https://www.kellyshouldice.ca/recentwork daily 0.75 2024-03-24 https://www.kellyshouldice.ca/services-5 daily 1.0 2024-03-24 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/d15030ce-b7d2-4e38-af74-b40e009f24e1/Kelly+Shouldice_head+shot.jpg https://www.kellyshouldice.ca/resume daily 0.75 2024-03-24 https://www.kellyshouldice.ca/pastwork daily 0.75 2024-03-24 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607872361570-HQX8Z6NS27EPIA0YWK9Y/prop+bros.png PAST WORK As a network executive, I oversaw the development and production of six seasons of this successful renovation show https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607906642644-9K39QTRFX3K45TZUWDCL/best+ubc.jpg PAST WORK UnderCover Boss Canada https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607873153372-FMC9N09G9Q77GO70DDCS/hockey+wives.jpg PAST WORK I oversaw the development and production of this show as Director Of Content for Corus https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607905655537-YMVNJCU08F8ODG2KJRE1/DONDC2.jpg PAST WORK Deal Or No Deal Canada https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607905094472-6L2T8HJ8DM0RLFCETCF0/prc1.jpg PAST WORK https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607873603785-WICT394I7RDNURBKUD9A/billy+north+2.jpg PAST WORK I oversaw the development and production of this show as a network executive. https://www.kellyshouldice.ca/remote-reunion-powered-by-kubota daily 0.75 2020-12-15 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607998753154-1J24XTB6V87YEEMTTT7E/Grey+Cup+trophy+raise.jpg Remote Reunion Driven by Kubota This short-form video series started with the idea that it would be a ton of fun to watch classic games with some of our most legendary players and uncover the behind-the-scenes moments you didn't see in the broadcast. With over 70 years of games in our video archives, we researched historical games for each of our nine football teams. We then narrowed down this list, by gathering data on which players resonated with our core audience. We also had to consider which players would be willing and able to participate in the filming process. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607999991979-0G4RN70RA1JCRBKFBOMB/RR_Four_Box_Template_1920x1080.png Remote Reunion Driven by Kubota - For the brand package, I provided creative direction to the in-house graphics team which included a variety of retro-looking images and graphics that invoked the feeling of old VHS tapes, parental advisory committee stickers and classic football video games. These elements were crafted with the execution of the show in mind, as I knew there would be times we would need to see multiple players onscreen at once while also hero-ing the game footage. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608000545091-PWWUQ852U9R77CSLNT5L/RR+tweet.JPG Remote Reunion Driven by Kubota - I delivered a demo and pitch package elements to our partnerships team, with recommendations on which league partners could be the right fit for the series. Once Kubota was on board, we integrated their branding throughout the video elements and promotional social assets. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1607998507633-B5KISLM91OX5A69DGA5X/RR_Lions_social.JPG Remote Reunion Driven by Kubota - To promote the series, I guided my team in the creation of a series of social media posts for each episode which included episodic teaser clips, "Guess The Player" graphics and football stats infographics. We also executed a social-based digital activation via Pico, where fans played an on-platform quiz game after signing up for our weekly newsletter. My CFL.ca managing editor crafted weekly articles, which delved deeper into the history of each historic game. Some of the CFL legends from the series appeared on our weekly podcast "The Waggle" to further promote the series. The program drove 3M impressions and 80k engagements across social media. Each episode averaged 5K views on CFL.ca and a few hundred more via YouTube. https://www.kellyshouldice.ca/diversity-is-strength-racial-justice-roundtable daily 0.75 2020-12-15 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608031888773-BPFM3T35786XX3F49LZZ/Screen-1.jpg Diversity Is Strength - Racial Justice Roundtable - In 2017 the Diversity Is Strength campaign was launched to celebrate the rich cultural history of the Canadian Football League. Through various content activations under this banner, we ensure diversity and inclusion remains a pillar of our League. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608031955530-OCR44PHI14QB7LC6JVD1/DIS_slide_10.jpg Diversity Is Strength - Racial Justice Roundtable - During the recent period of social unrest following the murder of George Floyd in Minneapolis, it was crucial to provide CFL players with a platform to express their views on racial justice. Due to the cancellation of our football season, our players did not have the opportunity to be in front of the media regularly. The roundtable format ensured free and honest discussion, guided by our CFL host Donnovan Bennett. We researched the backgrounds of various players, personnel and alumni and brought together a group who we believed would offer varied points of view, ensuring that the black experience was not portrayed as monolithic. