1. 2015 KEY PROJECTS
MICHELLE BRYNKUS
Sustainable Electricity™ Report and
Summary Postcards
WRITER, EDITOR AND PROJECT MANAGER
• Managed the transition from a printed report to an interactive online
report all within a tight budget.
• Worked with the Sustainable Electricity department, Accurate, and
Ascribe to develop the design concept.
• Worked hard to maintain a tight schedule despite several project
setbacks and competing priorities. Worked diligently with translators
and designers to ensure on-time delivery of the project.
• Drew sample infographics for the designer to use to create the final
infographics.
• Edited draft report and oversaw the acquisition of member images.
• Developed a communications and social media strategy to promote
the report.
• Copy wrote text for the promotional postcards.
ANNUAL REPORT
www.SustainableElectricity.ca/2015
Promotional postcards
The Canadian electricity sector
is contributing to Northern
prosperity by investing in
innovative technologies and
employment opportunities
Canadian utilities are making a
difference in Northern communities.
Read how in our 2015 Sustainable
Electricity Annual Report at
www.SustainableElectricity.ca/2015.
• Exceptional member engagement
• National media coverage (CBC video/Bloomberg Business /HuffPost)
• Social first month: 47 retweets /22 mentions in first month
• First month: report had 614 page views, with ~2 minutes on the site,
and viewing on ~5.36 pages per session (51% bounce rate)
communications and marketing
strategies and plans
DELIVERING
Value to Canadians
2015 SUSTAINABLE ELECTRICITY™ ANNUAL REPORT
Collaborate | Communicate | Advocate
clear messaging to target audiences
one staff as well as communications
and marketing projects
Promotional tweets
complex technical language and
ideas into easily comprehensible text

2. REPORTS
ELECTRIC
UTILITY
INNOVATION
TOWARD
VISION
2050
CEA-Innovation-paper_E.indd 1 2015-02-11 4:06 PM
www.electricity.ca/publications
Electric Utility
Innovation: Toward Vision 2050
EDITOR AND PROJECT MANAGER
• Edited report to align with CEA
standards.
• Developed communications and
production plans, oversaw the
acquisition of member images, design
and translation.
• Met tight timelines.
• Managed social media plan to promote
the paper, encourage discussion and
gain media attention.
The
Importance
and Benefits
of Standards
in the
Electric
Utility
Industry
The Importance and
Benefits of Standards in the
Electric Utility Industry
EDITOR AND PROJECT MANAGER
• Revised the paper according to CEA
standards.
• Developed communications and
production plans, oversaw the
acquisition of member images, design,
and translation.
2015 CEA
Communications Symposium
EVENT MANAGER
• Planned annual two-day event,
attend by over 30 communications
professionals from the electricity
industry.
• Set and designed the agenda,
managed the budget, oversaw logistics
and secured guest speakers.
Designed and developed the
MailChimp template
Ensures timely publication
of the following MailChimp distributions:
MEMBER COMMUNIQUES
2015 CEA Communications Symposium
www.electricity.ca/CommunicationsSymposium
6/4/2015 Powering Canada: Thought Leadership on the Electricity Imperative
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Thought Leadership from the President and Chief Executive Officer of the Canadian Electricity Association
Dear readers,
On June 4th, I had the opportunity of speaking before the Toronto Region Board of Trade.
My core message was that Canada’s electricity infrastructure is near the end of its life cycle and that it
needs to be renewed, if we are to ensure the reliability and sustainability of power going forward. It is a
complex and significant challenge, and that is why we must have a national conversation with
Canadians, governments and regulators, and other stakeholders.
You can access the speech here.
I hope you find my remarks of interest. I also hope that you would not mind if I share with you such
interventions in the future, from time to time. And of course, I would welcome your feedback and views.
Thanks.
Hon. Sergio Marchi
Connect with CEA
Copyright © 2015 Canadian Electricity Association. All rights reserved.
Our mailing address is:
Canadian Electricity Association
275 Slater Street, Suite 1500
Ottawa, Ontario K1P 5H9
info@electricity.ca
www.electricity.ca
Powering Canada
EDITOR AND PROJECT MANAGER
2015
PROGRAM VERSION 2 │ Please note: this program is subject to change
ABOUT THE CEA COMMUNICATIONS SYMPOSIUM
The CEA Communications Symposium is an insightful and thought-provoking
event for communications professionals at CEA member utilities. This one-
and-a-half day event showcases and offers insight into industry perspectives
on communications issues and challenges specific to the industry.
Delegates will share strategies, tactics and tools that have been employed
across the country to address issues that affect utilities. This year’s topics
include:
 Communicating with Customers
 Capturing Media Attention
 Conversations about Price
This year’s event will take place September 21-22, 2015 at:
Le Place D'Armes Hotel & Suites
55 Rue Saint-Jacques West, Old Montréal, QC H2Y 3X2
Dress Code: Business Casual
Wag Your Swag:
Participants are asked to bring 10 to 30 of each item you wish to promote, and
set them up on the Swag Table. This is your opportunity to share what
materials your team is using to share your messaging, establish your brand
and leave an impression with customers. Think beyond gadgets and share
samples of your brochures, and other collateral materials.
