The School of Continuing Studies (SCS), in partnership with U of T Electrical and Computer Engineering (ECE) professor Olivier Trescases, has collaborated with Porsche Cars Canada to develop micro courses in electric vehicles (EVs) for the approximately 300 dealer staff across the country, including senior management.

The EV sector is experiencing strong growth: in 2021, zero emission vehicles (ZEVs) — accounted for more than 5% of new vehicle registrations in Canada for the first time. The recent Canadian federal budget calls for EVs to account for 60% of cars sold in 2030 and 100% by 2035. Companies such as Porsche have front-row seats to the escalation in driver interest. 

“Customers are now coming into their showroom with sophisticated questions,” says Prof. Trescases. “When a customer asks you, ‘Why don't I get the full power fast-charging when the ambient is five degrees?’ — well, you need a certain level of expertise to answer that.”

Porsche Cars Canada turned to SCS and Prof. Trescases—who is the Director of the University of Toronto Electric Vehicle Research Centre—to develop a training program that would help Canadian dealership staff get up to speed, and develop deeper knowledge about EVs. “We’re proud to partner with Porsche Cars Canada in providing this highly tailored, leading-edge training,” says SCS Dean Dr. Catherine Chandler-Crichlow. “Learning and innovation are at the heart of SCS, and we are excited to help prepare Porsche Centre staff to meet the challenges and opportunities in electro-mobility.”

The new course consists of two levels: primary and expert, both run independently through SCS. They aim to establish competency in foundational electrical concepts and then focus on the core EV technologies: the charging and battery systems, powertrain, motor, the electrical grid, second-life application of batteries, as well as more forward-looking innovations such as vehicle-to-grid and wireless charging. 

“We are looking forward to our collaboration with Porsche Cars Canada at this pivotal moment for the automotive industry,” says Christopher Yip, Dean of U of T Engineering. “The adoption of electric vehicles is one important step in lowering our carbon footprint, and Porsche’s industry leadership together with U of T research expertise will model a path forward for EVs in the transportation sector — not only to support government emission targets and increasing consumer demand, but ultimately to secure a sustainable future.”

Dr. Chandler-Crichlow agrees. “Investing in your people results in a clear return. At SCS, we are passionate about helping organizations achieve their distinct training goals. Our programs are data-driven, and can help fill the skills and knowledge gaps that employers and teams are facing,” she says. “In collaboration with U of T partners and learning design professionals, we’ve designed training solutions that enable organizations such as Porsche Cars Canada to confidently build the human capacity and meet the challenges of a changing economy.”

For Shrey Vazir, experiencing back pain at a young age led him on a long and winding journey through our healthcare system, which inspired him to dedicate his life to health, pain-management, and mindfulness. “I started to experience pain at age 12, so I began physiotherapy. I knew immediately I wanted to get into healthcare,” reflects Shrey, who now holds a Master of Physiotherapy from the University of Toronto. “In university, my pain started to worsen, which sent me on a very frustrating journey. I saw physios, chiropractors, acupuncturists, a rheumatologist, and a neurologist. After a trip to the ER due to extreme pain, I was eventually referred to a pain physician who diagnosed me with fibromyalgia, a chronic pain condition.”

Throughout his physiotherapy studies, Shrey began exploring mindfulness as a tool to manage physical pain. “I was really shocked to learn what a powerful tool mindfulness could be in helping patients deal with pain. It’s clear to me that behaviours and thinking can affect pain levels in the body. I wanted to enhance my knowledge of mindfulness practices, so I started studying at SCS,” explains Shrey, who earned our Applied Mindfulness-Based Chronic Pain Management (MBCPM™) Facilitation Certificate in 2018. “I chose SCS because the program is very evidence-based. It taught me how to treat people holistically through hands-on learning with real patients. My biggest take away was the fact that mental health and mental wellbeing are so crucial to our physical wellbeing. We can truly change the way we live through a practice like mindfulness meditation, and I’ve experienced the benefits first-hand. Mindfulness, and using the mind-body connection, is a big part of my personal healing path.”

Today, Shrey is a physiotherapist and a mindfulness facilitator in the Comprehensive Integrated Pain Program at Toronto Western Hospital and Altum Health. “Mindfulness is an integral part of my practice, which is rather unique in the physiotherapy world. It informs how I approach each patient, and a huge part of mindfulness is about accepting what is happening in life, whether things are good or bad, easy or hard. Personally, mindfulness helped me accept my chronic pain condition, and taught me skills like meditation and movement that I can use to manage my pain,” he says. In fact, Shrey recently founded Mind Body Horizons, a company that teaches mindfulness and meditation skills to patients and rehabilitation professionals. “Mindfulness has shifted my attitude towards living with pain,” says Shrey. “I want others in the rehabilitation space to be able to share these tools with their patients. I want mindfulness to become a mainstream tool for supporting pain management.”

