Where it started.
At ThinkTech, I worked on marketing initiatives linked to the Canada Digital Adoption Program (CDAP). The audience included small-business owners who might not be actively responding to the typical digital ads or email campaigns. One memorable project was exploring radio as a way to reach them.
The problem to solve.
Digital channels were an obvious choice for a technology-related program, but not every business owner was spending time in the same places online. We needed to think about where our audience actually was and how to make the message clear enough to catch their attention.
What I owned.
My role was to think beyond the default channel mix, help shape the outreach idea, and connect the radio effort with the wider lead-generation and customer communication strategy. The focus was on translating a technology-related opportunity into an accessible message for busy business owners.
How we tackled it.
- Considered radio as a complementary channel to digital outreach, with the goal of reaching small-business owners in a different setting.
- Worked on positioning the CDAP message around practical business relevance rather than technical language.
- Helped connect the campaign to wider lead-generation activities, ensuring that the audience could take a next step after hearing the message.
- Brought an experimental mindset to channel planning rather than relying automatically on standard digital placements.
What came out of it.
The radio campaign demonstrates creative channel selection and audience-first thinking. I do not yet have a confirmed response or conversion figure for this individual campaign. Separately, targeted and lifecycle communications at ThinkTech improved overall customer engagement by 20%; that figure is not attributed to radio.
This editorial case study reflects available project descriptions and resume material, rather than unpublished campaign files.
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