HAVE QUESTIONS?
Michelle Brynkus
Manager, Communications and Marketing, Canadian Electricity Association
613.853.3894 │ brynkus@electricity.ca
CEA@work
WRITER, EDITOR AND PROJECT
MANAGER
Electricity Matters
EDITOR AND PROJECT MANAGER
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July 2015 | www.electricity.ca | www.PowerForTheFuture.ca
President's Message
Hello Everyone,
As you know, June was National Electricity Month; an opportunity
for Canadians to learn more about this world, and for us, a chance
to hear about their priorities and concerns. So, there were
numerous and different events across the country.
I also tried to do my part, by speaking in Ottawa, Toronto and
Vancouver. A copy of my core remarks at these functions are
available here.
CEA’s President and CEO, the Hon. Sergio Marchi, appeared on Global
Morning News Calgary to promote National Electricity Month and speak about
the importance of infrastructure renewal and innovation in the electricity sector.
Watch the video here.
In addition, June also included CEA’s Board of Directors meeting,
which featured several enlightening presentations on the first day.
Hot Links
FEATURED MEMBER OF THE
MONTH
Learn more about Star Telecom at
CEA’s monthly member
e-newsletter
Electricity Matters © 2015 Canadian Electricity Association Page 1
NEW CEA PRESIDENT AND CEO SERGIO
MARCHI KICKS OFF TALK ENERGY WEEK
WITH MPS ON
PARLIAMENT HILL
Feature by: Sandra Schwartz, Vice President, External
Relations and Communications
The Hon. Andrew Scheer, Speaker of the House of
Commons, hosted a joint event with the Canadian
Electricity Association (CEA), Sustainable Development
Technology Canada (SDTC), and the Canada Science
and Technology Museums Corporation’s (CSTMC) for
Talk Energy Week. The initiative, appropriately named
Innovation in Electricity – Yesterday, Today and
Tomorrow, was held on Parliament Hill on February 24,
2015.
CEA’s new President and CEO, the Hon. Sergio Marchi
spoke to the large crowd of attendees about the role of innovation
in securing a sustainable electricity future for Canada.
“Innovation in the electricity sector is a constant,” commented Mr.
Marchi. “In fact, without innovation and adaption, one would be
lost in a world today that is defined by rapid change. From a
technological standpoint, our industry has come a long, long
way.”
Canada presently has an enormous need for significant new
capital investment, as our infrastructure is at an advanced age
and the last four decades have seen relatively flat investment
CONTENTS
 Talk Energy Week on the Hill
 Bill C-639: Protecting Critical
Infrastructure
 New report - Electric Utility
Innovation: Toward Vision 2050
 Electricity events and resources
Spring 2015
www.electricity.ca @CDNelectricity www.powerforthefuture.ca/blog
CEA’s new President and CEO, Sergio Marchi chats with the
Hon. Stephen Fletcher, P.C., M.P., Chuck Steele of Manitoba
Hydro, and the Minister of Natural Resources, The Hon. Greg
Rickford, P.C., M.P.
CEA’s quarterly newsletter for
MPs, policy makers, and other
stakeholders

3. ANNUAIRE
2015DIRECTORY
www.electricity.ca | www.electricite.ca
2015 CEA Annual Membership
Directory & 2016 CEA Annual Membership Directory
and Resource Guide
WRITER, EDITOR AND PROJECT MANAGER
• Wrote content to reinforce the value of membership.
• Managed two Directory processes in one year to ensure
members would have the 2016 edition in time for CEA’s 125th
anniversary.
• Created a Directory Procedure Document, complete with an
activity task list.
• Designed the cover for the 2016 edition.
• Through assisting advertising sales outreach, increased the
number of ad sales by 40% (from the previous year) in 2015.
• Developed CEA service promotion ads to save money.
THE ROLE OF
ELECTRIC
UTILITIES IS
CHANGING.
ELECTRIC
UTILITY
INNOVATION
TOWARD
VISION
2050
Utilities are expected to meet an expanding service
mandate in a way that encourages environmental,
social and economic sustainability.
CEA’s new report,
Electric Utility Innovation: Toward Vision 2050,
highlights the innovation required to ensure the
Canadian electricity system is ready to adapt.
Read the full report and recommendations
at www.electricity.ca/innovation.
Join the twitter conversation with
#ElectricUtilityInnovation.
