More Projects
Obviously my collection of work isn't just a small handful of pieces, so I've collected a larger group of various projects from over the past 6 years. Feel free to hit the view all button for each section to see more examples. Or don't, I'm not going to force you to do anything you don't want to.
Blogs
Blog content was the bread and butter of organic search. Beyond user's Googling, it was heavily used in the paid social media strategy, and on the B2B side, the Driving Insights content was shown on LinkedIn and was the leader for high-performing email marketing efforts. Every blog that is listed below I briefed, wrote edited, monitored and promoted via email or social media.
Used Car Buying Guide
Top performing organic search blog. Overhauled in 2020 and yearly updated to maintain high SEO ranking.
Best Canadian Road Trips
Overhauled in 2021, went from bottom 10 ranking in SEO for our articles, to top performing paid social blog after rework.
Driving Insights: EVs
Research series for car dealerships commonly used in email marketing; this blog was responsible for the highest email open rate ever for the series.
Fall Driving
Saw a gap in seasonal blog coverage, became an instant paid social and organic search success.
Auto Theft
A supporting article to a 6-month auto theft campaign in 2024 that became an immediate paid social media success.
How-To Blog
Another article that was underperforming and rewritten to rank better on SEO. Within a year, went from 3rd-last place in organic search to in the top 15.
Press Releases
For over a decade I have either been editing or ghost-writing press releases for various companies. More recently, I became one of the lead writers and project managers for a national brand's press release content. Here are a few selections from then.
WWF Partnership
A corporate social responsibility (CSR) announcement for partnering with WWF.
New Product Launch
Announcing a new tool for car dealerships that is the first of its kind in Canada.
Year in Rear View 2022
A different year of the Year in Rear View, since 2024 is featured frequently.
New President
In 2024, a new company President was announced while the other moved on to a new industry.
New Consumer Product
Announcement of a new app that helps consumers with tracking vehicle maintenance easily.
Company Award
Celebrating being named one of Canada's best corporate cultures in 2020.
Social Media
Social media is an ever-evolving landscape of memes, graphics, likes and flash-in-the-pan virality; what works today may not work tomorrow. With over 10 years of experience managing multiple social media accounts, I've selected a few Instagram posts that I'm pretty proud of.
Every Car Has a Story Campaign
A 2-month long, viral campaign I concepted and managed based off of recognizable book covers. With nine different covers, it quickly became a hit on Instagram, Facebook and around the office.
Don't Let the History Haunt You
A month long campaign I created and managed that saw exceptional engagement numbers, and 40% increase to website traffic via Facebook and Instagram referrals.
Movember
Not only participating in the fundraiser, as I'm at the top right, taking the photoshoot and editing the images for this graphic. Because of its timely nature, we saw a major spike in website traffic via Instagram.
Winter Ready?
A concept I created to follow up the high-performing Halloween campaign, that put parts of a car into surreal settings. It was an office favourite, and one that performed well on Instagram during a time when engagement typically drops.
Perks! Recruitment Video
At the start of each calendar year, there was a hiring push. This video was developed to not only use as an engagement tool, but to showcase the office space and it's local ties, and display the culture of the company. My involvement included: writing the script, creating the storyboard, developing the shot list, acting in the mascot costume, and managing the video rollout.
Toy Car Videos
In an attempt to stand out amongst more AI driven social media content, a "diorama" style video series was created. This video uses proprietary research I collected and then wrote the storyboard and managed all the other toy car videos.
Video
Video content is something I've always enjoyed working on, so much so I taught myself video how to use video editing software. The following videos are ones that I was the owner and manager of. I'll detail my involvement for each video in the button.
Mascot Workout Montage
One of my more bizarre concepts that came to life. An announcement video of the company's new mascot costume. I wrote, directed, storyboarded, and was in the mascot costume for this video.
Driving Insight: Online Listings
One of the videos from the Driving Insights research series developed for car dealerships and their sales teams that needed to present bland stats in a fun and quick way. I oversaw the entirety of the Driving Insights product, so for this video, and all the others, I interpreted survey results and related data, wrote the supporting article, wrote the script, directed the filming, acted on screen, and managed all releases of the content.
Year in Rear View 2023
Another Year in Rear View Installment. The 2023 iteration was the first video to perform well enough it was repurposed as an ad. For all of the Year in Rear View projects, I was the project manager and owner. My responsibilities were: collect and interpret the data, create the press releases and supporting copy, develop the video storyboard, manage the video editing, direct the on-screen visuals and text, manage the product after launch including the ad placements.
History Ad Campaign
The first video campaign I worked on at CARFAX Canada in early 2019. I wrote the script, the on-screen copy, managed the ad roll out, and developed the concept for the ad. It was the most successful ad campaign the company had to date and it was used for 3 years due to its persistent success.
Toy Cars (Again!)
What can I say, I'm proud of this series. Here's another installment of the "toy cars" social media content campaign. For this series, I created the concepts, collected and interpreted the data points, wrote the storyboards, directed the video shoot, and managed the upload and output.
Ice Prep Podcast
Something a little different! In my free time, my good friend and I had a hockey podcast/radio show that we would release weekly as an outlet to chat about hockey. It's currently on a hiatus due to schedule conflicts, but I was in charge of planning the discussion topics, managing the flow of the show and obviously being a voice and face of it.
Think I'm the Right Fit?
I've obviously highlighted a lot about myself, but I'm more than just bullet points on a resume. Let's connect and chat more about how I can help you.
Contact Information
Location
London, Ontario, Canada
Email
patrick.j.leyland@gmail.com
Phone
Upon Request ;)
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