Just as the natural elements work together to create a balanced environment, each aspect of our content creation process mirrors this synergy. By aligning our approach with earth, air, fire and water, we’ve built a dynamic system where each element supports and amplifies the others, resulting in a sustainable and impactful social media ecosystem.
In this session, we’ll show you how we transformed our unstructured and inefficient approach to content creation into a nimble, creative, and strategic process by harnessing the power of the elements. Earth represents our solid project management foundation, keeping everything grounded and organized. Air symbolizes our writers, who bring strategy to life with fresh ideas and creativity. Fire is our social media, igniting engagement and sparking conversations. Water flows through our design, adapting and shaping our visual storytelling.
See how these changes have revolutionized our content output and boosted our metrics. Expect insights on improved communication practices, adaptive content strategy and brand cohesion. You’ll learn how you can apply these tactics to create exceptional content with your own team!
Ashley Meehan
Social Media Specialist, University of Toronto
Ashley Meehan is the Social Media Specialist for the University of Toronto’s Alumni social media accounts (@uoftalumni) and institution-wide LinkedIn, where she tends to a vibrant global
community of more than 860,000 members.
An incurable optimist and passionate digital storyteller, Ashley specializes in crafting social media strategies, producing exceptional video content, driving positive online engagement, and fostering channel growth. With over seven years of experience, Ashley is a creative and data driven digital marketer.
Outside of the digital world, you can find her playing with her dog and making handmade items on her sewing machine.
Sara Hines
Sara Hines, Digital Project Manager, Brand Marketing, University of Toronto
Sara Hines is a digital project manager on the University of Toronto’s Brand Hub team. A seasoned communicator, she has over 10 years of experience leading cross-functional marketing and communication initiatives in higher education and public sectors. Known for driving results in social, web, video production, advertising and public relations campaigns, she combines strong leadership with creative collaboration and strategic thinking. Sara holds a master’s degree in communication studies & social justice. When she’s not working, she’s soaking up Toronto life with her family, hosting concerts in her house @TheBrockton, taking photos and planning her next trip.
Alice Lawlor
Senior Writer, Content Marketing, University of Toronto
Alice is a storyteller at heart — and a strategic one at that. With more than 20 years of international experience as a writer, editor and content strategist, she’s helped shape everything from glossy print spreads to scroll-stopping digital campaigns.
Originally from England (yes, she still has the accent), Alice cut her teeth at the UK’s top custom content agency before moving to Toronto in 2005. There she joined Totem, where she helped launch five new publications and became Editor-in-Chief of Aeroplan Arrival, a travel magazine and website for Air Canada’s frequent fliers. In 2012, she pivoted to newsstand media as Editorial Director at House & Home, overseeing content across all platforms and putting her stamp on one of Canada’s most iconic lifestyle brands.
These days, Alice brings her editorial savvy to the University of Toronto’s Advancement Communications and Marketing team, where she helps shape compelling, mission-driven content that inspires alumni, supports fundraising and elevates the university’s global brand.
Laura Stradiotto
Senior Art Director
Laura Stradiotto is a Senior Art Director with 15 years of experience bringing stories to life through design, branding, and visual storytelling.
At the University of Toronto, she blends creativity with strategic thinking to connect with audiences in meaningful ways. In 2023, her work was honoured with a Circle of Excellence Gold Award from the Council for Advancement and Support of Education.
When she’s not at her computer, she’s making her world-famous lasagna or strumming her guitar with the four notes she knows.