CEA_7x475_ad.indd 1 2015-03-25 10:37 AM
OTHER PROJECTS
Electric Utility Innovation:
Toward Vision 2050
COPYWRITER AND PROJECT MANAGER
• Managed the placement and design of the ad for Electric Utility
Innovation: Toward Vision 2050 in Smart Energy Communities
Catalogue 2015.
Sustainable Electricity™ Brochure
EDITOR AND PROJECT MANAGER
• Created concept for the brochure.
• Edited the text and oversaw design and printing.
SUSTAINABLE
ELECTRICITY™
The Canadian Electricity Sector’s
Commitment to Sustainability
WRITES, PROMOTES, AND MAINTAINS POLICIES AND PROCEDURES
• Developed Social Media Policy to guide CEA staff’s use of
CEA and CEA branded social media accounts.
• Developed CEA Paper Writing Guide to guide policy experts
through the process to create a paper. This document provides
an overview of roles and responsibilities, tools to assist with
the selection of a writers, as well as scheduling and budgeting
resources.
• Wrote and edited the CEA Corporate Writing Style Guide to
reflect Subject Matter Expert’s queries.
• Created CEA@work Flow Chart so staff could easily identify
proper placement for their text and the format (to streamline the
process).
PAST
EVENT
OTHER ASPECTS OF
CEA@WORK
POLICY
MOVEMENT
WANT MORE PROFILE?
EVENT
UPCOMING EVENTS
40 word listing.
Month DD: Event name [hyperlink to
website], Location. CEA speaker, title
and panel name. If CEA is a sponsor.
Discount code.
SUMMARY OF PAST
EVENTS
40 word listing.
Month DD: Event name [hyperlink to
website], Location. CEA speaker, title
and panel name. If CEA is a sponsor.
Discount code.
Delivering Results
Key CEA milestone, event or activity
(not policy related) that provides value
to members.
CEA Membership has
Benefits
Highlights particular (new) benefit that
CEA members receive.
Power of Participation
Highlights member participation that
leads to success, or is a call to action
for how members can become more
involved in CEA initiatives.
WHAT KIND OF
INFORMATION DO YOU WANT
TO SHARE?
Significant Policy Movement
Changes/progress to policy that would
be of interest to members.
Building Strong
Relationships
Meeting details and outcomes and why
it is relevant to members.
recounting of instance where CEA’s
relationship with a stakeholder group,
and how it delivered strategic value on
a particular initiative.
Member Recognition
Celebration of a member’s newsworthy
accomplishment.
FEATURED MEMBER OF
THE MONTH
Name mention and logo. Reference to
CEA’s member list on the website.
PRESIDENT’S MESSAGE
Please indicate if your submission
is of strategic value for Sergio to
highlight in his introductory note.
FEATURED ARTICLE
85 word summary.
In depth descussion of a very
significant CEA milestone, event,
activity, or policy. Description of
what occured related to member
interests. Please include a relevant
staff photograph and a link to more
information online.
*Please consult with CEA’s Manager,
Communications and Marketing if you
wish to submit an article.
CEA IN 60 SECONDS
40 word summary, that fits in an identified category below (include picture
and links):
COUNCIL or
COMMITTEE
UPDATE
UPCOMING
EVENT
MEETING
UPDATE
PROGRESS
ON AN
ISSUE
CEA NEWS
HAVE MORE TO SAY?
SECTION OF CEA@WORK
Word/ character limit.
Format of the text.
CONNECT YOUR WORK
TO THE SECTIONS THAT
MEMBERS READ:
2016
Directoryand
ResourceGuide
Annuairedesm
em
bresetguidederessourcede2016
2016DirectoryCover.indd 1 10/28/2015 9:15:45 AM

4. Occupational Health
& Safety President’s,
Vice President’s and
Lifesaver Awards
Sustainable Electricity Company™
brand designation frame
Awarded jointly by
Canada’s Leading
Plug-in Hybrid Electric
Vehicle (PHEV)
Dealership Award Major Sponsor
Host Sponsor
Electric Mobility Canada
www.ElectricVehicleAwards.ca
2015 Winner
Bourgeois
Chevrolet
Sustainable Electricity™ Awards
OTHER PROJECTS - AWARDS
Electric Vehicle Dealership
Awards
PUBLIC AFFAIRS AND EVENT MANAGER
• Developed strategic public affairs plan (complete with
communications and government relations considerations).
• Managed the creation of the award trophies, all collateral
(decals, award script, backgrounder, press release, media
advisory, social media plan).
• Managed partnership with Plug’n Drive (drafted award winner
letters, solicited blog, purchased gift cards for winners).
Electric Vehicle Dealership Awards
Electric Vehicle Dealership Awards Car
Window Decals
OTHER PROJECTS - LOGO
CEA’s 125th Anniversary Logo
PROJECT MANAGER
• Oversaw the development of two concepts for CEA’s 125th
Anniversary logo.
• Developed a suite of anniversary branded collateral (business
cards, tent cards, stationary).