Best PR/Marketing/Communications Initiative

Date(s) Thursday, April 14
Time 1:00 p.m. - 2:00 p.m. Eastern Time
Fees1 $150 - Member
$200 - Non-Member

Submission Summary Document

Ryerson University

Best PR/Marketing/Communications Initiative

2015 CCAE Prix d’Excellence

Summer of 2015 marked the second successful #RoadToRyerson campaign at Ryerson University in Toronto. What started as 5 incoming students sharing their diverse, personal stories of coming to post-secondary education has turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition for all incoming students.

This cross-platform campaign and the stories behind it were wildly successful both quantitatively and qualitatively. #RoadToRyerson has earned multiple awards and accolades, as well as media and community attention. This CCAeLearning session will use #RoadToRyerson as a case study in how to produce an effective, meaningful social media campaign. It will highlight how Ryerson incorporated Schlossberg's transition theory and give a concrete, step-by-step guide to achieving similar success at your campus or for your brand.

Bailey Parnell

Bailey is an award-winning digital marketing professional with a passion for learning and a love of quality television. Her work and expertise have been featured on CBC, CTV and in other local Toronto media. 

Bailey recently co-founded SkillsCamp, an online, personalized education platform for the soft skills. She also currently works as a Digital Marketing Specialist at Ryerson University, and holds the position of Engagement Specialist at Splash Effect, a Toronto-based digital marketing agency. Bailey co-founded the Gen Y Perspective, an international multimedia brand that aims to discuss, analyze and break the negative stereotypes surrounding Generation Y. 

She enjoys public speaking on such topics as social media, personal branding, media and mental health, and storytelling, and is an honours graduate of the the RTA School of Media's Media Production program, with minors in both News Studies and English. Bailey has previously worked in Social Media Marketing at CBC and Bell Media, as a TA in Seneca College's Social Media: Graduate Certificate Program, as a Local News Reporter on Rogers TV and as a writer for Canadian news and living magazine, CanCulture.  

Hamza Khan

Hamza Khan is an award-winning digital strategist and entrepreneur. His proven record of success blends experiences from his work in the post-secondary education and technology startup sectors. In under two years, Hamza has helped establish Ryerson University as a national leader in online student engagement. 

Hamza is the co-founder of Splash Effect, a Toronto-based marketing agency at the intersection of higher education and digital technology. He is also the editor of Year One, an online publication aimed at motivating people through periods of personal and professional transition. He also writes about productivity and peak performance at 99u and Medium. 

Hamza teaches social media marketing at Seneca College and regularly speaks on social media, digital marketing, professional development and more. Hamza holds a Bachelor of Arts from the University of Toronto and has previously served as a social media advisor to both the Endeavor Volunteer Consulting Network and the Small Business Program at the Rotman School of Management. 

Hamza regularly speaks about marketing, leadership, productivity and peak performance. His insights have been featured in The Toronto Star, The Globe and Mail, University Affairs, Academica and the Educational Advisory Board. He has been interviewed by CBC News The National, CBC Radio Canada and CTV News. A speaker and facilitator, Hamza has presented at numerous conferences and events including Social Media Week, Ryerson Marketing Conference, White Ribbon Conference, Seneca Leadership Institute, CACEE National Conference, U of T Leadership Conference, Pathways to Education, InboundCon and more.