Landing Page (2019)

THE CLIENT

Metcalfe, Blainey & Burns LLP (MBB Law) is a boutique law firm located in Markham, ON, with over 65 years of excellence in real estate, litigation, and immigration laws. A well-known and trusted law firm in the area, their clientele was mostly the Chinese-speaking community located in Markham, Richmond Hill, and Northern Toronto area.

THE PROBLEM

In 2019, MBB’s immigration team planned to expand their clientele and attract potential immigrants in Hong Kong and mainland China. After rolling out a scheme which helped Federal Skilled Workers to accelerate their immigration processes, the team found that there was difficulty to reach the prospective customers in Asia and attain a trackable conversion rate by using the existing marketing tools (i.e. emailing to networks in both Toronto and Asia, word-of-mouth).

THE PROJECT

Realizing that the firm could expand its customer base by leveraging digital tools, I proposed to use landing pages to promote the new scheme. The landing page aims to expand the customer base by collecting contact information of the interested parties.

MY ROLE

Copywriter, Webpage Designer

DURATION

1 week (March 2019)

MY APPROACHES

  • Identifying Target Audience:
    • Young families, professionals, business owners, and investors from Hong Kong and China who are interested to immigrate to Canada
  • Image Usage:
    • As the scheme was targeted for professionals, business owners, and young families in Hong Kong and China, a picture of a young Asian family is used here to depict the satisfactory results MBB delivers.
  • Value Proposition of Service:
    • Efficiency: MBB is consisted of a team of experienced lawyers and immigration consultants who are experts in handling immigration procedures. With MBB’s service, the immigration application and settlement process from form-filling to business transferral are streamlined and smooth.
    • Language: Prospective immigrants from Asia may prefer using Chinese (Cantonese/ Mandarin). I have highlighted MBB’s trilingual capabilities in the sub-headline & the footer.

Biography Writing (2021)

THE PROJECT

In January 2021, I was approached by Kathy Lam, a fresh Registered Psychotherapist in Toronto, to touch up on her professional biography, which is to be featured on her professional profiles.

MY ROLE

Editor, Proofreader

DURATION

2 days

MY APPROACH(ES)

  • Created a Personal Tone
    • Pronoun Usage: Changed the third-person, impersonal “clients”/ pronoun “those” to “you” to create relatedness and to collapse the distance between the service provider and the reader. 
  • Emphasized Kathy’s collaborative approach with clients

Read it in full:

WES Advisor Blog (2020)

The Organization

World Education Services (WES) is the leading credential evaluation services provider in Canada and the USA. Serving customers from worldwide who are looking to immigrate to North America, its Advisor Blog provides the latest news, updates, and tips to their current and prospective customers as well as new immigrants.

The Project

In May 2020, I had the pleasure to participate in a short-term project, the Stories of Immigrants, as a temporary blogger. The project consisted of 2 parts: Stories of Immigrant and Life Narrative Project, featuring the immigration and settlement stories of 18 individuals who moved to the USA. They represent a wide array of immigrant voices, including refugees, third-culture kids, and immigrants from different corners of the globe. Each article details their considerations to leave their home country, struggles in a new country, settlement journeys, and their tips of integrating into a new culture.

My Role

Blogger

Duration

5 weeks (May 2020 – June 2020)

My Task(s)

  • Selecting relevant content from source interview transcript and reformatting into in Q&A, interview-structured articles;
  • Shortening the 1-hour interview script into 800- to 1000-word blogposts.
  • Developing hooks, ensure coherency of narratives;
  • Formulating blog title and subheadings;
  • Restructuring life-story interview narratives into engaging journalistic writings.

Reflections

This project was the perfect combination of my passions: Writing about immigrants’ experiences. However, I have encountered multiple unforeseen challenges as a writer because this was my first project in journalistic writing.

Due to the journalistic, Q&A nature of the blog posts, I constantly reflected on the role of a writer and questioned: How should I convey the interviewee’s experiences most authentically, to balance spoken English and written English forms?

A large part of the Stories of Immigrants Project was to write articles by listening to recorded interviews. While the interview content is rich and fruitful, the oral, instantaneous responsive nature of the interviews entails imperfect expressions, grammatical errors, excessive filler words, and flawed logical flow.

Challenges

Struggling between representing authenticity and creating a readable blogpost, below are some challenges I faced as I worked on the project:

  • How much orality should I preserve in the writing? What are journalistic writing anyway?
  • Do the filler words (e.g. “well”, “you know”) which I heard in the audio need to be transcribed in order to faithfully represent the interviewee’s uncertainness, hesitance, and doubts?
  • How much editing and rephrasing is needed?
  • Should I add anything (e.g., transitional words) to tighten up the story structure?
  • What information should I select and include in the blogpost so that the word count doesn’t exhaust?

Takeaways

I was grateful to be mentored by the Department Manager, who shared tips from her experiences as a former journalist. Here are some of the takeaways which effectively helped resolving the initial challenges I faced:

  • Rule of Thumb: Stay faithful to the interviewee to ensure authenticity and personal brand. Orality doesn’t hurt.
  • To enhance the write-up’s cohesion, the journalist could add brackets like [this] to supplement information gaps, or use […] to omit irrelevant information when quoting the interview.
  • Think from the interviewee’s perspectives:
    • Will the interviewee be pleased to read this interview blog post?
    • Did I summarize the key events and significant anecdotes of the interviewee’s life faithfully?
  • Use empathy to understand why the interviewee included anecdotes in their interviews at the time of speaking.

It was my pleasure to take part in this project in the capacity as a writer and blogger. After completing the project in 5 weeks’ time, the articles were published every 2 weeks on WES Advisor Blog.

B2C Pitch Deck Design & Translation (2020)

The Project

The client of this project approached as they collaborated with a tech company and piloted a business plan for prospective investors and individuals who are looking to immigrate to Canada via the Federal Skilled Worker Scheme.

Intended for a B2C audience, this pitch deck illustrated the business plan thoroughly and explained the procedures of Federal Skilled Worker Scheme.

As the pitch deck was intended for Chinese-speaking investors based in Hong Kong and China, in additional to the English version, a Chinese version was also developed.

My Role

Pitch Deck Design, Content Development, Translation, Immigration Policy Research, Bilingual copywriting

Duration

2 weeks (February 2020)

The Process

This pitch deck is full of information for prospective investors: The clients’ information, the business-immigration solutions, the Federal Skilled Worker Scheme, and Canadian immigration laws. Because of the amount of information loaded in the presentation, storyboarding was not an easy first step. Upon developing the narrative flow, I went on designing the deck. After multiple rounds of pitching on webinars, the solutions was welcomed and a Chinese version was requested.

Below are the excerpts of the slide deck which showcases both the English and Chinese versions. The first sample slide introduces the business solutions brought by the partnership, and the second sample slide introduces the point-system of Federal Skilled Worker Scheme under Express Entry Program in Canada.

B2B Pitch Deck (2020)

The Project

This B2B pitch deck was designed to gain City Councillor’s consideration to invest in the client’s product, a Digital Signage Solutions. Branded as a product essential for a Smart City, the pitch deck introduces how digital signages could effectively enhance the city’s image and increase government-citizen engagement.

My Role(s)

Pitch Deck Design, Mood-boarding, Content Development, Data Research, Storyboarding

The Process

The pitch deck introduces the benefits of having digital signages in government facilities and the features of the client’s solutions.

When designing the deck, I have used isometric illustrations to communicate a high-end, cyber vibe, combined with a blue-green gradient, contrasting against orange, heightening the bright colours of a smart city.

Duration

2 weeks (November 2020)

Sample Slides

Check Out the Entire Deck: