# UpHouse Inc. > Make In-House Marketing Better --- ## Pages - [Advocacy Marketing](https://uphouseinc.com/advocacy-marketing/): UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - [RFPlease](https://uphouseinc.com/rfplease/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png We’re Ready for Your RFP  Your projects deserve a partner who gets it. At UpHouse, we specialize... - [Advocacy Marketing Giveaway](https://uphouseinc.com/advocacy-marketing-2024/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png $15,000 in UpHouse Services We're offering $15,000 in pro-bono marketing, PR or brand services to an advocacy-based... - [Pride in Practice](https://uphouseinc.com/pride-practice/): UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - [Influencers](https://uphouseinc.com/our-services/talent/influencers/): We represent influencers with audiences as unique as they are. Get in touch! Think you want to work with us... - [Mailing List – Event Attendees](https://uphouseinc.com/live-subscribe/): Sign up to receive our newsletter and other information related to our services. We promise not to bother you too often. - [Let’s Be Blunt - Download](https://uphouseinc.com/cannabis-marketing/cannabis-download/): UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - [Variety Show](https://uphouseinc.com/variety-show/): - [Cannabis Marketing - Let's Be Blunt](https://uphouseinc.com/cannabis-marketing/): UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - [Employer Branding](https://uphouseinc.com/employer-branding/): Employer branding & recruitment marketing for bold and authentic brands. - [Come #PrideWithUs](https://uphouseinc.com/pride-with-us/): Enjoy the Winnipeg Pride Parade with your friends at UpHouse! We want to make your Pride experience as welcoming as possible. - [Brainstorm for Good](https://uphouseinc.com/brainstorm-for-good/): Who better to benefit from a wealth of ideas than non-profits working to create positive change in the world? - [Subscribe](https://uphouseinc.com/subscribe/): Sign up to receive our newsletter and other information related to our services. We promise not to bother you too often. - [Creative Development](https://uphouseinc.com/our-services/creative-development/): We’re here to elevate your ideas and make them a reality—but our skills don’t start and end in our office. - [Crainstorm](https://uphouseinc.com/our-products/crainstorm/): We believe in diversity of thought, ideas and people can improve everyone access to new ideas and perspectives. Crainstorm can help. - [Book a Meeting](https://uphouseinc.com/book-a-meeting/): Let's chat. Book a no pressure meeting with Alex to talk about your goals and the challenges that are keeping you from them. - [Our Products](https://uphouseinc.com/our-products/): We do more than just marketing. We also write books, create online brainstorming platforms, do good and make games! - [Case Studies](https://uphouseinc.com/work/): With our work, we help connect the values of your brand to those of your audiences. We may even win you awards and accolades along the way. - [The Proximity Paradox Retailers](https://uphouseinc.com/our-products/the-proximity-paradox/the-proximity-paradox-retailers/): You can find The Proximity Paradox in print, eBook and audiobook formats from any of the following retailers. - [The Proximity Paradox](https://uphouseinc.com/our-products/the-proximity-paradox/): The Proximity Paradox is marketing book filled with practical and impractical ideas to kickstart your creativity. - [Join Our Network](https://uphouseinc.com/join-the-team/): If you're looking to join our network of freelancers, this is the place to start. We're always looking for outsider insights for our clients. - [Services](https://uphouseinc.com/our-services/): We provide strategic planning. creative development, brand building and digital solutions based on your needs. - [Privacy Policy](https://uphouseinc.com/privacy-policy/): This Privacy Policy describes how your personal information is collected, used, and shared when you visit uphouseinc.com - [Say Hello!](https://uphouseinc.com/say-hello/): Ready to chat? Reach out to us via this form or by phone or email. You can also book a meeting with Alex to discuss your marketing. - [Explore Our Minds](https://uphouseinc.com/blog/): Learn more about us, how we work, who we work with and how you can improve your marketing efforts by reading our blog. - [Meet the Team](https://uphouseinc.com/say-hello/meet-the-team/): We’re a team of established experts who believe in the value of people and the power of ideas. We treat our clients with love and respect. - [About UpHouse](https://uphouseinc.com/about/): UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - [UpHouse Inc. | Marketing and PR Agency](https://uphouseinc.com/): UpHouse is a marketing agency and public relations company that works collaboratively with in-house marketers to make their brand stronger, their advertising ideas bigger and their jobs easier. --- ## Posts - [Beyond Visibility: How UpHouse Supports Trans and Gender-Diverse Employees (And You Can Too)](https://uphouseinc.com/beyond-visibility/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Trans Day of Visibility is a global event that happens every March 31. It’s a day to... - [Marketing Humour: 7 Steps to Using Comedy Strategically](https://uphouseinc.com/marketing-humour-7-steps-to-using-comedy-strategically/): A moderately funny guide to producing award-winning comedic concepts that get approved—and work http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Comedy can be a... - [Our Doors Are Open!](https://uphouseinc.com/our-doors-are-open/): A Little Bit About Us We're looking for talented collaborators to join our team. If you (or someone you know)... - [Study: Nurturing a Lasting Partnership with Efficiency Manitoba](https://uphouseinc.com/study-nurturing-a-lasting-partnership-with-efficiency-manitoba/): In shortWe started working with Efficiency Manitoba as their agency of record in late 2021, fully commencing in January 2022.... - [The Rise of B2B Influencer Marketing: Building Trust in a Crowded Market](https://uphouseinc.com/the-rise-of-b2b-influencer-marketing-building-trust-in-a-crowded-market/): 84% of B2B decision-makers start the buying process with a referral. * Trust and credibility are the cornerstones of B2B... - [Celebrating Black Canadian Trailblazers](https://uphouseinc.com/celebrating-black-canadian-trailblazers/): February marks Black History Month! It’s a time to recognize the accomplishments of Black Canadians, past and present. So, to... - [The Recipe for a Memorable Intern](https://uphouseinc.com/the-recipe-for-a-memorable-intern/): Internships are like a potluck: you connect with others, sample different “dishes” to get a taste for what you really... - [Our 2024 Winter Interns Recap](https://uphouseinc.com/our-2024-winter-interns-recap/): UpHouse believes interns should be given a chance to learn, grow and even lead — with our support — when... - [UpHouse Talent Turned One!](https://uphouseinc.com/uphouse-talent-turned-one/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngCue the confetti because UpHouse Talent just turned one and we have a lot to celebrate.   One year... - [UpHouse Campaign Wins Three International Awards](https://uphouseinc.com/uphouse-wins-three-international-awards/): Rural Sexual Assault Awareness Campaign Wins Three International Awards Marketing and PR campaign breaks through the silence around sexual violence... - [Growing Awareness, Support and Some Sick Moustaches](https://uphouseinc.com/growing-awareness-support-and-some-sick-moustaches/): UpHouse Takes Movember 2024 This November, the boys at UpHouse are coming together for an important cause—Movember. Some of us... - [Canada's Heart is Calling - UpHouse Wins Effie Award with Travel Manitoba](https://uphouseinc.com/canadas-heart-is-calling-uphouse-wins-effie-award-with-travel-manitoba/): Brand refresh continues to receive recognition nearly two years after launch Winnipeg, November 4, 2024 – Travel Manitoba has won... - [Confessions of a Creative Director](https://uphouseinc.com/confessions-of-a-creative-director/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png How collecting life experience led to a shape-shifting role It’s a tale as old as time: an... - [Our 2024 Summer Interns Say Farewell to UpHouse!](https://uphouseinc.com/summer-interns/): UpHouse believes interns should be given a chance to learn, grow and even lead — with our support — when... - [Invisible Battles — Navigating Chronic Illness](https://uphouseinc.com/invisible-battles-navigating-chronic-illness/): This month, our guest blogger Patricia Gómez shines a light on the importance of transparency, advocacy and accessibility for businesses... - [Study: Harnessing Small-Town Gossip for Good](https://uphouseinc.com/study-harnessing-small-town-gossip-for-good/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngIn short Survivor’s Hope Crisis Centre Inc. (SHCC) is a sexual violence resource centre serving those of all... - [Study: A Hyperlocal Campaign to Inspire the Neighbourhood](https://uphouseinc.com/study-st-vital-centre/): In short St. Vital Centre came to us wanting to lean into its status as a “community mall”—but we soon... - [Leveraging Collaborations in Destination Marketing](https://uphouseinc.com/leveraging-collaborations-in-destination-marketing/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngI don't know about you, but when I plan a holiday, I want to get off the beaten... - [Study: Clear Lake Country](https://uphouseinc.com/study-clear-lake-country/): http://uphouseinc. com/wp-content/uploads/2024/06/ClearLakeCountry-CaseStudy-1. jpg In short The folks at Clear Lake Country know their town well—and a lot’s at stake with... - [Meet the Marketer: Graham Nolan](https://uphouseinc.com/creative-crush-graham-nolan/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Graham Nolan is a Texas-based PR consultant and a co-chair at Do the WeRQ­­, a group dedicated... - [Celebrate Pride by Diving into Queer History on Screen](https://uphouseinc.com/celebrate-pride-by-diving-into-queer-history-on-screen/): The Stonewall Uprising in June of 1969 is often seen as the beginning of the modern 2SLGBTQIA+ civil rights movement.... - [Creative Crush: Teri Hofford](https://uphouseinc.com/creative-crush-teri-hofford/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Teri Hofford is a body image educator, photographer, speaker and author, who encourages people to change their... - [We Regret To Inform You… : Taking Rejection as a Creative](https://uphouseinc.com/taking-rejection-as-a-creative/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png There was only me, alone in the center of the soccer field. My heart was in my... - [Study: Self-Reflect Before You Self-Check](https://uphouseinc.com/study-self-reflect-before-you-self-check/): - [UpHouse Named Finalist at the 16th Annual Shorty Awards](https://uphouseinc.com/uphouse-named-finalist-at-the-16th-annual-shorty-awards/): Marketing Campaign Calling Out the Cons of Self-Checkout Machines Recognized on a Global Platform UpHouse’s marketing campaign with United Food... - [Putting Our Pedals to the Metal for Cerebral Palsy Association of Manitoba](https://uphouseinc.com/pedals-to-the-metal/): On Saturday, May 11, 2024, we're kicking it into high gear for the Cerebral Palsy Association of Manitoba's Annual Stationary... - [Creative Crush: Fred Penner](https://uphouseinc.com/creative-crush-fred-penner/): http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngWe’ve had the pleasure of speaking to members of the Penner family before — having written about sisters... - [5 Movies to Celebrate Trans Day of Visibility](https://uphouseinc.com/5-movies-to-celebrate-trans-day-of-visibility/): Trans Day of Visibility is a global event occurring annually on March 31st. Unlike Trans Day of Remembrance in November,... - [Swipe Right, Pitch Right: Mastering the Art of Selling Yourself in Love and Business](https://uphouseinc.com/swipe-right-pitch-right-mastering-the-art-of-selling-yourself-in-love-and-business/): http://uphouseinc. com/wp-content/uploads/2024/02/1. pngAh, love and business – two fields where the struggle to sell oneself is oddly similar. In both,... - [UpHouse Wins International Awards For Purpose-Driven Marketing](https://uphouseinc.com/uphouse-wins-international-awards-for-purpose-driven-marketing/): Two campaigns use impactful messaging of inclusion for people with disabilities Marketing and public relations agency UpHouse continues its reputation... - [Creative Crush: Sabrina Claros](https://uphouseinc.com/creative-crush-sabrina-claros/): Sabrina Claros (she/her) is a Latina creative, adventurer and storyteller based in Los Angeles. Her work aims to highlight outdoor... - [Hustle-Free Holidays and a Merry, Mindful Season](https://uphouseinc.com/hustle-free-holidays-a-merry-mindful-season/): http://uphouseinc. com/wp-content/uploads/2023/12/4. png 'Tis the season to be jolly, but for many, it's also the season of hustling harder than... - [Creative Crushes: Kendra and Hayley Penner Part 2](https://uphouseinc.com/creative-crushes-kendra-and-hayley-penner-part-2/): We’re back with the exciting conclusion of our conversation with sisters Haley and Kendra Penner. Last time, we covered everything... - [Creative Crushes: Kendra and Hayley Penner Part 1](https://uphouseinc.com/creative-crushes-kendra-and-hayley-penner-part-1/): This month we’ve got crushes so nice, we’re writing about them twice! Kendra Penner, a photographer, and Hayley Penner, a... - [What Sound Does a Brand Make?](https://uphouseinc.com/what-sound-does-a-brand-make/): http://uphouseinc. com/wp-content/uploads/2023/11/5. png What sound does a brand make? This is the question that’s been nagging me for weeks—not because... - [Why Barbie Made Fun of Herself (and You Should Too)](https://uphouseinc.com/why-barbie-made-fun-of-herself-and-you-should-too/): There are obviously about a trillion things to covet about the marketing of the Barbie movie: the partnerships, the music,... - [Brave Marketing Can Strengthen Your Brand’s Connections](https://uphouseinc.com/brave-marketing-can-strengthen-your-brands-connections/): A lot of marketing mavens talk about how important core values are to a brand, but few are willing to... - [Learning on the Job: Insights from an Internship](https://uphouseinc.com/intern-blog-learning-on-the-job/): At UpHouse, we love getting the opportunity to mentor interns who are working towards becoming communications professionals. Christina Klysh is... - [Lost & Found: Navigating Identity Loss in Migration and Business](https://uphouseinc.com/guest-blog-navigating-identity-loss-in-migration-and-business/): http://uphouseinc. com/wp-content/uploads/2023/09/Patricia-Carousel-Post. jpg Loss of identity is a major symptom in migratory processes. It is also a major cause of... - [How To Provide Interview Answers Like an Expert](https://uphouseinc.com/how-to-provide-interview-answers-like-an-expert/): Just because you’ve made it to the C-Suite doesn’t mean you’re ready for media interviews. Many executives are well equipped... - [Study: Grounding a Concept in Humanity and Humour](https://uphouseinc.com/study-grounding-a-concept-in-humanity-and-humour/): In shortWe know most businesses wouldn’t set out to create a barrier. But there are many ways that they can... - [How to Leverage the Power of Recruitment Videos](https://uphouseinc.com/how-to-leverage-the-power-of-recruitment-videos/): To attract top notch talent, you need top notch recruitment strategies (read our blog about How to Master Effective and... - [How to Win the Talent Game through Employer Branding](https://uphouseinc.com/how-to-win-the-talent-game-through-employer-branding/): We all know that attracting and retaining top talent is crucial for any company's success, but have you ever wondered... - [How to Create Effective and Informed Recruitment Marketing](https://uphouseinc.com/how-to-create-effective-informed-recruitment-marketing/): In a competitive job market, standing out and attracting top talent requires more than just posting job listings and crossing... - [How to Build a Marketing Request for Proposal](https://uphouseinc.com/how-to-build-a-marketing-request-for-proposal/): A Marketing RFP (Request for Proposal) is a powerful tool that helps organizations find the right agency partner for their... - [How to Choose a Marketing Agency](https://uphouseinc.com/how-to-choose-a-marketing-agency/): http://uphouseinc. com/wp-content/uploads/2023/08/Help-flag-rising-out-of-a-circular-maze. jpg Picking the right agency to work with is crucial, since a misaligned choice could result in ineffective... - [Lessons from VidCon: Love, Education and Inclusion](https://uphouseinc.com/lessons-from-vidcon-love-education-and-inclusion/): http://uphouseinc. com/wp-content/uploads/2023/07/VidCon. jpg I’d always been a bit of a nerd growing up. What that meant for me was spending... - [PR is Brand Insurance in Times of Crisis](https://uphouseinc.com/pr-is-brand-insurance-in-times-of-crisis/): http://uphouseinc. com/wp-content/uploads/2023/07/AdobeStock_266653108-scaled. jpegIf you’re involved in running a company, then you know things don’t always go according to plan. Sometimes,... - [Creative Crush: Ruby Chopstix](https://uphouseinc.com/creative-crush-ruby-chopstix/): Ruby Chopstix is a Winnipeg based drag queen and former film student who came to drag after working on a... - [Study: Encouraging Canadians to Discover Tourism](https://uphouseinc.com/case-study-encouraging-canadians-to-discover-tourism/): We rely on tourism to employ nearly 2 million Canadians, in diverse industries ranging from transportation to recreation and food... - [Alex and Kiirsten Named Finalists in EY Entrepreneur Of The Year® Prairies Region](https://uphouseinc.com/alex-and-kiirsten-named-finalists-in-ey-entrepreneur-of-the-year-prairies-region/): Winnipeg Agency Owners Only Manitobans NamedWinnipeg, June 19, 2023 – Alex Varricchio and Kiirsten May have been selected as EY... - [Engaging the Experts: Where Authenticity Meets Content Creation](https://uphouseinc.com/engaging-the-experts-where-authenticity-meets-content-creation/): I’ve had many opportunities to work on purposeful projects since starting at UpHouse. It feels amazing, but what really blows... - [Study: Let’s Go To Camp!](https://uphouseinc.com/case-study-lets-go-to-camp/): Camp Cantina is a wine bar, deli and provisions shop opening in Clear Lake, Manitoba. We met with the owner, Megan Tymura, a sommelier, wine sales rep and long-time friend of UpHouse, to learn about her new restaurant and takeaway concept, and the inspiration for what she was looking for from a name and brand.  - [Creative Crush: Eric Ouimet](https://uphouseinc.com/creative-crush-eric-ouimet/): Eric Ouimet’s screen prints are a meticulous blend of relatable mid-century nostalgia and instantly recognizable Winnipeg skylines. He’s been creating... - [Creative Crush: Andrew Mingo](https://uphouseinc.com/creative-crush-andrew-mingo/): Winnipeg-born Andrew Mingo discovered his passion for design while attending high school in Dauphin, Manitoba. After realizing that the best... - [Permanent Rainbow Paint: Non-Performative Allyship All Year Long](https://uphouseinc.com/permanent-rainbow-paint-non-performative-allyship-all-year-long/): Alex Varriccho spoke with Little Black Book about how businesses can keep their allyship alive and thriving 24/7/365. Read the... - [Come #PrideWithUs! 2023](https://uphouseinc.com/come-pridewithus-2023/): Are you:A first timer? Nervous about attending? Supporting a loved one? Looking to make some friends? Hoping to walk the... - [Google Analytics 4 is Here!](https://uphouseinc.com/google-analytics-4-is-here/): The countdown is on. Starting on July 1, 2023, Google’s Universal Analytics properties will stop collecting new data about your... - [The Exclusive on Inclusivity](https://uphouseinc.com/the-exclusive-on-inclusivity/): I feel lucky that I work at UpHouse. I'm at a company that wants to make the world a more... - [Our Cannes Lions Wrap Up: 2022’s Winners](https://uphouseinc.com/our-cannes-lions-wrap-up-2022-winners-2/): The Cannes Lions are an international creative awards show that focuses on the best in the advertising and communication industry. Luckily, Winnipeggers get to see the world’s most entertaining, inspirational, and humorous commercials on the big screen at the Winnipeg Art Gallery. This past year’s selection of bronze, silver, gold, and grand prix winners was chock full of insightful and entertaining media. Here’s a roundup of some of our favourites. - [Advice We Wish We Had: International Women’s Day](https://uphouseinc.com/advice-we-wish-we-had-international-womens-day/): Getting started in a business that’s known for being a “boy’s club” can be hard, so in honour of International Women’s Day, the ladies of UpHouse were asked to provide the kind of advice they wished they’d gotten when they entered the marketing industry. While their answers were as unique as their personalities, there were some consistent pieces of advice that we can all benefit from. - [Creative Crush: Anthony and Andrew Sannie](https://uphouseinc.com/creative-crush-anthony-and-andrew-sannie/): While many creatives might have one or two art forms in which they specialize, Anthony and Andrew Sannie are a pair of bona fide Renaissance Brothers, boasting an impressive list of artistic disciplines and projects. You may recognize them from The Lytics, a Winnipeg-based hip hop group that's been performing for 15 years. But they're also two of the three masterminds behind Grape Labs, an experiential marketing agency, and Surplus Market, a vintage shop located in Hudson's Bay CF Polo Park. - [On Wednesday, We Wore Pink (to Take a Stand Against Workplace Bullying!) ](https://uphouseinc.com/on-wednesday-we-wore-pink-to-take-a-stand-against-workplace-bullying/): February 22 was Pink Shirt Day, which began as a show of solidarity for victims of bullying, raising awareness of the harm it creates. While many people may associate bullying with kids on a playground, the truth is, people of all ages can be victims of bullying—and a common setting for it to take place is at work. Here’s how you can be proactive against bullying in the workplace and why it matters.     - [UpHouse Wins Three Anthem Awards for Purpose and Mission-Driven Work](https://uphouseinc.com/uphouse-wins-three-anthem-awards-for-purpose-mission-driven-work/): This year, UpHouse was proud to be awarded three Anthem Awards, which celebrate purpose & mission-driven work from people, companies... - [Two Sides of the Same Coin: The Difference Between Public Relations and Marketing](https://uphouseinc.com/two-sides-of-the-same-coin-the-difference-between-public-relations-and-marketing/): Have you ever asked yourself, "what is the difference between public relations and marketing?" Well, you're in the right place. There are distinct differences between the two, but if you think about it, they're two sides of the same coin. Here's a little crash course to help you understand both practices and how they can work together to maximize your brand's impact.  - [Study: Travel Manitoba Brand Refresh Launch](https://uphouseinc.com/study-travel-manitoba-brand-refresh-launch/): In short Travel Manitoba’s branding had done a remarkable job establishing the province as a destination for locals, Canadians, and... - [Study: A Call For Direct Support Professionals](https://uphouseinc.com/case-study-a-call-for-direct-support-professionals/): It can be challenging at times to fill the role of a Direct Support Professional. It doesn't look like the typical entry-level career, and for many—the unexpected benefits, opportunities for growth, and meaningful connections make it extraordinary. For this campaign, our client, Abilities Manitoba, drew government support and funding to develop an industry-wide recruitment campaign for the Direct Support Profession. Each of the nearly 100 organizations that hire and recruit Direct Support Professionals in Manitoba needed to feel represented by the recruitment brand and strategy—and there was urgency, with most struggling to attract and retain staff. We needed to get people interested in the field, recruit suitable candidates, and compel more people to apply to their partner organizations for work. - [Take A Look Inside CultureCon 2022 with Sade and Erica](https://uphouseinc.com/take-a-look-inside-culturecon-2022-with-sade-and-erica/): This past October, we sent our marketing mavens, Sade Ogungbemi and Erica Urias, to CultureCon 2022 in New York City. Known as "The Ultimate Creative Homecoming," CultureCon touts itself as the fastest-growing conference for creatives and changemakers of colour who plan to elevate their social network and make a real mark on culture. - [Study: Conveying Trust, Hope, and Safety for Winnipeg Children’s Access Agency](https://uphouseinc.com/case-study-conveying-trust-hope-and-safety-for-winnipeg-childrens-access-agency/): Unfortunately, as is the case with many non-profits, Winnipeg Children's Access Agency's visual identity didn't reflect the value of their work. This issue affected their branding and the perception of their offerings among those they served. An organization like WCAA requires trust to succeed—from the courts, parents and, most importantly, the children themselves. UpHouse helped rebuild the WCAA brand and website from the ground up, rewriting and expanding the existing content using plain language and emphasizing intuitive and direct navigation. The redesigned logo and is meant to call to mind children's building blocks. - [New Year, New Look for Manitoba](https://uphouseinc.com/new-year-new-look-for-manitoba/): It’s been tightly under wraps for months, but we can now reveal Manitoba’s refreshed tourism brand to the world! Travel... - [The Meaning Behind the UpHouse Name (and the Path We Took to Find It)](https://uphouseinc.com/the-meaning-behind-the-uphouse-name-and-the-path-we-took-to-find-it/): When it comes time to select a name for your product or organization, the pressure can feel overwhelming. After all, first impressions are important, and your name will follow you for *hopefully* a very long time! It's not nearly as easy as naming a goldfish or a ska band—it should reflect your purpose and values and align with your brand identity. Here's how we choose the name UpHouse and how you can follow the same guidelines for your own business. - [Helping Winnipegers Find Their Way Back Downtown](https://uphouseinc.com/find-your-way-back-downtown/): The public relations team has moved in – and we wasted no time putting our their skills to use! We... - [It’s Good to be a “Gaygency”](https://uphouseinc.com/its-good-to-be-a-gaygency/): While we’ve made this word part of our everyday agency terminology, we haven’t really shared it with the world. But after five years of growth and a lot of reflection on our social purpose, we’ve realized that being a gaygency influences every aspect of our work. From the values we uphold to the people we work with and the gratuitous amount of rainbow items on our desks—we’re a proud gaygency, and it shows. - [A Guide to Conscious Marketing Over the Holidays](https://uphouseinc.com/a-guide-to-conscious-marketing-over-the-holidays/): For many industries, the holidays are the busiest—and most profitable—time of year. A tidal wave of holiday advertising begins to swell in November, and for nearly two straight months, the media is saturated with visions of sugar plums. When planning a holiday campaign, there’s a lot to consider—including how your messaging will impact diverse audiences. We put together some tips and best practices for holiday marketing, so you can get your message out without leaving any people out.   - [UpHouse Poised For More Growth, Buys Dooley PR](https://uphouseinc.com/uphouse-poised-for-more-growth-buys-dooley-pr/): The purchase puts UpHouse in the position to strategically increase growth and services across the country and into the US. - [Our House is Fuller – Welcome to the New UpHouse, Now with PR!](https://uphouseinc.com/our-house-is-fuller-welcome-to-the-new-uphouse-now-with-pr/): We’re excited to announce our office is growing with the acquisition of Dooley PR, Winnipeg’s tenured and respected public relations... - [Study: Sharing Hope in Isolation](https://uphouseinc.com/study-sharing-hope-in-isolation/): In short When the Cerebral Palsy Association of Manitoba (CPMB) and the Public Interest Law Centre (PILC) reached out to... - [Study: Sex Ed for Everyone](https://uphouseinc.com/study-sex-ed-for-everyone/): https://vimeo. com/561959981 In short Sex Ed for Everyone is an example of overcoming the awkwardness and shame associated with conversations... - [Study: See Me Wild](https://uphouseinc.com/study-see-me-wild/): https://vimeo. com/720818765 In short Wildlife Haven is a local, Manitoba-based, not-for-profit organization that rescues and cares for wildlife, and when... - [Introducing Our Social Purpose: Make Marketing Better](https://uphouseinc.com/introducing-our-social-purpose-make-marketing-better/): Our modern economy is purpose-led—it’s not just about profit. Consumers expect more from the businesses they support. Creating sustainable, long-term well-being for all is a priority we can’t neglect. When companies define and implement an authentic social purpose, they can grow societal good while also growing their business. - [5 Books You Should Have on Your Shelf as a PR & Marketing Professional](https://uphouseinc.com/5-books-you-should-have-on-your-shelf-as-a-pr-marketing-professional/): Writing is important in marketing and public relations. Good writing is imperative and is a skill that has to be... - [UpHouse Wins Six Signature Awards](https://uphouseinc.com/uphouse-wins-six-signature-awards/): Each year, the Advertising Association of Winnipeg brings together panels of judges from creative agencies across North America to select... - [Blockbusted – Staying Relevant](https://uphouseinc.com/blockbusted-staying-relevant/): What was relevant today is obsolete tomorrow. Technology and customers' expectations also change rapidly. The video rental store once reigned... - [How To Follow Up on Your Media Pitch](https://uphouseinc.com/how-to-follow-up-on-your-media-pitch-2/): Once you’ve sent your pitch, what’s the most effective way to follow up? Taking it even further, when is the... - [Let’s Talk Public Relations in Agriculture](https://uphouseinc.com/lets-talk-public-relations-in-agriculture/): In the heart of the Canadian Prairies, we know the importance of agriculture - the world runs on it and... - [Three Signs Your Brand Needs a Refresh](https://uphouseinc.com/three-signs-your-brand-needs-a-refresh/): Brand refreshes dramatically impact how consumers and prospective employees view your organization. It can generate newfound interest, add contemporary flair, and help you stand out from competitors. That being said, a total brand makeover can be a daunting and potentially risky venture for established companies. After all, a well-known logo has equity and recognition—why would you want to jeopardize that? Well, if you’re familiar with the UpHouse team, we love when clients are willing to take a risk. The rewards are often far greater than anticipated! - [UpHouse Celebrates 5 Years! Here’s What We’ve Learned](https://uphouseinc.com/uphouse-celebrates-5-years-heres-what-weve-learned/): UpHouse is five! We've grown and learned so much since we began our journey in 2017. Then again, when you put things into perspective, you can fit a lot into five years. Half of UpHouse's existence has been spent amid a global pandemic. Naturally, that brought unexpected challenges, but it also helped us recalibrate and adapt, strengthening our agility and resilience, ultimately becoming better and more focused on the types of projects and clients we care about. - [How Do You Build an Influencer Campaign?](https://uphouseinc.com/how-do-you-build-an-influencer-campaign/): We’re highlighting the first steps you should take when building your first influencer campaign. Check it out. - [Did you know half of us still witness or experience sexual harassment at work?](https://uphouseinc.com/did-you-know-half-of-us-still-witness-or-experience-sexual-harassment-at-work/): Sexuality Education Resource Centre, Klinic and Occupational Health Centre has joined forces to develop a community health response to Workplace Sexual Harassment in Manitoba. Consent At Work looks to provide cost-free training, tools and education that will help create a culture of consent in the workplace. We got to help these three teams bring this initiative to the public with everything from posters to coasters and consentatwork.ca to a video below, you can play. - [Client Spotlight: David Kron and the Cerebral Palsy Association of Manitoba](https://uphouseinc.com/client-spotlight-david-kron-and-the-cerebral-palsy-association-of-manitoba/): We've said it time and time again, and it still rings true: when it comes to building good client relationships in marketing, trust is everything. David Kron, the Executive Director of CPMB, trusted us to create a radical campaign that would grab people's attention. Without a doubt, working with David has been a mutually beneficial relationship, and his influence helped shape the vision and direction of UpHouse in the years that followed. - [How Audience Development And Data Analytics Can Help Your Brand Grow](https://uphouseinc.com/how-audience-development-and-data-analytics-can-help-your-brand-grow/): When building a brand, companies need to know what draws an audience to them and how they can use their... - [How To Write A Mission Statement](https://uphouseinc.com/how-to-write-a-mission-statement/): Every business has a purpose—a mission that it hopes to complete through the work it does. But not every business... - [So You Want To Use Influencer Marketing to Help Your Business?](https://uphouseinc.com/so-you-want-to-use-influencer-marketing-to-help-your-business/): If you have an account on Instagram, TikTok, or any other social media platform, you’ve likely seen influencers at work. - [Accessible Design Tools for a More Inclusive World Wide Web](https://uphouseinc.com/accessible-design-tools-for-a-more-inclusive-world-wide-web/): Accessibility shouldn’t be an afterthought when 20 percent of our population struggles with systematic exclusion. As a brand, if you take the necessary steps to have an accessible website and social media presence, you can better provide your services to a massive community of people who are undeservingly excluded from so many aspects of our everyday lives.  - [Study: A Fresh Take on a Classic Beer Campaign for 1919](https://uphouseinc.com/case-study-a-fresh-take-on-a-classic-beer-campaign-for-1919/): Little Brown Jug and 1919 challenged us to take on marketing their flagship beer—1919. As a taproom, Little Brown Jug is an experience for locals and visitors, but for 1919, the intended demographic is even broader. They were looking to grow their share among primary beer drinkers in Manitoba and Saskatchewan. We had a wide audience to reach, so how did we do it? - [A Look At Consumer Versus Trade Audiences](https://uphouseinc.com/a-look-at-consumer-versus-trade-audiences/): Every audience is different. What works for one won’t necessarily work for another. Consumer versus trade media is an example... - [Branding Vs. Marketing: What’s the Difference?](https://uphouseinc.com/branding-vs-marketing-whats-the-difference/): To a team of communications and marketing professionals, branding and marketing mean different things. - [Why Does Marketing Seem Hard These Days?](https://uphouseinc.com/why-does-marketing-seem-hard-these-days/): It’s not just you. Marketing has gotten harder. You can’t get it all done with one person - teamwork makes... - [Dooley PR and Marketing Launches Pedal Pub Winnipeg Into High Gear](https://uphouseinc.com/dooley-pr-and-marketing-launches-pedal-pub-winnipeg-into-high-gear/): When Pedal Pub Winnipeg approached us to help with their official launch in June we couldn’t wait to get started. - [Proofreading Is Key](https://uphouseinc.com/proofreading-is-key/): The best defense is a good offense when it comes to proofing your work. Mistakes can happen, but proofreading can... --- ## Case Studies --- ## Influencers - [Loizza and Ray](https://uphouseinc.com/influencer/loizza-and-ray/): Based in Winnipeg, Loizza Aquino and Ray Tarca are content creators who bring their audience along for the ride of... - [Kat Nia](https://uphouseinc.com/influencer/kat-nia-watkins/): Kat Nia is a Norfolk, Virginia-based content creator whose mission is to inspire others to explore the world, build deep... - [Demi Mykal Vaughn](https://uphouseinc.com/influencer/demi-mykal-vaughn/): Demi Mykal Vaughn is an LA-based content creator with a passion for storytelling, wellness and beauty—especially curly hair care. She... - [Moriah Watkins](https://uphouseinc.com/influencer/moriah-watkins/): Moriah Watkins is a Tennessee-based content creator who is passionate about travel, lifestyle and family-centred content. She’s always up for... - [Chase Vondran](https://uphouseinc.com/influencer/chase-vondran/): Chase Vondran is a queer travel blogger, content creator and proud Midwest Gay (/They) based in Chicago. Their “Gay Things... - [Jadyn Hailey](https://uphouseinc.com/influencer/jadyn-hailey/): Jadyn Hailey is an LA-based content creator who loves sharing content like aesthetic routines, beauty, wellness and home decor. She’s... - [Kelcie Miller-Anderson](https://uphouseinc.com/influencer/kelcie-miller-anderson/): Kelcie is a disabled environmental scientist, social entrepreneur and disability advocate based in Calgary. She founded her first startup while... - [Juan Herrera](https://uphouseinc.com/influencer/juan-herrera/): About Juan is a Chicago-based Latino lifestyle and travel content creator. After noticing an absence of Latino voices in Chicago... - [Lauren Hope Krass](https://uphouseinc.com/influencer/lauren-hope-krass/): Lauren is a hilarious and fashionable body-positive stand-up comedian, award-winning playwright, scriptwriter and content creator based in New York. She's... - [Jenna Pattullo](https://uphouseinc.com/influencer/jenna-pattullo/): Jenna is a California-based, self-proclaimed certified cozy girl who shares a unique mix of lifestyle, techwear and gaming content on... - [Ruby and Katrena](https://uphouseinc.com/influencer/ruby-and-katrena/): Ruby and Katrena are content creators based in California who share a passion for queer representation and creating content that... - [Megan Ixim](https://uphouseinc.com/influencer/megan-ixim/): Megan Ixim is a queer, mixed Latina who has garnered a dedicated following of over 100k admirers through radically inspiring,... - [Natalie Bell](https://uphouseinc.com/influencer/natalie-bell/): Natalie Bell is a Winnipeg-based, Jamaican-Canadian creator who prides herself on being unapologetically real and unwaveringly positive. Over 15 years,... - [Beth Petrunak](https://uphouseinc.com/influencer/beth-petrunak/): Beth found their niche in the world of BookTok, engaging with thousands of followers about their love of novels and... - [Kally Bethea](https://uphouseinc.com/influencer/kally-bethea/): Whether she’s sharing her vivacious fashion finds, exploring new destinations that light a fire inside her or flaunting her natural... - [Kimmy Garris](https://uphouseinc.com/influencer/kimmy-garris/): Kimmy is a queer, plus size, chronically ill content creator based in Nashville, Tennessee. You can find her traveling, practicing... - [Dorothy and Olus](https://uphouseinc.com/influencer/dorothy-and-olus/): Dorothy and Olus, AKA The Lovers, love capturing the hilarious moments that make marriage an adventure, and in turn, capturing... - [Sanniyah Antoinette](https://uphouseinc.com/influencer/sanniyah-antoinette/): About Sanniyah Antoinette is a rising star in the R&B music and modelling scene. She enjoys sharing her creative journey... - [Shaina Sagar](https://uphouseinc.com/influencer/shaina-sagar/): About Shaina Sagar started her fitness journey in 2021, challenging herself to gain muscle, confidence and motivation through heavy lifting.... - [Matthew and Michael](https://uphouseinc.com/influencer/matthew-and-michael/): About Back in 2007, the early days of YouTube, Matthew Schueller began vlogging as an outlet for connecting and sharing... - [Cory Lee](https://uphouseinc.com/influencer/cory-lee/): About Cory provides a first-hand perspective on accessible travel and living with a disability. He hopes to change the severe... --- ## Staff - [Arriane McKeever](https://uphouseinc.com/staff/arriane-mckeever/): (she/her) Bio coming soon! - [Justin Allum](https://uphouseinc.com/staff/justin-allum/): (he/him) Bio coming soon! - [Brayden Lesage](https://uphouseinc.com/staff/brayden-lesage/): (he/him)When he’s not painting, gaming or cruising around with his moped gang, Brayden’s probably knee-deep in a systems problem—just for... - [Amy Houska](https://uphouseinc.com/staff/amy-houska/): (she/her)When she’s not attending a festival or braving the Ticketmaster queue, you can find Amy learning a new song on the... - [Shayan Parvez](https://uphouseinc.com/staff/shayan-parvez/): (he/him)Needing a movie for the weekend? Maybe a campy ‘90s horror flick? Shayan is your go-to. And you know he’s... - [Brennen Neufeld](https://uphouseinc.com/staff/brennen-neufeld/): (he/him) Incapable of being bored, Brennen believes there's always something new to learn or create and his approach to life-long... - [Winnie Carey](https://uphouseinc.com/staff/winnie-carey/): (she/her) A certified music-lover, Winnie’s passion for music takes her to concerts near and far, even when catching a live... - [Nic Herzog](https://uphouseinc.com/staff/nic-herzog/): (he/him)When Nic isn’t behind the camera, he’s likely to be found shredding on his guitar or singing with one of his TWO bands! A... - [Hedi Peters](https://uphouseinc.com/staff/hedi-peters/): (she/her) When she’s not on the hunt for her next creative pursuit, you can find Hedi traveling to experience new... - [Sydney Huston](https://uphouseinc.com/staff/sydney-houston/): (she/her)Always down for an adventure, Sydney spends her time trying out new restaurants, going to farmers’ markets and staying active... - [Teri Klowak](https://uphouseinc.com/staff/teri-klowak/): (she/her)When Teri isn’t designing you can find her with a good cup of coffee perusing antique stores or wiping dust... - [Connie Tamoto](https://uphouseinc.com/staff/connie-tamoto/): (she/her)A born-and-raised Winnipegger, Connie loves to take in all the city has to offer. From patio lunches at the Forks... - [Evan Matthews](https://uphouseinc.com/staff/evan-matthews/): (he/him) Evan loves to keep busy but when he needs a recharge you can find him reading, writing, playing video... - [Natasha Macdonald-Sawh](https://uphouseinc.com/staff/natasha-macdonald-sawh/): (she/her) Highly intellectual and creative, like the true Aquarius she is, Natasha is paving the way in our newest department,... - [Smita Rabadia](https://uphouseinc.com/staff/smita-rabadia/): (she/her) After 13 years of living on the beautiful Seychelles Island and a stint in Kenya, Smita has put her... - [Marta Vodrey](https://uphouseinc.com/staff/marta-vodrey/): (she/her) Marta doesn't only find creativity through her video work. She loves the magic that’s forged over the clanking of... - [Paula Giraldo](https://uphouseinc.com/staff/paula-giraldo/): (she/her) Mindfulness is one of Paula’s mottos and she loves bringing it to life by being in nature, hiking or... - [Jay Lagarde](https://uphouseinc.com/staff/jay-lagarde/): (he/him) A music-lover with a penchant for live gigs and jamming in a band, Jay finds joy in nature through... - [Sam Kimelman](https://uphouseinc.com/staff/sam-kimelman/): (he/him) A chef and bartender on the side, Sam is our favourite mixologist when he isn’t working hard with clients.... - [Stacha Penner](https://uphouseinc.com/staff/stacha-penner/): (she/her) Stacha’s been told she’s a cool cucumber—she’s either really quiet or she’ll talk your ear right off. When she’s... - [Emily Thomson](https://uphouseinc.com/staff/emily-thomson/): (she/her) Just like a large chunk of the UpHouse team, Emily is a diehard Swiftie. She loves to spend her... - [Brigit Harvey](https://uphouseinc.com/staff/brigit-harvey/): (she/her) Brigit was declared the “creative one” in her family from a young age, so her spark for marketing, public... - [Sydney Small](https://uphouseinc.com/staff/sydney-small/): (she/her) Sydney's love for words and creativity goes beyond her day job. She’s an avid thriller reader and loves spending... - [Jen Roman](https://uphouseinc.com/staff/jen-roman/): (she/her) Always looking for new experiences, it’s not uncommon to find Jen trying a new sport (tennis being the latest)... - [Emily Lennon](https://uphouseinc.com/staff/emily-lennon/): (she/her) A remote intern-turned marketing coordinator, Emily works with our clients and team to manage projects through. Emily loves trying... - [Kate Chan](https://uphouseinc.com/staff/kate-chan/): (she/her)Kate’s a working mom who's passionate about both her career and her family. When she’s not working, you'll find her... - [Adam Dooley](https://uphouseinc.com/staff/adam-dooley/): (he/him) When he’s not tracking changes on news releases, speeches and corporate strategies, Adam spends his time running half marathons,... - [Stephanie Fung](https://uphouseinc.com/staff/stephanie-fung/): (she/her) When she’s not pursuing new learning opportunities, Stephanie enjoys exploring the world with family and friends. Her education and... - [Gina Contreras-Ruiz](https://uphouseinc.com/staff/regina-contreras/): (she/her)Gina is a keen creative who is well-versed in public relations and the art of persuasion—she knows how to connect... - [Kaitlyn Barry](https://uphouseinc.com/staff/kaitlyn-scott/): (she/her)An avid reader, there isn’t a genre Kaitlyn doesn’t like (although she loves a good fantasy or horror novel). Outside... - [Matthew Dyck](https://uphouseinc.com/staff/matthew-dyck/): (he/him) Matt is known for his directness and purity of heart, which when combined, has led to bringing more than... - [Joel Milljour](https://uphouseinc.com/staff/joel-milljour/): (he/him)Joel is a passionate baseball fan and loves talking about the analytics and statistics behind the game with anyone who... - [Lionel Pinto](https://uphouseinc.com/staff/lionel-pinto/): (he/him) If Lionel could define himself in one word, it would be “explorer. ” He loves to try new things,... - [Cassidy Price](https://uphouseinc.com/staff/cassidy-price/): (she/her) Name an artistic hobby—Cassidy’s probably into it. Along with doing commission art, she dabbles in watercolour, cross stitching, embroidery,... - [Kelsey Norquay](https://uphouseinc.com/staff/kelsey-norquay/): (she/her) Kelsey earned her degree in Creative Communications at Red River College Polytechnic and developed a new marketing position for... - [Aliyah Theano-Pudwill](https://uphouseinc.com/staff/aliyah-theano-pudwill/): (she/her) Aliyah, social media enthusiast and content queen, has entered the UpHouse chat. What started as forcing her childhood friends... - [Jan Oliver](https://uphouseinc.com/staff/jan-oliver/): (he/him) Jan is a big dog and nature lover. When he’s not working, he’s usually camping, hiking, hanging out with... - [Michelle Slobodian](https://uphouseinc.com/staff/michelle-slobodian/): (she/her) For as long as she can remember, Michelle has been a tinkerer, builder, adventurer and question-asker. Over the past... - [Jordan Stevens](https://uphouseinc.com/staff/jordan-stevens/): (she/her)The cabin is Jordan’s happy place—it’s where she often plans activities for her kids, reads a good book and enjoys... - [Vanessa Mancini](https://uphouseinc.com/staff/vanessa-mancini/): (she/her) A self-proclaimed “dork,” you’ll often find Vanessa speaking in pop culture references. She prides herself on being able to... - [Kathleen Phillips](https://uphouseinc.com/staff/kathleen-phillips/): She’s turning out well-formed strategic writing for campaigns , managing clients, and assisting her team with creative work and organization - [Sade Ogungbemi](https://uphouseinc.com/staff/sade-ogungbemi/): No matter the industry –whether it’s health food, lottery, or wedding photographers – Sade takes a people-first approach to her work. - [Danielle Kayahara](https://uphouseinc.com/staff/danielle-kayahara/): Danielle is a seasoned digital marketer, driven to help clients connect with their customers in evolving online spaces. - [Sarah Elliott](https://uphouseinc.com/staff/sarah-elliott/): Sarah studied design at Northumbria University in Newcastle, England, where she honed her design sensibilities and stunning production speed. - [Courtney Bannatyne](https://uphouseinc.com/staff/courtney-bannatyne/): Courtney is a feisty writer and marketing manager who loves sitting down with companies to define their business objectives. - [Sheena Case](https://uphouseinc.com/staff/sheena-case/): She’s gained specialized knowledge in the advertising, retail and cosmetics industries as a designer, project manager and art director. - [Brenlee Coates](https://uphouseinc.com/staff/brenlee-coates/): She left the corporate world for UpHouse in its early days for the creative rush that comes from touching different brands day after day. - [Alex Varricchio](https://uphouseinc.com/staff/alex-varricchio/): Alex served as Vice President, Creative, leading a team of 35 people at in content, development, design, video and digital marketing. - [Kiirsten May](https://uphouseinc.com/staff/kiirsten-may/): Kiirsten is an award-winning copywriter and co-author of The Proximity Paradox, written with co-owner of UpHouse, Alex Varricchio. --- # # Detailed Content ## Pages ### Advocacy Marketing > UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - Published: 2025-03-24 - Modified: 2025-03-24 - URL: https://uphouseinc.com/advocacy-marketing/ Brave Ideas Get Noticed Advocacy marketing is a powerful tool for nonprofits, but how can organizations break through the noise without breaking the bank? In a crowded nonprofit space, bold and creative ideas are often the ones that break through. Advocacy marketing isn’t about having the biggest budget—it’s about having the courage to tell compelling stories, take strategic risks and engage communities in meaningful ways. This webinar, hosted by UpHouse’s Alex Varricchio and Brenlee Coates, explores the fundamentals of advocacy marketing and show nonprofit leaders how to use scrappy marketing and PR tactics to amplify their cause, build trust and inspire action. Learn from real-world campaigns that made an impact by daring to be bold! Key Takeaways Insights from UpHouse’s marketing team and non-profit leaders Examples of successful advocacy campaigns Actionable, budget-friendly tactics to raise awareness and engage supporters http://uphouseinc. com/wp-content/uploads/2025/03/Uphouse-AdvocacyWebinar-SocialAds-Large. jpegCo-Owner, UpHouse Inc. (he/him) Speaker Alex Varricchio is an entrepreneur, marketing strategist, and creative leader dedicated to helping organizations break through with bold ideas. As co-founder of UpHouse, he has built a culture of limitless creativity, earning national and international marketing awards. Recognized for his impact, Alex has been nominated for EY’s Entrepreneur of the Year Award and has won Canada’s 2SLGBTQI+ Chamber of Commerce’s National Young Entrepreneur of the Year Award. Committed to advancing community, Alex and his team have provided over $500,000 in in-kind and pro bono marketing support to nonprofits, embracing a “never say no to pro bono” mantra for causes they care about. Creative Director,... --- ### RFPlease - Published: 2024-12-10 - Modified: 2024-12-11 - URL: https://uphouseinc.com/rfplease/ http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png We’re Ready for Your RFP  Your projects deserve a partner who gets it. At UpHouse, we specialize in purpose-driven marketing that makes a difference. UpHouse is an award-winning B Corp Certified marketing and PR agency that partners with organizations driving change in green energy, community health, advocacy, workforce development and recruitment. Acting as an extension of your in-house team, we challenge perspectives, spark fresh ideas and craft thoughtful strategies through creative marketing solutions and impactful storytelling. If you’re planning your next project, let us help you bring it to life. Fill out the short form below so that we can get connected!  http://uphouseinc. com/wp-content/uploads/2021/09/cropped-UpHouse2. 0_motif_RGB_yellow. png About UpHouse At UpHouse, we don’t just make better marketing—we make marketing better. As a Certified B Corp and diverse supplier, we’ve worked with organizations that share our commitment to inclusivity, accessibility and authenticity. We don’t minimize or replace the talent you already have. Instead, we fill in the skill gaps, offer guidance along the way and continue to build ways to take better care of you and your business. Marketers inherently know how to get people’s attention. We’re used to finding the emotional appeal in everyday brands or organizations and helping them get noticed. We know how to forge an authentic connection to the audiences they’re trying to reach.   Want to know more? Download these resources to see how we collaborate, create and deliver: Capabilities Deck Discover the full range of services we offer, industries we specialize in and... --- ### Advocacy Marketing Giveaway - Published: 2024-09-23 - Modified: 2024-10-30 - URL: https://uphouseinc.com/advocacy-marketing-2024/ http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png $15,000 in UpHouse Services We're offering $15,000 in pro-bono marketing, PR or brand services to an advocacy-based organization or a for-profit organization looking to market an advocacy initiative. Eligible organizations can apply, and a recipient will be selected and contacted on November 1st.   Submissions are now closed. The winner will be contacted on November 1st, 2024.   About UpHouse UpHouse is a queer-owned marketing and PR agency that helps healthcare organizations and non-profits build advocacy and awareness campaigns. Marketers inherently know how to get people’s attention. We’re used to finding the emotional appeal in everyday brands or organizations and helping them get noticed. We know how to forge an authentic connection to the audiences they’re trying to reach. We use the connections we create to do good. At UpHouse, this is why we show up to work every day. Our purpose is to raise the social consciousness of brands and to help organizations tell their story—or take a stand. To effect real change. To power a movement. Or change a policy. Social purpose in action: http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Let’s Talk About SARAH What if we harnessed small-town gossip for good? This was our grassroots approach for our campaign for sexual violence resource center, Survivor’s Hope. Because of the confidentiality of their work, and the tight-knit nature of a small town, they have trouble communicating their impact. Enter the Let’s Talk About SARAH campaign, which leveraged “Friends of SARAH,” their Sexual Assault Recovery and Healing program, to own... --- ### Pride in Practice > UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - Published: 2024-05-28 - Modified: 2024-10-25 - URL: https://uphouseinc.com/pride-practice/ Better Pride Marketing for Everyone Consumers are no longer content to settle for a product or service based on location or price-point, they are looking to align their spending dollars with brands that align with their values. What does that mean for your organization and Pride marketing initiatives? UpHouse, a CGLCC certified marketing and public relations agency, commissioned a third-party Queer-owned-and-operated research company, Mat Meir Consulting, to gather insights from the 2SLGBTQ+ community across Canada and the USA. The research results aim to help brands better connect and support their Queer audiences in ways that are authentic and meaningful through systemic change, both internally and externally. Key Takeaways Insights from members of the Queer community in Canada and the USA. Community expectations and the importance of creativity and diversity in Pride marketing initiatives. Key statistics outlining the importance of authenticity and memorable marketing initiatives. http://uphouseinc. com/wp-content/uploads/2024/05/Pride-in-Practice. jpg Co-Owner, UpHouse Inc. (he/him)Host + Moderator While leading UpHouse’s impressive growth year over year, Alex Varricchio has helped develop and maintain UpHouse’s culture of limitless creativity and ideas, and cultivated a safe space for testing and launching creative projects to learn from. Noticing a trend in businesses moving agency work in-house, Alex, and business partner Kiirsten, created a collaborative agency model based on filling in the gaps—not replacing in-house talent or duplicating efforts. Alex has been nominated for EY’s Entrepreneur of the Year award and winning Canada’s 2SLGBTQI+ Chamber of Commerce’s National Young Entrepreneur of the Year Award. Brand Strategist and Consumer Researcher, Mat Meir... --- ### Influencers - Published: 2024-03-05 - Modified: 2025-05-08 - URL: https://uphouseinc.com/our-services/talent/influencers/ We represent influencers with audiences as unique as they are. Get in touch! Think you want to work with us or one of our influencers? Send us a message telling us a bit about yourself and why you think you’d be a good fit for UpHouse Talent. Get in touch: talent@uphouseinc. comor book a meeting. --- ### Mailing List – Event Attendees > Sign up to receive our newsletter and other information related to our services. We promise not to bother you too often. - Published: 2022-09-09 - Modified: 2024-08-08 - URL: https://uphouseinc.com/live-subscribe/ Join Our Mailing List * indicates required Email Address* First Name Last Name Company We'll respect and protect your privacy and personal data. You may unsubscribe at any time. View this post on Instagram A post shared by PupHouse (@puphouseinc) --- ### Let’s Be Blunt - Download > UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - Published: 2022-07-07 - Modified: 2022-07-13 - URL: https://uphouseinc.com/cannabis-marketing/cannabis-download/ UpHouse walks the line between an outside advertising agency and a member of your in-house marketing team. We don’t minimize or replace the talent you already have. Instead, we fill in the skill gaps and offer guidance along the way. Thanks! You can download the guide by clicking below. We'll also email you a copy to peruse at your leisure. Download --- ### Variety Show - Published: 2022-07-04 - Modified: 2022-07-10 - URL: https://uphouseinc.com/variety-show/ --- ### Cannabis Marketing - Let's Be Blunt > UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - Published: 2022-06-23 - Modified: 2022-07-13 - URL: https://uphouseinc.com/cannabis-marketing/ Branding is especially important in the cannabis industryNot sure how to set yourself apart? Whether you're looking to stand out from the rest of the craft cannabis crowd or find creative ways to market your dispensary, our Guide to Cannabis Marketing can help. We'll trade you a tiny bit of your information for a PDF full of ours. http://uphouseinc. com/wp-content/uploads/2022/07/Cannabis-Guide-Cover-Image-791x1024. jpeg --- ### Employer Branding > Employer branding & recruitment marketing for bold and authentic brands. - Published: 2022-06-22 - Modified: 2022-12-20 - URL: https://uphouseinc.com/employer-branding/ Employer branding & recruitment marketing for bold and authentic brands Let's Discuss Your Employer Brand Canadian HR professionals are dealing with one of the worst employee shortages in recent history. A labour shortage, an aging population, and demand for skilled workers mean companies are facing the recruitment perfect storm. The line is blurring between marketing and recruiting and the brands that harness the two can build employer brands that break through the competition. The benefits of an employer brand Stand out in a competitive market An attractive employer brand draws star employees from a limited labour pool who want to work for you. Lower your recruiting costs Generating awareness for your brand leads to candidates seeking you out and not the other way around, meaning less time (and money) spent on actively recruiting. Retain and engage your employees Companies who invest in their brands and reputation see higher employee morale and lower turnover. Working with UpHouse UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department. We don’t minimize or replace the talent you already have. Instead, we fill in the skill gaps and offer guidance along the way. Think of us like consultants but better. We’re not just going to make recommendations, we’re willing and able to put in the work that will help you elevate your brand. The UpHouse team enjoying a lunchtime creativity exercise. Our employer branding & recruitment marketing services Employer (recruitment) story A compelling employer story brings meaning... --- ### Come #PrideWithUs > Enjoy the Winnipeg Pride Parade with your friends at UpHouse! We want to make your Pride experience as welcoming as possible. - Published: 2022-05-09 - Modified: 2023-05-25 - URL: https://uphouseinc.com/pride-with-us/ http://uphouseinc. com/wp-content/uploads/2022/05/PrideWithUs_logo_horizontal-1. png SUNDAY, JUNE 4TH, 2023 | 10AM-2PM Come and #PrideWithUs! We're excited to meet you and can't wait to share Pride with you! We'll be at a number of events in Winnipeg for Pride week. Want to know where? Check out our Pride Week blog and our social channels to see where you can find our friendly faces. Pride is SocialCheck us out and tag us if you see us on:InstagramFacebookLinkedInPride Weekend Tips What to Bring: Your wonderful self, water, sunglasses, a hat, a backpack if needed, sunscreen, and maybe a light sweater or jacket depending on the weather forecasts. When and Where: There will be a number of events held throughout Pride Week and The Festival at The Forks will be a wonderful hub all weekend. On Sunday, the Pride Rally will begin at 10 AM at the Manitoba Legislature building. The Pride Parade will begin at 11 AM and make its way down Portage before ending at the Pride Festival Grounds at The Forks! --- ### Brainstorm for Good > Who better to benefit from a wealth of ideas than non-profits working to create positive change in the world? - Published: 2021-11-30 - Modified: 2022-10-28 - URL: https://uphouseinc.com/brainstorm-for-good/ http://uphouseinc. com/wp-content/uploads/2021/11/Brainstorm-for-Good. pngOur last brainstorming session was for Reaching Out Winnipeg! Place: Nonsuch Brewing Co. Date: Wednesday, December 15, 2021 Time: 12:00pm to 1:30pm Good Ideas Have Fantastic Value And who better to benefit from a wealth of ideas than non-profits working to create positive change in the world? Non-profits often have the fewest marketing resources at their disposal, despite needing to bring their valuable messages to the masses. That is why we're putting out a call to Winnipeg's marketing wizards to join us for a lunchtime brainstorm on behalf of a local non-profit. Reaching Out Winnipeg Reaching Out Winnipeg is a program that promotes resettlement of 2SLGBTQ+ refugees and asylum seekers in Winnipeg and beyond. They aim to be a hub of information and resources on 2SLGBTQ+ resettlement for newcomers to potentially save the lives of international 2SLGBTQ+ refugees. If you'd like to participate in the next Brainstorm for Good, join our mailing list below and we'll be sure to send you information on our next event! PGRpdiBjbGFzcz0iZm9ybSIgaWQ9ImZvcm0iPgo8ZW1iZWQgdHlwZT0idGV4dC9odG1sIiBzcmM9Imh0dHBzOi8vbWFpbGNoaS5tcC91cGhvdXNlaW5jL2JyYWluc3Rvcm0tZm9yLWdvb2QiIHdpZHRoPSIxMDAlIiBoZWlnaHQ9IjUwMHB4Ij4KPC9kaXY+ --- ### Subscribe > Sign up to receive our newsletter and other information related to our services. We promise not to bother you too often. - Published: 2021-09-03 - Modified: 2023-06-21 - URL: https://uphouseinc.com/subscribe/ Join Our Mailing List Sign me up for updates and marketing insights. --- ### Creative Development > We’re here to elevate your ideas and make them a reality—but our skills don’t start and end in our office. - Published: 2021-07-20 - Modified: 2024-08-08 - URL: https://uphouseinc.com/our-services/creative-development/ Design DevelopmentContent Development Photography and Video Production Drive creativity, reduce costs, save time and improve your brand identity. UpHouse has a vast network of creative experts ready to bring the intangible to life. We’re here to elevate your ideas and make them a reality—but our skills don’t start and end in our office. We practice what we preach by building a network of outside experts from around the world to ensure that the best person for the job is at the ready to create the best material possible. Design Development Our team of exceptionally talented creative and technical experts produce one-of-a-kind end—products. If you need to fill a gap in the execution of your advertising or marketing plan, or you want to raise the quality of work in a niche medium, we're here to help. In addition to our own in-house team, we’re proud to have an expansive network of specialists that ensure we’re engaging the best person for the job at every turn. Content Development Good content is the key to reaching your audiences with a message that sticks. Whether you need help filling your blog schedule, your social media feed or your next sales brochure, we’ve got the right writer to bring your story to life. Photography and Video Production If image is everything, then video and photography is as important as anything. From large video production to small scale product shoots, we’ll make sure your product or service is looking its best, using visuals that articulate your... --- ### Crainstorm > We believe in diversity of thought, ideas and people can improve everyone access to new ideas and perspectives. Crainstorm can help. - Published: 2021-06-13 - Modified: 2024-08-08 - URL: https://uphouseinc.com/our-products/crainstorm/ Crainstorm At UpHouse, we believe diversity of thought, ideas and people make for more creative marketing solutions. We also believe everyone should have easy access to new ideas and perspectives. So we built a web app to help make it happen. Visit Crainstorm. com What’s a Crainstorm? In 2019, we began working on a passion project called Crainstorm – a virtual brainstorming platform that would let people gather ideas from creative people face-to-face. With this in mind, we wanted to build a community of creative folks who could brainstorm and focus test ideas for entrepreneurs and marketers. We wanted virtual brainstorms to be fun, accessible and affordable. So in between UpHouse projects, we’ve slowly built up the Crainstorm web app and a cool virtual brainstorm room with plenty of fun features. See how it works. Ideas for everyone Whether you’re an entrepreneur, an SME, a creative professional or a divergent thinker, we want you in the Crainstorm community. Brainstorming is not a mystical talent possessed by a chosen few. Instead, every diverse experience, background and opinion creates fertile ground for the exchange of ideas. Visit Crainstorm. com --- ### Book a Meeting > Let's chat. Book a no pressure meeting with Alex to talk about your goals and the challenges that are keeping you from them. - Published: 2021-06-13 - Modified: 2024-10-10 - URL: https://uphouseinc.com/book-a-meeting/ Are you looking to: Build a new brand or rejuvenate your current brand? Launch a campaign, product or initiative? Develop a marketing strategy for the upcoming year? See how public relations can help strengthen your brand? Learn how we can help you via a low pressure, no obligation meeting with Cassidy? Schedule a meeting at a time that’s convenient for you, invite anyone on your team whom you’d like to participate and let us know what you’d like to discuss. http://uphouseinc. com/wp-content/uploads/2022/10/Cassidy-Headshot. jpgMeet CassidyShe can help you figure out if we’re a fit. Cassidy Price is UpHouse's Internal Marketing Manager. She can tell you where our strengths lie, what our values are and what it’s like to work with us. PCEtLSBTdGFydCBvZiBNZWV0aW5ncyBFbWJlZCBTY3JpcHQgLS0+CiAgICA8ZGl2IGNsYXNzPSJtZWV0aW5ncy1pZnJhbWUtY29udGFpbmVyIiBkYXRhLXNyYz0iaHR0cHM6Ly9tZWV0aW5ncy5odWJzcG90LmNvbS9jYXNzaWR5LXByaWNlP2VtYmVkPXRydWUiPjwvZGl2PgogICAgPHNjcmlwdCB0eXBlPSJ0ZXh0L2phdmFzY3JpcHQiIHNyYz0iaHR0cHM6Ly9zdGF0aWMuaHNhcHBzdGF0aWMubmV0L01lZXRpbmdzRW1iZWQvZXgvTWVldGluZ3NFbWJlZENvZGUuanMiPjwvc2NyaXB0PgogIDwhLS0gRW5kIG9mIE1lZXRpbmdzIEVtYmVkIFNjcmlwdCAtLT4= --- ### Our Products > We do more than just marketing. We also write books, create online brainstorming platforms, do good and make games! - Published: 2021-06-12 - Modified: 2022-01-24 - URL: https://uphouseinc.com/our-products/ At UpHouse, we do more than just marketing. We also write books, create online brainstorming platforms, do good and make games! We want to help improve lives whenever we can. Whether we’re creating products to help in-house marketers, brightening a client’s day through karaoke or doing $300k in pro-bono work for non-profits, we’re excited to make the world a better place. Frontline Friends Kids suddenly have a tough job to do. But any job is a little easier when it has purpose. Frontline Friends is a collection of stories and colouring book illustrations of real people who are out there doing important things, while a kid’s important job is to stay home and keep people like them safe. Learn More The Proximity Paradox A marketing book filled with practical and impractical ideas to kickstart your creativity. An especially valuable book for creatives, but equally applicable to all businesses that depend on innovation, The Proximity Paradox encourages us to ask hard questions about how we work, how our businesses are structured and why we routinely find our creativity at odds with what’s asked of us as executors and stewards of the bottom line. Learn More Crainstorm Ideas for everyone. Crainstorm is a real-time, crowd-sourced brainstorming tool that lets you gather insights and input from marketers, entrepreneurs, creators and innovative thinkers. Visit Website Brainstorm for Good For many not-for-profit organizations, marketing brainstorms can be expensive and out of reach. We help these groups by gathering marketers who want to get creative and... --- ### Case Studies > With our work, we help connect the values of your brand to those of your audiences. We may even win you awards and accolades along the way. - Published: 2021-06-06 - Modified: 2024-09-20 - URL: https://uphouseinc.com/work/ At UpHouse, we help connect the values of your brand to those of your audiences. We may even win you some awards and accolades along the way. --- ### The Proximity Paradox Retailers > You can find The Proximity Paradox in print, eBook and audiobook formats from any of the following retailers. - Published: 2020-12-31 - Modified: 2024-08-08 - URL: https://uphouseinc.com/our-products/the-proximity-paradox/the-proximity-paradox-retailers/ Buy the Proximity Paradox today Select your country to find retailers near you. Canada Paperback Retailers Amazon McNally Robinson Chapters-Indigo ECW Press Digital Retailers Audible Kindle Kobo Apple Books Google Play Books United States Paperback Retailers Amazon Barnes & Noble Indie Bound Books-a-Million Digital Retailers Audible Kindle Kobo Apple Books Google Play Books --- ### The Proximity Paradox > The Proximity Paradox is marketing book filled with practical and impractical ideas to kickstart your creativity. - Published: 2020-12-31 - Modified: 2024-08-08 - URL: https://uphouseinc.com/our-products/the-proximity-paradox/ The Proximity Paradox “Marketers and those tasked with innovation will find this work full of food for thought. It’s a much-needed perspective on how to escape inside-the-box thinking. ” Find a Retailer A marketing book filled with practical and impractical ideas to kickstart your creativity. Traditional business structures love stability and predictability. Yet, many organizations believe the “two essential ingredients for long-term success are creativity and innovation". We call the relationship between these two opposing expectations the Proximity Paradox — the belief that those who are closest to a subject are best-qualified to innovate for it. In reality, intense proximity limits creativity. We need to create distance from challenges in order to see the best way forward. In this book, Alex Varricchio and Kiirsten May unpack ten common Proximity Paradoxes that affect a company’s people, processes and industry. Then, we share some practical and impractical ideas to create the distance necessary for your next great idea. An especially valuable book for creatives, but equally applicable to all businesses that depend on innovation. The Proximity Paradox encourages us to ask hard questions about how we work, how our businesses are structured and why we routinely find our creativity at odds with what’s asked of us as executors and stewards of the bottom line. Order your copy today! Find a Retailer Want to know more? For speaking opportunities and bulk-order discounts, contact Kiirsten May: kiirsten@uphouseinc. com For on-going advice and insight from The Proximity Paradox, sign up for our email newsletter: Sign... --- ### Join Our Network > If you're looking to join our network of freelancers, this is the place to start. We're always looking for outsider insights for our clients. - Published: 2020-12-31 - Modified: 2025-03-20 - URL: https://uphouseinc.com/join-the-team/ If you would like to join our network of talented freelancers and you’re friendly, enthusiastic, industrious and maybe a little bit weird, send us a message today! Looking for a more permanent role with us? You can find our current job postings here: Career Opportunities! To ensure we process all applications efficiently, please submit your resume using the form below or by emailing apply@uphouseinc. com only. We kindly ask that you refrain from dropping off resumes in person at our office. Thank you! --- ### Services > We provide strategic planning. creative development, brand building and digital solutions based on your needs. - Published: 2020-12-30 - Modified: 2024-09-20 - URL: https://uphouseinc.com/our-services/ We work collaboratively to invigorate your brand, create achievable marketing plans and cultivate the skills of your creative people. You’re the expert in your business and audience. We offer an outside perspective. Let’s collaborate to invigorate your brand position, create achievable marketing plans and cultivate the skills of your creative people. Let’s blow the roof off in-house marketing. Strategy The most successful promotions can be traced back to the power of the plan. If you’re struggling to find the time or resources that you need to get started, we can offer the direction and expertise that will help drive the tactics that lead you to success. Marketing Strategy Campaign Strategy Content Strategy Media Planning PR Strategy http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pnghttp://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Brand Building A fantastic brand can shape your customer’s identity and build communities around a shared passion. Whether you’re starting from scratch or working with an established brand in need of a refresh, we can help you strengthen the foundation on which all your marketing, both internal and external, is built. Brand Workshop Brand Platform Brand Identity Brand Investigation Supplier Diversity Creative Development An idea is only as good as your ability to communicate it. If you need help bringing your idea to life, we have an agile group of innovative and brilliant designers, writers, video producers and animators who can make it a reality. Graphic Design Art Direction Representation Video Production http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pnghttp://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Content + Digital Marketing The internet has given marketers a cost effective... --- ### Privacy Policy > This Privacy Policy describes how your personal information is collected, used, and shared when you visit uphouseinc.com - Published: 2020-12-14 - Modified: 2024-09-20 - URL: https://uphouseinc.com/privacy-policy/ 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 --- ### Say Hello! > Ready to chat? Reach out to us via this form or by phone or email. You can also book a meeting with Alex to discuss your marketing. - Published: 2016-03-03 - Modified: 2025-02-04 - URL: https://uphouseinc.com/say-hello/ Drop us a line While we work from Winnipeg, Toronto, Vancouver and Los Angeles our official mailing address is: 777 - 70 Arthur Street Winnipeg, MB R3B 1G7 431-478-1473 info@uphouseinc. com Looking to join the team or schedule a discovery meeting? --- ### Explore Our Minds > Learn more about us, how we work, who we work with and how you can improve your marketing efforts by reading our blog. - Published: 2016-03-01 - Modified: 2024-09-20 - URL: https://uphouseinc.com/blog/ Delve down a rabbit hole of tips, tricks, insight and inspiration! --- ### Meet the Team > We’re a team of established experts who believe in the value of people and the power of ideas. We treat our clients with love and respect. - Published: 2016-02-27 - Modified: 2025-05-15 - URL: https://uphouseinc.com/say-hello/meet-the-team/ We’re a team of established marketing industry experts who believe in the value of people and the power of ideas. That's why we treat all of our clients with the same love and respect, regardless of the size of their company or budget. We’re about doing good work, building relationships that matter and having fun along the way. We’re also super excited to join your team in making your brand shine. Join our network! We’re always looking to add experts to our team's network. As such, if you would like to work with the UpHouse team and you’re friendly, enthusiastic, industrious and a little bit weird, send us a message today! --- ### About UpHouse > UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department to help you accomplish more. - Published: 2016-02-24 - Modified: 2022-06-23 - URL: https://uphouseinc.com/about/ UpHouse walks the line between an outside advertising agency and a member of your in-house marketing department. We don’t minimize or replace the talent you already have. Instead, we fill in the skill gaps and offer guidance along the way. We do brand, marketing strategy, concept development and production. We also do creative bootcamps, cross-business brainstorms and creative direction. It’s a mix that we believe modern in-house marketers can appreciate. Think of us like consultants but better. We’re not just going to make recommendations, we’re willing and able to put in the work that will help you elevate your brand. Learn More About Our Services UpHouse can solve the top 3 challenges facing in-house marketing teams More and more organizations are reducing their agency spend and taking their marketing in-house. The move comes with a lot of advantages – it’s cost effective, gives you greater control and leverages your product and industry knowledge. But it also comes with some disadvantages. That’s where UpHouse comes in. Can’t hire for every single skill You’ve invested in building your in-house team, but it’s nearly impossible to hire for every single skill needed to execute everything that’s required of modern brands. You need a partner that can fill in the skill gaps, without duplicating your team. UpHouse builds specific work plans around your team and then only offers what you’re missing. If you’ve got designers, we won’t design. If you’ve got traditional covered, we’ll do digital. You get the idea. Putting out fires, not... --- ### UpHouse Inc. | Marketing and PR Agency > UpHouse is a marketing agency and public relations company that works collaboratively with in-house marketers to make their brand stronger, their advertising ideas bigger and their jobs easier. - Published: 2016-01-15 - Modified: 2025-05-09 - URL: https://uphouseinc.com/ UpHouse Inc. Nurturing a Lasting Partnership Our work with Efficiency Manitoba has boosted brand awareness by 38% in just two years. Through strategic campaigns and engaging content, we’ve made energy savings more accessible to Manitobans. Read the case study to learn more. CASE STUDYhttp://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png We’re UpHouse, an award-winning marketing, PR and talent agency. Whether rebranding a multigenerational business, securing millions in earned media for a nonprofit or helping a national association triple its target, our work creates impact. As a certified diverse supplier and B Corp, our team creates impact too. Who Are We? We’re a mix of marketing and PR experts who love collaborating and supporting in-house marketers in an effort to make the world better. Get to know ushttp://uphouseinc. com/wp-content/uploads/2022/03/From-Trends-to-Tactics-Banner. png UpHouse is a CGLCC Certified Diverse Supplier, and as such, supplier diversity is important to us.  We love to support businesses that serve, or are owned or operated by, individuals from underrepresented communities. http://uphouseinc. com/wp-content/uploads/2021/08/services. webp Our Services We’re experts in elevating teams, strategies and brands. Mutual respect for what we each bring to the table will drive our work together and help us accomplish what you’ve set out to do. What we Do You’re the expert in your business and audience. We offer an outside perspective. Let’s collaborate to invigorate your brand, create achievable marketing plans and reach your audience wherever they are. Explore Our Minds We have some pretty awesome clients. Drop us a Line Mailing Address:777 - 70 Arthur StreetWinnipeg, MBR3B 1G7431-478-1473 info@uphouseinc. com Looking... --- --- ## Posts ### Beyond Visibility: How UpHouse Supports Trans and Gender-Diverse Employees (And You Can Too) - Published: 2025-03-31 - Modified: 2025-03-31 - URL: https://uphouseinc.com/beyond-visibility/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Trans Day of Visibility is a global event that happens every March 31. It’s a day to celebrate the lives of trans and gender-diverse people but also not shy away from the discrimination and violence trans communities continue to experience. As a workplace, we recognize that visibility alone isn’t enough. We need to be intentional about creating spaces where trans and gender-diverse employees not only feel safe being visibly trans—they also feel safe enough to thrive. This is especially important as our world continues to be increasingly hostile towards trans and gender-diverse folks. We’re thrilled to announce our new resource for trans and gender-diverse employees transitioning at work (and their supervisors and coworkers). It’s a tangible way for us to reaffirm our commitment to creating safer spaces for everyone. We decided to make parts of this resource publicly available to other organizations to inspire those who want to use their brand to make a positive impact on the lives of their employees, customers and community. Here’s a look at some of the info in our new Transition in the Workplace Guide that will help you create a more inclusive and supportive workplace for your team. http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png A Few Ways UpHouse Supports Trans and Gender-Diverse Employees The Gender Euphoria Benefit We know there’s often transition-related expenses that aren’t covered by insurance or public healthcare. Purchasing things like makeup, binders, shapewear or clothes that reflect someone’s gender can be expensive. This is why we offer a one-time... --- ### Marketing Humour: 7 Steps to Using Comedy Strategically - Published: 2025-03-20 - Modified: 2025-03-18 - URL: https://uphouseinc.com/marketing-humour-7-steps-to-using-comedy-strategically/ - Categories: Our Thinking A moderately funny guide to producing award-winning comedic concepts that get approved—and work http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Comedy can be a shortcut to the human soul, but in marketing, it’s only half the story... Successful campaigns balance the art of humour with the science of strategy. " – Doug Busk A gorilla is sitting in front of a drumkit. Its breath is heavy as Phil Collins’ beloved hit “In the Air Tonight” fills the darkened theatre. For eighty-eight of the next ninety seconds, there is no context, no logo, and no narrator delivering a message to distract us from the pure emotion of the moment. I hear clusters of nervous giggles break out in the audience as the song builds to its climax. The tension is palpable as we reach what is arguably the most satisfying drum fill ever performed. I believe much of my career in marketing and video production can be tied back to my decision to drive an hour into town to see the 2007 Cannes Lions winners at the Winnipeg Art Gallery. While brands like , and receive much of the credit, I believe marked a major shift in commercial advertising—a piece of entertainment people would seek out to watch again and again, just as YouTube was skyrocketing in popularity and viewing habits were irreversibly changing. If it wasn’t clear from the title of this blog, I take comedy seriously. And I owe it all to that gorilla. And while that Cadbury commercial is now nearly old... --- ### Our Doors Are Open! - Published: 2025-03-17 - Modified: 2025-05-09 - URL: https://uphouseinc.com/our-doors-are-open/ - Categories: News & Events A Little Bit About Us We're looking for talented collaborators to join our team. If you (or someone you know) is a hard worker, a team player, a good listener, a nice person and all of the good stuff, we want to know! We welcome and encourage all candidates to apply! We appreciate all the time, effort and vulnerability this takes. While we review all of our applicants' resumes, we will only reach out if there are any next steps or to set up an interview to get to know you better. If this job isn’t the right fit, you might be a great addition to our UpHouse network of talented contractors, project specialists and support staff. As a B Corp, we’re part of a movement to normalize pay transparency. When we reach out to schedule an interview, we’ll also send an employee pay scale and compensation package so that you can review this information before even meeting with our team. To ensure we process all applications efficiently, please submit your resume by emailing apply@uphouseinc. com only. We kindly ask that you refrain from dropping off resumes in person at our office. Thank you! *Position is located in Winnipeg, Manitoba. As the Video Production Specialist, you lead and oversee the planning, management and execution of the clients’ video projects—including scripted, unscripted and animated content. You play a key role in pre-production, from concept and scripting through to logistics and crew coordination. You participate in creative brainstorms, apply critical thinking to streamline... --- ### Study: Nurturing a Lasting Partnership with Efficiency Manitoba - Published: 2025-03-10 - Modified: 2025-03-10 - URL: https://uphouseinc.com/study-nurturing-a-lasting-partnership-with-efficiency-manitoba/ - Categories: Case Studies - Tags: non-profit-feature In shortWe started working with Efficiency Manitoba as their agency of record in late 2021, fully commencing in January 2022. At that time, the Efficiency Manitoba brand was still new to the market and their audiences were not fully aware of all the programs available to them. Since our first full year as Efficiency Manitoba’s Agency of Record in 2022, their brand awareness has increased by 38%, from 53% to 73% – nearly achieving their 2030 goal of 80% awareness in Manitoba more than five years ahead of schedule. Project Management UpHouse manages approximately 20 mass marketing campaigns for Efficiency Manitoba’s various programs each year. These campaigns can be straightforward, repurposed from previous years, or completely new. When working on a brand-new campaign, UpHouse leads the entire campaign process from concept development to trafficking out ads to the various media partners that Efficiency Manitoba advertises with. Campaigns can include, but are not limited to, social media ads, broadcast television, programmatic display ads, search ads, radio ads, billboards, transit ads, newspaper ads, magazine ads, bus benches, large-scale video production and direct mail through Canada Post. UpHouse manages a range of projects for Efficiency Manitoba, developing them in both English and French. These include brand marketing assets, program toolkits and explainer videos for residential, commercial, and community programs and rebates. We also produce seasonal magazines full of energy efficiency tips for homeowners and businesses, along with Efficiency Manitoba’s annual report – a key component of their communications as a Crown corporation. Production-type... --- ### The Rise of B2B Influencer Marketing: Building Trust in a Crowded Market - Published: 2025-02-25 - Modified: 2025-02-25 - URL: https://uphouseinc.com/the-rise-of-b2b-influencer-marketing-building-trust-in-a-crowded-market/ - Categories: Our Thinking 84% of B2B decision-makers start the buying process with a referral. * Trust and credibility are the cornerstones of B2B decision-making, and businesses are constantly looking for reliable sources to guide their purchasing choices. Unlike B2C transactions, which are often impulsive and driven by emotion, B2B purchases require careful consideration, extensive research and multiple touchpoints before a decision is made. In B2B, the buying process is typically longer, more complex, and involves multiple decision-makers. You need more points of connection throughout the sales cycle to nurture your leads and influencers can help you do this. Influencer marketing isn’t just for lifestyle brands and consumer products. B2B companies are increasingly leveraging industry experts, consultants, and niche content creators to build trust and extend their reach. In an environment where long sales cycles and complex decision-making are the norm, an endorsement from a credible and trusted voice can have more impact than traditional advertising alone. *According to research by Influitive and Heinz Marketing   http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngRethinking Influencers: Authority Over Audience SizeFor B2B brands, it’s not about the biggest follower count; it’s about credibility and an engaged audience. A single social post from a respected influencer, even if their follower account is low, can lead to significant results if they have an engaged, trusting community around them who takes what they say seriously. The key is finding influencers who:Have an engaged, relevant audience within your sectorShare valuable insights, case studies, or product reviewsAre trusted, unbiased voices in the industryApproaching Influencers Like Traditional... --- ### Celebrating Black Canadian Trailblazers - Published: 2025-02-24 - Modified: 2025-02-24 - URL: https://uphouseinc.com/celebrating-black-canadian-trailblazers/ - Categories: Our Thinking February marks Black History Month! It’s a time to recognize the accomplishments of Black Canadians, past and present. So, to celebrate, we’re highlighting a few extraordinary Black Canadians who have made a positive impact in Canada and around the world. Glenn Copeland Glenn Copeland (who professionally goes by his given name, Beverly Glenn-Copeland) is an influential singer, composer and transgender activist. Born in Philadelphia, Copeland moved to Montreal in 1961 to study classical music at McGill University. As one of the first Black students at the university and one of the few (possibly only) openly queer students at the time, he faced isolation and discrimination. The Assistant Dean of Women (this was before he came out as a trans man) targeted him directly, attempting to have him expelled. Eventually, for his own well-being, he left the university. He made a career for himself in television, appearing as a regular on Mr. Dressup and working on Sesame Street as a writer. In 1986, Copeland released Keyboard Fantasies, an electronic new age album which only sold about 200 copies but is now considered a classic. Today, his albums have been discovered by new generations of music lovers. This resurgence allowed him to embark on his first world tour at the age of 74 in 2018. He has continued to release new music and tour and was the subject of the documentaries Keyboard Fantasies: The Beverly Glenn-Copeland Story and the upcoming See You Tomorrow. http://uphouseinc. com/wp-content/uploads/2025/02/Beverly-Glenn-Copeland-header. webp Image from Them article, Beverly Glenn-Copeland... --- ### The Recipe for a Memorable Intern - Published: 2025-02-13 - Modified: 2025-02-13 - URL: https://uphouseinc.com/the-recipe-for-a-memorable-intern/ - Categories: Our Thinking Internships are like a potluck: you connect with others, sample different “dishes” to get a taste for what you really like, and (maybe most importantly), it’s your chance to wow folks with your individuality and creativity. And just like most potlucks, there’s always a dish or two with that *special something* that makes it memorable, interesting and leaves people wanting more. So, what’s the secret ingredient? How can you make your mark at your next internship (and maybe even get a job offer at the end of it)? UpHouse has hosted some fantastic interns over the years, many of whom we’ve hired as full-time staff. We’ve noticed some common things the best interns do that leave us impressed and wanting to keep them around—and we’re going to share that recipe with you. Here are our top 10 ingredients to having the best internship possible so you can learn about the industry, discover your strengths, and ultimately, make a stellar impression. Let’s dig in! http://uphouseinc. com/wp-content/uploads/2025/02/UpHouse-Recipe. jpg 1. Be a hand raiser A surefire way to showcase your initiative as an intern is to say yes to everything. No task or project is too big or too small, so offer to take on work whenever you can. Not only will that impress the team, but you’ll also gain a ton of valuable experience you can add to your resume. SPICE IT UP: Try taking on work from other departments! You might discover a new interest that surprises you (and you’ll be... --- ### Our 2024 Winter Interns Recap - Published: 2025-01-02 - Modified: 2025-01-06 - URL: https://uphouseinc.com/our-2024-winter-interns-recap/ - Categories: Our Thinking UpHouse believes interns should be given a chance to learn, grow and even lead — with our support — when the opportunity arises. (We also think interns should be paid, but that's a topic for another blog. ) We love having interns and based on what they've written here, that feeling is mutual. Whether they're headed back to school, striking out on their own or sticking around a while longer, the future is bright for these shining stars and we can't wait to see where it takes them. http://uphouseinc. com/wp-content/uploads/2024/12/CHEERS-TO-OUR-SUPPORTERS-2. jpg Alishba Afzal - Marketing Assistant Marketing, as taught in academia, is often portrayed like a step-by-step recipe with the goal to convince customers to buy something they probably don’t need. But real-world marketing is far from one-dimensional; it's a creative and flexible process that is consumer oriented. During my short time at UpHouse, I discovered that marketing can be a powerful tool for good — amplifying the voices of brands working to create positive change in the community. My favourite project that I worked on was Klinic’s 2024 Fall Campaigns. Mental health has always been a meaningful focus for me, shaped by my upbringing in a South Asian family that worked to break through cultural stigmas surrounding it. Supporting Klinic’s Suicide Prevention Day, National Farmers Day, and Domestic Violence Awareness Month campaigns felt like a natural extension of those values. Through this work, I developed skills in copywriting and project management. I also gained a deeper understanding of the... --- ### UpHouse Talent Turned One! - Published: 2024-12-23 - Modified: 2024-12-23 - URL: https://uphouseinc.com/uphouse-talent-turned-one/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngCue the confetti because UpHouse Talent just turned one and we have a lot to celebrate.   One year ago, we set out on a mission to uplift a crew of diverse influencers and connect them with like-valued brands.  As a marketing and PR agency, we often work with influencers, actors and models for client projects, and it became really difficult to find diverse talent. We found ourselves reaching out to the same people every time, showing a clear gap in the market for a truly diverse talent agency.   It’s not just us noticing this gap. Global public relations firm MSL reported BIPOC (Black, Indigenous and people of colour) creators make up to 67 per cent less per in-feed Instagram post. Seeing a stat like this fuelled our motivation to create an agency that represents historically marginalized creators.    http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngSo here we are, now with 21 creators from all over North America who have an array of backgrounds, body types, abilities, genders and personalities. This year alone, we’ve helped our creators land nearly 50 brand deals with big and exciting names, including Dove, Slynd (a revolutionary estrogen-free birth control), Obi Robot (an eating device for individuals with upper mobility limitations) and Nordstrom. Big shoutout to the first creator who signed with us, Cory Lee. Since February, we’ve helped him get several brand deals highlighting products and organizations for people with disabilities. Cory, you were the beginning of it all, and we’re so proud of everything we’ve achieved together... --- ### UpHouse Campaign Wins Three International Awards - Published: 2024-12-17 - Modified: 2024-12-17 - URL: https://uphouseinc.com/uphouse-wins-three-international-awards/ - Categories: News & Events Rural Sexual Assault Awareness Campaign Wins Three International Awards Marketing and PR campaign breaks through the silence around sexual violence Survivor’s Hope Crisis Centre and marketing and public relations agency UpHouse won three awards for a campaign developed to increase awareness about sexual assault resources in Manitoba’s Interlake-Eastern Region. ‘Let’s Talk About SARAH’ received the Silver Shorty Impact Award in Public Service Announcement, the Silver Anthem Award in Local Awareness and the Bronze Anthem Award in Grassroots Efforts. The Anthem Awards and Shorty Impact Awards are both international, mission-driven competitions focused on work that cultivates positive change. This year, the Anthem Awards had more than 2,300 submissions across 34 countries, including submissions from organizations such as T-Mobile, The Museum of Modern Art and MTV Entertainment Studios. “We came to UpHouse after struggling to reach survivors in the communities we serve. There’s a general lack of education around sexual assault resources in rural areas, and because these communities are so tight-knit, survivors would often stay silent instead of reaching out for help,” said Coral Kendel, Executive Director at Survivor’s Hope Crisis Centre. “This campaign created by UpHouse was an incredible collaboration that was meaningful to so many. We really believe it made an impact in reducing the stigma experienced by sexual violence survivors. ” Leveraging the close-knit connections of rural communities, the three-phase campaign focused on increasing awareness and education around sexual assault, as well as providing information about how to become an ally to survivors. Referencing Survivor’s Hope’s Sexual Assault... --- ### Growing Awareness, Support and Some Sick Moustaches - Published: 2024-11-06 - Modified: 2024-11-06 - URL: https://uphouseinc.com/growing-awareness-support-and-some-sick-moustaches/ - Categories: Our Thinking UpHouse Takes Movember 2024 This November, the boys at UpHouse are coming together for an important cause—Movember. Some of us will be growing moustaches, some will be getting active, and all of us are committed to raising awareness and funds to support men’s* mental and physical health. Movember is a global movement that shines a spotlight on critical health issues affecting men, including prostate cancer, testicular cancer, mental health, and suicide prevention. It’s a month where people everywhere come together in creative ways—often by growing moustaches—to start conversations and raise funds for a worthy cause. The time for these conversations is now: Around 10. 8 million men worldwide live with a prostate cancer diagnosis. Testicular cancer is the most common cancer among young men globally. Every minute, a man dies by suicide somewhere in the world, with men making up 75% of all suicides in Canada. By supporting the Movember foundation, we’re helping fund programs and research improving men’s mental and physical health. Movember’s full list of programs is inspiring, and we’re excited to contribute to their important work. Our team has set a fundraising goal of $1,500 this Movember. With your support, we hope to make a meaningful impact! How we're doing it There are a few different ways people can participate in Movember, and we’ll be doing doing a mix: Grow a Mo — Our Grow a Mo team has started Movember clean-shaven and will grow out their moustaches all month, helping raise funds and awareness and start conversations. Our... --- ### Canada's Heart is Calling - UpHouse Wins Effie Award with Travel Manitoba - Published: 2024-11-04 - Modified: 2024-11-04 - URL: https://uphouseinc.com/canadas-heart-is-calling-uphouse-wins-effie-award-with-travel-manitoba/ - Categories: News & Events Brand refresh continues to receive recognition nearly two years after launch Winnipeg, November 4, 2024 – Travel Manitoba has won another award for its brand refresh that launched almost two years ago. Canada’s Heart is Calling received a bronze Effie Award, which recognizes outstanding achievements in marketing effectiveness in Canada. Other bronze-level honourees include McDonald’s Canada, CIBC and Volkswagen Canada. The Travel Manitoba campaign was the only travel and tourism work to make it to the finals in this year’s Effie Awards. "We’re incredibly proud that Manitoba is getting the recognition it deserves. Our province has undeniable beauty and personality, and this brand refresh really showcases it,” said Colin Ferguson, President and CEO of Travel Manitoba. “We have always known how special Manitoba is, and we’re thrilled that the rest of the world is seeing it now too. ” The Canada’s Heart is Calling campaign captures the emotions one feels when exploring Manitoba, whether it’s viewing the northern lights dancing in the sky, participating in an authentic Indigenous experience or visiting a world-class museum. In collaboration with local artists and retailers, Travel Manitoba and its marketing and public relations agency UpHouse created impactful videos, user-generated social media ads and eye-catching merchandise to launch the refreshed brand. “Travelling isn’t about simply going to a destination — it's about learning, adventuring or unwinding. We wanted to tap into that emotional impact people experience when they travel,” said Kiirsten May, co-owner of UpHouse. “We’re honoured to be part of such a big campaign... --- ### Confessions of a Creative Director - Published: 2024-10-29 - Modified: 2024-10-29 - URL: https://uphouseinc.com/confessions-of-a-creative-director/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png How collecting life experience led to a shape-shifting role It’s a tale as old as time: an overachieving student makes it into the “real world” and can’t handle the newfound structure. I was thrust into the working world as a journalist with a low starting salary, a dress code and two-weeks’ vacation. I was 22, and I likely made a higher annual sum working at Boston Pizza part-time. Needless to say, I wasn’t quite ready for these types of constraints, and I wanted the freedom to write the way my far more seasoned colleagues got to approach assignments. My manager issued an ultimatum that I essentially needed to “learn the rules before I could break them,” and I subsequently handed in my loosest-structured lede yet. I was let go. It’s easy to look back at this now and see a few things: that I wasn’t quite ready for a “real” job; that I had a problem with authority (whoops, still kinda do); and that I craved creative freedom in a role—even when I didn’t yet have the track record to back it up. http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Learning things that you never say in a job interview Looking back, it’s easy for me to feel some empathy for the younger me, but I really was being defiant—a bit bratty, honestly—and it stirred up my professional path irrevocably. (Things you obviously never say in a job interview. ) It did lead to my next, entirely unexpected career, however—a four-year... --- ### Our 2024 Summer Interns Say Farewell to UpHouse! - Published: 2024-09-25 - Modified: 2024-09-25 - URL: https://uphouseinc.com/summer-interns/ - Categories: Our Thinking UpHouse believes interns should be given a chance to learn, grow and even lead — with our support — when the opportunity arises. (We also think interns should be paid, but that's a topic for another blog. ) The results can be spectacular and delightfully unexpected, especially when it results in the iconic JCPenney Portait Studio realness featured below. We love having interns and based on what they've written here, that feeling is mutual. Whether they're headed back to school, striking out on their own or sticking around a while longer, the future is bright for these shining stars and we can't wait to see where it takes them. http://uphouseinc. com/wp-content/uploads/2024/09/Faces-and-Laces. jpg Winnie Carey - Business Development Assistant I’ve always been interested in the impact of colour and the history of marketing, and I can confidently say that Under the Influence with Terry O’Reilly is the main reason I’m pursuing a marketing degree. But I realized quickly that my program was lacking in creativity and was confident my resume would get lost in the UpHouse junk folder. Yet there I was, May 13, 2024, as a business development assistant. Some of my first tasks at UpHouse were coming up with sticker designs and joining in on campaign brainstorms. From the moment I started at UpHouse, I knew it was filling my need for creativity and that I had found a community that would push me to always do better. My first major project was for a weatherization client. A topic... --- ### Invisible Battles — Navigating Chronic Illness - Published: 2024-08-06 - Modified: 2024-08-06 - URL: https://uphouseinc.com/invisible-battles-navigating-chronic-illness/ - Categories: Our Thinking This month, our guest blogger Patricia Gómez shines a light on the importance of transparency, advocacy and accessibility for businesses big and small. Through her own experiences with chronic illness, she shares the importance of acceptance and inclusion, as well as the power that words have to shape our own narratives.   http://uphouseinc. com/wp-content/uploads/2024/07/2. jpgIt has always been there. But it wasn’t until I landed in a new country and started my new life in Winnipeg that I got a diagnosis. IBS and Adenomyosis. A diagnosis that no doctors were 100% confident in saying either and which I am still getting answers for. “I’ve never seen something like this in my 30 years of practice” or “Could we have consent to show these pictures to students? ”- weren't very reassuring either. The doctor appointments, the thousand tests, the hope, the pain, the fear. The hundreds of times we get “sent home” because they can’t find anything or they tell us it’s nothing, it’s all in our heads. Chronic illnesses might be invisible but are not imaginary.  Advocating for myself as a young woman, half naked and vulnerable, being examined and talked down by a gynecologist making fun of my pain... saying your truth inside and outside of the exam room, that was one of the hardest things I had to do. I was judged and questioned about birth control and other personal choices by doctors while being in an operating table, with those gowns that strip off your dignity and... --- ### Study: Harnessing Small-Town Gossip for Good - Published: 2024-07-09 - Modified: 2024-09-23 - URL: https://uphouseinc.com/study-harnessing-small-town-gossip-for-good/ - Categories: Case Studies - Tags: non-profit-feature http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngIn short Survivor’s Hope Crisis Centre Inc. (SHCC) is a sexual violence resource centre serving those of all genders in the Interlake-Eastern Region of Manitoba. Through counselling, emotional support, education, referrals and advocacy, they empower survivors and communities. Survivor’s Hope asked UpHouse to develop a campaign that would help them address and reduce the stigma around speaking out about sexual violence and spread the word about their vital services. Inspired by their Sexual Assault Recovery and Healing (SARAH) program, we worked with their team to develop Let’s Talk About SARAH. The grassroots campaign focused on starting important conversations around sexual violence by harnessing the power of small-town gossip—for good. Our main public relations goal was to earn positive publicity across Manitoba and secure as much earned media as possible, going up against a “filter” the organization sometimes ran up against in finding coverage in rural media. Methodology Survivor’s Hope came in knowing their strengths, challenges and goals. They were an open book and extremely collaborative—this base of mutual trust and knowledge gave us room to take informed risks and craft a tailored strategy. We wanted to keep the campaign organic, grassroots and local. The goal wasn’t to get the most eyeballs; we needed the right eyeballs. We wanted the campaign to be seen in places where it was private and easy to access without stigma. The primary objective of this campaign was to reduce the stigma experienced by survivors, by changing ideologies and beliefs, and empowering survivors to... --- ### Study: A Hyperlocal Campaign to Inspire the Neighbourhood - Published: 2024-07-08 - Modified: 2024-09-13 - URL: https://uphouseinc.com/study-st-vital-centre/ - Categories: Case Studies In short St. Vital Centre came to us wanting to lean into its status as a “community mall”—but we soon learned that the St. Vital neighbourhood struggles with its identity and carving out a name for itself. So, we sought out to lead a brand refresh and campaign that could reframe how locals see themselves, their everyday routines—and the mall—all at once. We wanted to help the folks in St. Vital see themselves in the St. Vital Centre brand, while helping the Centre be seen as the place to be in the neighbourhood again. MethodologyWe dug deep into third-party research St. Vital Centre provided and found that they serve a hyperlocal audience. Because of this, we knew the campaign had to be centred around helping people in the area think more of their days and themselves, alongside the campaign. Just because St. Vital Centre is a mall fulfilling folks’ everyday needs, doesn’t mean every day can’t be exciting. In fact, it’s the very people they serve every day that helps inspire the mall. So, we came up with the tagline "Everyday Inspired,” and we decided to go all-out hyperlocal with our ad campaign, casting local people, featuring mall products and talent, and using surreal scenes in the mall to show how the mall can elevate your everyday. For our campaign videos and photography, we staged three scenes that looked like they could be taking place somewhere else, then revealed that they were actually happening in the mall, using a "trompe... --- ### Leveraging Collaborations in Destination Marketing - Published: 2024-07-03 - Modified: 2024-07-03 - URL: https://uphouseinc.com/leveraging-collaborations-in-destination-marketing/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngI don't know about you, but when I plan a holiday, I want to get off the beaten path and connect with something authentic. And I’m not the only one. Destination Canada reported that “the pandemic has enhanced the desire to connect in meaningful ways with places visited. ” Travellers want the full experience of a destination, not just a quick pop into a well-known, mainstream attraction. They want to immerse themselves in the sights, sounds, tastes and sensations that locals experience every day. How can your tourism business or destination take advantage of this growing trend? While your destination alone may not be able to check all those boxes, collaborations make it possible. By using co-promotions and partnerships, destinations can broaden their marketing reach and captivate new audiences. And when done effectively, you can attract fresh travellers and even encourage return visits from folks you want to welcome back. And because we’re here to help, we’ve put together some tips on how to leverage collaborations to expand the reach of your destination marketing program. What should go into it? There are a few different types of collaborations that can go into a successful destination marketing program. Here are a few ideas to get the wheels turning: Product Collaborations Think local! Partnering with makers to sell merch or even create limited-run products brings a local touch, creating meaningful ways for your audience to connect with your destination. Partnering with Indigenous artisans also allows you to showcase the rich... --- ### Study: Clear Lake Country - Published: 2024-06-28 - Modified: 2024-09-13 - URL: https://uphouseinc.com/study-clear-lake-country/ - Categories: Case Studies http://uphouseinc. com/wp-content/uploads/2024/06/ClearLakeCountry-CaseStudy-1. jpg In short The folks at Clear Lake Country know their town well—and a lot’s at stake with their brand. The very people who run small businesses in town have forged a destination enrichment organization to collaborate with Travel Manitoba on tourism experiences and goals, as well as represent the interests of other small businesses in the area, the national park and the increasingly expanding tourism audience. Clear Lake was the first inaugural “place brand” initiative with Travel Manitoba—they recognized the need to invest in building a brand personality to attract visitors. The success of this spurred place brand investments across the province and maxed out Clear Lake’s capacity for visitors in the summer. But that was almost 10 years ago—and while the brand helped them smash visitation goals, the once of-the-moment mark was feeling a little tired after nearly a decade in use. They also didn’t have a flexible visual identity system to express the varying experiences and adventures available during all four seasons out in the wild in Clear Lake. Methodology During our brand workshops, we learned that Clear Lake Country really was “adventurer focused. ” While Clear Lake Country wants people to visit and fill their shops, restaurants, spas and accommodations, they want to stoke a love for the outdoors first. They are at peak capacity in summer, and now, they need to appeal to the brave folks who want a town to themselves and a few other like-minded adventurers come winter or the shoulder... --- ### Meet the Marketer: Graham Nolan - Published: 2024-06-27 - Modified: 2024-06-28 - URL: https://uphouseinc.com/creative-crush-graham-nolan/ - Categories: Creative Crush http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Graham Nolan is a Texas-based PR consultant and a co-chair at Do the WeRQ­­, a group dedicated to increasing queer creativity and representation in the marketing industry. His day job sees him working as a freelance PR consultant and brand storyteller, helping agency brands do for themselves what they do for their clients. “A lot of what I do is just try to find the personal relevance or the water cooler value of a discussion and try to bring that to other people. ” When asked about Do the WeRQ, Nolan quips, “My gay job is co-founding and co-chairing, alongside Kate Wolff, the premier, maybe the first ever, national LGBTQ marketing community in the US. ” He notes that there’s a lot of overlap in the skills needed for both jobs, noting that agencies often wanted to address DEI issues but wanted guidance on what they should say based on what standards they were able to maintain. Do the WeRQ is a volunteer-based organization that works more as a community than an agency of it’s own. ”The importance, personally, is the ability to build community,” Nolan says. “It’s very specifically, interested in the intersection of these two worlds: the LGBTQ+ community and the marketing community, that had not overlapped in this way before. ” He sees the initiative as “a commitment that we're here and that we're not going anywhere. ”“Commitment is such a huge thing,” Nolan says. Pride season has often been seen as the only... --- ### Celebrate Pride by Diving into Queer History on Screen - Published: 2024-06-10 - Modified: 2024-09-05 - URL: https://uphouseinc.com/celebrate-pride-by-diving-into-queer-history-on-screen/ - Categories: Our Thinking The Stonewall Uprising in June of 1969 is often seen as the beginning of the modern 2SLGBTQIA+ civil rights movement. It’s also the reason June is celebrated as Pride Month. While it’s important to celebrate how wonderful it is to be queer and how far we’ve come, it’s equally important to remember those who paved the way to where we are today. By understanding queer history, we can better understand the political climate we currently find ourselves in and how our queer elders and ancestors overcame their own struggles. Queer history doesn’t begin at Stonewall though. The following movies and TV shows remind us that queer people have always existed and always will, no matter how repressive the world around us is. Happy Pride! Fellow Travelers (2023) Fellow Travelers is an epic love story and political thriller that spans four decades of queer history. The story begins at the height of the Lavender Scare in 1950s Washington, DC, when anyone even suspected of being queer was being purged from federal government jobs. It carries on through the anti-war activism of the 1960s, the disco hedonism of the 1970s on Fire Island and the AIDS crisis of the 1980s. Based on the fiction novel of the same name by Thomas Mallon, the show expands the world of the book to include a more diverse group of characters that have often been left out of queer storytelling. The cast and crew are full of extraordinary queer talent, including Matt Bomer, Jonathan Bailey,... --- ### Creative Crush: Teri Hofford - Published: 2024-05-30 - Modified: 2024-05-30 - URL: https://uphouseinc.com/creative-crush-teri-hofford/ - Categories: Creative Crush http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Teri Hofford is a body image educator, photographer, speaker and author, who encourages people to change their beliefs about themselves so that they can live more authentically within their bodies. In 2022, she published The Geode Theory, which encourages readers to slowly chip away at the negative views the negative views they may have about their bodies so that they can reveal the sparkle that lies beneath. “We blame our bodies for a lot of the things that we don't like about ourselves,” Teri says. “Once we realize that our body is just a body, there's a lot more under the surface. That needs to be where the acceptance comes in. " Autobiographical non-fiction is so much more personal than fiction, but Teri didn’t have any difficulty tapping into her past experiences in order to bring the book to life. “It might because I wrote it down when I was younger. ”Teri has been journaling since age six. “Revisiting the stories for that book wasn't as hard as this current book that I'm getting published right now because I had already gone through it and come out the other side. ” Reflective writing began as a refuge for Hofford, who noted that journaling was a safe place to express herself whenever she became a target of bullying and since then, it’s become a useful point of grounding. “I noticed that the times when I would turn on my body is when I got away from journaling. Our... --- ### We Regret To Inform You… : Taking Rejection as a Creative - Published: 2024-05-22 - Modified: 2024-05-22 - URL: https://uphouseinc.com/taking-rejection-as-a-creative/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png There was only me, alone in the center of the soccer field. My heart was in my throat and my eyes were burning trying not to cry. Seconds that seemed eternal. Why wasn't anyone saying my name? Damn shitty system... I hated when the gym teacher decided that the way to make teams was to choose two leaders who took turns choosing the next name until they formed complete teams when there was no one left. But I was left. 26 names later and no one had chosen me. And they didn't choose me, no one said my name, the teacher assigned me to the team that had the last pick. I was panicking in my mind “no one said my name, no one said my name, no one said my name” I kept repeating silently in shock. I needed to hear it, I wanted to matter... when someone yelling interrupted my thoughts: "Nooooo, noooot with us, noooo! " The air seemed to freeze around me as those words pierced through my heart like a knife. I remember it like it was yesterday, the voice of Johnathan, the team captain. Not only did they not choose me, but afterwards a fight almost broke out to see who would have to "be stuck with me. " I think that was one of the first times I felt it: Rejection. It was a feeling I would become all too familiar with, but in that moment, it felt like the... --- ### Study: Self-Reflect Before You Self-Check - Published: 2024-04-23 - Modified: 2024-09-13 - URL: https://uphouseinc.com/study-self-reflect-before-you-self-check/ - Categories: Case Studies --- ### UpHouse Named Finalist at the 16th Annual Shorty Awards - Published: 2024-04-23 - Modified: 2024-04-23 - URL: https://uphouseinc.com/uphouse-named-finalist-at-the-16th-annual-shorty-awards/ - Categories: News & Events Marketing Campaign Calling Out the Cons of Self-Checkout Machines Recognized on a Global Platform UpHouse’s marketing campaign with United Food and Commercial Workers (UFCW) Local 832 has been named as a finalist in the 16th Annual Shorty Awards for their Self-Reflect Before You Self-Check campaign in the Public Service Announcement category. The campaign addresses how self-checkouts in grocery stores have become a way for large corporations to potentially cut labour costs, squeezing hours and potential wages from their employees—while getting free labour from their customers. “We polled 400 grocery store workers to uncover their pain points with self-checkouts. Not only are the machines putting more work on the cashiers to troubleshoot issues, but corporations are reducing employees’ hours and cashier resources at the store,” said Brenlee Coates, Creative Director at UpHouse. “This prompted us to examine—if everyone is struggling with the user experience so much, who is self-checkout really working for? ” To encourage people to reconsider which lane they choose at the grocery store, UpHouse took a satirical approach to waking people up to the “working for free” aspect of self-checkouts. The campaign video features a pandering voiceover as the self-checkout machine that launches into an impromptu “performance review” on the unwitting customers. “Not only was this campaign successful in creating awareness of the impact self-checkout machines have, but we’ve received requests from people wanting to get even more involved and asking how they can convey to cashiers that they support them. People are considering how their values can... --- ### Putting Our Pedals to the Metal for Cerebral Palsy Association of Manitoba - Published: 2024-04-14 - Modified: 2024-04-24 - URL: https://uphouseinc.com/pedals-to-the-metal/ - Categories: Our Thinking On Saturday, May 11, 2024, we're kicking it into high gear for the Cerebral Palsy Association of Manitoba's Annual Stationary Bike Race! The Cerebral Palsy Association of Manitoba is an independent non-profit organization dedicated to enriching the lives of individuals affected by Cerebral Palsy through programs, referrals, advocacy, education, and peer support. Each year, they host a fundraiser that acts as a sort of stationary bike race relay, in which teams participate by riding a bike in 25 minute intervals from morning well into the afternoon. Bicycles are a great equalizer for those with Cerebral Palsy, a disorder that affect one's ability to move and maintain balance, as these modes of transportation can be adapted in numerous ways to suit the needs of their riders. In recent years, we've been able to spread the work of those at CPMB and help amplify the voices of those living with Cerebral Palsy in our province. This video, filmed virtually over the pandemic, is only a tiny example of the, compassion, kindness and wisdom that is forced into isolation when the world isn’t changed to be accessible to those with Cerebral Palsy and other disabilities. How can you help? If you've made it this far down the rabbit hole, we appreciate you. If you'd like to go farther and have some extra funds that you'd like to go to good use, you can donate to our team page. All you need to do is select the option to support a Team and choose... --- ### Creative Crush: Fred Penner - Published: 2024-04-05 - Modified: 2024-04-05 - URL: https://uphouseinc.com/creative-crush-fred-penner/ - Categories: Creative Crush http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pngWe’ve had the pleasure of speaking to members of the Penner family before — having written about sisters Hayley and Kendra Penner (twice) — and now we’ve got a chance to hear from Fred Penner himself. Hayley sat down with her father to discuss art, poetry and, of course, music. Hayley: What makes something art to you? Fred: I don't know if I have an answer for that. What makes art? I mean, it needs to be pleasing to the eye. I suppose. Hayley: To whose eye? Fred: Well, there it is. Because other people might say, “Oh, that's cool. ” Or they'll comment in a positive manner. And I’m self-critical when it comes to that part of it. I'm pretty comfortable now with my music and the level of creativity in my voice. I've learned how to do that. The drawing is a newer challenge for me. Hayley: It's the less confident voice. Fred: Exactly, that’s a good way to put it, a less confident voice but I’m becoming more and more confident with it. I don't feel articulate in the same manner. But I am learning about how my art reveals itself. It’ll be just a blob in my brain. And then I think, well, if I do this, if I angle this, if I shade there a little bit, if I change that angle, it goes another dimension, and then there'll be many dimensions that need to happen, before it starts to come out of... --- ### 5 Movies to Celebrate Trans Day of Visibility - Published: 2024-03-31 - Modified: 2024-09-05 - URL: https://uphouseinc.com/5-movies-to-celebrate-trans-day-of-visibility/ - Categories: Our Thinking Trans Day of Visibility is a global event occurring annually on March 31st. Unlike Trans Day of Remembrance in November, which is more of a solemn day, this is a time to celebrate the trans community and raise awareness of discrimination faced by trans people worldwide. What better way to celebrate the trans community than through the art of film? Movies have the power to transport us to places we’ve never been and get to know people we would never have the chance to meet. For allies (including cisgender queer folks), this is a great opportunity to learn about the lived experiences of trans folks. What goes into positive representation? Before we dive into the movies, let’s discuss what goes into positive trans representation. It doesn’t mean that every trans story is all sunshine and rainbows; it means that trans stories are being told in authentic ways that aren’t sensationalized or exploitative. One great way to tell if something will have authentic trans representation is to look at who is behind and in front of the camera. Trans stories tend to be told the best when they’re being told by trans creatives. That said, it’s important to remember that someone may not be open about their personal life and judging someone based on what is public knowledge can be dangerous. An excellent example of positive trans representation is the groundbreaking TV show, Pose. One of the reasons the show was so groundbreaking is it featured trans folks in leading and... --- ### Swipe Right, Pitch Right: Mastering the Art of Selling Yourself in Love and Business - Published: 2024-02-14 - Modified: 2024-02-14 - URL: https://uphouseinc.com/swipe-right-pitch-right-mastering-the-art-of-selling-yourself-in-love-and-business/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2024/02/1. pngAh, love and business – two fields where the struggle to sell oneself is oddly similar. In both, that dreaded question lingers: How do I start? The opening line, the first impression, the spark that ignites the flames of interest. Statistically, the first sentence is the one where the most time is spent and that most people read. It's the first stop for your eyes before hitting "read more. " This is equivalent to a headline or an email subject line in email marketing campaigns or similar. Pat's advice today is: "HELLO" doesn't work. And "WELCOME" doesn't either... You have an average of 5 seconds before someone decides to keep reading your page or leave. And you decided to use them on “Hello”? ? ? C’mon... “Welcome” and the rest of the generic tasteless words will not say anything unique about you. Why should I stay? Why should I keep on reading? What’s in here for me? Why are you soooo special? You start getting it, right? 0 intrigue to keep me on it and the most generic start that certainly won’t make you memorable. Your first line needs to convey your identity and be full of character. Fear not, dear reader - I hope you read that as Lady Whistledown from The Bridgertons - because today and for this month of love, we're unraveling the mysteries of crafting an irresistible first sentence that works like magic, whether you're wooing on dating apps or in the boardroom. http://uphouseinc.... --- ### UpHouse Wins International Awards For Purpose-Driven Marketing - Published: 2024-02-05 - Modified: 2024-02-05 - URL: https://uphouseinc.com/uphouse-wins-international-awards-for-purpose-driven-marketing/ - Categories: News & Events Two campaigns use impactful messaging of inclusion for people with disabilities Marketing and public relations agency UpHouse continues its reputation for creating award-winning, purpose-driven work with two Anthem Awards wins. The agency’s marketing campaigns Let’s Grow to Work and Barrier Town were Bronze Anthem Winners in the Hiring Initiative and Local Community Engagement categories, respectively. This year’s Anthem Award Winners were selected from a pool of over 2,000 submissions from 44 countries by the International Academy of Digital Arts and Sciences. Anthem judges are intellectually diverse leaders from across the impact industry with expertise that spans across the Anthem cause areas. “It’s an incredible honour to be named winners at the Anthem Awards. We appreciate being recognized for the work we do at UpHouse—but having real impact with these campaigns and getting to work with the kinds of clients we do is our true motivation,” said Brenlee Coates, Creative Director for both campaigns. “Wins like these show the power of inclusive, diverse and equitable marketing, and we’re excited to attract more projects like these in the future. ” Let’s Grow to Work for Direct Support Profession Manitoba was created to increase recruitment of support workers for people with disabilities. Direct support professionals (DSPs) support people with disabilities to live the lives they want — in work, at home and in the community. The campaign message emphasized the relationship between DSPs and the person they support, showing them growing together and the positive impact being a DSP has in someone's life. The... --- ### Creative Crush: Sabrina Claros - Published: 2024-01-03 - Modified: 2024-01-30 - URL: https://uphouseinc.com/creative-crush-sabrina-claros/ - Categories: Creative Crush Sabrina Claros (she/her) is a Latina creative, adventurer and storyteller based in Los Angeles. Her work aims to highlight outdoor athletes and adventure beyond the excursions, peak bagging and epic views. She wants to tell the stories of the journey from a more holistic view, including the struggles, the failures, the community and why people push their limits. With a serious lack of representation in adventure media, Sabrina’s work intentionally focuses on the stories of women, BIPOC and LGBTQ2A+ communities. We sat down with Sabrina to chat about the beauty of failed adventures, casual representation and the importance of fostering diversity and inclusivity to inspire a broader audience to benefit from the great outdoors. Tell us about yourself! My name is Sabrina, I grew up just outside of LA in Downey and then went to school at University of California, Irvine. I had initially studied psychology and criminology to go into social work. The goal was to create more reparative and functional programs and to be part of giving holistic care back to the community. I did that for a few years through COVID, which was extremely difficult. And when I felt myself burning out, it was either: finally give the photo and video work a full chance or go back to school. I tried applying to school and it wasn't going super well. So I thought, okay, we're going to try something else, and see how that'll work for me. I specialize in trying to create storytelling around different... --- ### Hustle-Free Holidays and a Merry, Mindful Season - Published: 2023-12-21 - Modified: 2024-03-31 - URL: https://uphouseinc.com/hustle-free-holidays-a-merry-mindful-season/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/12/4. png 'Tis the season to be jolly, but for many, it's also the season of hustling harder than Santa's elves on Christmas Eve. We've been wrapped up in the notion of hustle culture, a gift that keeps on giving stress, burnout and a serious lack of time for what really matters. The Naughty Side of Entrepreneurship I started my business some months ago. As soon as I joined the entrepreneur club, everyone was expecting me to work over weekends. I was expected to wake up at 5 am, post daily content, meditate, exercise, use the latest organization app, answer clients 24/7, check my phone constantly and eat in front of my computer, if I was lucky. Yeah, apparently all of that comes along with the flexible schedule (which means working holidays) and a t-shirt they forgot to send saying “rise and grind,” or something like that. In that starter pack, with the quest to solve problems and make an impact, we sometimes forget to solve the most crucial problem—our own well-being. Let Me Introduce You to the One and Only Hustle Culture. Let's talk hustle culture—also known as burnout culture—a phenomenon that's as common as ugly Christmas sweaters at holiday parties. Ever felt guilty for taking a day off? Congratulations, you're a certified member of the hustle group! In a survey of remote workers, 62% were afraid of being labelled lazy for having the audacity to work from home, even though they were more productive than ever. Guilt,... --- ### Creative Crushes: Kendra and Hayley Penner Part 2 - Published: 2023-12-08 - Modified: 2023-12-08 - URL: https://uphouseinc.com/creative-crushes-kendra-and-hayley-penner-part-2/ - Categories: Creative Crush We’re back with the exciting conclusion of our conversation with sisters Haley and Kendra Penner. Last time, we covered everything from ageing to Yahtzee, this time we’re getting the scoop on inspirations, what it feels like to be on the right path and moving to Los Angeles. If you haven’t had a chance to read part one, or if you’ve forgotten the frenetic joy with which these two interact, we’re happy to provide this reintroduction. What are three words that you would use to describe yourself and three words to describe each other? Hayley: For myself, I'd say optimistic, I'd say secretive, I feel like I’ve always got a secret world goin on. I talk quite openly about it, which maybe removes its secrecy, but I feel like I'm mischievous in nature. And curious, heavily curious. Kendra: I'm motivated, welcoming— Hayley: Very welcoming Kendra: And did you say curious? Because I don't want to steal it. Hayley: Only one person can be curious! I think you are sensitive. You are generous. You are... I’m really trying to get to the guts of it. I mean, sensitivity is loud in you. You’re warm. Loyal, I think you're a very loyal human being, as a friend and as a family member. You’ve been very loyal to me, thank goodness. Kendra: You are... it seems like this is always the hardest, like picking one word, It's so hard to remember words. Hayley: Find a word, any word... neat! *laughs* Kendra: You’re neat! I... --- ### Creative Crushes: Kendra and Hayley Penner Part 1 - Published: 2023-12-01 - Modified: 2023-12-08 - URL: https://uphouseinc.com/creative-crushes-kendra-and-hayley-penner-part-1/ - Categories: Creative Crush This month we’ve got crushes so nice, we’re writing about them twice! Kendra Penner, a photographer, and Hayley Penner, a songwriter and author, are two talented sisters with a famous father named Fred. We sat down with the pair to chat about everything from growing up in a creative household, to navigating the creative industry, finding your passions and even getting inked. Unlike many of our Creative Crush conversations, which are often done online, we were lucky enough to invite Hayley and Kendra to our Winnipeg office. This change in setting not only set the stage for a fantastic chat with two seasoned performers, but also made for a wonderful opportunity for the two to play off of eachother in a way only sisters could. Hayley: I'm getting a Yahtzee tattoo for sure. I'm getting snake eyes. Kendra: You should, I support that. Snake eyes? Hayley: Yeah, two singles are snake eyes. She hasn’t been playing Yahtzee for as long as I have. I don't want to brag but... Tell us about yourselves. Hayley: I am a human woman. I'm 37 years old. I say my age because I've been hooked on the Julia Louis Dreyfus podcast. Have you been listening to this? It's amazing. She interviews aging women, and I'm proud to be an aging woman. So I'm starting with that. I'm a songwriter. I'm a writer, I'm a sister, I'm a friend, a cook, a thief— Kendra: You are. She has a real habit of taking things and... --- ### What Sound Does a Brand Make? - Published: 2023-11-15 - Modified: 2023-11-15 - URL: https://uphouseinc.com/what-sound-does-a-brand-make/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/11/5. png What sound does a brand make? This is the question that’s been nagging me for weeks—not because I’m grappling with the answer, but because it’s a question I should have started asking myself years ago. I recently attended a panel on sonic identities at The Gathering Summit, a marketing conference for some of the biggest brands in the world, held in Banff, AB. Representatives from Songtradr, a B2B licensing platform, and Massive Music, a sonic branding agency, discussed how marketers strategically use sound to help shape brands that are more recognizable, memorable and emotionally connected with their audiences. I immediately felt a mix of excitement and embarrassment. Excited because, like an illness that’s finally diagnosed, it gave a name to something I’ve felt strongly about for years but never had something definitive to call it. Embarrassed because, up until that moment, I hadn’t seen “sonic” associated with anything other than “youth” and “the hedgehog. ” I’ve spent the last 8 years with one foot in advertising and the other in video production, during which I’ve curated music for so many different clients and projects. And there’s no better feeling than experiencing strong visual storytelling underscored by the perfect track. Differences in taste are inevitable when it comes to music—but when it’s strategically used to tell a story—you know when you’ve gotten it right. People think about what they see but they feel what they hear. " - John Taite, Executive Vice President, Made Music Studio http://uphouseinc. com/wp-content/uploads/2023/11/download.... --- ### Why Barbie Made Fun of Herself (and You Should Too) - Published: 2023-11-02 - Modified: 2023-11-13 - URL: https://uphouseinc.com/why-barbie-made-fun-of-herself-and-you-should-too/ - Categories: Our Thinking There are obviously about a trillion things to covet about the marketing of the Barbie movie: the partnerships, the music, the art direction, the hype machine that launched it... the list goes on. But maybe one of the top things on my mind as a marketer while watching the brilliant movie was, “how did a movie like this get made? ” The whole storyline of the movie was about making the Barbie character three-dimensional, and in doing so, exposing the flaws of the 60-year-old brand’s legacy. Not many brands seek out opportunities to shine a light on their flaws, let alone sink hundreds of millions into exposing them. To me, the humility of the movie was the main thing that made Barbie credible again. The jokes about flat feet, the all-male Mattel boardroom and America Ferrera’s epic monologue about the impossible beauty standards Barbie has contributed to, made the film palatable to a wide audience of Barbie lovers and haters alike. http://uphouseinc. com/wp-content/uploads/2023/10/2. png In an intimate "Inner Sanctum” of about 40 people at The Gathering Summit, we heard the marketing leads at Barbie give credit to the recently appointed CEO of Mattel at the time, Ynon Kreiz, for pushing the movie forward. Kreiz had an entertainment background and a deep trust in filmmakers. He let rights-holder Margot Robbie and director Greta Gerwig exercise the creative licence that perhaps the past two failed attempts at a Barbie movie never could. The marketers expressed hesitation with handing over the image of... --- ### Brave Marketing Can Strengthen Your Brand’s Connections - Published: 2023-10-25 - Modified: 2023-10-25 - URL: https://uphouseinc.com/brave-marketing-can-strengthen-your-brands-connections/ - Categories: Our Thinking A lot of marketing mavens talk about how important core values are to a brand, but few are willing to really lean into those values in meaningful ways. Heineken recently showed us how it’s done with The Social Swap, an initiative that asked prominent male and female soccer commentators (Gary Neville and Jill Scott) to secretly swap Twitter (X) accounts for a day. The result was an eye-opening look at how gender bias and sexism is on open display every day online. http://uphouseinc. com/wp-content/uploads/2023/10/Social-Swap. jpgI love this kind of campaign because it shows us a massive global brand that's willing to live their values. A great many companies would probably never consider such a campaign. Having been in countless corporate strategy sessions, I know how quickly good ideas can be shot down by the merest whiff of risk. It’s hard to chart a course that might upset a portion of your customer base. Companies don’t like to use marketing to lose business, after all. I understand being risk averse, but I’d argue that this campaign actually presented a low level of risk. Here’s why. Campaigns like this need to start with research. Who are your core customers? What do they believe? Which of those beliefs define who they are? If the majority of your customers look at themselves as progressive and tolerant, and if they object to the unfairness of this sort of blatant sexism, then it’s probably a safe strategy to support those feelings. By running this campaign, Heineken... --- ### Learning on the Job: Insights from an Internship - Published: 2023-09-25 - Modified: 2024-09-05 - URL: https://uphouseinc.com/intern-blog-learning-on-the-job/ - Categories: Our Thinking At UpHouse, we love getting the opportunity to mentor interns who are working towards becoming communications professionals. Christina Klysh is one of our most recent interns, and while she may have been skeptical of her own skills when she started, we could see that she had nothing to worry about. But don't take our word for it, here's what she had to say about her time with us! For the past four months I’ve worked at UpHouse as one of their junior public relations coordinators, which was, at first, a scary and challenging role for me. As a current communications student, I had never worked in communications or been an intern before, so during the first month – while sitting in on meetings with clients, helping prepare for events or calling up the media to pitch stories – I often thought to myself, “Why is anyone allowing me to do this, I have NO idea what I’m doing. ” At first, I constantly checked my notes from class before writing a draft, or proofread every email 10 times before sending it, but after a couple weeks in I finally felt settled into my summer job. While at UpHouse I got to work on lots of projects with many interesting clients. However, the first big project I worked on was for the ZacPac Project, an initiative where volunteers pack bags with essentials to hand out to people experiencing homelessness. Originally started in Vancouver, the ZacPac Project wanted to launch its initiative... --- ### Lost & Found: Navigating Identity Loss in Migration and Business - Published: 2023-09-22 - Modified: 2024-03-31 - URL: https://uphouseinc.com/guest-blog-navigating-identity-loss-in-migration-and-business/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/09/Patricia-Carousel-Post. jpg Loss of identity is a major symptom in migratory processes. It is also a major cause of non-conversion in brands.   The concept of identity is something I am passionate about and I found a connection between a personal experience and my professional field. In our society, we are so concerned with our ethnic origins and identity. We want our cultures to be recognized, to create awareness around our uniqueness and for people to understand us. But when it comes to our businesses we hide behind empty words, sounding all the same and lacking personality resulting in a disconnect with clients. Some people would argue that business is just business, but if you really believe in your why, if you have a purpose—especially if you are an entrepreneur—then your business is an extension of yourself and it is definitely so much more than “just business. ” Most businesses just become invisible. Impossible to identify and with no reasons other than price to buy or not to buy from them. We’ve forgotten something very important: at the end of the day we are simply people dealing with people, even in business. After 6759 km, 3 flights, 7 hours of time difference, one ocean and 3 quarantines I began my journey as an immigrant. As an immigrant, everything changes. The climate, the food, the language, the people, my support network. I found myself on the other side of the world without my safety net and my emotional anchor, facing... --- ### How To Provide Interview Answers Like an Expert - Published: 2023-09-08 - Modified: 2023-10-04 - URL: https://uphouseinc.com/how-to-provide-interview-answers-like-an-expert/ - Categories: Our Thinking, Resources Just because you’ve made it to the C-Suite doesn’t mean you’re ready for media interviews. Many executives are well equipped with decent to excellent public speaking skills, but media interviews are often outside even the most seasoned executives’ comfort zones and require a special kind of public speaking. They can also be high stakes opportunities where a good interview builds and polishes your brand and a poor interview makes stakeholders question why you’re in command. Unfortunately, we’ve all seen the latter scenario where an executive fumbles an interview so badly that it causes a mini crisis for the company. We’ve met many executives who, after seeing such a foible, view media interviews solely as risks. These folks will often refuse any and all media opportunities out of fear that they’ll make a mistake, or that the reporter will make them look bad either through malice or incompetence. We believe the overwhelming majority of interviews are chances to reach large audiences with your main brand messages. They can build tremendous goodwill and often have an outsized impact on sales and hiring. While they can carry a risk, that risk is entirely manageable through good training. http://uphouseinc. com/wp-content/uploads/2023/09/Hand-with-Microphone-Outstreatched. jpgKnowing how to handle media interviews is a complex skill. It’s not something people are born with and it’s certainly not a skill that is automatically bestowed upon you as soon as you have an executive title in front of your name. That said, a media interview can be an opportunity to reach a... --- ### Study: Grounding a Concept in Humanity and Humour - Published: 2023-09-07 - Modified: 2024-09-23 - URL: https://uphouseinc.com/study-grounding-a-concept-in-humanity-and-humour/ - Categories: Case Studies - Tags: non-profit-feature In shortWe know most businesses wouldn’t set out to create a barrier. But there are many ways that they can — even unintentionally — put up barriers and prevent people from fully accessing and engaging with their organizations. Those with disabilities often experience these barriers the most — and it’s a problem so prevalent that Manitoba sought to address it with legal obligations under the Accessibility for Manitobans Act. To help businesses become more aware of existing barriers and how to remove them (as outlined in the Act), we worked with Abilities Manitoba to come up with a clear concept that illustrates the human impact of these barriers and the ease with which you can get rid of them. The result? Welcome to “Barrier Town. ” Through our client’s connections, we were able to create Barrier Town, a metaphorical representation of the real challenges people with disabilities face when interacting with businesses. The goal? To get businesses to start thinking critically about barriers they might have in place and push to start tearing them down. While the videos we created tell the story of how people with disabilities experience Barrier Town, everyone in their lifetime will be impacted by disability, even if temporary — and no one can avoid every barrier. We all benefit when spaces are made more accessible to everyone, with full inclusion in mind. Methodology We worked with Abilities Manitoba to connect with a focus group of people with disabilities and asked them to share their lived... --- ### How to Leverage the Power of Recruitment Videos - Published: 2023-08-30 - Modified: 2024-01-19 - URL: https://uphouseinc.com/how-to-leverage-the-power-of-recruitment-videos/ - Categories: Our Thinking, Resources To attract top notch talent, you need top notch recruitment strategies (read our blog about How to Master Effective and Informed Recruitment Marketing here! ) – and in today’s digital age, visual content reigns supreme. Humans are wired to respond to visuals, and videos provide an immersive experience that engages both our eyes and ears. When it comes to recruitment, this is gold. Recruitment videos have become a game-changer in attracting and engaging talent. Here are the key reasons your organization should be leveraging recruitment videos and some best practices to maximize their impact: Showcase Company Culture Recruitment videos are a great way to show off your company’s culture, values and work environment. They give potential candidates a glimpse into what it's really like to work with you, attracting people who align with your values and vision. Before you kick off any recruitment marketing campaigns, take some time to define and cultivate your employer brand. Your employer brand represents your organization’s reputation as an employer and what your company stands for. Aligning your employer brand with your overall marketing strategies creates a consistent and engaging narrative that will reel in the right talent. Create Specific Recruitment Videos for Specific Roles If you’re hiring multiple people for a specific role or position in the company, it can be helpful to create videos that speak to it. Roles that have frequent turnover can also benefit from recruitment videos. They show potential candidates what to expect from the role. Video from the Abilities... --- ### How to Win the Talent Game through Employer Branding - Published: 2023-08-30 - Modified: 2023-08-31 - URL: https://uphouseinc.com/how-to-win-the-talent-game-through-employer-branding/ - Categories: Our Thinking, Resources We all know that attracting and retaining top talent is crucial for any company's success, but have you ever wondered why some organizations seem like they’re able to effortlessly draw in the best of the best? The answer lies in a well-crafted employer branding strategy. We’ll walk you through the steps to developing and optimizing your employer brand, ensuring your success and winning over the hearts of talented potential employees. What is Employer Branding? Employer branding refers to the reputation and image a company projects to potential and current employees. It's like a company's personality that influences how people perceive it. Employer branding is not just about showcasing your cool office spaces or unlimited snack options – although those can be enticing – it's about creating an authentic, engaging and inclusive work environment that resonates with your target talent pool. http://uphouseinc. com/wp-content/uploads/2023/08/Arrows-pointing-in-every-direction. jpg Why is Employer Branding So Important? In an era where job seekers have more options than ever, a strong employer brand can be a game-changer. It helps you stand out from the competition and attracts high-quality candidates who align with your company's values and culture. Moreover, a compelling employer brand can enhance employee engagement, boost retention rates and ultimately improve overall business performance. It's a win-win for both your organization and your employees. But how do you craft your employer branding strategy? 1. Define Your Employer Brand Let’s start by creating an irresistible employer value proposition (EVP). This is the secret sauce that sets you apart from... --- ### How to Create Effective and Informed Recruitment Marketing - Published: 2023-08-30 - Modified: 2023-10-05 - URL: https://uphouseinc.com/how-to-create-effective-informed-recruitment-marketing/ - Categories: Our Thinking, Resources In a competitive job market, standing out and attracting top talent requires more than just posting job listings and crossing your fingers. As a marketing agency with a nearly 100% retention rate, we understand that if you want to attract the cream of the crop, you have to apply smart and strategic marketing tactics to your recruitment process. In this post, we’ll dive into the realm of recruitment marketing and share valuable insights on how your organization can elevate its hiring efforts through effective and informed strategies so that you can attract, engage and ultimately hire the best talent. Understanding Recruitment Marketing Before we dive into the nitty-gritty details, let's get on the same page about what recruitment marketing actually means. At its core, recruitment marketing combines traditional marketing strategies with human resources practices to connect with the right candidates for a company's open positions. It's like marketing, but instead of promoting products or services, we're promoting job opportunities. Knowing Your Audience Just like any marketing campaign, it's essential to know your target audience when recruiting. Who are the ideal candidates you're trying to reach? What motivates them? What platforms do they frequent? By leveraging data-driven insights and developing candidate personas, you can create tailored messaging and targeted campaigns that resonate with your desired talent pool. Speak their language, address their needs and make your job postings irresistible. Building an Authentic Employer Brand In a competitive job market, your company's reputation and culture play a crucial role in standing apart... --- ### How to Build a Marketing Request for Proposal - Published: 2023-08-30 - Modified: 2023-08-30 - URL: https://uphouseinc.com/how-to-build-a-marketing-request-for-proposal/ - Categories: Our Thinking, Resources A Marketing RFP (Request for Proposal) is a powerful tool that helps organizations find the right agency partner for their projects. Crafting a well-structured and comprehensive Marketing RFP is crucial for attracting qualified responses and ultimately selecting the best partner for your business needs. Whether you’re a seasoned pro or just getting started, we’re here to help you create an effective Marketing RFP that will knock the socks off any potential partners! Lay the Groundwork Before you embark on the MARKETING RFP journey, take a moment to gather your thoughts. Clearly define your project objectives, scope, deliverables and timeline. This will not only help communicate your requirements effectively to vendors, but will also help you attract the right partner that aligns with your vision. http://uphouseinc. com/wp-content/uploads/2023/08/Lego-Blocks. jpg Define the Nitty Gritty Now that you know what you want, it's time to build your base. Start by providing a brief overview of your organization, including its mission, values and background. Paint a picture that captures the essence of your project – after all, you want potential vendors to feel inspired to be part of your journey. The project scope is a critical section of the Marketing RFP that outlines the specific requirements and expectations. Clearly define the scope by including details like project objectives, deliverables, timeline, budget, technical requirements and any other relevant information. Be as clear and concise as possible to avoid any confusion down the road. Remember, a well-defined MARKETING RFP helps potential partners understand your needs and enables... --- ### How to Choose a Marketing Agency - Published: 2023-08-15 - Modified: 2023-08-17 - URL: https://uphouseinc.com/how-to-choose-a-marketing-agency/ - Categories: Our Thinking, Resources http://uphouseinc. com/wp-content/uploads/2023/08/Help-flag-rising-out-of-a-circular-maze. jpg Picking the right agency to work with is crucial, since a misaligned choice could result in ineffective campaigns, missed opportunities or worse, even damage to your organization’s reputation. Even if you escape the worst of these consequences, the wrong fit can be a waste of your time and resources. With so many agencies out there, finding your perfect match might seem like searching for a needle in a haystack. We know how intimidating the search can be, so we’ve got your back. We’re going to walk you through the key steps and considerations involved in choosing a marketing agency that aligns with your goals and makes all your marketing dreams come true (whether it’s us or another great partner. ) 1. Define Your Objectives First things first, you need to be crystal clear on your marketing objectives. What’s the big picture? Do you want to increase your brand awareness, focus on building market share or boost your product sales? Whatever your goals are, defining them is a crucial step that sets the direction for your strategy and will help you find a marketing agency that specializes in delivering the results you’re looking for. Agencies come in all shapes and sizes. Some specialize in social media and content creation, while others might focus on search engine optimization (SEO). Consider the areas where you need the most support (this is where those clearly defined objectives come in), and look for agencies that excel in those specific areas. 2. Explore... --- ### Lessons from VidCon: Love, Education and Inclusion - Published: 2023-07-26 - Modified: 2023-07-28 - URL: https://uphouseinc.com/lessons-from-vidcon-love-education-and-inclusion/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/07/VidCon. jpg I’d always been a bit of a nerd growing up. What that meant for me was spending a lot of time playing video games, hanging out in online communities and watching YouTube – mainly The Vlogbrothers, Hank and John Green. So, when I was asked if I wanted to go to VidCon, a convention created by the Green brothers for video-based content creators, I was beyond excited. Especially since I’d also be going with two like-minded coworkers who I consider close friends. I couldn’t believe I had been given this opportunity through work, and I was ready to fangirl hard. I believe the things that led me to working at UpHouse are the same traits that got me sent to VidCon: Genuine curiosity about how people work Wanting everyone to have a voice at the table Being loud about my passions That’s also what led me to watching Vlogbrothers videos over a decade ago, and their videos only helped engrain those values in me. http://uphouseinc. com/wp-content/uploads/2023/07/VidCon-Panels. jpgHank and John have always encouraged people to care deeply for each other and learn more about the world. They’ve created YouTube channels like SciShow, Crash Course and more to explain complex ideas in accessible ways, all while hiring a diverse group of people to host their shows. They also established an international holiday that encourages people to tell their friends and family that they love them. The day was created in honour of a young fan who died from cancer... --- ### PR is Brand Insurance in Times of Crisis - Published: 2023-07-20 - Modified: 2023-07-20 - URL: https://uphouseinc.com/pr-is-brand-insurance-in-times-of-crisis/ - Categories: Our Thinking http://uphouseinc. com/wp-content/uploads/2023/07/AdobeStock_266653108-scaled. jpegIf you’re involved in running a company, then you know things don’t always go according to plan. Sometimes, those deviations come knocking at your door in the form of an abrupt and devastating crisis. Some disgruntled ex-employees might set up an anonymous Instagram account to attack your business. Or maybe a Russian criminal syndicate will hit you up with ransomware. Or perhaps, unbeknownst to you, an employee has been involved in criminal activities while on payroll and people suddenly start to wonder if you knew and why you didn’t act before now. We don’t know what the crisis will be, but we can be pretty certain that you’ll face something like this at some point. It might be something of your own doing, or it might be the result of an outside force acting on you. The most resilient companies prepare for crises ahead of time. Most will do some or all of the following:Develop crisis communications and disaster recovery plans. Run regular public relations campaigns to strengthen relationships with key stakeholder groups. Practice issues management to change public opinion and beliefs on certain key macro trends affecting your business. Run regular (annual or bi-annual) tabletop exercises that simulate your company’s response to a crisis. Put company executives through advanced media training so they are ready for the cameras when (not if) they need to face them. Crisis Communications PlansWhen a crisis hits, do you know what you’ll do? What’s the first step? What’s the tenth? Who is... --- ### Creative Crush: Ruby Chopstix - Published: 2023-06-30 - Modified: 2023-07-13 - URL: https://uphouseinc.com/creative-crush-ruby-chopstix/ - Categories: Creative Crush Ruby Chopstix is a Winnipeg based drag queen and former film student who came to drag after working on a documentary called Inside the Queendom, with friend Jolean Groundbeef. Since then, Ruby has graced stages big and small bringing audiences a sense of joy and community with every stunning performance. Can you us a little bit about yourself and how you started doing drag? It was back in 2017, I helped my best friend (Jolean Groundbeef) do a documentary for school. He did a documentary about the drag scene called Inside the Queendom. So that was my first taste of local drag. We got to interview a couple people and one person was Joan Costalotsa, who was like, “You have a great face for drag, I feel like you can do drag really well. ” That was my first, “Oh, I could do drag? ” moment. Then a few months after that, I got Lita Takeela to put me in face. That was the first time doing drag, it was for a talent show for the theatre building. It was a five minute number. I watched it back. It is awful. It is five minutes of me doing God knows what. So that was not fun, but that was my first performance. And then few months later, somebody sent me a drag workshop class. So I did that and that's when I officially did drag. That's when I like found Ruby Chopstix, learned to do my makeup, learned everything about... --- ### Study: Encouraging Canadians to Discover Tourism - Published: 2023-06-30 - Modified: 2023-07-26 - URL: https://uphouseinc.com/case-study-encouraging-canadians-to-discover-tourism/ - Categories: Case Studies We rely on tourism to employ nearly 2 million Canadians, in diverse industries ranging from transportation to recreation and food and beverage services to entertainment. Our country’s economy—along with individuals in our largest cities, smallest towns and even our most remote communities—all rely on tourism and you would be hard pressed to find a sector hit harder by COVID-19. This posed a massive recruiting challenge as well as an exciting opportunity for Tourism HR Canada. Tourism HR Canada is a global leader in labour market intelligence and workforce programming—attraction, retention and training—to meet market demand in tourism. In 2022, Tourism HR Canada asked UpHouse to refresh the Discover Tourism brand through DiscoverTourism. ca, a website dedicated to connecting job seekers with careers and providing human resource tools to tourism organizations. Connecting the Desire to Travel and the Desire to Work As human beings, we yearn for new experiences that change the way we see our world and ourselves. This desire is what moves us to travel, and it’s also what draws individuals to work in tourism. We wanted to position Discover Tourism as a gateway, not just to meaningful work and long-term career opportunities, but to unique and unexpected experiences. UpHouse created a new visual identity and brand handbook for Discover Tourism, with the tagline Tourism Can Take You There, to capture the universal desire to seek new experiences and realize one’s potential. Reaching Diverse Audiences Tourism HR Canada needed to reach multiple audiences with this brand refresh: job seekers,... --- ### Alex and Kiirsten Named Finalists in EY Entrepreneur Of The Year® Prairies Region - Published: 2023-06-22 - Modified: 2023-06-22 - URL: https://uphouseinc.com/alex-and-kiirsten-named-finalists-in-ey-entrepreneur-of-the-year-prairies-region/ - Categories: News & Events Winnipeg Agency Owners Only Manitobans NamedWinnipeg, June 19, 2023 – Alex Varricchio and Kiirsten May have been selected as EY Entrepreneur Of The Year® 2023 finalists in the Prairies region for the success of their highly accredited marketing and public relations agency, UpHouse Inc. The award recognizes Canadian entrepreneurs who embody passion, determination, character and skill in their business ventures. Varricchio and May were named finalists alongside over 100 nominees, with 39 of those in the Prairies region. “This process has allowed us to reflect on everything we’ve achieved over the years and it’s surreal to see how far UpHouse has come in just six years,” said Varricchio. “We feel incredibly excited yet humbled to be named finalists for EY Entrepreneur Of The Year 2023 in the Prairies region alongside so many other inspiring entrepreneurs. It’s amazing to see how much impact our agency has had on organizations across Canada. ”Varricchio and May started UpHouse in 2017 after leaving positions in another marketing agency. Their goal was for UpHouse to be the halfway point between an agency and a member of an in-house marketing team by filling any skill gaps in-house marketing teams have and offering outside perspective. With a focus on social consciousness, they started their agency working with non-profits and organizations that wanted to make a difference with their brand. “When we began talking about starting our own agency, we knew we didn’t want to replace in-house marketing teams. We wanted to work with them to see how... --- ### Engaging the Experts: Where Authenticity Meets Content Creation - Published: 2023-06-21 - Modified: 2023-07-26 - URL: https://uphouseinc.com/engaging-the-experts-where-authenticity-meets-content-creation/ - Categories: Our Thinking - Tags: Mentioned in "VidCon: Love Education and Inclusion" I’ve had many opportunities to work on purposeful projects since starting at UpHouse. It feels amazing, but what really blows me away is how intentional our team is while working behind the scenes. Conversations about what we’re doing are often followed by who we need to engage with to get things right – whether it be consulting people with disabilities about the barriers society places in front of them or meeting with youth to learn how a community space can best meet their needs. Working with UpHouse has taught me that representation isn’t just about showing diverse faces in the final creative. It’s about listening and learning from diverse voices at each stage of the process. http://uphouseinc. com/wp-content/uploads/2023/06/4-Story-Telling-1024x576. png Recently, I had the opportunity to consult with Carmen Grey, a horticulturalist and Indigenous woman for our social media work with Manitoba Liquor and Lotteries’ DrinkSense division. In our brainstorms for what to post on National Indigenous Peoples Day, we came up with the idea of developing a pine and cranberry mocktail made with locally gathered ingredients traditionally used by Indigenous Peoples in Manitoba. So, knowing that authenticity would be one of our biggest concerns, we reached out to Carmen. We met for an initial consultation and were immediately swept up in her knowledge and stories. Carmen grew up spending time with her family outdoors, collecting sweetgrass with her mom, helping her dad in the garden and chasing her brothers through the tall grass. During this time, Carmen’s parents taught her... --- ### Study: Let’s Go To Camp! > Camp Cantina is a wine bar, deli and provisions shop opening in Clear Lake, Manitoba. We met with the owner, Megan Tymura, a sommelier, wine sales rep and long-time friend of UpHouse, to learn about her new restaurant and takeaway concept, and the inspiration for what she was looking for from a name and brand.  - Published: 2023-06-20 - Modified: 2023-07-26 - URL: https://uphouseinc.com/case-study-lets-go-to-camp/ - Categories: Case Studies Camp Cantina is a wine bar, deli and provisions shop opening in Wasagaming, Manitoba, this month. In late November, we met with the owner, Megan Tymura, a sommelier, wine sales rep and long-time friend of UpHouse, to learn about her new restaurant and takeaway concept, and the inspiration for what she was looking for from a name and brand.  Megan aimed to bring an approachability and “down-home” nature to a space where most others don’t: in wine and elevated food culture. While some wine bars and small plates establishments can come across cold and uninviting, the Camp Cantina brand welcomes you in to dabble into new territory with humility and fun, drawing inspiration from the relaxed tourism destination, its history, and Megan’s penchant for putting people at ease. MethodologyWith a couple of tried-and-true name developers at the helm (and after a relaxing bottle of rosé), we blurted out the name Camp Cantina. The “Camp” piece helps to establish the relaxed nature of the deli and the approachability Megan brings to wine knowledge and high-end cuisine.  She also has a huge affinity for the outdoors and a camp aesthetic — and has been known to hike the Mantario Trail with wine in her backpack to make sure a big payoff was waiting for her at the end of the trek.  Growing up in Dryden, Ontario, there's a small-town, affable nature to Megan that you can't miss when interacting with her. She’s easy to talk to and this is woven into her business’... --- ### Creative Crush: Eric Ouimet - Published: 2023-06-16 - Modified: 2023-06-21 - URL: https://uphouseinc.com/creative-crush-eric-ouimet/ - Categories: Creative Crush Eric Ouimet’s screen prints are a meticulous blend of relatable mid-century nostalgia and instantly recognizable Winnipeg skylines. He’s been creating art for as long as he can remember, and it shows in his ability to translate a handful of solid colours into familiar-feeling memories. How did you come to open your studio? I'd been doing branding and a lot of design work for other companies, and I thought that my voice would be able to find traction somewhere. I decided to start testing the waters, like “Hey, would you put this up in your house if I were to make this? ” And people really responded positively. So, I just decided one day—I will do this. I'll start a screen-printing studio out of my house. And within a month I had a lot of the equipment, and then we were building a lot of equipment ourselves. I just had a gallery show and launched it and it's been growing since. It's been a fun ride so far and I'm excited to see where else it'll take me. http://uphouseinc. com/wp-content/uploads/2023/06/Eric_Ouimet_Headshot_2023. jpg Can you describe what your creative process is like? Is there a specific environment or type of music that helps you work? With each piece I don’t dedicate it, but in my head, I'm like, “Okay, the vibe of this piece is Lionel Richie,” and that's what I'm playing while I'm making it. From the beginning to the end of that piece, I'm playing Lionel Richie. And I'm not a... --- ### Creative Crush: Andrew Mingo - Published: 2023-06-09 - Modified: 2023-06-09 - URL: https://uphouseinc.com/creative-crush-andrew-mingo/ - Categories: Creative Crush Winnipeg-born Andrew Mingo discovered his passion for design while attending high school in Dauphin, Manitoba. After realizing that the best design solutions had the potential to make a real difference in the world, he committed to enrolling in Red River Polytechnic’s competitive design program. Andrew soon found himself the first of his family to be accepted into post-secondary school (and on his first attempt at applying, no less). How did you get started in design? I've always been artsy, and I've always liked to paint and draw and do that sort of stuff but there's something so satisfying about creating a solution—and creating the right solution. I really find that powerful about design. At Red River, they teach design and the philosophy that's very much about the communicative purpose of design. And that's something that I really connected to. Another thing that I really liked about design is its ability to solve problems and make things better, not only through pretty pictures and fun visuals, but also through effective use of those visuals. I find that so satisfying. http://uphouseinc. com/wp-content/uploads/2023/06/00-AndrewMingo-Headshot-BW-1024x576. jpgWhat are three words you would use to describe yourself?  I would say chaotic, passionate and sleepy. Describe your creative process, what does your environment look like? What kind of music do you have playing?  The music part is quite a range. I would say, when I need to focus, what works best for me is loud and obnoxious music. I'm pretty young, so I listen to hyperpop. I find... --- ### Permanent Rainbow Paint: Non-Performative Allyship All Year Long - Published: 2023-06-01 - Modified: 2023-06-02 - URL: https://uphouseinc.com/permanent-rainbow-paint-non-performative-allyship-all-year-long/ - Categories: Our Thinking Alex Varriccho spoke with Little Black Book about how businesses can keep their allyship alive and thriving 24/7/365. Read the interview on their site, or below. The start of June means warm weather, long days of sunlight, flowers in full bloom, and, of course, the arrival of Pride Month - a cause for great celebration. In a period when loud-mouthed bigots scream and gnash their teeth at the possibility of anyone existing who isn’t straight and cisgendered, the 2SLGBTQ+ community can roll out the rainbow flags and stand proudly - defiantly - knowing fully that their existence is valid, their identities matter, and that these things deserve to be commemorated.   Here’s the catch though. All of this celebration and standing up to hate - it doesn’t need to be done solely in June. Sure, it serves as an easy jump-on point for allyship - a literal calendar convenience for some brands and agencies - but it’s not as though the 2SLGBTQ+ community just evaporates when the month ends.   The fact of the matter is, this demographic has always existed, always will exist, and needs support now more than ever before. While not everyone might have the means, the capability or the knowledge to demonstrate significant advocacy, a legitimate effort will always be worth more than a token campaign for the sake of labelling one’s self an ally... all before the office rainbows get thrown into the furthest reaches of the closet on July 1st. In short, affirmative, supportive... --- ### Come #PrideWithUs! 2023 - Published: 2023-05-26 - Modified: 2023-06-02 - URL: https://uphouseinc.com/come-pridewithus-2023/ - Categories: News & Events Are you:A first timer? Nervous about attending? Supporting a loved one? Looking to make some friends? Hoping to walk the parade route with folks who will celebrate you for being you? If you like bubbles, fun stickers, body glitter and moving to great music, then you’ll definitely want to find our mirrored float and walk with us as we make our way from The Manitoba Legislature Building, down Portage Avenue to the festival grounds at The Forks! (For safety reasons, we are asking those joining us to walk with us but will not be inviting the public onto the float itself. )http://uphouseinc. com/wp-content/uploads/2023/05/Pride2023_PromoPost_3-1. pnghttp://uphouseinc. com/wp-content/uploads/2023/05/Pride2023_PromoPost_2. png Winnipeg Pride Parade on Sunday June 4th We’ll be joined by local drag queen Jolean Groundbeef who will be servin’ looks and dancing up a storm with The Kaptain bringing the beats as we march in the streets! Fun for the Whole Family If you want to join us before the fun starts for some face painting or body glitter, you can find us between 9 and 10AM on the South side of Memorial Boulevard in Row #6. Be Gay, Do Good For Rainbow Resource Centre’s 50th anniversary, we’ll be matching donations up to a total of $1,500! Just forward your donation receipt to community@uphouseinc. com (or send us a screenshot through email or DMs) and not only will we match your donation, but you’ll also be entered to win TWO tickets to Saturday Night Pride! Rainbow Resource Centre offers support to the 2SLGBTQ+... --- ### Google Analytics 4 is Here! - Published: 2023-05-19 - Modified: 2023-05-23 - URL: https://uphouseinc.com/google-analytics-4-is-here/ - Categories: Our Thinking The countdown is on. Starting on July 1, 2023, Google’s Universal Analytics properties will stop collecting new data about your website and those who visit it. If you’re not sure what this means for you and your website, we’ve got you covered. Download the Quick Guide What’s GA4? Having launched to the public in 2013, Universal Analytics has served us well over the past decade, but its limitations have also started to show. As we move toward an online world in which users are interacting with brands across devices and digital platforms, while seeking more control over their privacy, it’s becoming clear that Universal Analytics can no longer keep up. And so, we welcome the arrival of Google Analytics 4 (GA4), an analytics platform meant to balance the changing needs of website owners with the privacy of website visitors. How do I make the Switch? Google started opting people into GA4 in March and is slowly moving more accounts to the new system maintaining your existing Universal Analytics settings. While many settings may transfer automatically, we recommend checking that your audiences, conversion points and more are all present in GA4 if you’ve already been auto-transferred. If you haven’t made the move yet, we’ve got instructions on how to get started. You can download them here. Change is good, actually! Once the switch happens on July 1, 2023, no new data will be collected in Universal Analytics. And, while Google has promised to keep the system active for at least six... --- ### The Exclusive on Inclusivity - Published: 2023-05-02 - Modified: 2023-07-05 - URL: https://uphouseinc.com/the-exclusive-on-inclusivity/ - Categories: Our Thinking I feel lucky that I work at UpHouse. I'm at a company that wants to make the world a more welcoming place for the people in it, and more than that, I feel seen, heard and respected—not only for what I do, but for who I am. That’s probably not much of an “Exclusive,” but when I got confirmation that I wasn’t the only one who felt the way I do about our big little marketing and public relations company, I decided I had to share. Folks on our team are often invited to speak about diversity and inclusion at various business and leadership events, that’s nothing new. There’s usually also an opportunity for a few more of us to take in that same event in order to gain new perspectives, knowledge and inspiration for our work, something that I absolutely appreciate (but am not surprised by). What I hadn’t expected was to attend one of these events, excited to learn from international speakers and local leaders alike, and get teary-eyed at our own no-frills, two-minute clip of office b-roll with a couple of simple voiceovers. The video below features two of my colleagues sharing how special it was for them to find a workplace where they could see themselves reflected in the people: It wasn’t just me! I wasn’t the only one who felt fortunate to be surrounded by as much empathy as expertise. I wasn’t the only one who felt welcomed and included both at work and in... --- ### Our Cannes Lions Wrap Up: 2022’s Winners > The Cannes Lions are an international creative awards show that focuses on the best in the advertising and communication industry. Luckily, Winnipeggers get to see the world’s most entertaining, inspirational, and humorous commercials on the big screen at the Winnipeg Art Gallery. This past year’s selection of bronze, silver, gold, and grand prix winners was chock full of insightful and entertaining media. Here’s a roundup of some of our favourites. - Published: 2023-03-28 - Modified: 2023-03-28 - URL: https://uphouseinc.com/our-cannes-lions-wrap-up-2022-winners-2/ - Categories: Our Thinking - Tags: advertising, marketing, winnipeg Presented annually since 1954, the Cannes Lions are an international creative awards show that focuses on the best in the advertising and communication industry. Luckily, Winnipeggers get to see the world’s most entertaining, inspirational, and humorous commercials on the big screen at the Winnipeg Art Gallery. This past year’s selection of bronze, silver, gold, and grand prix winners was chock full of insightful and entertaining media. Here’s a roundup of some of our favourites for your viewing pleasure. “The Mastercard ad really hit home for me. I've dealt with vision loss, this spotlight concept is totally accurate to how I experienced the world for some time. I've never seen it so easily and accurately described. As well, most banks don't have accessible cards. Most folks I know will cut into their own cards or affix tactile braille to a corner to tell them apart. ” — Robyn “I liked —the comment section is quite divided, though! ” — Sarah-Jane “The has been insightful as we begin to work on a recruitment campaign for Shared Health Manitoba. ” — Kiirsten Other honourable mentions: The birds and the bees for Family Equity A touching love story from Samsung Humourous helmets from Rådet for Sikker Trafik You can still catch reruns of the Cannes Lions at the WAG until April 1, 2023. --- ### Advice We Wish We Had: International Women’s Day > Getting started in a business that’s known for being a “boy’s club” can be hard, so in honour of International Women’s Day, the ladies of UpHouse were asked to provide the kind of advice they wished they’d gotten when they entered the marketing industry. While their answers were as unique as their personalities, there were some consistent pieces of advice that we can all benefit from. - Published: 2023-03-08 - Modified: 2023-03-31 - URL: https://uphouseinc.com/advice-we-wish-we-had-international-womens-day/ - Categories: Our Thinking - Tags: international women's day Getting started in a business that’s known for being a “boy’s club” can be hard, so in honour of International Women’s Day, the ladies of UpHouse were asked to provide the kind of advice they wished they’d gotten when they entered the marketing industry. While their answers were as unique as their personalities, there were some consistent pieces of advice I think we can all benefit from. Your potential is limitless. It can be easy to tie your self-worth to your work, but your value goes far beyond your job description, your salary or your ability to avoid putting exclamation marks in emails! Own your space and work toward the future you want for yourself. What’s the worst that can happen if you aim high? Stop worrying so much. Worrying is an exhausting waste of imagination, trust me, I know. As someone with anxiety, I struggle with focusing on every worst case scenario and can occasionally find myself frozen by tasks that intimidate me. If this sounds like you, it’s important to remember that you’ve gotten to where you are on your own merit — you’re worthy of taking up space and capable of taking on the challenges presented to you. Trust your cheerleaders. If you’ve worked with us, or watched the video below, you probably already know that UpHouse is staffed with some expert cheerleaders. If you’re lucky enough to find peers or mentors who can support you on your journey — listen to them when they tell you... --- ### Creative Crush: Anthony and Andrew Sannie > While many creatives might have one or two art forms in which they specialize, Anthony and Andrew Sannie are a pair of bona fide Renaissance Brothers, boasting an impressive list of artistic disciplines and projects. You may recognize them from The Lytics, a Winnipeg-based hip hop group that's been performing for 15 years. But they're also two of the three masterminds behind Grape Labs, an experiential marketing agency, and Surplus Market, a vintage shop located in Hudson's Bay CF Polo Park. - Published: 2023-02-24 - Modified: 2023-02-24 - URL: https://uphouseinc.com/creative-crush-anthony-and-andrew-sannie/ - Categories: Creative Crush - Tags: community marketing, creative crush, experiential marketing, winnipeg While many creatives might specialize in one or two art forms, Anthony and Andrew Sannie are a pair of bona fide Renaissance Brothers, boasting an impressive list of artistic disciplines and projects. You may recognize them from The Lytics, a Winnipeg-based hip-hop group that's been performing for 15 years. But they're also two of the three masterminds behind Grape Labs, an experiential marketing agency, and Surplus Market, a vintage shop located in Hudson's Bay CF Polo Park, which they co-own with their business partner, Kyle Goldstine. UpHouse is hot off the heels of one of our biggest campaigns yet (which featured some gorgeous merch designed by the Sannies themselves), so now seemed like an opportune time to shine a light on these creatively inclined brothers. You specialize in experiential marketing. What inspired you to pursue that niche area of marketing? Anthony: It stemmed from being an artist and travelling around the world, visiting a lot of different festivals and seeing how all these different activations came to life in different markets. At first, I didn't connect the dots and put the two and two together. 'Why is there this cool German beer company at this festival? Why is this engagement happening? ' But after some years, I realized this is a form of experiential marketing. It's pretty interesting. I'm a big fan of how brands engage with target audiences, so for me, it's an artistic practice. Andrew: We both got our Communications and Rhetoric degrees with an English major from... --- ### On Wednesday, We Wore Pink (to Take a Stand Against Workplace Bullying!)  > February 22 was Pink Shirt Day, which began as a show of solidarity for victims of bullying, raising awareness of the harm it creates. While many people may associate bullying with kids on a playground, the truth is, people of all ages can be victims of bullying—and a common setting for it to take place is at work. Here’s how you can be proactive against bullying in the workplace and why it matters.     - Published: 2023-02-22 - Modified: 2023-02-21 - URL: https://uphouseinc.com/on-wednesday-we-wore-pink-to-take-a-stand-against-workplace-bullying/ - Categories: Our Thinking - Tags: community marketing, marketing, marketingagencywinnipeg Just like The Plastics, on Wednesday, we wore pink. But unlike Regina George and her brigade of loyal followers, we’re not cool with bullying. February 22 was Pink Shirt Day, which began as a show of solidarity for victims of bullying, raising awareness of the harm it creates. While many people may associate bullying with kids on a playground, the truth is, people of all ages can be victims of bullying—and a common setting for it to take place is at work. Here’s how you can be proactive against bullying in the workplace and why it matters. Workplace bullying is a bigger problem than you might thinkWorkplace bullying is defined as “repeated maltreatment of an employee by one or more other employees; abusive behaviour that is demeaning, intimidating or threatening; workplace sabotage or verbal abuse. ”Obviously, bullying sucks because it hurts people—but as an organization, if you fail to address workplace bullying, the consequences are far-reaching. Here are some shocking stats to put things into perspective:23% of victims of workplace bullying resign from their job, and this rate continues to increase. 65% of workplace bullies are managers or bosses, and 67% are men. 40% of US workers (79. 3 million) are affected by workplace bullying. The consequences of bullying can result in absenteeism, lost productivity, turnover, and increased medical costs. The transition to remote work has drastically increased the rates of workplace cyberbullying. Victims of workplace bullying have a 29% chance of being fired or forced out. Taking action against... --- ### UpHouse Wins Three Anthem Awards for Purpose and Mission-Driven Work - Published: 2023-02-15 - Modified: 2023-07-26 - URL: https://uphouseinc.com/uphouse-wins-three-anthem-awards-for-purpose-mission-driven-work/ - Categories: News & Events - Tags: Featured Work This year, UpHouse was proud to be awarded three Anthem Awards, which celebrate purpose & mission-driven work from people, companies and organizations worldwide. Consent at Work, a collaborative project between Sexuality Education Resource Centre MB, MFL Occupational Health Centre and Klinic Community Health, was recognized in two categories. It received Silver for Human & Civil Rights Branded Content or Collaboration, celebrating campaigns created by or for a brand in an effort to raise awareness for human and civil rights causes. The campaign aims to combat workplace sexual harassment by building consent-based, positive workplace cultures. It also won Silver for Local Awareness Campaign for outstanding and effective examples of work by a local organization or program that raises awareness for a Health Cause. Consent at Work is still providing free training to workplaces by request across the province, and has collected a number of resources for workers to prevent or address workplace sexual harassment. We were also thrilled to pick up an award for Huddle, which won a Bronze Anthem Award in Diversity, Equity & Inclusion, Community Space or Community Engagement. These awards recognize physical or virtual spaces that bring a community together to pursue mutual interests. We worked collaboratively with over 100 diverse youth across Manitoba to come up with the brand and name for Huddle, which are a collection of local spaces where youth can access mental health, counseling, employment and other services they need in one safe and welcoming space. Huddle is committed to holding space for Manitoba... --- ### Two Sides of the Same Coin: The Difference Between Public Relations and Marketing > Have you ever asked yourself, "what is the difference between public relations and marketing?" Well, you're in the right place. There are distinct differences between the two, but if you think about it, they're two sides of the same coin. Here's a little crash course to help you understand both practices and how they can work together to maximize your brand's impact.  - Published: 2023-02-08 - Modified: 2023-03-15 - URL: https://uphouseinc.com/two-sides-of-the-same-coin-the-difference-between-public-relations-and-marketing/ - Categories: Our Thinking - Tags: marketing, marketing tips, marketingagencywinnipeg, public relations Have you ever asked yourself, "what is the difference between PR and marketing? " Well, you're in the right place. There are distinct differences between the two, but if you think about it, they're two sides of the same coin. Here's a little crash course to help you understand both practices and how they can work together to maximize your brand's impact. What makes marketing and PR different from each other? Marketing. noun The activity or business of promoting and selling products or services, including market research, advertising and branding. (Dictionary. com) Marketing is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships. (Canadian Marketing Association) Marketing drives sales, promotes specific calls to action and boosts brand awareness through talking to current or potential customers. As a result, it increases an organization's power to sell. In other words, marketing is the work done to communicate your brand, deliver messages, and generate leads, sales or specific actions. In industry lingo, marketing is "paid media"—but we see companies and products in the news all the time. Surely, that must drive sales, too—right? Public Relations. noun The actions of a corporation, store, government, individual, etc. , in promoting goodwill between itself and the public, the community, employees, customers, etc. (Dictionary. com) The strategic management of relationships between an organization(s) and its diverse publics to achieve a mutual understanding, realize strategic goals and serve public interest. (Canadian Public Relations Society)... --- ### Study: Travel Manitoba Brand Refresh Launch - Published: 2023-02-01 - Modified: 2024-02-01 - URL: https://uphouseinc.com/study-travel-manitoba-brand-refresh-launch/ - Categories: Case Studies - Tags: casestudy, community marketing, design, Featured Work, marketing, marketingclients In short Travel Manitoba’s branding had done a remarkable job establishing the province as a destination for locals, Canadians, and international travellers. However, the way we discover and choose travel has changed over the last decade. And Manitoba’s offerings had evolved too. In 2022, Manitoba’s tourism marketing organization decided it was time for an update. Travel Manitoba asked UpHouse to lead a brand refresh that would support post-pandemic recovery and make Manitoba stand out in an incredibly competitive global tourism market. The energetic and engaging campaign – Canada’s Heart Is Calling – focuses on the emotional reasons why people like to travel in and through Manitoba. Once completed, the refreshed brand needed a launch event. Our main public relations goal was to earn positive publicity across Manitoba and Canada and secure as much earned media as possible. Methodology Extensive research was conducted developing the brand refresh and how Travel Manitoba wanted to be presented. We took that information to develop a strategy that had maximum outreach based on the target audience: people looking for new tourism opportunities. As this was a broad audience, a large media targeting list was created. It included the top tier Winnipeg outlets and radiated out to include publications across Manitoba and the Country. As this was a broad audience, a large media targeting list was created. It included the top tier Winnipeg outlets and radiated out to include publications across Manitoba and the Country. The public relations objectives were four-fold: Earn positive publicity across Manitoba... --- ### Study: A Call For Direct Support Professionals > It can be challenging at times to fill the role of a Direct Support Professional. It doesn't look like the typical entry-level career, and for many—the unexpected benefits, opportunities for growth, and meaningful connections make it extraordinary. For this campaign, our client, Abilities Manitoba, drew government support and funding to develop an industry-wide recruitment campaign for the Direct Support Profession. Each of the nearly 100 organizations that hire and recruit Direct Support Professionals in Manitoba needed to feel represented by the recruitment brand and strategy—and there was urgency, with most struggling to attract and retain staff. We needed to get people interested in the field, recruit suitable candidates, and compel more people to apply to their partner organizations for work. - Published: 2023-01-31 - Modified: 2024-02-05 - URL: https://uphouseinc.com/case-study-a-call-for-direct-support-professionals/ - Categories: Case Studies - Tags: campaign, casestudy, community marketing, manitoba, winnipeg The Direct Support Profession (DSP) offers the opportunity to support someone with a disability to live the life they want at work, at home, and in the community. It can be challenging at times, and it doesn't pay much more than typical entry-level wages—but for many who have joined the profession, it's more rewarding than they could have ever imagined. It doesn't look like the typical entry-level career, and for many—the unexpected benefits, opportunities for growth, and meaningful connections make it extraordinary. For this campaign, our client, Abilities Manitoba, drew government support and funding to develop an industry-wide recruitment campaign for the Direct Support Profession. Each of the nearly 100 organizations that hire and recruit Direct Support Professionals in Manitoba needed to feel represented by the recruitment brand and strategy—and there was urgency, with most struggling to attract and retain staff. We needed to get people interested in the field, recruit suitable candidates, and compel more people to apply to their partner organizations for work. Let's Grow To WorkTo get people interested in the Direct Support Profession and attract suitable applicants, we needed to understand why current DSPs love the position. We interviewed current employees in Manitoba and the people they support, encouraging each pair to share their stories, insights, advice, and how their personal connections and virtues of this work have enhanced their lives. We also accompanied them on activities they'd typically do on a regular day together, like playing basketball, preparing meals, or visiting an outdoor market to... --- ### Take A Look Inside CultureCon 2022 with Sade and Erica > This past October, we sent our marketing mavens, Sade Ogungbemi and Erica Urias, to CultureCon 2022 in New York City. Known as "The Ultimate Creative Homecoming," CultureCon touts itself as the fastest-growing conference for creatives and changemakers of colour who plan to elevate their social network and make a real mark on culture. - Published: 2023-01-20 - Modified: 2023-01-18 - URL: https://uphouseinc.com/take-a-look-inside-culturecon-2022-with-sade-and-erica/ - Categories: Our Thinking - Tags: community marketing, supplier diversity This past October, we sent our marketing mavens, Sade Ogungbemi and Erica Urias, to CultureCon 2022 in New York City. Known as "The Ultimate Creative Homecoming," CultureCon touts itself as the fastest-growing conference for creatives and changemakers of colour who plan to elevate their social network and make a real mark on culture. The conference took place on a Saturday, with over 25 talks and presentations across two separate stages, with additional pop-up events and activations across Brooklyn leading up to the main event. Featured speakers included celebrities like Tracee Ellis Ross, Lena Waithe and Taraji P. Henson, and executives from major brands like Nike, Netflix, HBO and Instagram. Between sampling New York's finest pizza, exploring Black-owned vintage shops and enjoying the nightlife (some pretty solid reasons to visit the Big Apple), this trip offered Sade and Erica an unforgettable experience that strengthened and validated their identity as Black creatives. Cultivating Space to Empower Communities CultureCon's founder, Imani Ellis, launched the conference in 2017, intending to create a brave, safe space for creatives of colour to network, grow, learn, be inspired, and feel comfortable to authentically be themselves. "At the first event we went to, it kinda felt strange to be surrounded by so many other people of colour because we weren’t used to it—but it was so cool. It was pretty different from what we experience here in Canada! That was a big reason why Erica and I were excited to go—just to be immersed and surrounded by like-minded... --- ### Study: Conveying Trust, Hope, and Safety for Winnipeg Children’s Access Agency > Unfortunately, as is the case with many non-profits, Winnipeg Children's Access Agency's visual identity didn't reflect the value of their work. This issue affected their branding and the perception of their offerings among those they served. An organization like WCAA requires trust to succeed—from the courts, parents and, most importantly, the children themselves. UpHouse helped rebuild the WCAA brand and website from the ground up, rewriting and expanding the existing content using plain language and emphasizing intuitive and direct navigation. The redesigned logo and is meant to call to mind children's building blocks. - Published: 2023-01-18 - Modified: 2023-07-26 - URL: https://uphouseinc.com/case-study-conveying-trust-hope-and-safety-for-winnipeg-childrens-access-agency/ - Categories: Case Studies - Tags: accessibility, brand refresh, branding, visual identity "Once every two hours, a child in Manitoba is exposed to a police-reported incident of intimate partner violence. " These are the sobering findings of a study conducted by the Manitoba Advocate for Children and Youth. The damage done to families by interpersonal violence is systemic and far-reaching, especially when it comes to its most vulnerable and often unseen victims—children. Even beyond the trauma of witnessing these violent interactions firsthand, children can find themselves used as pawns in custody battles. They may be used as leverage, coerced into gathering information or even experience harm themselves. After a 1995 inquiry into the murder-suicide of a Winnipeg couple, it became clear that there was a critical need for a service that could provide a secure place for parents and guardians to visit their children—a place that was safe for children and adults alike. This need led to the founding of the Winnipeg Children's Access Agency (WCAA), an organization that provides supervised visits and exchanges for children with their parents or guardians in a protected facility. Breathing New Life into a Sterile Visual Identity Unfortunately, as is the case with many non-profits, WCAA's visual identity didn't reflect the value of their work. This issue affected their branding and the perception of their offerings among those they served. An organization like WCAA requires trust to succeed—from the courts, parents and, most importantly, the children themselves. The outdated and institutional look evoked images of social workers and child protective agencies in the minds of their... --- ### New Year, New Look for Manitoba - Published: 2023-01-09 - Modified: 2023-01-09 - URL: https://uphouseinc.com/new-year-new-look-for-manitoba/ - Categories: Our Thinking It’s been tightly under wraps for months, but we can now reveal Manitoba’s refreshed tourism brand to the world! Travel Manitoba approached us with this dream assignment in February of last year — and we’ve been busy helping them evolve their look and memorable “Canada’s Heart Beats” creative ever since. After brand workshops with the Travel Manitoba team, Q+A sessions with their key partners, 80+ hours of travel marketing research and government, board and consumer feedback, we’ve landed on the mark and tagline that will take the Manitoba tourism brand into the future. The new brand will appeal to international, national and local travelers with what we’re best known for, using the subtle outline of a polar bear tucked into the ‘A’ in Manitoba. http://uphouseinc. com/wp-content/uploads/2023/01/Manitoba. png While the clever and iconic symbol nods to that singular experience, the wider brand acknowledges the breadth of experiences our province offers. Travel Manitoba wanted a way to invite all of its tourism partners to see their destinations and experiences reflected in the brand, and encapsulate raw, user-generated footage right alongside their polished broadcast spots. They needed a brand that was accessible so all locals and tourists with different sized pocketbooks, ages, genders, sexual identities and abilities saw that Manitoba was open to them. What we found united all of Manitoba’s tourism experiences was the undeniable emotion they provoke. Each of us is looking for something a little different from travel — but what drives us is emotion. We want the thrill of... --- ### The Meaning Behind the UpHouse Name (and the Path We Took to Find It) > When it comes time to select a name for your product or organization, the pressure can feel overwhelming. After all, first impressions are important, and your name will follow you for *hopefully* a very long time! It's not nearly as easy as naming a goldfish or a ska band—it should reflect your purpose and values and align with your brand identity. Here's how we choose the name UpHouse and how you can follow the same guidelines for your own business. - Published: 2023-01-01 - Modified: 2023-01-01 - URL: https://uphouseinc.com/the-meaning-behind-the-uphouse-name-and-the-path-we-took-to-find-it/ - Categories: Our Thinking - Tags: brainstorm, brand, branding, marketing tips When it comes time to select a name for your product or organization, the pressure can feel overwhelming. After all, first impressions are important, and your name will follow you for *hopefully* a very long time! It's not nearly as easy as naming a goldfish or a ska band—it should reflect your purpose and values and align with your brand identity. UpHouse co-owners Kiirsten May and Alex Varricchio have plenty of experience creating strong brand names with major staying power. What better way to illustrate their tried-and-true naming process than by sharing our own journey of naming UpHouse? If you're an emerging business deciding on a name, or an established brand that has evolved and needs a new name to reflect your current state, Kiir and Al have some solid advice to guide you through the process. The Four Types of Brand Names Brand names tend to fall into one of four categories: Proper names, like Anne Mulaire, Johnston Group, or Sexual Education Resource Centre (SERC). Inspirational names that are evocative and symbolic, like Tinder, Huddle, and Manitoba Possible. Made-up names that don't really mean anything but have a unique sound and style, like Trivago or Google. Compound names that combine two words, like TECHNATION, ImagineNATIVE, and—you guessed it—UpHouse! Once you're familiar with the different styles of brand names, it's easier to come up with a variety of options. Try to think of ideas for all four categories. Near the end of our name brainstorm (AKA namestorm) sessions, we were... --- ### Helping Winnipegers Find Their Way Back Downtown - Published: 2022-12-06 - Modified: 2022-12-06 - URL: https://uphouseinc.com/find-your-way-back-downtown/ - Categories: News & Events The public relations team has moved in – and we wasted no time putting our their skills to use! We kicked off the #BackDowntownWpg campaign last week with a media launch that saw the mayor make opening remarks along with councillor Sherri Rollins. The campaign aims to bring workers and patrons back downtown to enjoy all the events and activities they’ve been missing. Whether you find your way back to your favourite cup of coffee, a live show, the office 3-4 times a week, or complete your holiday shopping list, downtown is waiting for you. The campaign is just getting started and includes radio and billboard ads, neighbourhood posters and a social media campaign along with a way-finding challenge with interactive ways to encourage folks to find the best places to visit this winter. http://uphouseinc. com/wp-content/uploads/2022/12/Back_Downtown. jpg Earned media coverage from CTV, the front page of the Winnipeg Free Press business section and coverage in the Winnipeg Sun, Chris D, CJOB and CBC Up to Speed helped us launch the Back Downtown campaign to an eager audience. It also helped get more eyes on our beautiful brand we’re so happy to have helped create – marketing + PR really are a one-two punch! For more information on the campaign, visit backdowntown. ca. --- ### It’s Good to be a “Gaygency” > While we’ve made this word part of our everyday agency terminology, we haven’t really shared it with the world. But after five years of growth and a lot of reflection on our social purpose, we’ve realized that being a gaygency influences every aspect of our work. From the values we uphold to the people we work with and the gratuitous amount of rainbow items on our desks—we’re a proud gaygency, and it shows. - Published: 2022-11-30 - Modified: 2022-11-30 - URL: https://uphouseinc.com/its-good-to-be-a-gaygency/ - Categories: Our Thinking - Tags: 2slgbtq, community marketing, inclusivity, marketing, marketingagencywinnipeg, winnipeg We’re no ordinary full-service, Canadian marketing agency. We’re a gaygency. While we’ve made this word part of our everyday agency terminology, we haven’t really shared it with the world. But after five years of growth and a lot of reflection on our social purpose, we’ve realized that being a gaygency influences every aspect of our work. From the values we uphold to the people we work with and the gratuitous amount of rainbow items on our desks—we’re a proud gaygency, and it shows. What is a gaygency? Since we made the term up, we have the power to define it. So, a gaygency is a creative agency owned by a member of the 2SLGBTQ+ community, with representation of folks from this community. We believe it influences our work through diversity of thought—we don’t bring the exact same experiences and points of view to the game as some of our competitors—and consideration for representation, inclusion, acceptance, and authenticity is baked into our approach. We’re all about inclusion, so there’s room for new interpretations of this term. That being said, there are a few telltale signs (and dead giveaways) you’ll notice when you walk into a space like ours: A diverse team People of all backgrounds, genders and abilities deserve a seat at the table. We make a conscious effort to recruit folks from groups often underrepresented in our industry. If you think about it, that’s a pretty big deal in the world of advertising. Straight, white men dominated the “Mad Men”... --- ### A Guide to Conscious Marketing Over the Holidays > For many industries, the holidays are the busiest—and most profitable—time of year. A tidal wave of holiday advertising begins to swell in November, and for nearly two straight months, the media is saturated with visions of sugar plums. When planning a holiday campaign, there’s a lot to consider—including how your messaging will impact diverse audiences. We put together some tips and best practices for holiday marketing, so you can get your message out without leaving any people out.   - Published: 2022-11-29 - Modified: 2022-11-29 - URL: https://uphouseinc.com/a-guide-to-conscious-marketing-over-the-holidays/ - Categories: Our Thinking - Tags: holidays, marketing, marketing tips, supplier diversity For many industries, the holidays are the busiest—and most profitable—time of year. A tidal wave of holiday advertising begins to swell in November, and for nearly two straight months, the media is saturated with visions of sugar plums. When planning a holiday campaign, there’s a lot to consider—including how your messaging will impact diverse audiences. We put together some tips and best practices for holiday marketing, so you can get your message out without leaving any people out. Be Inclusive and Know Your Audience Some companies have zero qualms about sticking to Christmas messaging, and if that aligns with your brand values, that’s totally fine. However, you should consider the communities you work with, your customers and your employees. There are plenty of other cultural celebrations and holidays over the winter, such as: Hanukkah Chinese New Year Yule/The winter solstice Kwanzaa Malanka Yaldā Night Festivus (okay, maybe not a real holiday, but it is traditionally observed by Seinfeld fans) While “Happy Holidays” is the go-to inclusive message that speaks to everyone, it might be worth giving a shoutout to some of the cultural holidays that get less attention. However, this is where knowing your audience comes in. When Kiirsten and Brenlee visited Banff to attend Cult’s The Gathering Summit (a global business summit, not an actual cult! ), Kofi Amoo-Gottfried, CMO from DoorDash, had valuable insights on when to comment on what’s happening in the world. He encourages businesses to ask themselves: does it affect our customers, employees or finances?... --- ### UpHouse Poised For More Growth, Buys Dooley PR > The purchase puts UpHouse in the position to strategically increase growth and services across the country and into the US. - Published: 2022-11-07 - Modified: 2022-11-07 - URL: https://uphouseinc.com/uphouse-poised-for-more-growth-buys-dooley-pr/ - Categories: News & Events Agency Has Quickly Become One Of Manitoba’s Largest And Best Winnipeg, November 7, 2022 – UpHouse announced today it has acquired Dooley PR, a deal that adds Manitoba’s premier public relations agency to a highly respected creative and branding team. UpHouse has grown quickly since its founding in 2017. The deal makes UpHouse one of the largest marketing-communications consultancies in Manitoba. “Our company was built to help in-house marketing teams elevate their brands. We know there’s a strong demand from the companies we work with to add PR to their marketing mix,” said Alex Varricchio, Co-owner of UpHouse. “With the addition of the Dooley PR team, we’re gaining one of the most experienced and respected PR agencies in the Prairies. ” Dooley PR was founded by Adam Dooley in 2007 and has provided communications and public relations services to a mix of private and public sector organizations including national brands such as Roquette and Dynacare. They’ve also worked with local organizations such as the Manitoba Hotel Association, Paragon Design Build and Manitoba Egg Farmers. “I’m very excited about the future of the combined company. We have admired the leadership and the creative team at UpHouse for a long time. We share a dedication to helping our clients solve problems and tell their stories in an ever-changing media landscape,” said Adam Dooley, President of Dooley PR. Founded by Varricchio and Kiirsten May in 2017, UpHouse has earned accolades for its work with local clients such as Johnston Group, Travel Manitoba and... --- ### Our House is Fuller – Welcome to the New UpHouse, Now with PR! - Published: 2022-11-07 - Modified: 2022-11-07 - URL: https://uphouseinc.com/our-house-is-fuller-welcome-to-the-new-uphouse-now-with-pr/ - Categories: Our Thinking We’re excited to announce our office is growing with the acquisition of Dooley PR, Winnipeg’s tenured and respected public relations agency. While we’re working frantically to institute an office-dog schedule, we wanted to share this news with the folks it’ll impact the most: our friends and clients! What does this mean if I'm... ... an existing UpHouse client? Your service and relationships will stay the same, we simply have a new service offering to explore together. Our company prides itself on never selling tactics just because we have the services in-house, but we now can confidently execute media launches, manage influencer campaigns and offer media coaching for your companies with this newfound expertise in-house. We’re looking forward to how much we’ll learn and benefit from having these folks working alongside us every day – and the media we’ll earn for our client’s worthy stories... . an existing Dooley PR client? Things will stay mostly the same for you, too, except Dooley will soon be called UpHouse. You’ll have access to the usual faces from Dooley (even if they were just a Zoom tile! ) – along with a new team of 25 marketing experts with various specialties and an award-winning design and creative team. (You’re now working with a certified diverse supplier too! ) Business will continue as usual, but the team and our capabilities have grown. We’ll be happy to extend our marketing and creative services to you... . just browsing the site and we've yet to work together?... --- ### Study: Sharing Hope in Isolation - Published: 2022-11-02 - Modified: 2023-11-15 - URL: https://uphouseinc.com/study-sharing-hope-in-isolation/ - Categories: Case Studies - Tags: casestudy, community and health, community marketing, communitymarketing, Featured Work, guerilla marketing, health marketing, marketing, non-profit marketing, video, video production In short When the Cerebral Palsy Association of Manitoba (CPMB) and the Public Interest Law Centre (PILC) reached out to continue momentum on their Locked Out of Life campaign that we had helped develop in 2018, we were immediately ready to get to work. Our original video in 2018 helped Tyson Sylvester and Amelia Hampton bring attention to their human rights case advocating for better supports for adults with physical disabilities, and amp up public support and the pressure on the province to respond to this systemic issue. Locked Out of Life showed how people living with significant disabilities in Manitoba are locked out of the supports that foster their social inclusion when they turn 18. These supports (screen readers, custom orthopedics, etc. ) make it possible to hang out with friends, volunteer, go to school, and participate in social events. The original campaign had made significant strides in moving the needle on Tyson and Amy’s case, but in 2020, the case was still ongoing, and it needed Manitobans’ attention once again. We wanted to make sure Tyson’s story and stories like his, continued to capture the attention of the public. At the beginning of the pandemic, we saw an opportunity. Methodology This time around, we wanted to foster meaningful conversation about the people experiencing a lifetime of isolation due to systems locking them out. When social distancing and self-isolation measures were introduced to many Manitobans back in March 2020, we saw an opportunity to remind the world that many... --- ### Study: Sex Ed for Everyone - Published: 2022-11-02 - Modified: 2023-11-02 - URL: https://uphouseinc.com/study-sex-ed-for-everyone/ - Categories: Case Studies - Tags: casestudy, cause marketing, community and health, community marketing, marketing, non-profit marketing, video https://vimeo. com/561959981 In short Sex Ed for Everyone is an example of overcoming the awkwardness and shame associated with conversations about sex and sexuality, with the intent to link folks to a better resource for these conversations. Sexuality Education Resource Centre MB (SERC) does sex education differently – they are sex-positive and inform from a values-based lens that leaves folks feeling empowered and in control of their bodies, pleasure and decisions. SERC needed a brand awareness campaign to share their unique position and purpose in Manitoba. They were heading into their 85th anniversary celebration and wanted to begin to secure more private donors but needed to make an emotional connection about the value they bring to the community first. We learned that, not only do they transform sex education in schools, but they help folks from every walk of life navigate conversations and questions about sex, whether they’re caregivers, newcomer adults, or teens grappling with their identities. Methodology We harkened back to our own days of sex ed and the notorious question box. SERC continues to use these to make those tricky conversations easier. It helps people maintain anonymity and not feel judged when they ask personal questions – an important aspect of SERC and the work they do. The fact that we had to return ourselves to high school to conjure memories of sex ed showed the very problem that SERC addresses: conversations about sex should be lifelong. So should learning. So, we came up with a tagline, Sex... --- ### Study: See Me Wild - Published: 2022-11-02 - Modified: 2023-11-02 - URL: https://uphouseinc.com/study-see-me-wild/ - Categories: Case Studies - Tags: casestudy, community marketing, design, Featured Work, marketing, marketingclients https://vimeo. com/720818765 In short Wildlife Haven is a local, Manitoba-based, not-for-profit organization that rescues and cares for wildlife, and when possible, releases them back to their natural habitats. UpHouse began working with Wildlife Haven in the Fall of 2021 to help with a number of fundraising initiatives, one of which was a larger seasonal push to spread awareness of what they do. We were engaged by Wildlife Haven to help them launch a fundraising campaign in December. They wanted to create an attention-grabbing campaign that would advertise wildlife sponsorships as a great holiday present and attract a younger demographic of supporters. Methodology We wanted to create a bold campaign that didn’t shy away from the reasons why these wildlife animals were being cared for in the shelter – largely human-related reasons. We also wanted to focus on individual stories of the wildlife in care and show that despite the unfortunate circumstances that led them to Wildlife Haven, these majestic animals still had their spirit and wanted to be free again one day. We settled on the tagline ‘See Me Wild,’ pairing it with copy and creative that focused on the animals’ wild nature, making it clear that they are not pets. This translated well to a social media campaign, with clear calls to action that told audiences exactly how their sponsorship would make a difference (i. e. Sponsor me today to see me fly! ). http://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pnghttp://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. pnghttp://uphouseinc. com/wp-content/uploads/2023/03/Placeholder. png Execution We created content that juxtaposed the condition... --- ### Introducing Our Social Purpose: Make Marketing Better > Our modern economy is purpose-led—it’s not just about profit. Consumers expect more from the businesses they support. Creating sustainable, long-term well-being for all is a priority we can’t neglect. When companies define and implement an authentic social purpose, they can grow societal good while also growing their business. - Published: 2022-10-28 - Modified: 2022-11-09 - URL: https://uphouseinc.com/introducing-our-social-purpose-make-marketing-better/ - Categories: Our Thinking - Tags: community marketing, marketing, social purpose, supplier diversity We’re an advertising agency that elevates in-house marketing teams and their brands to make their marketing stronger, ideas bigger, and jobs easier. But do our goals really end there? Our modern economy is purpose-led—it’s not just about profit. Consumers expect more from the businesses they support. Creating sustainable, long-term well-being for all is a priority we can’t neglect. When companies define and implement an authentic social purpose, they can grow societal good while also growing their business. In 2021, our friends at Johnston Group invited us to join them and six other local businesses in a six-month workshop led by the Social Purpose Institute of United Way Winnipeg, running from fall until spring 2022. We jumped at the opportunity, not yet knowing just how impactful this experience would be for the future direction of UpHouse, our sustainability, and our potential to do good. What is a Social Purpose? To effectively develop and implement a social purpose within your company, it’s important to understand what it is not. A social purpose isn’t a business strategy, marketing device, community philanthropy, or a goal or strategy that you can achieve. It should be core to the business model—aspirational, belief-driven, broader than our products or services but incorporated into our marketing and commercialization model. A social purpose is like a North Star, a quest forever pursued but never fully reached. Working with purpose brings undeniable benefits. It makes companies more resilient during difficult times, builds stronger relationships between customers, employees and stakeholders, generates innovation,... --- ### 5 Books You Should Have on Your Shelf as a PR & Marketing Professional - Published: 2022-10-28 - Modified: 2022-12-01 - URL: https://uphouseinc.com/5-books-you-should-have-on-your-shelf-as-a-pr-marketing-professional/ - Categories: Dooley Noted Writing is important in marketing and public relations. Good writing is imperative and is a skill that has to be honed. How? Reading. Writing is important in marketing and public relations. Good writing is imperative and is a skill that has to be honed. How? Reading. You can improve your writing by reading any genre - from fiction to nonfiction, romance to sci-fi to true crime to historical to business - anything goes and everything helps improve your communication skills. Everyone writes differently and reading helps you understand different voices and perspectives; which means you learn from them. We love books that talk about behavioural economics, leadership, psychology, and marketing and media relations tips from industry experts. In no particular order, here are some of our top picks for books to help you with your understanding of human behaviour and how to communicate with the public. And they’re written very well. Influence: The Psychology Of Persuasion by Robert B. Cialdini, PH. D. A national bestseller, Influence is a book on the psychology of persuasion. Cialdini uses evidence-based research to answer the question: why do people say yes? Learn the six principles of persuasion - reciprocation, commitment and consistency, social proof, liking, authority, and scarcity - and how they influence your life and those around you. Whether it's pitching a new client, getting your business on the morning show, answering your customers’ questions or writing ad copy, this book will help you get the “yes” from your audience. “Once we realize that the power of consistency is formidable in directing human action, an important practical question immediately arises: How is that force engaged? What... --- ### UpHouse Wins Six Signature Awards - Published: 2022-10-27 - Modified: 2022-10-28 - URL: https://uphouseinc.com/uphouse-wins-six-signature-awards/ - Categories: News & Events Each year, the Advertising Association of Winnipeg brings together panels of judges from creative agencies across North America to select their Signature Award Winners. This year, UpHouse was proud to accept six of these awards for our work with Inland Fine Furnishings, Wildlife Haven and TECHNATION. We also received runner up nods for work with Anne Mulaire and Canadian Aboriginal and Minority Supplier Council. We’re grateful to AAW for recognizing our work and even more grateful to our clients for giving us the opportunity to bring our best ideas to life. We’ve highlighted some of our featured work below, but you can see more of our work, as well as the rest of this year’s winners at signatureawards. ca Inland Rebrand | Inland Fine Furnishings Judges’ Favourite | Brand Identity Winner | Logo/Wordmark Winner http://uphouseinc. com/wp-content/uploads/2022/10/Stationery-mockup-Inland-Rebrand-Animation-or-Motion-Graphics-1473-scaled-1-scaled. webp See Me Wild | Wildlife Haven Judges’ Favourite | Broadcast / Non-Broadcast (Made in Manitoba) Winner | Campaign Under $50,000 Winner http://uphouseinc. com/wp-content/uploads/2022/10/WildLifeHaven_Campaign-Identity1-scaled. webp TECHNATION Summer Campaign 2021 | TECHNATION Design and Advertising Miscellaneous (Photography) Winner http://uphouseinc. com/wp-content/uploads/2022/10/09-TECHNATION-CR-summer_EDIT_72DPI-1. jpg TECHNATION Summer Campaign 2021 | TECHNATION Digital Ad (Series) Winner | Campaign Over $50,000 Runner-Up A Better Fit for a Better World | Anne Mulaire Non-Broadcast (Single or Series) Runner-Up TECHNATION Summer Campaign 2021 | TECHNATION Design and Advertising Miscellaneous (Photography) Runner-Up http://uphouseinc. com/wp-content/uploads/2022/10/TECHNATION-2022. jpg Orange Shirt Day Tribute | Canadian Aboriginal and Minority Supplier Council Illustration or Original Artwork (Single or Series) Runner-Up http://uphouseinc. com/wp-content/uploads/2022/10/CAMSC_TRCDay. jpg --- ### Blockbusted – Staying Relevant - Published: 2022-10-20 - Modified: 2022-12-01 - URL: https://uphouseinc.com/blockbusted-staying-relevant/ - Categories: Dooley Noted What was relevant today is obsolete tomorrow. Technology and customers' expectations also change rapidly. The video rental store once reigned supreme. What happened? "Hey, can you stop by Blockbuster on the way home from work tonight and pick up a movie? " It's been a long time since anyone has muttered those words. A very long time. However, that sentence was spoken several million times a day at one point in history. In 1985, the video store was a new thing. It was a departure from theatres and (if you were like me growing up) from the three local TV channels we had on our home television set. Don't get me wrong, the Beachcombers and The Tommy Hunter Show were great. We were just ready for fresh content. Video stores offered us that. Back in an era when the VHS machine (or Beta) was the size of a small automobile, video rentals were a welcomed departure from the routine of network TV. They also became woven into the fabric of Friday nights. As people purchased VHS machines, the movie studios offered up more selections to rent. Video stores became as prevalent as Starbucks, with several popping up in suburban neighbourhoods seemingly overnight. Rogers Video, Adi's Video, Jumbo Video and yes, the industry leader: Blockbuster Video. They all offered customers a cornucopia of movie selections, along with candy, games, equipment rental and of course, free popcorn. Then as technology changed (harbinger #1), movies moved from bulky tapes to sleek DVDs. Better picture quality, easier to handle and no rewinding (we all loved that rewind fee fine didn't we? ) People would call ahead to... --- ### How To Follow Up on Your Media Pitch - Published: 2022-10-12 - Modified: 2022-12-01 - URL: https://uphouseinc.com/how-to-follow-up-on-your-media-pitch-2/ - Categories: Dooley Noted Once you’ve sent your pitch, what’s the most effective way to follow up? Taking it even further, when is the most effective time to follow up on it? And When To Follow Up On It We’ve talked about one of the more difficult parts of media pitching: knowing when to do it. But once you’ve sent your pitch, what’s the most effective way to follow up? Taking it even further, when is the most effective time to follow up on it? How To Follow Up Assuming you’ve sent your pitch in email format, following up on the original email is a two-step process. The first step is to follow up with another email. Whether or not your follow up email is in the same thread as the original pitch or whether you start a new one is up to you. What this does not mean, though, is pitching the outlet again. You’ve already sent your pitch, and if it wasn’t strong enough to garner attention the first time, going over all the pitch details a second time is unlikely to pique anyone’s interest. It’s more likely to annoy the reporter than anything. Your follow up email should be short and to the point: A quick hello If you’re not emailing in the same thread as your pitch, a reminder that you emailed them (reference your original email’s subject and date) and the briefest of brief recaps (think headline, not paragraph) Dangle the carrot (offer access to executives, experts or whoever—whatever, even media assets like photos, videos, etc. —you have that could make the reporter’s life easier and more exciting) Sign off If you’ve sent the pitch email and... --- ### Let’s Talk Public Relations in Agriculture - Published: 2022-10-04 - Modified: 2022-12-01 - URL: https://uphouseinc.com/lets-talk-public-relations-in-agriculture/ - Categories: Dooley Noted In the heart of the Canadian Prairies, we know the importance of agriculture - the world runs on it and we live in it. How Can Public Relations Help The Ag Sector? Done right, public relations tells a story, speaks to a tailored audience and builds trust. In the heart of the Canadian Prairies, we know the importance of agriculture - the world runs on it and we live in it. There are important stories that need to be told - to put a spotlight on this industry, share innovation, highlight industry leaders and educate the public. Effective public relations not only shares important messages, but also helps change perceptions, creates interest with investors and bridges the gap between organizations and key stakeholders. Public relations is a tool for effective business in the agriculture sector. How Do We Help The Ag Sector With Public Relations? We start with research. Every aspect of agriculture - from the field to the manufacturing process and every step in between - is different. Research lets us delve deeper into your specific niche; your product, speciality, and experience. It determines what makes you you and why people care about it. We look at the current market and trends, target geographic locations and technology - we look for the stories. We conduct research through interviews, data analysis, company analysis, competitor research and more. We want to answer: Who are you? Who are you trying to reach? Who should you be reaching? What do you do? Why do you do what you do? We’re thorough so we can take our insights and apply them to your messages. Building a strategy comes... --- ### Three Signs Your Brand Needs a Refresh > Brand refreshes dramatically impact how consumers and prospective employees view your organization. It can generate newfound interest, add contemporary flair, and help you stand out from competitors. That being said, a total brand makeover can be a daunting and potentially risky venture for established companies. After all, a well-known logo has equity and recognition—why would you want to jeopardize that? Well, if you’re familiar with the UpHouse team, we love when clients are willing to take a risk. The rewards are often far greater than anticipated! - Published: 2022-09-29 - Modified: 2022-09-29 - URL: https://uphouseinc.com/three-signs-your-brand-needs-a-refresh/ - Categories: Our Thinking - Tags: brand, brand refresh, branding, visual identity Brand refreshes dramatically impact how consumers and prospective employees view your organization. It can generate newfound interest, add contemporary flair, and help you stand out from competitors. That being said, a total brand makeover can be a daunting and potentially risky venture for established companies. After all, a well-known logo has equity and recognition—why would you want to jeopardize that? Well, if you’re familiar with the UpHouse team, we love when clients are willing to take a risk. The rewards are often far greater than anticipated! We sat down with Brenlee Coates, our Creative and Marketing Director, and Sheena Case, our Art Director, to discuss when companies can most benefit from a brand refresh. 1. Your Brand Doesn’t Reflect Your Current Values Everyone loves a good story. From an advertising standpoint, a strong brand story builds a feeling of connection between your company and the consumer. If you’ve overcome a challenge, people want to hear about it! It shows what you’re capable of achieving and illustrates your purpose and values. If your brand story starts with “Since 1965... ”, that’s a red flag. Consumers want to know what drives what you do now. Every business overcame challenges during the pandemic based on prioritizing what was most important to them, so that’s a great place to start if you’re looking for source material that’s new and relevant. Of course, consumers aren’t your only audience, you’re also speaking to potential employees. Recruiting quality talent is difficult and expensive! If your brand accurately... --- ### UpHouse Celebrates 5 Years! Here’s What We’ve Learned > UpHouse is five! We've grown and learned so much since we began our journey in 2017. Then again, when you put things into perspective, you can fit a lot into five years. Half of UpHouse's existence has been spent amid a global pandemic. Naturally, that brought unexpected challenges, but it also helped us recalibrate and adapt, strengthening our agility and resilience, ultimately becoming better and more focused on the types of projects and clients we care about. - Published: 2022-09-23 - Modified: 2022-10-27 - URL: https://uphouseinc.com/uphouse-celebrates-5-years-heres-what-weve-learned/ - Categories: News & Events, Our Thinking - Tags: community marketing, marketing, marketing tips, marketingagencywinnipeg, winnipeg UpHouse is five! Where does the time go? That's like 35 in dog years. Or 36 in cat years. Or a youthful 34 sheep years. We've grown and learned so much since we began our journey in 2017. Then again, when you put things into perspective, you can fit a lot into five years. You could watch over 43,000 episodes of RuPaul's Drag Race! Luckily, we had our sights set on other ventures—though, we always make time for Drag Race season finale watch parties in the office. It's all about balance, right? Overall, it's been a spectacular five trips around the sun, and we're so grateful for all the experiences and incredible people we've encountered along the way. The Evolution of UpHouse Half of UpHouse's existence has been spent amid a global pandemic. Naturally, that brought unexpected challenges, but it also helped us recalibrate and adapt, strengthening our agility and resilience, ultimately becoming better and more focused on the types of projects and clients we care about. And while our little agency has grown bigger than we could have ever anticipated, many of our values and guiding principles have remained constant and gained more clarity over time. Our founders, Alex Varricchio and Kiirsten May, have plenty of lessons to share as they've helped shape the direction of UpHouse throughout its evolution. Three Important Lessons from Al and Kiir Remember when we first launched our agency and didn't have any clients yet, so we got our moms to provide testiMOMials for... --- ### How Do You Build an Influencer Campaign? - Published: 2022-09-23 - Modified: 2022-12-01 - URL: https://uphouseinc.com/how-do-you-build-an-influencer-campaign/ - Categories: Dooley Noted We’re highlighting the first steps you should take when building your first influencer campaign. Check it out. We’re Back to Share Three More Tips To Help Your Business Benefit From Influencer Marketing In our last post on influencer marketing, we shared three tips to help you get started if you’re considering using influencer marketing for the first time. If you haven’t read it yet, check it out here. Today, we’re highlighting the first steps you should take when building your first influencer campaign. 1. Know And Understand The Audience You’re Trying To Influence Chances are you already know the kind of person who would be interested in your product or service, but do you know which influencers they follow? To start, spend some time social listening. Search relevant hashtags, look at tagged competitor posts, scroll through influencer posts to see the types of people who are engaging in the comments or even send a message to the influencer you’re interested in working with and ask about their audience. Take the time to ensure your target audience follows the influencer you’re interested in working with. The extra legwork will help make sure the investment you make into influencer marketing pays off. 2. Have An Overarching Message You Want To Communicate Influencers know how to engage with their audience best. But it’s always helpful to provide a guideline of the key messages you’d like to see them communicate. This helps ensure your brand’s voice is understood by the influencer and aligns with how you’d like to see your brand portrayed online. While it’s always helpful to provide influencers with... --- ### Did you know half of us still witness or experience sexual harassment at work? > Sexuality Education Resource Centre, Klinic and Occupational Health Centre has joined forces to develop a community health response to Workplace Sexual Harassment in Manitoba. Consent At Work looks to provide cost-free training, tools and education that will help create a culture of consent in the workplace. We got to help these three teams bring this initiative to the public with everything from posters to coasters and consentatwork.ca to a video below, you can play. - Published: 2022-09-21 - Modified: 2022-09-23 - URL: https://uphouseinc.com/did-you-know-half-of-us-still-witness-or-experience-sexual-harassment-at-work/ - Categories: News & Events, Our Thinking - Tags: video Sexuality Education Resource Centre, Klinic and Occupational Health Centre has joined forces to develop a community health response to Workplace Sexual Harassment in Manitoba. Consent At Work looks to provide cost-free training, tools and education that will help create a culture of consent in the workplace. We got to help these three teams bring this initiative to the public with everything from posters to coasters and consentatwork. ca to a video below, you can play. Learn more about what you can do to create a culture of consent at work by visiting https://www. consentatwork. ca/workplace-training and signing up for a training class today. --- ### Client Spotlight: David Kron and the Cerebral Palsy Association of Manitoba > We've said it time and time again, and it still rings true: when it comes to building good client relationships in marketing, trust is everything. David Kron, the Executive Director of CPMB, trusted us to create a radical campaign that would grab people's attention. Without a doubt, working with David has been a mutually beneficial relationship, and his influence helped shape the vision and direction of UpHouse in the years that followed. - Published: 2022-09-16 - Modified: 2022-09-21 - URL: https://uphouseinc.com/client-spotlight-david-kron-and-the-cerebral-palsy-association-of-manitoba/ - Categories: Our Thinking - Tags: client spotlight, community marketing, marketing, marketingagencywinnipeg, marketingclients UpHouse and our network of collaborators are celebrating a wave of milestones! While we just marked five years since launching UpHouse, one of our first clients—The Cerebral Palsy Association of Manitoba—is about to celebrate 50 years in operation! When we were just a wee baby agency, CPMB took a chance on us—and boy, did it pay off. Our first big award-winning campaign, Locked Out of Life, gained worldwide attention. We've said it time and time again, and it still rings true: when it comes to building good client relationships in marketing, trust is everything. David Kron, the Executive Director of CPMB, trusted us to create a radical campaign that would grab people's attention. Without a doubt, working with David has been a mutually beneficial relationship, and his influence helped shape the vision and direction of UpHouse in the years that followed. And wouldn't you know it—David is celebrating a significant milestone, too! Thirty years ago, he joined CPMB as a volunteer board member, acting as board president from 2000–2001. After that, he moved on to a new position with Freedom Concepts Inc. , working as a travelling salesman for 12 years, selling specially designed bicycles for children with physical disabilities. I travelled all over North America. We called it 'Bob'—butts on bikes! We'd get the kid on the bike, the bike moved, the parents would start to cry and then we'd find the funding to get that kid a new bike. When it came time for CPMB's Executive Director to... --- ### How Audience Development And Data Analytics Can Help Your Brand Grow - Published: 2022-09-16 - Modified: 2022-12-01 - URL: https://uphouseinc.com/how-audience-development-and-data-analytics-can-help-your-brand-grow/ - Categories: Dooley Noted When building a brand, companies need to know what draws an audience to them and how they can use their audience to help build their brand. When building a brand, companies need to know what draws an audience to them and how they can use their audience to help build their brand. This is where audience development and data analytics comes into play. Audience development involves building relationships, gaining customers and increasing customer loyalty. All of which takes time and can be extremely beneficial in the long run. If you are using data when it comes to your audience development strategies it can help you gain a competitive edge and reach your customers on a personal level. The Right Audience Let’s start with the basics. You need your content seen by the right people. We want to avoid putting your content in front of those who will delete it without even looking at it. Or state that it is irrelevant to them. We have all done this when it comes to ads that land in our inbox or on social media. Oftentimes a brand sets their target too wide and it falls flat. But when you narrow the target and find the right demographic you may start gaining some new clicks and sales. Audience Development vs. Marketing It is important to note that audience development differs from marketing when it comes to building your brand. Or, perhaps it’s better to say that audience development is one small part of your marketing plan. Audience development focuses on the human element of the audience. What aspects do they like about the company/brand? How will your products fit their... --- ### How To Write A Mission Statement - Published: 2022-09-09 - Modified: 2022-12-01 - URL: https://uphouseinc.com/how-to-write-a-mission-statement/ - Categories: Dooley Noted Every business has a purpose—a mission that it hopes to complete through the work it does. But not every business articulates what that purpose is. Defining Your Purpose In Just A Few Sentences Every business has a purpose—a mission that it hopes to complete through the work it does. But not every business articulates what that purpose is, potentially leaving its audience disconnected from the business’ brand or, worse, confused about what the business is offering to consumers. That’s where mission statements come in. Writing a mission statement is an effective way to explain your business’ services and solidify its brand identity, which in turn can differentiate your business from your competitors. What Is A Mission Statement? A mission statement clearly sets out what your company’s purpose is, what it does and what you value as a business. It should succinctly answer any question your audience might have about your company, without going into too much detail about specifics (usually, mission statements are only one to two sentences long. ) Your mission statement should explain more than just the services your business offers—it should also provide a brief explanation of why you offer those services. Are you a battery manufacturer that envisions a greener future for the planet? What about a community centre that hopes to encourage healthy lifestyles in your inner city? Be sure to include a few words about what drives your business to do what it does. Why Mission Statements Are Important We value brands that have values of their own. Having values that resonate with your audience and then authentically expressing them is important in building a connection with a consumer.... --- ### So You Want To Use Influencer Marketing to Help Your Business? - Published: 2022-09-02 - Modified: 2022-12-01 - URL: https://uphouseinc.com/so-you-want-to-use-influencer-marketing-to-help-your-business/ - Categories: Dooley Noted If you have an account on Instagram, TikTok, or any other social media platform, you’ve likely seen influencers at work. If you have an account on Instagram, TikTok, or any other social media platform, you’ve likely seen influencers at work. Whether they’re promoting a competitor’s product or just sharing a day in the life, you might wonder how someone on the internet can help your business reach new customers. Influencer marketing works by placing your product or service right in front of the audience that’s most likely to make a purchase decision. Influencers spend years cultivating a following and relationship with their followers, so when they share a new product or service, their followers are likely to trust their opinion, leading to new customers for that business. Today, we’re sharing three tips on how to get started with influencer marketing for your business. 