Writing | cjm.design

Colleen J. MacDonald

Word Wrangler | Image Maker

Feature Article Jack Schenck spent 30 years building his own experimental plane, but that's a mere three decades of the 80-plus years he's been inspired by aviation.	Research Paper Social media has opened up police to more critical scrutiny than ever. What are the pitfalls of managing reputation for those held to a higher standard?	Employee Engagement This article for St. Joseph's intranet and "Imprint" magazine builds on the enthusiasm of an employee-led initiative to foster appreciation among staff for the care behind the caregiving.
Health Care Safety Messaging A mishap that occurs in health care settings becomes an immediate health crisis, and medical staff aren't the only potential victims. That message appeared on the St. Joseph's intranet.	Local News Just the facts, ma'am. This CTV News story published on April 2, 2017 imparts clear, factual information about gunshots fired in a residential neighbourhood.	Crisis Communication A local nursing home was plunged into crisis after a nurse who worked there, Elizabeth Wettlaufer, was accused and later convicted in one of the worst mass murders in Canadian history. This plan outlines the process to redeem its reputation and public trust.
Corporate - What we do This story started as a little piece about the Christmas party St. Joseph's puts on for patients in the rehab unit, but after meeting the Blanchard's, I just had to write this one too about Floyd's remarkable recovery.	Corporate - Who we are This "Our People" feature from the St. Joseph's public website introduces the community to a fitness trainer who supports cardiac patients.	Academic Essay Should loyalty be turfed from the list of ethical standards PR professionals should uphold? Here's the case for why loyalty doesn't make the cut to join the ethics team.
Volunteer Engagement A long-time, dedicated volunteer is profiled in this February 2018 edition of Ontario Bulletin, an internal publication of the Canadian Red Cross.	Blog Post This blog post combines fun with strategy. It's aimed at a target public of middle-income families and offers a lighter view to draw in a wider audience for the organization's more serious messages.	Integrated Marketing Under Armour needs to reclaim its place as a leading brand in sports apparel, after slumping sales and an unsuccessful campaign to reach an untapped market. This ambitious plan charts a new path toward engaging female consumers.
Animation Script How do you sell safety to an audience weary of being told to do the right thing? Make it fun. A light-hearted style meets community safety in this proposed project for Neighbourhood Watch London.	Event Plan This event plan, excerpted from the full communication plan, covers the logistics required to host a celebrity ball hockey tournament aimed at raising the profile of a mental health crisis that largely goes unacknowledged.	News Release What if a renowned American-only retailer expanded into Canada? That's the premise of this fictional release aimed at local news media outlets to generate excitement about the opening of the Macy's chain across Canada.