How do you talk about a feminist investment collective in conservative Calgary?

Create a narrative around the dismal statistics of female-led businesses in Canada, as well as the massive business opportunity to invest in businesses founded by and for women - who make up 51 per cent of the population.

Working closely with the organization’s three co-founders, I developed The51’s overarching narrative, leveraging it into the company’s business plan, website copy and social media content.

In addition to narrative and content development, I also project managed the development of The51’s visual brand and website, and planned, promoted and executed the company’s private launch and first two public events.

Results:

• A 50 per cent increase in attendance for each of the three events.

• A community of over 2,000 in less than six months.