1. Take Time To Find The Right Influencer For Your Product This is probably the most important step because choosing the right influencer will affect how your product is perceived by their audience. Look for influencers in the same niche as your product or service. Some popular niches include: fashion and beauty, tech, food, lifestyle and travel, etc. To find influencers in these niches, spend time researching popular hashtags and if you’re trying to find an influencer in a specific geographic area, try searching the name of your city followed by ‘influencer,’ for example, #winnipeginfluencer. The better you can align your business with an influencer in that particular niche, the more likely a partnership will occur. 2. Ask To See Insights From Previous Sponsored Posts Part of... --- ### Accessible Design Tools for a More Inclusive World Wide Web > Accessibility shouldn’t be an afterthought when 20 percent of our population struggles with systematic exclusion. As a brand, if you take the necessary steps to have an accessible website and social media presence, you can better provide your services to a massive community of people who are undeservingly excluded from so many aspects of our everyday lives.  - Published: 2022-08-31 - Modified: 2023-05-08 - URL: https://uphouseinc.com/accessible-design-tools-for-a-more-inclusive-world-wide-web/ - Categories: Our Thinking - Tags: accessibility, branding, inclusivity, marketing tools, marketingtips When we think about accessible design, we often think of physical spaces like wheelchair ramps, elevators, larger bathroom stalls, and reserved parking spaces. Unfortunately, so much of our world is still largely inaccessible for people with disabilities, which leaves many with no choice but to use the internet to access essential services. But what if the internet isn’t accessible, either? A Shift Towards Internet Accessibility 1 in 5 Canadians has a disability—that’s 6. 2 million people! Accessibility shouldn’t be an afterthought when 20 percent of our population struggles with systematic exclusion. As a brand, if you take the necessary steps to have an accessible website and social media presence, you can better provide your services to a massive community of people who are undeservingly excluded from so many aspects of our everyday lives. Scrolling through our phones is a mindless task for many of us, but for those with visual impairments, literacy difficulties and other disabilities, it’s a much more complicated process. Luckily, there are many ways we can make our websites and social media pages more accessible and easier to navigate for everybody. Our graphic design team recently completed training from an incredible organization called Accessibrand, which aims to help businesses understand the ins and outs of web accessibility and how we can improve it. We thought we had a pretty good grasp of online accessibility going into the workshop, but we were blown away by how much we learned and all the areas where we could improve. Here... --- ### Study: A Fresh Take on a Classic Beer Campaign for 1919 > Little Brown Jug and 1919 challenged us to take on marketing their flagship beer—1919. As a taproom, Little Brown Jug is an experience for locals and visitors, but for 1919, the intended demographic is even broader. They were looking to grow their share among primary beer drinkers in Manitoba and Saskatchewan. We had a wide audience to reach, so how did we do it? - Published: 2022-08-28 - Modified: 2023-07-26 - URL: https://uphouseinc.com/case-study-a-fresh-take-on-a-classic-beer-campaign-for-1919/ - Categories: Case Studies - Tags: casestudy, community marketing, creative, Featured Work, marketing, marketingagencywinnipeg, marketingtips, video Little Brown Jug is a local client we always love working with because we share so many values. We’re both queer-led organizations that care about inclusivity, accessibility and doing things with heart. You might remember our Queer Beer campaign and product design from this year’s Pride festival, but when it came to marketing their flagship beer—1919—we had an exciting challenge on our hands. For its first few years in the market, Little Brown Jug exclusively offered their 1919 beer, focusing on perfecting their product and creating a strong offering that bridges the gap between standard issue and craft beer. It’s a better-quality offering than your basic beer—perfect for folks who aren’t huge beer aficionados but still appreciate a finer-tasting beverage after a long day. It’s already the best-selling craft beer in Manitoba, but for 1919 to keep growing in the local market and expanding into new regions, we needed to spread the word even further. The Challenge Little Brown Jug and 1919 are two separate entities. As a taproom, Little Brown Jug is an experience for locals and visitors, but for 1919, the intended demographic is even broader. They are looking to grow their share among primary beer drinkers in Manitoba and Saskatchewan—typically men ages 25–45—the same audience that beer giants like Budweiser and Coors speak to in their advertisements. So, we challenged each other to figure out how their 1919 brand could connect with this demographic without abandoning its inclusive values or seeming inauthentic? We didn’t want to perpetuate... --- ### A Look At Consumer Versus Trade Audiences - Published: 2022-08-26 - Modified: 2022-12-01 - URL: https://uphouseinc.com/a-look-at-consumer-versus-trade-audiences/ - Categories: Dooley Noted Every audience is different. What works for one won’t necessarily work for another. Consumer versus trade media is an example of this. Every audience is different. What works for one won’t necessarily work for another. Consumer versus trade media is an example of this. Consumer media tends to describe mass market audiences while trade media is targeted to specific industries. You may think that these are similar because your product reaches both of these audiences. But the approach to them and the information provided need to be different. Consumers want to know what makes the product special and why they should consider purchasing it rather than a similar product on the market. They may not know all the ins and outs of the product or the category and why it’s relevant. Trade knows the industry. They have a background in the category. Retailers and wholesalers want to know why they should be carrying the product. What makes it stand out, and why would consumers be looking for it? What are the statistics behind it that make it relevant? And your competitors may be interested in learning how others in their industry are approaching things. These characteristics are true for any industry - whether it’s grocery, hospitality, manufacturing or retail. Years ago, I noticed that there wasn’t much of a selection when it came to gluten-free products at my favourite grocery store. I knew there was a need for it. But at the time, it was just a small section with a couple of shelves and a few products. At the time, I was editing a Canadian grocery trade magazine. We ran an... --- ### Branding Vs. Marketing: What’s the Difference? - Published: 2022-08-19 - Modified: 2022-12-01 - URL: https://uphouseinc.com/branding-vs-marketing-whats-the-difference/ - Categories: Dooley Noted To a team of communications and marketing professionals, branding and marketing mean different things. How Two Processes Come Together For An Effective Communication Strategy Branding and Marketing. To some, these two words might mean the exact same thing. But to a team of communications and marketing professionals, there’s a big difference between them. Whether you’re a small business owner or the CEO of a major firm, knowing the distinction between branding and marketing is essential to understanding how to accomplish your communication goals. What Is Branding? Think of branding as identity-making. It’s about understanding what you value as a company and what makes you different from your competition. McDonald’s isn’t just like any other fast-food chain. It is welcoming, lighthearted and dependable. Sure, it may serve burgers and fries like many other restaurants, but it has established a unique brand identity to differentiate itself from its competitors. You’d be hard-pressed to find someone who doesn’t recognize those iconic yellow arches. So when it comes to finding your own brand identity, consider what is important to you and your business. What do you hope to achieve through your work? How do you want your customers to feel when they interact with your business? What is your business’ personality? The deeper you dig into the answers to these questions, the stronger your brand will be and the more your audience will connect with your brand. What Is Marketing? Now that you’ve established your brand, what comes next? Marketing is the work you do to communicate what your brand is and the messages you want to deliver.... --- ### Why Does Marketing Seem Hard These Days? - Published: 2022-08-12 - Modified: 2022-12-01 - URL: https://uphouseinc.com/why-does-marketing-seem-hard-these-days/ - Categories: Dooley Noted It’s not just you. Marketing has gotten harder. You can’t get it all done with one person - teamwork makes the (marketing) dream work. Because It Is! Marketing is hard, and it’s only getting harder. I know that flies in the face of a lot of the messaging around branding, advertising and corporate communications. We’re told by Facebook and LinkedIn and Google that it’s SOOOO EASY to set up effective digital marketing campaigns. Anyone who has ever done it will probably know that just ain’t so. Marketing for your business has become increasingly complex. It seems that we are now expecting all businesses to be experts at social media content, digital advertising, traditional advertising and website development. We also expect them to nail their customer experience. And we tell them they should tie it all up in a beautifully branded ribbon. Let me be the one to say it like it is. Marketing today is damned hard. It’s even harder if you’re trying to do it off the corner of your desk while you juggle a zillion other responsibilities. Social media platforms are great ways to reach potential customers, but it takes work and patience and a great deal of thought and practice to build a following. Let’s say you build a great following on Instagram. You’re growing your community and seeing great engagement. Some of it is even translating into sales, but you look around and you see it’s still not moving the needle. Maybe you see that a large part of your target audience is actually on TikTok now, but you’re not there and aren’t sure where or how to start. And... --- ### Dooley PR and Marketing Launches Pedal Pub Winnipeg Into High Gear - Published: 2022-08-05 - Modified: 2022-12-01 - URL: https://uphouseinc.com/dooley-pr-and-marketing-launches-pedal-pub-winnipeg-into-high-gear/ - Categories: Dooley Noted When Pedal Pub Winnipeg approached us to help with their official launch in June we couldn’t wait to get started. We get to work with some awesome clients. When Pedal Pub Winnipeg approached us to help with their official launch in June we couldn’t wait to get started. As with all of our PR campaigns, we started by meeting with our client to get an idea of what they’re all about and what we can do to help them reach their goals. Pedal Pub Winnipeg was bringing the European and North American party bike experience to our city through the Pedal Pub franchise and needed help to spread the word about their official launch in Winnipeg at the beginning of June 2022. Dooley Efforts We set out to put together a media plan that would lead to traditional and social media coverage. Our goal was to gain local tier one media attention ahead of Pedal Pub Winnipeg’s official launch. To ensure coverage, we planned a media day that was highly geared towards generating great visuals and sound bites for the media. Our media event took place on a sunny morning in front of the Canadian Museum for Human Rights, a landmark which has become synonymous with Winnipeg. We engaged with Travel Manitoba to provide a representative to speak at the media event and give the media context on the effect the Pedal Pub experience is expected to have on the local tourism industry. We also worked with Pedal Pub Winnipeg representatives on speaking points to ensure positive coverage of the launch. In addition to traditional media coverage, we also set... --- ### Proofreading Is Key - Published: 2022-07-29 - Modified: 2022-12-01 - URL: https://uphouseinc.com/proofreading-is-key/ - Categories: Dooley Noted The best defense is a good offense when it comes to proofing your work. Mistakes can happen, but proofreading can help prevent them. We’ve all seen the Geico commercials and heard their tagline ‘Fifteen minutes could save you 15 per cent or more on car insurance’. Fifteen minutes is not a huge amount of time and in the end it benefits the customer. The same is true when it comes to proofreading. It doesn’t have to take a long time, but the time it does take is definitely worth it. The Benefits and Consequences Have you ever read an article, blog post or press release that had glaring typos or other errors? You shake your head wondering how nobody noticed before it was sent out. The error can be so obvious and may be what you remember most. Worse, it may (and probably will) mean you will tune out and ignore the piece entirely. Mistakes stand out and people notice them. Proofreading is a vital part of our process. While mistakes can still sneak through, we have developed a system that reduces the chances of that happening. When I was in college, if a name was misspelled in one of my articles it was an automatic fail. It taught us the importance of proofreading our work. And the consequences if we didn’t. Those are not the only items that need to be proofread. Social media is another area of communication that needs a second look before you post. Don’t just type a comment, add a hashtag and hit send. Take a minute to review and ensure that nothing is glaringly wrong because that... --- --- ## Case Studies --- ## Influencers ### Loizza and Ray - Published: 2025-05-08 - Modified: 2025-05-08 - URL: https://uphouseinc.com/influencer/loizza-and-ray/ Based in Winnipeg, Loizza Aquino and Ray Tarca are content creators who bring their audience along for the ride of life as a couple. They love to share light-hearted videos like going on fun date nights or pranking Loizza’s parents, as well as the raw, relatable truths of being in a long-term relationship. Loizza and Ray are passionate about creating content that includes cultural experiences of Filipino immigrant families, as it’s a huge part of their identities. They seek to spread love and positivity through their videos and use comedy to let people know relationships aren’t always smooth sailing. --- ### Kat Nia - Published: 2025-04-02 - Modified: 2025-04-22 - URL: https://uphouseinc.com/influencer/kat-nia-watkins/ Kat Nia is a Norfolk, Virginia-based content creator whose mission is to inspire others to explore the world, build deep relationships and grow in all areas of their lives. She started creating content while she was studying to become a physicist, featuring authentic stories and insights about personal growth and relationships. Kat shares her raw, real journey of relationship struggles, gym fails and discipline battles, all with a mix of humour and hard truths. Over the years, she’s built a vibrant community that values authenticity, hidden gems, meaningful connections and continuous personal development.   --- ### Demi Mykal Vaughn - Published: 2025-03-26 - Modified: 2025-04-11 - URL: https://uphouseinc.com/influencer/demi-mykal-vaughn/ Demi Mykal Vaughn is an LA-based content creator with a passion for storytelling, wellness and beauty—especially curly hair care. She loves creating content based on her real experiences and getting people talking about topics that matter. Her audience feels seen and authentically represented through what she posts, whether it’s highlighting the best curly hair products, sharing about subtle (and not so subtle) biases in the beauty industry or featuring the latest fashion trends. Demi hopes to inspire her audience to have meaningful discussions with the people in their lives and advocate for themselves and others.    --- ### Moriah Watkins - Published: 2025-02-04 - Modified: 2025-02-04 - URL: https://uphouseinc.com/influencer/moriah-watkins/ Moriah Watkins is a Tennessee-based content creator who is passionate about travel, lifestyle and family-centred content. She’s always up for an adventure and isn’t afraid to share her goofy side with her audience. Moriah loves creating content that resonates with others, whether it’s showcasing the beauty of travel, finding unique lifestyle gems or just navigating life in a way that’s relatable. Her goal is to encourage her audience to embrace everything this world has to offer, stay true to themselves and not be afraid to start over. She hopes her content inspires people to enjoy life, laugh a little more and live fully in their authenticity. --- ### Chase Vondran - Published: 2025-01-14 - Modified: 2025-01-14 - URL: https://uphouseinc.com/influencer/chase-vondran/ Chase Vondran is a queer travel blogger, content creator and proud Midwest Gay (/They) based in Chicago. Their “Gay Things to Do” series features queer-friendly travel recommendations and destinations (including some places you may not expect) that prove everywhere is queer. Whether it’s highlighting the best spot to get brunch in Chicago, celebrating Pride in cities around the world or exploring queer small towns across the United States, they love to create informative and helpful content. By showing up as their true self, they create a space where their audience feels seen, valued and inspired to explore the world around them. --- ### Jadyn Hailey - Published: 2025-01-14 - Modified: 2025-01-14 - URL: https://uphouseinc.com/influencer/jadyn-hailey/ Jadyn Hailey is an LA-based content creator who loves sharing content like aesthetic routines, beauty, wellness and home decor. She’s also the host of the hit podcast Busy, Yet Pretty where she covers fashion, wellness and tips to create your dream life. Her passion for channeling self-love and self-care to maintain a positive mindset shines through all her content. By sharing her day-to-day life, she inspires her audience to grow and become happier and healthier versions of themselves. --- ### Kelcie Miller-Anderson - Published: 2024-12-03 - Modified: 2024-12-03 - URL: https://uphouseinc.com/influencer/kelcie-miller-anderson/ Kelcie is a disabled environmental scientist, social entrepreneur and disability advocate based in Calgary. She founded her first startup while she was on disability leave from university and has been making waves ever since. Her Instagram account and YouTube channel chronicle the ups and downs of living with several progressive illnesses as she explores the world around her with her wheelchair. She’s also passionate about creating opportunities for disabled youth to experience the outdoors and fall in love with it. That’s why she created WildAbility, a non-profit that supports the next generation of disabled climate leaders, environmental scientists, eco-activists, outdoor explorers and nature lovers. --- ### Juan Herrera - Published: 2024-12-03 - Modified: 2024-12-03 - URL: https://uphouseinc.com/influencer/juan-herrera/ About Juan is a Chicago-based Latino lifestyle and travel content creator. After noticing an absence of Latino voices in Chicago recommending restaurants and other destinations, he decided to launch his vlog exclusively in Spanish. Through his content on Instagram and TikTok, he seeks to inspire people to go out and explore new places and to help them realize exploring a new country doesn’t have to be scary. While his videos are in Spanish, he also includes English subtitles so even more folks can understand and enjoy them. --- ### Lauren Hope Krass - Published: 2024-12-03 - Modified: 2025-04-07 - URL: https://uphouseinc.com/influencer/lauren-hope-krass/ Lauren is a hilarious and fashionable body-positive stand-up comedian, award-winning playwright, scriptwriter and content creator based in New York. She's known for her work at Betches Media where she was the host of Good Bodies podcast, going viral for her comedic plus-size try-on sketches. Now, Lauren hosts her own comedy podcast called Belly Laughs on Patreon. Whether you're in the audience of one of her stand-up shows, listening to a podcast episode or watching her content on Instagram, it feels like hanging out with a close friend. She loves reading kind messages and comments from strangers and seeing how she can help people feel better about themselves through that little evil screen. --- ### Jenna Pattullo - Published: 2024-10-23 - Modified: 2024-10-23 - URL: https://uphouseinc.com/influencer/jenna-pattullo/ Jenna is a California-based, self-proclaimed certified cozy girl who shares a unique mix of lifestyle, techwear and gaming content on her platform. She treats her audience like friends and isn’t afraid to be honest about the highs and lows of life as a registered nurse, Navy veteran and military spouse. Jenna is a nonjudgmental and supportive person and loves encouraging her audience to try new things, even if it’s scary. Through her content, she’s building a welcoming community of supportive people who love to connect through their cozy hobbies and shared interests. --- ### Ruby and Katrena - Published: 2024-09-06 - Modified: 2024-09-06 - URL: https://uphouseinc.com/influencer/ruby-and-katrena/ Ruby and Katrena are content creators based in California who share a passion for queer representation and creating content that informs, entertains and inspires their growing audience. After meeting on a dance floor in New York, they did the long-distance thing before Ruby joined Katrena in California. The couple prides themselves on making authentic and relatable social media content that makes other queer folks feel affirmed and safe. While Ruby and Katrena frequently talk about healthy vs. toxic relationships and social justice topics, they don’t take themselves too seriously and love to use satire in their videos. They communicate vulnerably about the highs and lows of their lives and take the time to connect with their audience in the comments. --- ### Megan Ixim - Published: 2024-08-28 - Modified: 2024-08-28 - URL: https://uphouseinc.com/influencer/megan-ixim/ Megan Ixim is a queer, mixed Latina who has garnered a dedicated following of over 100k admirers through radically inspiring, fat-positive content that showcases her values in bold technicolour. Her desire to see better representation of fat bodies and people of colour in the media — living life to the fullest — compelled her to create content for others who felt the same. She fearlessly explores topics like intimacy, inclusive fashion, food and travel, showing how exhilarating life can be when you’re unapologetically yourself. Megan. hopes to show her community that they’re beautiful the way they are — it’s the world that needs changing. --- ### Natalie Bell - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://uphouseinc.com/influencer/natalie-bell/ Natalie Bell is a Winnipeg-based, Jamaican-Canadian creator who prides herself on being unapologetically real and unwaveringly positive. Over 15 years, she has garnered a devoted following by sharing the highs and lows of mom-life in a blended, interracial family, through a lens of empowerment and with a clear love of storytelling. Her gift of connecting with audiences on a human level is evident both on and off screen, with infectious enthusiasm that uplifts all those around her. She loves sharing insights on healthy living, black haircare, local hotspots, travel, food and womanhood — but above all, she’s here to celebrate life in full colour. --- ### Beth Petrunak - Published: 2024-08-20 - Modified: 2024-08-20 - URL: https://uphouseinc.com/influencer/beth-petrunak/ Beth found their niche in the world of BookTok, engaging with thousands of followers about their love of novels and films. The deep connections they built through creating book content ignited a newfound sense of confidence and quickly evolved into a passion for sharing even more about the things that inspire them. From interior decorating to personal styling, exploring new brands, and sharing life advice, Beth combines their expert eye for aesthetics with a commitment to real human connection. The result: ultra-satisfying, thought-provoking content that continues to cultivate an inclusive community of creative, eager learners. --- ### Kally Bethea - Published: 2024-07-31 - Modified: 2024-07-31 - URL: https://uphouseinc.com/influencer/kally-bethea/ Whether she’s sharing her vivacious fashion finds, exploring new destinations that light a fire inside her or flaunting her natural hair as a Former Dallas Cowboys Cheerleader, Kally Bethea is all about celebrating individuality. Positivity radiates through every story she shares — and as an influencer who seeks to create real, personal connections, storytelling is the core of her work. Kally finds joy in inspiring like-minded young women who are passionate about style, beauty, travel, dance, and cultivating a life that sparks excitement and wonder. Through her unabashed confidence and dedication to self-love, Kally strives to create a sense of belonging for her fast-growing audience. --- ### Kimmy Garris - Published: 2024-06-05 - Modified: 2024-06-19 - URL: https://uphouseinc.com/influencer/kimmy-garris/ Kimmy is a queer, plus size, chronically ill content creator based in Nashville, Tennessee. You can find her traveling, practicing joyful movement at aerial and pilates, styling outfits, empowering others, and reviewing helpful beauty, health, and lifestyle products for her audience. Her channels focus on accessibility and inclusivity from solo adventures to building plus size community and body confidence. When she couldn’t find the representation she needed she became it - and shared it with the world which has now become over 120,000 followers across socials. --- ### Dorothy and Olus - Published: 2024-06-05 - Modified: 2024-10-24 - URL: https://uphouseinc.com/influencer/dorothy-and-olus/ Dorothy and Olus, AKA The Lovers, love capturing the hilarious moments that make marriage an adventure, and in turn, capturing the attention of hundreds of thousands of followers. From grocery store hijinks to playful pranks, travel blogs, and original sketches to promote their brand partnerships, The Lovers never take themselves too seriously — and that’s exactly what keeps audiences engaged. What started as a creative outlet to express their ideas has evolved into something bigger — a bona fide power couple using their platform to celebrate Black authenticity, positivity, and excellence. With previous partnerships including Mitsubishi and Hyatt, The Lovers hope to continue creating content that is both entertaining and meaningful, bringing joy to their viewers. --- ### Sanniyah Antoinette - Published: 2024-03-05 - Modified: 2024-03-05 - URL: https://uphouseinc.com/influencer/sanniyah-antoinette/ About Sanniyah Antoinette is a rising star in the R&B music and modelling scene. She enjoys sharing her creative journey and aims to inspire others to follow their own unique paths as creators. Sanniyah not only resonates with fans of her music, but also with those who are interested in what she has to say when it comes to beauty and fashion. Always thinking outside the box and prioritizing her personal passions instead of following trends, Sanniyah caught the attention of groundbreaking artist Doja Cat, earning a spot in one of her music videos — aptly titled, Attention. Her authenticity shines through all her content and remaining true to herself has kept her audience captivated! --- ### Shaina Sagar - Published: 2024-03-05 - Modified: 2024-06-06 - URL: https://uphouseinc.com/influencer/shaina-sagar/ About Shaina Sagar started her fitness journey in 2021, challenging herself to gain muscle, confidence and motivation through heavy lifting. Since then, she has amassed a following of women who admire her fearless approach to fitness and self-care in a traditionally male-dominated space. Growing up, Shaina was encouraged to take care of those around her, prioritizing the needs of others before her own — but fitness allowed her to reclaim the power of investing in her own health. She loves inspiring others who are preparing to embark on their own fitness journeys, creating connections and sharing her passions with power lifters of various skill levels, all around the world. Outside the gym, she’s an avid traveller with a keen eye for style, documenting her worldly adventures and expertly curated fashion finds. --- ### Matthew and Michael - Published: 2024-03-05 - Modified: 2024-06-05 - URL: https://uphouseinc.com/influencer/matthew-and-michael/ About Back in 2007, the early days of YouTube, Matthew Schueller began vlogging as an outlet for connecting and sharing with the 2SLGBTQ+ community. Today, he and his husband Michael Lindsay share the highlights of their lives as a proud gay couple, from touring destinations to documenting their parenthood journey through surrogacy, and all the sweet, sentimental, and hilarious moments in between. The couple have been featured in HuffPost, earning the distinction of GayTravel's top content creator of 2022, and have established an audience of over one million subscribers across a variety of platforms. Today, Matthew and Michael are more inspired than ever to continue sharing their message of self-acceptance, positive community building, equality, and love above all. --- ### Cory Lee - Published: 2024-02-15 - Modified: 2024-03-04 - URL: https://uphouseinc.com/influencer/cory-lee/ About Cory provides a first-hand perspective on accessible travel and living with a disability. He hopes to change the severe lack of representation in the accessible travel space and wants the information he shares to help other wheelchair users travel easier. He has a loyal audience base of wheelchair users, in addition to family and friends of wheelchair users. Cory has also launched a non-profit called The Curb Free Foundation. Through the non-profit, his team provides wheelchair users with grants so they can make their dream trip a reality! --- --- ## Staff ### Arriane McKeever - Published: 2025-05-15 - Modified: 2025-05-16 - URL: https://uphouseinc.com/staff/arriane-mckeever/ (she/her) Bio coming soon! --- ### Justin Allum - Published: 2025-05-15 - Modified: 2025-05-16 - URL: https://uphouseinc.com/staff/justin-allum/ (he/him) Bio coming soon! --- ### Brayden Lesage - Published: 2025-05-15 - Modified: 2025-05-15 - URL: https://uphouseinc.com/staff/brayden-lesage/ (he/him)When he’s not painting, gaming or cruising around with his moped gang, Brayden’s probably knee-deep in a systems problem—just for fun. A proud dad and self-proclaimed lousy music maker, he brings curiosity to everything he does and somehow turns even casual hobbies into full-blown creative projects. With a background in Business Administration and Cultural Anthropology from the University of Winnipeg, Brayden’s all about building simple, effective systems that actually get used. He’s helped teams streamline sales strategies, tighten up workflows and adopt new ways of working—without overcomplicating things. He’s passionate about work that has a clear purpose and a measurable impact—especially when it involves turning messy, complex problems into clean, functional solutions. Give him a project with a defined start and finish, and he’ll make sure every piece in between is built to last. --- ### Amy Houska - Published: 2024-10-01 - Modified: 2024-11-07 - URL: https://uphouseinc.com/staff/amy-houska/ (she/her)When she’s not attending a festival or braving the Ticketmaster queue, you can find Amy learning a new song on the piano or cozying up with a good book. Amy’s experience in communication, design and marketing makes her the perfect addition to our always-growing marketing team. Her ability to read between the lines and execute a client’s vision makes her an invaluable part of any project.  Amy thrives in UpHouse’s fast-paced environment and is fuelled by the feeling of accomplishment her team has when they finish a project and can admire their hard work. If you ask Amy, that’s the best part of the job - celebrating a final product with her team while strengthening our relationship with the client along the way. She has worked with clients like Manitoba Liquor and Lotteries and Assiniboine Park Conservancy, who will tell you that her communication and adaptability make all the difference in projects.   --- ### Shayan Parvez - Published: 2024-09-26 - Modified: 2024-11-12 - URL: https://uphouseinc.com/staff/shayan-parvez/ (he/him)Needing a movie for the weekend? Maybe a campy ‘90s horror flick? Shayan is your go-to. And you know he’s got his top 4 movies on deck just in case Letterboxd needs an interview. Before making his way to UpHouse, Shayan received a Bachelor of Commerce from the University of Delhi and a Master of Business Administration from Simon Fraser University. Shayan’s experience and education have led to so many amazing projects working with brands like the Greater Vancouver Board of Trade, Tropicana, Krispy Kreme and Samsung. Shayan believes that brands have the power to influence behaviour and drive meaningful change—a belief that fuels his approach to marketing. At UpHouse, he’s brought his empathetic and solution-focused approach to impactful projects like Canada’s first Two-Spirit documentary for International Day of Pink and campaigns for Manitoba Lung Association and Efficiency Manitoba. His strengths in planning, coordination and strategic thinking enable him to connect the dots for clients, delivering solutions that align with their story and vision. --- ### Brennen Neufeld - Published: 2024-08-23 - Modified: 2024-09-06 - URL: https://uphouseinc.com/staff/brennen-neufeld/ (he/him) Incapable of being bored, Brennen believes there's always something new to learn or create and his approach to life-long learning means he brings a sense of curiosity to every project he touches. Coming from The Writer's Studio creative writing program at Simon Fraser University, Brennen brings a thoughtful and heavily-researched approach to his work‚ while always managing to root things in lived experience and humanity. When not expanding his knowledge through podcasts, books and documentaries, Brennen can be found working on creative writing projects, watching films and TV shows, playing guitar or volunteering with non-profits. Brennen loves conducting research for projects that have a strong social impact and organizing his findings into easily digestible formats so that he can help educate others. His blend of marketing and DEI experience adds a unique and invaluable perspective to UpHouse’s team, which can be seen in his work with the Rainbow Resource Centre, CGLCC and UpHouse’s own promotions too. --- ### Winnie Carey - Published: 2024-07-31 - Modified: 2024-10-09 - URL: https://uphouseinc.com/staff/winnie-carey/ (she/her) A certified music-lover, Winnie’s passion for music takes her to concerts near and far, even when catching a live show means a 7-hour drive to camp in extreme weather. In her free time, Winnie enjoys trips to the coffee shop and dropping by local thrift stores, hunting for unique art pieces. As the president of UMQAS (University of Manitoba Queer Asper Students), Winnie is deeply committed to community involvement, a perfect fit for this gaygency. Winnie first joined UpHouse as a student intern in the University of Manitoba Asper Business School program, before joining our team as a permanent hire. Throughout her internship, Winnie thrived in the dynamic nature of agency work, collaborating on a wide range of projects from video shoots to content creation. One of her many strengths lies in her research abilities, diving deep into complex topics, transforming the information into something digestible and engaging. At UpHouse, Winnie channels her love for learning and helping others into her work every day, bringing enthusiasm and dedication to every project she touches. Winnie’s commitment to her role at UpHouse is evident in her thorough approach and passion for the company’s values. --- ### Nic Herzog - Published: 2024-07-29 - Modified: 2024-07-30 - URL: https://uphouseinc.com/staff/nic-herzog/ (he/him)When Nic isn’t behind the camera, he’s likely to be found shredding on his guitar or singing with one of his TWO bands! A seasoned musician, Nic has spent years touring with various groups. Outside of music, he’s an avid gamer, record and LEGO collector, and movie enthusiast. He also prioritizes staying active by playing hockey, snowboarding, biking, swimming, going for hikes and enjoying the great outdoors. Nic brings nearly a decade of experience as a director of photography, event videographer and video editor. He’d produced captivating content ranging from music videos to live festivals and marketing campaigns to documentaries. He’s worked with UpHouse clients like Assiniboine Credit Union, Manitoba’s Shared Health, BrettYoung and CancerCare Manitoba. His impressive portfolio also features collaborations with Atlantic Records, the NHL and CFL, Tim Hortons, McDonald’s and Disney+. Nic’s professional yet personable demeanour makes the folks in front of the camera feel at ease — which isn’t always an easy task! And his dedication to his craft ensures that every project he undertakes comes together seamlessly. --- ### Hedi Peters - Published: 2024-07-29 - Modified: 2025-05-14 - URL: https://uphouseinc.com/staff/hedi-peters/ (she/her) When she’s not on the hunt for her next creative pursuit, you can find Hedi traveling to experience new cultures and foods, hunting for fabrics at thrift stores or unwinding at home with her pets (Whiskey and Sriracha) and her current video game of choice. A country girl turned city girl, Hedi grew up near Hecla Island, attending an elementary school with just five classmates in her grade. A fun fact? She once had a pet raven! Hedi graduated with honours from Red River College in 2020 with a graphic design diploma and furthered her skills in motion graphics and animation through online classes. Her career highlights include working on over 50 brands for Corby Spirit and Wine, designing the promo for J. P. Wiser’s partnership with the TV show Yellowstone and illustrating a new character for Lamb’s Spiced Rum’s bottle. Hedi is passionate about client communication and delivering on exactly what they envision. She’s eager to bring creative concepts to life, all while keeping those organization skills sharp and ensuring all brand assets are always in order — music to our ears! --- ### Sydney Huston - Published: 2024-07-04 - Modified: 2024-07-23 - URL: https://uphouseinc.com/staff/sydney-houston/ (she/her)Always down for an adventure, Sydney spends her time trying out new restaurants, going to farmers’ markets and staying active in the gym or on the golf course.  