VNS 2025
An online networking event connecting performing artists with presenters across Ontario.
Role
Communications Associate
Company
Ontario Presents
Year
2025
The Context
Ontario Presents runs the Virtual Networking Series (VNS) to help performing artists connect directly with presenters and programmers across the province. By 2025, the program was established but needed refreshed branding and a clearer communications strategy to drive participation on both sides of the marketplace: artists and presenters.
It was my job to increase the quality and quantity of artist applications and presenter registrations while clearly communicating the value of the event to two very different audiences within a limited promotional window.
The Approach
I updated the visual identity for the Virtual Networking Series to feel more contemporary and legible across digital platforms, while remaining consistent with Ontario Presents’ broader brand system.
From there, I planned and executed a multi-phase communications campaign:
Artist outreach phase focused on clarity, accessibility, and opportunity — what artists would gain, how the event worked, and why it was worth their time.
Presenter outreach phase reframed the same event from the buyer’s perspective, emphasizing discovery, efficiency, and curated access to artists.
To anchor the campaign, I produced two hero social media videos introducing the series and its value proposition (here and here).
What I Learned
Even for established programs, small shifts in framing and presentation can materially affect participation. Treating communications as a product — with distinct user journeys and feedback loops — helped sharpen messaging and maximize reach without expanding scope or budget.