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608042743987-JO7ID8LV971F2BM566EA/DIS+Social+promo.JPG Diversity Is Strength - Racial Justice Roundtable - The piece was released during a virtual week-long event called Grey Cup Unite, which connected fans to the CFL at what would have normally been our most engaged time of the year. I provided creative direction to our designers, landing at a graphics package that invoked the feeling of social protest yet felt cohesive with the overall modern design of elements being used for other Grey Cup Unite events. The visuals were cohesive across all touchpoints, including promotional posts across all social platforms. https://www.kellyshouldice.ca/catchmadness daily 0.75 2020-12-15 https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847744053-SH0CG9H2LQK3WQXK0LE5/image-asset.jpeg Catch Madness - Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847744053-SH0CG9H2LQK3WQXK0LE5/image-asset.jpeg Catch Madness - Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847744053-SH0CG9H2LQK3WQXK0LE5/image-asset.jpeg Catch Madness - Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847744053-SH0CG9H2LQK3WQXK0LE5/image-asset.jpeg Catch Madness - Whatever it is, the way you tell your story online can make all the difference. https://www.kellyshouldice.ca/game-time daily 0.75 2020-12-15 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608058306996-WPFYAG6H68UK7NE8R1Z1/Game+Time+S1+grab.JPG Game Time While it served as a fantastic engagement tool, we wanted to uncover the possibilities of using the platform to further strategic business objectives. This included targeting engaged and lookalike audiences with ticketing spots. At the same time, we also needed to highlight the players, stories and news of our League in new creative ways. With this in mind, we created a new weekly show called “CFL Game Time" in partnership with Facebook Canada who was seeking new ways to engage followers via their Watch tool. Our priority for the start of the 2018 CFL season was to highlight the game day experience at our stadiums across the country. With this in mind and an interest in engaging fans with timely, exclusive CFL content each week, we launched CFL Game Time. CFL hosts Brodie Lawson and Davis Sanchez connected with fans live from Thursday Night Football tailgate parties in a new city each week. We created our set in the heart of where fans gather before games and made them part of the show. In the fall, the weekly show moved from a live, to live-to-tape format, filmed at a variety of locations including the Facebook Canada HQ in Toronto. Conceived as a 30-minute format, the show was then redistributed in segments that were further leveraged across cfl.ca and all other social platforms. Our learnings were constantly incorporated into the evolution of the show and resulted in an average of 171,550 views per episode. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608058344977-DLBXJ2LQKTX0X5REHO3B/HashtagSportsAwards2020.jpg Game Time - CFL Game Time won for Outstanding Use of Facebook at the Hashtag Sports Awards, which recognizes effective engagement and defines the value of fan & consumer connection for marketers, creators, and storytellers. I always believed in my team's ability to deliver engaging content to our fans but to be recognized by industry leaders was a boost. It proves that having a creative, nimble group willing to take risks can evolve sports and entertainment content. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608058722349-LHKC05ZCO1SFAEDN4N1S/brodie%252Bdavis.jpg Game Time - For the 2019 CFL season, CFL Game Time evolved again. Our data analysis showed that engagement on Instagram was higher at this time, particularly via their "stories" feature which allowed for immediate interaction and deeper connections than a series of individual photos could provide. I re-envisioned the show for this format and led the creation of a small greenscreen studio space in the league office. Each week, our hosts engaged followers with the latest football news and behind-the-scenes moments from across the league. This resulted in 12M impressions across the season. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608058790761-F5SMMRKLUQ3CPZG8HH7N/CFL+Game+Time+integration.JPG Game Time - CFL Game time offered our partnerships team a variety of innovative ways to ingrate partners into our content. Some highlights included the "Tums Fast" moment of the week, where we highlighted the speediest on-field moment of the week and fantasy segments sponsored by Draft Kings and Leo Vegas. The show also allowed us to regularly promote ticket sales and other league marketing initiatives. https://www.kellyshouldice.ca/grey-cup-haltime-show daily 0.75 2020-12-18 https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608314753987-Q3IOBQL31J7H01PIZE9X/Keith_Football.jpg Grey Cup Haltime Show It all started with a commitment to secure the biggest artist possible and blow away all previous halftime performances and ratings. I collaborated with our partners at Universal Music Canada and TSN to put together a pitch that showcased the immense opportunity that halftime offers. After multiple rounds of options and discussions, we secured Grammy award-winning artist Keith Urban. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608315767128-GGM2AYT7HPWAEWUPA0B0/Keith_FB+announcement+promo+image.jpg Grey Cup Haltime Show - I provided creative direction to our graphics team, to update the existing polished & shiny branding package, to one that evoked the more rugged vibe of Keith Urban's country music persona. This was achieved while maintaining key brand attributes for our halftime sponsors at Freedom Mobile. These graphics maintained consistency throughout all touchpoints of the campaign which ran for 6 weeks leading up to the broadcast and led to an uptick of 46% in traffic and engagement across CFL site and social. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608316209771-PMM4159T9ZO57YYZR6TT/Keith_media.jpeg Grey Cup Haltime Show - The day before the event, we set up a large-scale media car wash and on-field press conference to drive viewers to the broadcast. I worked with Keith Urban’s video team, who were kind of enough to capture his arrival in Calgary and provide us with a behind-the-scenes clip. This contributed to the earned media value across print, online, broadcast of 18.4 M the week of the event. https://images.squarespace-cdn.com/content/v1/5fd5281b2cabbf38e7a061be/1608317924315-WAFAQLCPSM59W30R6X1T/Keith_fireworks.jpg Grey Cup Haltime Show - I worked with our production partners at PRP, TSN and Keith Urban's production team in planning and pre-production, to ensure we delivered a truly stunning show. I also oversaw all of the music clearances required to ensure we had secured the most engaging set list possible.