When not outdoors, you’ll find her burning through books and watching her not-so-guilty pleasure reality TV. Sydney joined UpHouse as an intern from Assiniboine College before joining the team full-time as our Video Production Coordinator. Her hands-on experience in school gave her the skills needed to thrive in production projects of all kinds. Sydney lights up a room with her infectious smile and positive attitude. Everyone who works with her knows she’s always organized and ready to lend a helping hand to anyone who needs it. Combined with her attentive and curious personality, she’s an irreplaceable addition to any project. Sydney matches the people-first model of UpHouse and ensures she does everything she can to bring her clients’ and team’s visions to life. --- ### Teri Klowak - Published: 2024-05-29 - Modified: 2024-05-31 - URL: https://uphouseinc.com/staff/teri-klowak/ (she/her)When Teri isn’t designing you can find her with a good cup of coffee perusing antique stores or wiping dust off her instruments she should be playing – while yelling at movies in her home with her elderly diabetic cat. Her laid-back personality is an asset to any team (not to mention her witty sense of humour).   Throughout her years at various agencies, Teri’s picked up a long list of talents ranging from graphic design and, motion graphics to complicated data projects. She’s conceptualized work for multiple Fortune 500 companies and national clients including Nike and Adidas. One of her career highlights was producing a piece that went in the hands of every NHL player. Our Winnipeg Jets know what she can do!  She’s always one to roll up her sleeves to find a solution and is efficient and agile in her work. A collaborator at heart, Teri appreciates how supportive UpHouse is and the emphasis they put on collaboration to get the best results for the client. --- ### Connie Tamoto - Published: 2024-05-29 - Modified: 2024-05-31 - URL: https://uphouseinc.com/staff/connie-tamoto/ (she/her)A born-and-raised Winnipegger, Connie loves to take in all the city has to offer. From patio lunches at the Forks to summer festivals and winter events, you're likely to run into Connie taking in all the sights and sounds. When she's not enjoying the Peg’s arts and culture scene, you can find her riding a bike at her local spin studio Connie started her career as an on-air and print journalist with Global TV, the Winnipeg Sun and the Winnipeg Free Press before shifting to communications. Over the course of her career, Connie’s had the opportunity to lead the corporate communications functions for Tourism/Economic Development, The North West Company and Cargill Limited before joining the team at UpHouse. Connie brings her communications experience in agriculture to clients such as Corteva and Cereals Canada. --- ### Evan Matthews - Published: 2024-05-29 - Modified: 2024-10-02 - URL: https://uphouseinc.com/staff/evan-matthews/ (he/him) Evan loves to keep busy but when he needs a recharge you can find him reading, writing, playing video games, watching and playing sports, playing poker and binge-watching TV with the best of 'em. He loves to travel, but it's mostly been domestic but that dream overseas trip will happen... eventually. People and their stories are at the centre of everything he does. Evans greatest ability is to listen and synthesize information into coherent, emotional stories. Evan has a deep love for giving a voice to those struggling to have their voice heard. Whether it be personal, non-profit or corporate, he connects with the emotional side of the story. To date, his greatest career highlights were in 2020, where during his time as a journalist, he took home three provincial awards - Best Health Story, Best Sports, and Best Agriculture Story. We already talked about people, but it's true, he loves people, and they love him! --- ### Natasha Macdonald-Sawh - Published: 2024-04-16 - Modified: 2025-05-06 - URL: https://uphouseinc.com/staff/natasha-macdonald-sawh/ (she/her) Highly intellectual and creative, like the true Aquarius she is, Natasha is paving the way in our newest department, UpHouse Talent! When Natasha isn’t landing our newest influencer deal, she is busy exploring the city with her son, husband and dog. Ways to Natasha’s heart include singing and dancing to some of her favourite tunes, true crime anything and Disney movies (warning: she cries every time). Influencer marketing isn’t new to Natasha, but her love for it is as strong as ever. With nine years of experience in this field, Natasha has built successful influencer marketing campaigns for national retail brands. Building strong relationships and connections with people are at the core of everything she does. Passionate, communicative, positive and driven are just a few words to describe Natasha. Now in her dream role, Natasha is excited to come to work each day. UpHouse has given Natasha a stage to represent and fight for influencer rights. --- ### Smita Rabadia - Published: 2024-04-15 - Modified: 2024-10-22 - URL: https://uphouseinc.com/staff/smita-rabadia/ (she/her) After 13 years of living on the beautiful Seychelles Island and a stint in Kenya, Smita has put her roots down in Winnipeg. From island exploring to city living Smita still loves to be outside cycling or hiking. UpHouse feels like home to Smita. One of her favourite parts of the job is letting her outgoing side shine during accounting-related discussions with various clients. If English isn’t your preferred language how about Creole? Or French? Still not it? Well, Smita is fluent in five languages! She’s also an affiliate of the Association of Chartered Certified Accountants. Smita’s critical thinking skills and ability to multitask have helped her work with a long list of clients but some of her favourites are Shared Health, TECHNATION, Cereals Canada and Travel Manitoba. --- ### Marta Vodrey - Published: 2024-03-27 - Modified: 2024-05-14 - URL: https://uphouseinc.com/staff/marta-vodrey/ (she/her) Marta doesn't only find creativity through her video work. She loves the magic that’s forged over the clanking of plates and simmering of pots—food is her ultimate creative playground. Marta's always said, “build a bigger table, not a higher fence” and she carries this collaborative philosophy into her work at UpHouse. Her passion and joy come from stitching together frames, pixels and audio to craft compelling visual stories that captivate and engage audiences. Some of her favourite projects to date have been working on the YPO Global Impact Awards recognizing sustainability leaders and her work for Susan G. Komen, communicating health data around breast cancer. She’s also done meaningful work for clients in the health and tourism industries, including CancerCare Manitoba and Travel Manitoba. --- ### Paula Giraldo - Published: 2024-03-27 - Modified: 2025-05-08 - URL: https://uphouseinc.com/staff/paula-giraldo/ (she/her) Mindfulness is one of Paula’s mottos and she loves bringing it to life by being in nature, hiking or walking her dog, Coco. She loves finding a new TV series or diving into a good book with a cup of coffee. Paula brings her years of experience in operations and logistics to UpHouse—and thanks to her organizational skills, the office is always in tip-top shape. She loves helping others and is happy to be at a place where she can do just that. An outside-of-the-box-thinker, Paula thinks it’s one of the reasons she fits in with our team so well. She loves working with people who have different skills and perspectives because it keeps her imagination and creativity running. --- ### Jay Lagarde - Published: 2023-12-18 - Modified: 2024-09-11 - URL: https://uphouseinc.com/staff/jay-lagarde/ (he/him) A music-lover with a penchant for live gigs and jamming in a band, Jay finds joy in nature through canoe trips, camping and hiking. He also enjoys Dungeons and Dragons, video games and board games, infusing creativity and strategy into both work and play. Jay's job as a videographer and producer has taken him to 20+ cities around the world, from Kuujjuarapik, Quebec, to cities across the United States and even Paris, France. He’s helped source crews from all over the globe to film subjects that have been nominated for Global Impact Awards. He’s also worked on projects that involved international leaders committing to making impactful, sustainable change in the world. --- ### Sam Kimelman - Published: 2023-12-18 - Modified: 2025-03-26 - URL: https://uphouseinc.com/staff/sam-kimelman/ (he/him) A chef and bartender on the side, Sam is our favourite mixologist when he isn’t working hard with clients. Growing up in kitchens, Sam has always been a team player—and he brings that attitude to his role. His passions range from cooking and agriculture to country music and Taylor Swift. With great organizational and communication skills, Sam gets the job done effectively and efficiently, while having fun along the way. He loves doing project coordination for clients, ensuring they have the best experience when working with UpHouse. He's worked with many clients including BrettYoung, Manitoba Liqour and Lotteries’ DrinkSense, Clear Lake Country and Behie Real Estate. --- ### Stacha Penner - Published: 2023-12-18 - Modified: 2024-10-08 - URL: https://uphouseinc.com/staff/stacha-penner/ (she/her) Stacha’s been told she’s a cool cucumber—she’s either really quiet or she’ll talk your ear right off. When she’s not working her marketing magic, she enjoys crocheting, cooking, hiking and travelling. She’s also a regular Folk-Fester and loves immersing herself in nature while listening to great tunes. Since joining UpHouse, Stacha's worked with clients including Manitoba Liquor and Lotteries’ DrinkSense, BrettYoung, St. Vital Centre and Red River Mutual. She’s passionate about representation in advertising and loves working on projects that give underrepresented folks and social issues a platform. Some of her favourite projects include the DrinkSense Indigenous Peoples Day shoot and Red River Mutual’s 2023 Spruce Up Your Story video series. Stacha first joined the UpHouse team as an intern in 2022 and enjoyed it so much that she came back again for her second work placement, then signed on full-time in May 2023. --- ### Emily Thomson - Published: 2023-12-18 - Modified: 2024-10-08 - URL: https://uphouseinc.com/staff/emily-thomson/ (she/her) Just like a large chunk of the UpHouse team, Emily is a diehard Swiftie. She loves to spend her time outside the office cooking and hanging out with her husband and dogs. She also has a supernatural ability to find anything, including that top you haven’t worn since 2016. Through her five years in event planning, Emily has become an expert at getting things done and figuring things out on the fly—skills that prepared her to take a nurturing, patient approach in client relationships as a marketing coordinator. Emily’s used her exceptional organizational skills to manage workflows for clients including Efficiency Manitoba, The Dream Factory, DrinkSense and Survivor’s Hope. Emily loves the endless supply of fellow creatives she can share ideas with on a day-to-day basis (especially when those ideas involve the latest T-Swift album or the best place to get food for lunch). --- ### Brigit Harvey - Published: 2023-12-18 - Modified: 2024-12-23 - URL: https://uphouseinc.com/staff/brigit-harvey/ (she/her) Brigit was declared the “creative one” in her family from a young age, so her spark for marketing, public relations and communications came as no surprise. Her love for words, however, started with literature. When she’s not nose-deep in a novel, she’s always open to a lively debate about whether a book was better than its big-screen counterpart. She values integrity and transparency in all communications work and the media and strives to capture that in her work at UpHouse. A master of the headline, Brigit has worked with clients such as ADAMA Canada and Powertec Solar as well as non-profits such as Survivor’s Hope and End Homelessness Winnipeg. Brigit loves being surrounded by a supportive team that encourages creativity and collaboration. Every day, she’s grateful to have the opportunity to put positive messages out into the world. --- ### Sydney Small - Published: 2023-12-18 - Modified: 2024-10-01 - URL: https://uphouseinc.com/staff/sydney-small/ (she/her) Sydney's love for words and creativity goes beyond her day job. She’s an avid thriller reader and loves spending her free time DIY-ing—her crafts of choice are embroidery, crochet and using her Cricut. Whether it’s brand or campaign concepts, social, digital, out-of-home or web copy, Sydney approaches every piece with curiosity, a strategic eye and her infectious enthusiasm. She loves a good brainstorm and finds it exhilarating to discover the golden nugget that leads to the big idea. She’s enjoyed crafting copy for a variety of clients including Manitoba Liquor and Lotteries’ DrinkSense, Manitoba Possible, FortWhyte Alive and UpHouse Talent. Sydney loves UpHouse's warmth, inclusivity and how much the team cares about people. She's excited to work with clients that give back to the community and hopes to make a difference by sharing their stories. --- ### Jen Roman - Published: 2023-10-31 - Modified: 2024-06-03 - URL: https://uphouseinc.com/staff/jen-roman/ (she/her) Always looking for new experiences, it’s not uncommon to find Jen trying a new sport (tennis being the latest) or signing up for a cocktail-making class. She loves a good movie night and spending time with her nieces and nephews. Jen has worked with a diverse range of clients across the travel, tech, finance and beverage industries. One of her top career highlights to-date was collaborating with Jarritos, a Mexican soda brand. A great communicator with a knack for organization, Jen is most passionate about streamlining project workflows. She thrives being the person behind-the-scenes, handling all the nitty-gritty details so the client’s experience is stress-free. She’s shared her talents with many clients including Efficiency Manitoba, Travel Manitoba, Samsung and Qualico. --- ### Emily Lennon - Published: 2022-12-14 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/emily-lennon/ (she/her) A remote intern-turned marketing coordinator, Emily works with our clients and team to manage projects through. Emily loves trying new things, learning about new industries and working in a fast-paced environment. For consecutive years, Emily has led the production of three videos played at the annual Canadian Gay & Lesbian Chamber of Commerce (CGLCC) Black and White Gala highlighting stories of people in the LGBTQ+ community. She’s also worked with Reaching Out Winnipeg (ROW) on their branding and website projects and is our first permanent hire from Career Ready’s student placement program by TECHNATION! When she's not crushing it at work, you can catch her raising her arms on a dance floor or making you feel unusually at-ease in her presence thanks to a long-standing history in customer service. --- ### Kate Chan - Published: 2022-12-01 - Modified: 2025-03-26 - URL: https://uphouseinc.com/staff/kate-chan/ (she/her)Kate’s a working mom who's passionate about both her career and her family. When she’s not working, you'll find her daydreaming about traveling the world, baking cute cartoon buns in the kitchen or capturing precious moments of her child through photography. Balancing it all brings her immense joy and fulfillment. A spreadsheet superstar, Kate brings diverse experience in analytics, tracking and tagging. She genuinely enjoys working with clients to plan, optimize and report on their digital media campaigns to deliver valuable insights and measurable outcomes. Her experience spans a diverse range of organizations, including Manitoba Liquor & Lotteries, Dynacare, Shared Health Manitoba, Pennsylvania College of Technology, TECHNATION and Assiniboine Credit Union. Kate is proud to work at UpHouse and is inspired to be part of a team where diversity is celebrated and embraced. She shares the common passion for driving positive change in our community through inclusive campaigns. --- ### Adam Dooley - Published: 2022-12-01 - Modified: 2024-11-25 - URL: https://uphouseinc.com/staff/adam-dooley/ (he/him) When he’s not tracking changes on news releases, speeches and corporate strategies, Adam spends his time running half marathons, writing fiction and watching Premier League soccer (go Arsenal! ). A Japanophile, he also recently took up the hobby of lovingly maiming small trees known as bonsai. Adam joined us when he led his company, Dooley PR, into a successful merger with UpHouse in 2022. He’s fashioned communications strategies for a diverse array of clients including Ford of Canada, Dynacare, ADAMA Canada and the Manitoba Hotel Association. Over the years, his team has supported everything from start-ups and government departments to Fortune 500 companies. Adam loves the way UpHouse has built a talented team of specialists who know how to laugh and support each other as they push themselves to deliver the best possible work. A lifelong learner (and a bit of a perfectionist), he fits in well with this group of “chronic overachievers. ” --- ### Stephanie Fung - Published: 2022-12-01 - Modified: 2024-07-04 - URL: https://uphouseinc.com/staff/stephanie-fung/ (she/her) When she’s not pursuing new learning opportunities, Stephanie enjoys exploring the world with family and friends. Her education and global PR experience gives her a unique perspective in the constantly changing marketing and communications world. Stephanie prides herself on being one of the leaders of UpHouse’s PR practice. She’s both assisted and taken lead in the public relations strategy development, media training, events management and online marketing initiatives for multiple local and national organizations including Dynacare, Efficiency Manitoba, Travel Manitoba, Economic Development Winnipeg and Assiniboine Park Conservancy. One of Stephanie’s favourite things to do is share her knowledge and expertise with the rest of the UpHouse team (as well as in academic settings and public speaking engagements). Her previous specialized experience in accounting, retail and dentistry has helped her connect with our clients from similarly vast industries on a deeper level. --- ### Gina Contreras-Ruiz - Published: 2022-11-29 - Modified: 2024-04-15 - URL: https://uphouseinc.com/staff/regina-contreras/ (she/her)Gina is a keen creative who is well-versed in public relations and the art of persuasion—she knows how to connect with audiences and compel them to action. Outside of work, she’s a self-proclaimed #TeamJacob and loves Twilight so much that she named her dogs Jacob and Seth (after the werewolves, of course). Gina manages project workflow, helps develop cunning marketing strategies and maintains relationships with clients, production teams and our network of collaborators. She believes in “the fearless pursuit of what sets your soul on fire” and for her, that means bringing people’s stories to life. Born and raised in Winnipeg, Gina has helped launch major campaigns with noteworthy locals like Travel Manitoba and Abilities Manitoba. She brings with her a specialized knowledge of Big Tech, having previously worked in the communications department of an AAA video game studio. One of her most memorable projects was managing the PR for a charity drag brunch on behalf of SkipTheDishes, which raised money for local Pride communities. --- ### Kaitlyn Barry - Published: 2022-11-21 - Modified: 2024-03-27 - URL: https://uphouseinc.com/staff/kaitlyn-scott/ (she/her)An avid reader, there isn’t a genre Kaitlyn doesn’t like (although she loves a good fantasy or horror novel). Outside of the office, you’ll likely find her cuddled up with a good book next to her three pets: River and Leia (her cats) and Arizona (her dog). When it comes to making videos, Kaitlyn has worked at every level of production. Her marketing background helps her personalize video concepts for a client’s specific audiences and platforms, ensuring their message reaches the right people. Kaitlyn has a penchant for organization and efficiency—a self-proclaimed perfectionist, she loves project management and is always around to meet your pre- and post-production needs. --- ### Matthew Dyck - Published: 2022-11-21 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/matthew-dyck/ (he/him) Matt is known for his directness and purity of heart, which when combined, has led to bringing more than a few people to tears during on-camera interviews. And while he doesn’t like to make a habit of it, Matt loves the opportunity to tell authentic stories that resonate with people. So whether he’s asking insightful questions during a video shoot, or gossiping about reality TV in the lunchroom, his passion for storytelling permeates. As Associate Creative Director, Matt blends his background in brand and content strategy with his skills in writing, producing and directing videos. He especially loves to direct unscripted stories, and his recent documentary work with Discover Tourism brought him as far east as Halifax, as far west as Haida Gwaii and as far north as Churchill, Manitoba. Matt’s dream for his career is to be surrounded by creative people, working together to accomplish something no individual could do on their own. He’s happy to say he witnesses this every day. --- ### Joel Milljour - Published: 2022-10-24 - Modified: 2024-04-15 - URL: https://uphouseinc.com/staff/joel-milljour/ (he/him)Joel is a passionate baseball fan and loves talking about the analytics and statistics behind the game with anyone who wants to listen. When he’s not working, he enjoys spending time with his family, either going to the zoo to learn about the animals or playing with their dog at the park. As one of UpHouse’s most efficient marketing coordinators, Joel loves connecting with clients (if you ask him, they’re probably already his best friend). Whether it’s through asking open-ended questions, staying curious or learning a client’s perspective, Joel aims to understand client’s needs and connect with them on a deeper level. Paired with his strong organization, communication and relationship-building skills, Joel’s diverse work experience helps him soar through all types of projects. He's especially loved working with Efficiency Manitoba, where he’s had the opportunity to touch all types of projects that fuel their brand, whether it’s hosting creative brainstorms for their next campaign, planning a video shoot or exploring public relations opportunities. A people-person at heart, Joel thrives at connecting with others thanks to his openness and friendly spirit. --- ### Lionel Pinto - Published: 2022-10-24 - Modified: 2024-10-23 - URL: https://uphouseinc.com/staff/lionel-pinto/ (he/him) If Lionel could define himself in one word, it would be “explorer. ” He loves to try new things, visit new places and take in everything the world has to offer. His favourite hobby is wildlife photography, so if he’s ever missing for two days, he’s probably in the forest capturing some incredible photos. Lionel’s love of exploring seamlessly translated to a career in marketing. He loves a challenge, and he’s applied his strong problem-solving skills and data-driven insights with many clients including MasterCard, Rolls Royce, Animal Planet India, BrettYoung, St. Vital Centre and Back Downtown Winnipeg. One of Lionel’s career highlights was helping Discovery Channel India achieve 1 million organic followers on Instagram in less than a year. Lionel is proud to be part of UpHouse’s team of “can-do attitude” individuals. His favourite part of the job is creating “wow” moments for clients, especially when it means bringing their ambitious ideas to life. . --- ### Cassidy Price - Published: 2022-10-24 - Modified: 2025-02-20 - URL: https://uphouseinc.com/staff/cassidy-price/ (she/her) Name an artistic hobby—Cassidy’s probably into it. Along with doing commission art, she dabbles in watercolour, cross stitching, embroidery, pottery, calligraphy, stickers, and more. Plus, she keeps busy maintaining well over 100 house plants. Cassidy’s artistic skills and marketing experience kickstarted her freelancing journey, which led to her full-time position at UpHouse in September 2022. Now as our internal brand manager, she oversees UpHouse’s social media accounts and leads the creative development for UpHouse’s many content channels, business development and marketing pursuits. One of her favourite projects has been getting to highlight talented and diverse creatives through our Creative Crush interview series. --- ### Kelsey Norquay - Published: 2022-07-04 - Modified: 2024-07-04 - URL: https://uphouseinc.com/staff/kelsey-norquay/ (she/her) Kelsey earned her degree in Creative Communications at Red River College Polytechnic and developed a new marketing position for a local truck sales company before coming to UpHouse. In addition to working on digital campaigns and trafficking creative, Kelsey is also a skilled writer and harsh (but fair) proofer. Though she isn’t a magician’s assistant, at least not anymore, she likes to find the magic behind each concept and bring new ideas to light. You can find her enthusiastically jumping into any project she can get her hands on, like leading a fundraising campaign and rappelling down the side of the Manitoba Hydro building for Manitoba Possible’s Drop Zone. --- ### Aliyah Theano-Pudwill - Published: 2022-07-04 - Modified: 2025-04-10 - URL: https://uphouseinc.com/staff/aliyah-theano-pudwill/ (she/her) Aliyah, social media enthusiast and content queen, has entered the UpHouse chat. What started as forcing her childhood friends to make music videos has now grown to 14k+ Instagram followers who tune in to watch her showcase her spunky personality and everyday life. Aliyah’s social media marketing experience started when she was a barista at a coffee shop that had little-to-no social media presence. She volunteered to revamp their website and from there, she started working with other local cafes and restaurants to grow their social media accounts. Her knowledge about algorithm patterns and trends matched with her personable demeanor help other creators navigate the way with confidence. Aliyah’s go-getter attitude and fresh eye for trending content has been a great asset to UpHouse. She brings her passion for being a voice for underrepresented content creators and helps make the social media world a more inclusive and diverse place. --- ### Jan Oliver - Published: 2022-05-11 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/jan-oliver/ (he/him) Jan is a big dog and nature lover. When he’s not working, he’s usually camping, hiking, hanging out with friends or lovingly annoying his dogs and cats. Working as a graphic designer at UpHouse is exactly the career Jan pictured for himself (and his career highlight thus far). He loves working with different clients every day and is eager to learn and challenge himself on new projects. Jan has led the creative for many non-profit clients, including for Cultural Brokers Network of Canada, where he helped develop their statement-making visual identity. Jan has a unique ability to be versatile and adapt his design approach to meet clients’ needs. He loves working at an agency where everyone has the same opportunities to work on cool projects and try new things. --- ### Michelle Slobodian - Published: 2022-05-11 - Modified: 2024-09-06 - URL: https://uphouseinc.com/staff/michelle-slobodian/ (she/her) For as long as she can remember, Michelle has been a tinkerer, builder, adventurer and question-asker. Over the past few years, she’s spent her spare time designing and restoring a 1974 vintage camper trailer. When Michelle’s not working, she’s probably travelling or camping with her dog Lily. At UpHouse, Michelle is happiest directing and styling photoshoots, especially in the food and beverage industry. She’s passionate about branding in the travel space as well as for non-profits—fuelling her drive to create meaningful and impactful designs. Some of her favourite client projects have included Manitoba Liquor and Lotteries’ DrinkSense, Travel Manitoba and FortWhyte Alive. One of the things Michelle loves most about UpHouse is that everyone’s voice is amplified and everyone’s stories are celebrated. For her, this has meant she’s been able to share her Métis heritage and knowledge with her peers. --- ### Jordan Stevens - Published: 2022-05-11 - Modified: 2024-03-27 - URL: https://uphouseinc.com/staff/jordan-stevens/ (she/her)The cabin is Jordan’s happy place—it’s where she often plans activities for her kids, reads a good book and enjoys a cup (or two) of her favourite coffee. Fun, bubbly and outgoing, she’s the perfect fit for her role at UpHouse. As a problem solver and organizational queen, Jordan believes transparency and communication are keys to success. In the office, she helps triage difficult situations and improve client processes, some of her favourites being Efficiency Manitoba and Johnston Group. A compassionate listening ear to anyone who needs to talk, she genuinely cares about the team and wants everyone to feel like they’re operating at their best. Jordan is passionate about her teammates and she loves working at a place where the vibes are always positive. She appreciates how UpHouse’s culture is one of inclusivity, diversity and genuine love. --- ### Vanessa Mancini - Published: 2022-05-11 - Modified: 2024-07-04 - URL: https://uphouseinc.com/staff/vanessa-mancini/ (she/her) A self-proclaimed “dork,” you’ll often find Vanessa speaking in pop culture references. She prides herself on being able to consistently beat her nephews at Mario Kart. Plus, she’s the proud parent of her little daschund Betty, the judgiest queen of PupHouse. Vanessa has loved solving puzzles and brainteasers since she was a kid and she loves that it’s now her job to do so for others. Equally driven by logic and creativity, Vanessa has formed the winning strategies for many of our clients such as Efficiency Manitoba, Travel Manitoba and Shared Health, as well as non-profit clients like imagineNATIVE and Sexuality Education Resource Centre. Her MBA training has armed her with a broader understanding of business and finance, allowing her to distinguish the key connection points between marketing initiatives and ROI. Working at UpHouse has allowed Vanessa to provide solutions to clients who also want to make the world a better place—and hopefully, enjoy a Taylor Swift reference along the way. --- ### Kathleen Phillips > She’s turning out well-formed strategic writing for campaigns , managing clients, and assisting her team with creative work and organization - Published: 2021-06-11 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/kathleen-phillips/ (she/her) Kathleen’s thrilled to have found a job where she gets to live in her happy place. When she’s not here, you can most likely find her at karaoke, starting a new series with her cat—or singing at the top of her lungs somewhere. During her time with UpHouse, Kathleen has helped shape some of our most influential campaigns, like Sexuality Education Resource Centre’s Consent at Work, Manitoba Liquor and Lotteries’ DrinkSense “No questions asked” campaign, and more. Her ability to bring a spark to the creative process ensures her team and our clients stay engaged from the concept stage all the way to final delivery. Kathleen loves the community and creative freedom that comes with working at UpHouse—especially being empowered to create some occasionally crazy, often brilliant, work. --- ### Sade Ogungbemi > No matter the industry –whether it’s health food, lottery, or wedding photographers – Sade takes a people-first approach to her work. - Published: 2021-06-11 - Modified: 2024-04-15 - URL: https://uphouseinc.com/staff/sade-ogungbemi/ (she/her)A self-proclaimed chip connoisseur, Sade loves to cook, bake, and spend her time cozying up with a good thriller novel. Name a TV show or movie that has a dance routine and she will probably know all the moves. (Did she force all her friends to learn the dances growing up? Maybe... maybe not). Sade has a background in PR, marketing and events—and she still loves doing all three. A strong communicator, strategic thinker and organization queen, Sade can confidently lead any project from start to finish. She’s worked on clients across the health food, government, lottery and tech industries, with her work on TECHNATIONS’s diversity, equity and inclusion (DEI) campaign being one of her proudest career highlights. Whether it's a large project or new client, she thrives with a challenge. Sade is passionate about making sure our team and clients feel supported, understood and loved. --- ### Danielle Kayahara > Danielle is a seasoned digital marketer, driven to help clients connect with their customers in evolving online spaces. - Published: 2021-06-11 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/danielle-kayahara/ (she/her) Danielle is known for her kindness, creativity and undue diligence. A seasoned digital marketer, she’s driven to help clients connect with customers in evolving online spaces while cracking a few jokes along the way. With a background in advertising, Danielle supports marketing efforts that connect to clients’ digital strategies and content for all web-focused projects. She’s also a trained writer and helps create copy that’s catchy, informative and that suit the brand’s voice. Danielle has delivered value through digital channels for UpHouse clients including BrettYoung, Shared Health, Tourism HR Canada and TECHNATION. She’s also worked with non-profit clients such as Reaching Out Winnipeg and Cerebral Palsy Association of Manitoba. Danielle loves helping people understand how simple and powerful their web presence can be. If a member of the UpHouse team ever has questions about anything in the digital space, she’s always happy to hop in and share her helpful tips. --- ### Sarah Elliott > Sarah studied design at Northumbria University in Newcastle, England, where she honed her design sensibilities and stunning production speed. - Published: 2021-06-10 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/sarah-elliott/ (she/her) Living on the west coast has made Sarah a big-time outdoors lover. Whether it’s biking around Vancouver, gravel riding, skateboarding, hiking or swimming in the ocean, Sarah is happiest outside. Her love for adventure translates well to her design manager role—she loves finding new inspiration and experimenting with design. Some clients she’s worked with include Travel Manitoba, Sexuality Education Resource Centre and Canada’s LGBT+ Chamber of Commerce. A career highlight for Sarah was working on Huddle, an award-winning brand she developed alongside United Way Winnipeg and the youth the services are designed to serve. Sarah is passionate about the exploration stage of products and loves researching, finding inspiration and new tools and programs to help push projects forward. With her UX design skills, refined design aesthetic and stunning production speed, Sarah channels her creative energy and a spirit of curiosity into every client project. --- ### Courtney Bannatyne > Courtney is a feisty writer and marketing manager who loves sitting down with companies to define their business objectives. - Published: 2021-06-10 - Modified: 2024-10-11 - URL: https://uphouseinc.com/staff/courtney-bannatyne/ (she/her) Energetic and friendly with a fierce heart, Courtney treats all clients like a member of the team. When she’s not signing new clients, she loves dancing with her daughter, reading a good book or cooking (and eating) delicious food. What does Court love most about UpHouse? She doesn’t have to change any part of her personality to work, and be successful, here. One of her favourite parts of the job is meeting new people and discovering the gaps where UpHouse can jump in to support. Some of her career highlights have been securing meaningful and long-lasting partnerships with TECHNATION, Travel Manitoba, Manitoba Liquor and Lotteries' DrinkSense, Efficiency Manitoba and Manitoba Possible. --- ### Sheena Case > She’s gained specialized knowledge in the advertising, retail and cosmetics industries as a designer, project manager and art director. - Published: 2021-06-10 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/sheena-case/ (she/her) Sheena is our resident retired professional synchro swimmer and although she’s hung up her goggles, water remains her happy place. When she’s not working, she loves to keep her hands busy with crafts and home improvement projects. Sheena describes herself as a “client-facing creative,” bridging the gap between UpHouse’s creative ideas, client needs and the best way to visually express them. She particularly enjoyed working on the Travel Manitoba rebrand, leading the identity portion of the project. At the time, it was the highest-profile agency client and largest rebrand UpHouse had undertaken and she’s especially proud of this award-winning destination brand for the province she calls home. Having been with UpHouse since its early days, Sheena’s had a front-row seat to the design team’s evolution. She loves seeing them learn and take on new challenges every day—and feels lucky to get to mentor a group of such talented individuals. --- ### Brenlee Coates > She left the corporate world for UpHouse in its early days for the creative rush that comes from touching different brands day after day. - Published: 2021-06-10 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/brenlee-coates/ (she/her) You can feel Brenlee’s all-gas-no-brakes type of love in everything she does, especially in her self-published book she wrote for daughter. Brenlee has wielded the pen behind many of UpHouse’s award-winning campaigns, including the Sexuality Education Resource Centre’s Sex Ed for Everyone and Consent at Work campaigns, the Huddle brand, Abilities Manitoba’s Barrier Town and Locked Out of Life.  Her work on Locked Out of Life for the Cerebral Palsy Association of Manitoba won multiple awards and influenced real change for people with disabilities in Manitoba. Brenlee is known for crafting breakthrough creative that matters—while also managing to find the “heart” in every brand. She believes in holding our concept and copy team accountable to delivering top-quality creative that’s not only powerful, but accessible, authentic and representative of a better society—not just the one we live in now. --- ### Alex Varricchio > Alex served as Vice President, Creative, leading a team of 35 people at in content, development, design, video and digital marketing. - Published: 2021-06-10 - Modified: 2023-12-18 - URL: https://uphouseinc.com/staff/alex-varricchio/ (he/him) While leading UpHouse’s impressive growth year over year, Alex has helped develop and maintain UpHouse’s culture of limitless creativity and ideas—cultivating a safe space for testing and launching creative projects to learn from. Equally celebrated for his creative accolades and his entrepreneurial success, Al, along with co-owner Kiirsten, has been nominated for EY’s Entrepreneur of the Year award and won Canada’s LGBT+ Chamber of Commerce’s National Young Entrepreneur of the Year. Alongside earning international and national marketing awards for the agency’s work, Alex and Kiirsten published a book, The Proximity Paradox, pointing out the ways we can be “too close” to an idea or industry to see innovative solutions. --- ### Kiirsten May > Kiirsten is an award-winning copywriter and co-author of The Proximity Paradox, written with co-owner of UpHouse, Alex Varricchio. - Published: 2021-06-07 - Modified: 2024-03-27 - URL: https://uphouseinc.com/staff/kiirsten-may/ (she/her)Kiirsten’s favourite part about working in advertising? It gives her a chance to experience hundreds of careers from the comfort of her own. She’s learned about agronomy, architecture, cannabis cultivation, long-haul trucking, duck hunting, underwriting and Indigenous languages—all without changing business cards. Kiirsten is an award-winning copywriter and co-author of The Proximity Paradox, written with collaborator and co-owner of UpHouse, Alex Varricchio. She is also a finalist alongside Alex for EY's Entrepreneur of the Year. A mentor with United Way’s Social Purpose Institute and North Forge, while also being an active member of the B Local Manitoba chapter, Kiirsten likes to stay connected to her community. She’s proud of the ways UpHouse strives to make marketing better, including our social purpose work, CGLCC involvement and representation in marketing. She can’t wait to see what the team thinks up next! When Kiirsten isn’t working, you can most likely find her horseback riding or checking out a new museum exhibit. --- ---