Visionary Interpretations of the Public Enterprise (RIPE 2020) Reader I had the opportunity to act as the Assistant Copy Editor for the Re-Visionary Interpretations of the Public Enterprise (RIPE 2019) Reader, which is an academic conference compilation published annually by Nordicom. In this role, I was relied upon for ensuring appropriate formatting, grammar, and tone consistency throughout the reader. The collection was published in June 2020. https://www.leandragreenfield.com/home/media-relations monthly 0.5 2021-04-20