dennis van staalduinen -...
TRANSCRIPT
p: 613-829-1919 | c: 613-799-4565 | [email protected] | Pronounced “van-STALL-dine-en”
Digital Communicator & Brand Storyteller
“Keep it simple. Stay curious. Speak human.”
Over 21 years as a strategist, writer, and brand ambassador,
Dennis has helped dozens of successful consumer,
government, and public-good brands engage with people.
Social media native
Passionate community-builder
Obsessed with clarity
Creative by default
PROFESSIONAL STRENGTHS
Understanding people: A student of social behaviour and motivation, Dennis firmly believes that
communication is only successful when it is most helpful to real people.
Telling Stories: The heart of a community is the stories it tells. Dennis loves taking complicated
concepts and turning them into simple, shareable stories.
Uniting communities: Silos were meant to feed people, not imprison them. Dennis has become an expert
at bringing people, organizations, and technologies together around common values.
PROFESSIONAL EXPERIENCE
President & Executive Brand Strategy Advisor
Since Mr. Van Staalduinen founded Brandvelope in December 2000, his practice
has evolved to focus on helping clients integrate traditional marketing and brand-
building practices with a practical, results-oriented approach to social media.
Highlights of his 15 years and 60+ client brands:
• Integrated Web, media, and brand strategy projects for public sector clients
Canadian Forest Service, City of Ottawa, Public Health Agency of Canada,
Treasury Board Secretariat, Industry Canada, Public Works, and PMRA.
• Executive advisor to Broadhead Brewing, Versature, Federation of Canadian
Municipalities - Green Municipal Fund, United Way Ottawa, Tomoye, Moda
Solutions, Meriton Networks, Ottawa Mission, Elmwood School, Alliance to
End Homelessness, Bluedrop Performance Learning, and many others.
• Naming and visioning work with Nestlé Canada, Canada Business Network,
Third Brigade, C’est Bon Cooking, CoursePark.com, DeepSpar, and KFC.
• Pro bono work, advising and educating dozens of charities and community
groups on social media, Web design, and brand strategy.
Ottawa, Ontario
2000 – Present
www.brandvelope.com
An Ottawa based
boutique consulting firm
delivering a blend of
brand strategy and digital
communications to clients
across many sectors.
Dennis Van Staalduinen E-mail: [email protected]
Cell phone: 613-799-4565
Blog: www.begtodiffer.com
Twitter: denvan
Dennis van staalduinen communications & brand strategy expert
* pronounced “van-stall-dine-en”
2
Dennis Van Staalduinen (continued)
Cell phone: 613-799-4565
Blog: www.begtodiffer.com
Twitter: denvan
Dennis van staalduinen communications & brand strategy expert
* pronounced “van-stall-dine-en”
c: 613-799-4565
Program Advisor, Course Developer, Instructor (part-time)
From 2012 to 2014 Mr. Van Staalduinen served as Instructor in the Social Media
Certificate Program – a continuing education program for working professionals.
• Courses taught: Introduction to Social Media; Social Media Monitoring &
Measurement; Applied Social Media for Business; Summer Intensive.
• Excellent instructor reviews from students.
Mr. Van Staalduinen also served as an industry advisor and course developer,
and will teach the practical Brand Consulting I and II units for the new Brand
Management program, which will launch in September, 2015.
Ottawa, Ontario
2012-Present
Brand Management
Graduate Certificate
Social Media Certificate
Advisor, Consultant, & Vice President, Marketing (term)
As executive advisor to CEO Emad Rizkalla, Mr. Van Staalduinen developed the
name and brand vision for Bluedrop – now one of Canada's leading online
training companies. In 2008, he was asked to serve as Vice President to launch
CoursePark.com, a learning management tool he had also named and positioned.
Over an intense year, Van Staalduinen shuttled between Ottawa and
Newfoundland, coordinating product marketing, user interface design, business
partnerships, and launch strategy, and negotiated partnerships with several
international professional associations, content publishers, and OEM partners.
St John’s Newfoundland
2004-2009
TSX: BPL.V
www.coursepark.com
Marketing Communications Mgr./Director of PR (acting)
Mr. Van Staalduinen managed several milestones in the life of this Nortel spin-off
– including re-branding company from Channelware to NetActive.
• Other highlights: work with major partners like Electronic Arts, General Mills,,
Disney Games, and Blockbuster Video, and 6 months as Acting Director of
Public Relations working directly with global PR giant Hill & Knowlton.
Nepean, Ontario
1999-2000
OTHER PROFESSIONAL POSITIONS:
Community outreach / social media advisor City of Ottawa Parking Services Current
Social media and Web consultant Office of Kitchissippi Councillor Jeff Leiper 2014-2015
Project manager and consultant Global Branding Project, Jetform / Accelio / Adobe 2000-2001
Senior Product Specialist/Brand Evangelist Corel Corporation 1996-1999
Publications Officer, Editor, Brand Manager Redeemer University College 1994-1995
EDUCATION
Honours Degree, Bachelor of Arts
• Double Major: Honours English; Theatre Arts – 1989-1994
• Faculty Award: for “academic excellence, leadership, and participation" - 1994
• Student of the Year: Honourable Mention – 1994
• Other honours: Leadership scholarship; Dean’s List; Nellie Miller Scholarship
Hamilton, Ontario
1989-1994
3
Dennis Van Staalduinen (continued)
Cell phone: 613-799-4565
Blog: www.begtodiffer.com
Twitter: denvan
Dennis van staalduinen communications & brand strategy expert
* pronounced “van-stall-dine-en”
c: 613-799-4565
APPENDIX 1: SELECTED RECENT SOCIAL MEDIA AND WEB WORK
CANADIAN FOREST SERVICE
(NATURAL RESOURCES CANADA) 2015
• Project: Social Media Analysis and Strategy
• Result: After analysis of social media situation,
organizational goals, and recommended goals,
campaign strategies, and key performance indicators,
an organization-wide redesign of social media policies
and is underway.
