An overview of my past work experience and achievements in the Canadian and International Marketing Industry

1. PAULA LANZA
Project Portfolio

2. MARKETING
COMMUNICATIONS

3. INVEST IN CANADA
OBJECTIVE
To increase traffic to the investincanada.ca website and attract
foreign direct investment into Canada.
ACTION
- Employed a Google Adwords Campaign monitoring results
daily
- Created a Scribd account and YouTube channel to
communicate successful FDI in Canada
- Maintained website in 7 languages and updated content in
French and English

4. RESULT
Over a 4-month period:
1- Increased monthly visits to site from 50,000 to 70,000
2- Increased time spent on site from 3 minutes to 4.2 minutes

5. EDUCANADA
OBJECTIVE
1 - Promote Canada as a destination for international study through the distribution
of branded promotional material and presentations at international education
events.
2 - To increase the number of foreign students studying in Canada
ACTION
- Assisted in the preparation of brochures and presentations ensuring
correct branding and common look and feel
- Managed requests for materials as well as distribution
- Contracted individual county reports outlining best practices for
promotion within country for Canadian education agents. Proofed and
published reports online.
- Monitored and evaluated success of events by recording and analyzing
attendance, target audience reached and overall financial expenditure
- Spearheaded the creation a social media campaign employing YouTube,
Facebook, Twitter and blogs to better attract youth to study in Canada

6. EDUcanada website.
RESULT
1 - Evaluation of results revealed event participation, channels of promotion and
allocation of materials should be reviewed to better reach target audiences
specifically in areas representing greater opportunities as revealed through reports.
2 - Creation of a testimonials page as well as promotional videos displayed online
on the EDUCanada website.

7. ADVERTISING

8. JOHNSON & JOHNSON
OBJECTIVE
To increase awareness and sales of Johnson and Johnson hair and beauty
product lines; Aveeno, Neutrogena and Clean and Clear; through targeted
TV and print ads
ACTION
- Prepared research and developed strategy for new business pitch
for Johnson & Johnson’s new client relationship management
initiative
- Monitored and evaluated Facebook and Twitter traffic to Korres
social media sites and compiled reports for client
- Conducted competitive research and prepared reviews to identify
market trends and opportunities
- Created work back schedules and creative briefs to ensure
timelines and wants and needs of the client were met
- Managed communications with client, coordinated meetings and
key note presentations

9. Clean & Clear
Oil Absorption
TV ad
Neutrogena
Makeup remover wipes
TV ad
Neutrogena
Rapid Wrinkle Repair
TV ad
RESULT
1 - Successfully launched 6 print and 4 TV campaigns
2 - Acquired Johnson & Johnson’s CRM business
3 - Noted that paid Facebook promotions greatly increased traffic to page

10. CIALIS
OBJECTIVE
To increase sales of Cialis through strategic online and TV advertisements
that complied with Canada’s regulations
ACTION
- Monitored developing news stories to inspire television
advertisements
- Proofed 40over40.com online survey to help determine audience
and purpose of product use to better market to target
- Managed communications with client, coordinated meetings and
presentations

11. Cialis
Basement
TV ad
Cialis
Curfew
TV ad
Cialis
Mustang
TV ad
RESULT
1 – Collected market research through online survey
2 – Increased awareness through comical television spots in particular a
series inspired by the 2012 NHL Lockout

12. CANADIAN BLOOD SERVICES
OBJECTIVE
To increase awareness of issue and blood donations from
Canadians
ACTION
- Attended radio recordings and communicated feedback to
creative team for Radio and DRTV projects
- Created 2011 & 2012 radio schedule summary
- Developed work back schedules and creative briefs to
ensure timelines and wants and needs of the client were met
- Managed communications with client, coordinated
meetings and presentations

13. Canadian Blood Services 30
second DRTV spot
Canadian Blood Services
60 second DRTV spot
RESULT
Successfully recorded and launched 30 and 60 second DRTV
campaigns as well as 4 radio advertisements for 2013

14. SICK KIDS FOUNDATION
OBJECTIVE
Increase donations to SKF through direct mail promotions delivered to past
individual and corporate donors.
ACTION
- Coordinated the live recording process and proofed creative with the SKF
Holiday Mailing
- Managed the flow of creative between account team and studio for the
January Renewal project
- Helped create Planning document for SKF 2013 year
- Reviewed mailing statistics for 2012 and conducted research to determine if
any external factors may have influenced donations
RESULT
Proofed and distributed 2 direct mailers over the fall/winter season

15. WEBSITE DEVELOPMENT

16. YOUTH CHALLENGE GUYANA
OBJECTIVE
To create an informative website for YCG’s stakeholders that embodies the
NGO’s personality.
ACTION
- Conducted research on web design best practices
- Created fun, engaging, youthful layout and design communicating
projects, aims, objectives and general information about the
organization
- Developed a social media campaign involving Facebook and
LinkedIn to attract traffic to the site

17. RESULT
1 – Launched ycgi.org site in September 2013
2 – Google Analytics reveals the site consistently attracts over 115 visits per month,
60% of which are new visitors
3 – Time on site increased from 4.17 to 4.52 minutes
4 – Successfully attracted traffic from new demographic from which the
organization hope to attract volunteers and donations

18. CSO WEB PORTAL
OBJECTIVE
To develop at web portal for Civil Society Organizations throughout
Guyana to increase knowledge sharing.
ACTION
- Re-designed a new, improved and polished responsive
version of the site to help better attract target audience
- Updated and expanded CSO database as well as event,
opportunities and general information

19. RESULT
New version approved by organization and donors to be launched
in December 2013.

20. VOLUNTEER SERVICES PORTAL
OBJECTIVE
Improve and finalize design and layout of vsp.gy site to ensure
goals met
ACTION
- Reviewed layout and identified weaknesses and
opportunities for improvement
- Made improvements to overlapping sidebars and
incomplete forms
- Created a step-by-step guide instructing the Ministry on
how to maintain and update the site and portal independently

21. RESULT
Re-launched the site in November 2013 with improved navigation,
a working portal and trained internal staff.