Since her first step into the marketing field in 1988, Jane has
developed thousands of campaigns for over 63 different
businesses in a variety of business categories.
Along with her client list, Jane was the Research Analyst (94-98)
for Chum Radio Halifax. Delving into the proprietary research
database she identified psychographic and demographic profiles,
leisure activities and media habits of the market's various consumers.
Her interpretation was invaluable in the development of resonating
messages and powerful promotions.
Her depth of experience led to her sitting on the
BBM's “Return to Sample” survey, developed to identify consumer
profiles for pre-specified companies, business categories and products
in Canada’s major and medium markets.
Jane loved working with the research because it helped answer some
of her many questions.
Jane always wants to know why. She needs to know how.
She needs to be able to deconstruct it, reconstruct it and replicate it.
It was this insatiable curiosity that led her to Wizard Academy in 2003
and the Wizard of Ads Partner Group in 2005.
process of uncovery helps business owners clarify their market position,
long and short term goals, how they measure success and identify their
Jane’s propensity to look at things from every angle serves her clients well. When her intuition sends her digging, Jane often uncovers correlations that undergird the nexus of her marketing plans.
- When Jane discovered that Maritime Volkswagen drivers were significantly more likely than the market average to down-hill ski she connected her Volkswagen client with the C100 Ski Team. This allowed the dealership to forge personal connections with local skiers. The next winter a ski rack and skis were standard equipment on the Volkswagen Trek. Coincidence? Perhaps not. ;-)
- Pets Unlimited, a locally owned big box store, was the first of the genre to open in the market. Well run, with good products, an aversion to puppy mills and big on animal care, they wanted to combat the impersonal image of big box stores. Jane’s solution? Petsology 101. An 8 week, Saturday morning course for kids and their parents to learn the abc’s of pet care from Pet's Unlimited staff as well as special guests from industry specialists. Due to its immense popularity, Petsology 101 was rolled it out 3 times a year. As a bonus their radio commercials won the top award at a national Radio competition.
- In 2001 Jane worked with a Career Resource Centre. Their immediate goal was to solicit volunteers to tutor adults working toward their high school equivalency diploma. Jane created a high voltage campaign that allowed potential volunteers to feel the fear and frustration of daily struggles caused by one’s inability to read or do basic math. Powerful creative delivered by an intrusive media campaign produced an extensive bank of volunteers ready to go to work.
A full-time Wizard of Ads Partner, Jane works in tandem with her brother Scott, executing their 2 day in-depth uncovery, developing the differentiation strategy and the tactics that will magnify and intensify the business's identity.
As Jane begins to assemble your story she uses all her tools. She uses evocative mental images. She surprises Broca. She uses particle stack, particle conflict. And when she has finished crafting your story she delivers it with an intrusive media campaign.