OFFICE OF KITCHISSIPPI COUNCILLOR JEFF LEIPER,
CITY OF OTTAWA: 2014-2015
• Project: New Web and Social Channels / Strategy
• Result: After developing a new Web site, an ongoing
News Blog, and alignment with new Twitter,
Facebook, and Instagram channels, Councillor Leiper
is already being widely hailed as one of Ottawa’s
most socially connected and savvy politicians in.
CANADA BUSINESS NETWORK (INDUSTRY CANADA):
2013-2014
• Project: YouTube Strategy and Content Development
• Result: Recommended coordinated approach to
maximizing success of YouTube content and
promoting across platforms.Developed a series of four
new Start Your Business Canada videos.
CANADIAN FEDERATION OF MUNICIPALITIES
GREEN MUNICIPAL FUND: 2013-2014
• Project: Market Segmentation, Positioning, and
Social Storytelling Guidelines
• Result: Developed a new series of guidelines to guide
social media and communications staff as they reach
out to new, more strategically targeted and
measured audiences.
4
Dennis Van Staalduinen (continued)
Cell phone: 613-799-4565
Blog: www.begtodiffer.com
Twitter: denvan
Dennis van staalduinen communications & brand strategy expert
* pronounced “van-stall-dine-en”
c: 613-799-4565
ENGINEERS CANADA CAREER ACTION PROGRAM: 2014
• Project: Re-Launch Career Action Program – product
messaging, Web site, and social media strategy.
• Result: improved messaging, new Web site, and
targeting of a range of new audiences.
UNITED WAY OTTAWA: 2013
• Project: Assess Landing Page strategy for social click-
to-donor conversion (2013).
• Result: Led to a comprehensive refresh of the whole
donor conversion “food chain” from external social
media messaging to Campaign Landing Pages, to Web
based donor forms – and better conversion rates
over all.
PUBLIC HEALTH AGENCY OF CANADA
• Project: Comprehensive Web Services Analysis and
“Digital First” Content Sharing plan.
• Result: Recommended new “customer-first” criteria
for assessing content priority and using SHAREABILITY
as the key metric for judging new content. All
recommendations accepted after presentation to
Chief Public Health Officer of Canada.
DOLLCO INTEGRATED PRINT SOLUTIONS: 2013
• Project: Rebranding, Development of new Web site
and Social Media strategy
• Result: The ”digital-first” brand we developed led to
a much more open, fluid, and human relationship
with customers - in an industry that was struggling to
understand and embrace the new social media
universe.
5
Dennis Van Staalduinen (continued)
Cell phone: 613-799-4565
Blog: www.begtodiffer.com
Twitter: denvan
Dennis van staalduinen communications & brand strategy expert
* pronounced “van-stall-dine-en”
c: 613-799-4565
APPENDIX 2: TRAINING, SPEAKING, PERFORMING
University and College Seminars
▪ Algonquin College: Personal Branding for Social Media, Feb 15, 2011
▪ University of Ottawa, Telfer School: International Branding, January, 2010
▪ University of Ottawa, Telfer School: Product Brand Strategy, July 2009
▪ Carleton University: Brand Strategy – personal edition, January 2004
▪ Algonquin College: Branding for designers, September 30, 2002
▪ Redeemer University College: Desktop publishing seminars, 1996-97
Business keynotes and seminars
▪ Chronic Disease Prevention: Keynote and Panel, the Brutal Truth About Marketing to Kids, April 2014
▪ Social Capital Conference 2013: Marshall Macluhan: the Medium, the Message, and the Story
▪ Guildcrest Homes Ontario Convention: Keynote and role-playing workshop: March 2013
▪ Public Health Agency of Canada – keynote, town hall for executives: January 2012
▪ Cornwall Chamber of Commerce, BizFest: keynote, October, 2011
▪ Social Capital Conference: Social Media Strategy, August, 2011
▪ Ottawa Centre for Research and Innovation: Keynote, May, 2009
▪ COSTCO Canada Conference: Living the Brand, August 2007
▪ United Way Sharing our Strengths Conference: June 2007
▪ Venture Creations: Keynote, April, 2005
▪ Venture Creations: Keynote, November, 2002
▪ Greater Ottawa Chamber of Commerce: Keynote, May 2002
Television & Radio
▪ CBC All In A Day: several appearances as branding expert / story teller
▪ Deutsche Welle Radio International: Ottawa’s Singing Bus Driver, February 2012
▪ CBC Newsworld, Ontario Today, CTV, CFRA: Guest on OC Transpo, Ottawa’s singing bus driver
▪ CBC Radio 1 - expert guest on street names phone-in, Ontario Today: August 2011
▪ Rogers Business Television – recurring brand advice segment: May-July, 2006
▪ Regular performer, 13 episodes: CTV series Denim Blues, 1989
Stage actor, singer, performer
▪ 2014 Best Actor Award, Community Capital Critics Circle
▪ Leading roles in more than a dozen musical theatre and light opera productions at Centrepointe
Theatre with Orpheus Musical Theatre Society and Savoy Society.
▪ Most recent lead roles: Lancelot, SPAMALOT, March 2014; Aldolpho, Drowsy Chaperone, 201 3; Prince
Charming, Into The Woods, 2012.