Sales & Service Safety Association
We ran marketing operations for S2SA, a safety association serving Manitoba's workplace safety community. From brand strategy to AI-powered course creation, we managed every marketing channel and delivered campaigns that moved real numbers.
S2SA (the Sales & Service Safety Association, established by MMDA) needed a marketing partner who could build and run their entire marketing function. As a safety-focused association, they needed to drive member engagement, promote training programs, increase award participation, and establish a recognizable brand presence across the province.
They also needed to modernize their training content and find more efficient ways to create educational materials without scaling headcount. The challenge was simultaneously managing day-to-day marketing operations while executing high-impact campaigns that delivered measurable results.
Marketing operations & strategic campaigns
We managed S2SA's complete marketing function: strategy, execution, analytics, and creative production. Beyond daily operations, we conceived and led several high-impact projects that fundamentally changed the association's trajectory.
Strategy & Budget
Overall marketing strategy development, budget planning, and cross-functional stakeholder coordination. Single point of contact for all marketing decisions.
Brand & Creative
Full brand audit, evaluation, and strategy. Conceived and produced the association's brand video and an original video series: "Safety Min with the Safety Director."
AI Course Creation
Used AI tools (Synthesia) to create training videos for safety courses, drastically reducing production time and cost while maintaining professional quality.
Campaigns & Launches
Planned and drove successful launches of new services. Built audience segments, communication journeys, A/B tests, and lead capture forms for every major campaign.
Digital & Social
Social media management, email campaigns including newsletters, website management, SEO, and data analytics across all channels.
Member Engagement
Reviewed membership benefits, registration and renewal processes. Analyzed member analytics and identified the most common questions and concerns from members.
Major deliverables
Safety Awards 2022 Campaign
Designed and executed a targeted campaign to drive nominations for the S2SA Safety Awards. Built audience segments, deployed multichannel outreach, and optimized through A/B testing. Result: over 200% increase in nominations.
Member Survey Campaign
Conceived, built, and executed a member survey campaign that more than doubled the response rate compared to previous attempts, providing critical data for association strategy.
AI-Powered Training Course Creation
Used AI video generation tools (Synthesia) to create professional training videos for safety courses. An early-adopter approach that reduced production cost and time while maintaining educational quality.
Association Brand Video
Conceived the creative concept, coordinated production, and shot the official brand video for S2SA. This established a visual identity anchor for all future marketing.
"Safety Min with the Safety Director" Series
Originated the concept and produced an ongoing video series featuring the Safety Director, creating a recurring content asset that built trust and engagement with members.
Website Redesign
Complete redesign of the S2SA website. Improved member access, course information, event registration, and overall user experience.
Marketing Tech Stack Implementation
Selected and implemented the complete marketing technology stack: email marketing, social media management, analytics, SEO tools, and ad platforms.
New Service Launch Campaigns
Planned and drove the successful marketing launch of new S2SA services. From positioning and messaging through to multichannel campaign execution and performance tracking.
What changed
Original video content library established
Brand video + ongoing "Safety Min" series created from scratch. A content asset that drives ongoing member engagement.
New services successfully launched
Marketing campaigns drove awareness and adoption for new S2SA service offerings across the province.
Brand consistency established
Full brand audit and strategy implemented. Consistent visual identity and messaging across every channel.
Complete martech stack deployed
From fragmented tools to an integrated marketing technology ecosystem covering email, social, analytics, SEO, and advertising.
Selected work
Tools & platforms used
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Need marketing that delivers measurable results?
We run campaigns that move real numbers, not vanity metrics.