The most important thing this certificate taught me was how to tell and market your story.
Marcus Tignanelli isn’t your typical 24-year-old. As a City Councillor for North Bay, he is dedicated to revitalizing the city he loves. But his path to political leadership was not what you would expect.
Marcus began his career working as a hair stylist. After a few years, he grew interested in business strategy, and noticed a gap in his company’s social media presence. “I went to my boss and told him that I wanted to improve our social media, but I needed more education” says Marcus, who earned his Digital Strategy and Communications Management Certificate at SCS in 2018. “The company liked my enthusiasm, and supported my learning at SCS. I took on managing their social media strategy, and I would apply the skills I learned in class the next morning at work.”
Although Marcus was living in Toronto at the time, he was still very connected to his North Bay roots, and wanted to find ways to help his hometown thrive. “There is a large Indigenous population in North Bay, and I wanted to help youth learn new skills and foster self-confidence” he reflects. “So I started a training program, teaching high school students on the Indigenous Reserve hair dressing skills.” Marcus secured government funding, and launched a one-week fundamentals course, going into schools and teaching his trade pro-bono. The program was a huge success, igniting a training partnership with Mushkegowuk First Nation. It will soon run eight weeks out of the year, helping youth learn hands-on skills.
Meanwhile, Marcus wanted to go a step further in supporting North Bay. “I decided to run for City Councillor. It seemed like a natural step forward for me, because I have always been interested in politics. But everyone laughed. They said I was too young” he recalls. “All the other candidates were producing tons of print marketing materials. That wasn’t feasible for me cost-wise, so I leaned on the skills I learned at SCS.”
Marcus leveraged his new abilities in online campaign strategy and social media marketing. “The most important thing this certificate taught me was how to tell and market your story. My story was about fresh leadership and creating a vibrant and open North Bay. Instead of making promises, I focused my campaign on providing valuable information to voters who felt confused or ostracized by the political process” reflect Marcus. “I started a website and a blog- a skill I learned in class- and began educating voters. I blogged on topics like ‘why politics matter’, and ‘how to make your vote count’. I encouraged a younger demographic to care about the politics of their city, and get out and vote.”
Vote they did. Marcus won the election on October 22, 2018, and was sworn in as City Councillor on December 1. Although he is busy serving his city, Marcus, who also won a Marilynn Booth Award for demonstrating academic success, personal commitment, and exemplary leadership, now aspires to take French courses at SCS to help him succeed in Canadian politics. “The skills I learned in this certificate helped me win the election” he says. “My advice to others would be that if you want to get ahead, but you don’t know the first step, SCS is that step.”
• Eric: Eric came to class to execute an idea he had for a site dedicated to wilderness adventure.
He created, Under the Yoke. It’s not just a podcast and blog, but a brand offering a mix of interviews and tips, and a whole lot of good storytelling around the virtual campfire.
Within two weeks of launching, Under the Yoke peaked at #3 in Apple Podcast Wilderness categories, and #32 in Apple Podcasts Sports.
He averaged 800 – 1000 unique downloads a week since the start of 2020 and has tracked downloads in 29 different countries, with about 8 countries making up the bulk of his viewership (Canada, USA, Denmark, UK, Norway, Germany, Belgium, Australia).
I even brought Eric back to class to talk about the nitty gritty of building a brand from the ground up, including creating his different customer profiles, setting his business objective (SMART goal), determining his KPI’s and measuring what worked.