According to Shrey, continuing education has the power to change lives. “The mindfulness meditation program at SCS has undoubtedly changed my personal life, and my career. It taught me how to combine my knowledge in physical therapy and mindfulness, which has not only allowed me to take charge over my own pain condition, but it has also allowed me to provide a holistic and mind-body approach of care to many patients and professionals,” he reflects. “SCS has truly given me a newfound meaning and purpose:  to educate and inspire the next generation of health care providers to use mind-body approaches in their personal and professional lives.”
 

With the help of an impressive jury of writing and publishing professionals, the School of Continuing Studies has selected this year’s winners of the Marina Nemat Award for Creative Writing. 

Thanks in part to the generosity of author and Creative Writing Certificate Graduate, Marina Nemat, the School of Continuing Studies has offered this award to the most promising Creative Writing Certificate student(s) each year. Previously, up to two awards were given each year to the most outstanding Final Project of a Creative Writing Certificate student. 

This year the award has been expanded to include winners in four categories: Creative Writing in Spanish; Non-Fiction; Children’s/YA; and Multi-Genre (Fiction and Poetry). 

The winners are: 

Creative Writing in Spanish

Non-Fiction

Children’s/YA

Multi-Genre (Fiction and Poetry)

After years of working in the fast-paced banking industry, Peggy Loa was feeling overwhelmed in a new way. “My mindfulness journey began with feelings of burnout. Six years ago, I was in a very demanding financial role in the project delivery space. I was handling a lot of complex projects, and was struggling to manage my stress. I needed a way to release negative energy and find my centre, which led me to explore mindfulness and meditation,” reflects Peggy. “Seeing how mindfulness helped me re-balance, get stronger and embrace positivity, both at work and in my personal life, it became clear that this was the right path for me.”

In fact, while continuing to work in the financial industry, Peggy followed her mindfulness passion and became a certified mindfulness meditation coach. When the pandemic hit, her company embraced a stronger focus on employee wellness, and Peggy was given the opportunity to share her new skills with her colleagues. “I began hosting weekly virtual mindfulness meditation sessions for teams at my company. I really loved the opportunity, and the chance to share with my colleagues how mindfulness can support our collective efforts while making work a more positive experience,” says Peggy. “I came to realize that my true purpose at work is to infuse positivity, joy, inner peace, and strength into all my daily interactions, incorporating the values of mindfulness into my work and sharing this knowledge with those around me. When you feel peaceful on the inside, you approach meetings, challenging situations, and differences of opinion with empathy, curiosity, and positivity. It’s also a way of building greater inclusion, and through my mindfulness practice I have a consistent impact on my community at work.”

Peggy was determined to further grow her mindfulness meditation skills, and began pursuing her Foundations of Applied Mindfulness Meditation certificate at the School of Continuing Studies in February 2022. Scheduled to earn her certificate this Spring, Peggy has enjoyed learning about different types of practices and mindfulness theories. “The courses were online on weekend mornings, which worked perfect for me due to my busy weekday schedule. It was great to start my weekend with meditation theory and practice. One of my instructors, Moustafa Abdelrahman, created such an open, safe, and comfortable environment. Participation was active, and I learned a lot about how to further make mindfulness applicable in our daily lives,” Peggy recalls. “I used to think that I had to quit my corporate job to pursue mindfulness, but I’ve come to realize through my continuing education that they can co-exist and become one. I’m passionate about sharing how mindfulness can reduce stress and make teams significantly more collaborative and effective.”

As a project management professional who is currently pursuing her certification, Peggy draws compelling parallels between project management-specifically Agile practices- and mindfulness. “Now that I’m at a new company, and pursuing my Agile PMI certificate, I’m seeing so many similarities between Agile and mindfulness theory and practice. Agile is a new way of working; there’s the knowledge that you need to acquire, but what makes it successful is adopting the agile mindset. It’s about our attitude to mindfully bring value to your team, and collaborate in an open and safe space so you can operate at your best. Mindfulness meditation is so similar! It’s the practice of being present, positively impacting and helping others,” says Peggy. “I’m still coaching people from my previous company, and am working on bringing mindfulness to our Agile team in my new role. I want to demystify how mindfulness can support employee well-being and company goals. This is my purpose, and I’m excited to share my passion with others.”

One of the main reasons there is so much global interest in adopting renewable energy is because it helps us reduce greenhouse gas emissions. But renewable energy is about more than climate change. Here are six facts you may not know about this critical technology.

1. Renewable energy can help address energy poverty

Around the world, hundreds of millions of people lack access to electricity, representing about 13% of the global population. The number of people lacking access to clean cooking fuels is much higher. Renewable energy technologies offer us the opportunity to alleviate energy poverty in an environmentally sustainable and socially responsible fashion. Increasing access to energy is essential for social and economic development in many parts of the world, such as in sub-Saharan Africa.

2. Renewable energy discussions must be interdisciplinary

We cannot study renewable energy solely from an engineering or technology perspective. Our energy choices have significant implications to the biophysical environment and the social and economic well-being of people around the world. This is not just about what energy resources we rely on, be they fossil fuels, nuclear, or renewable energy. It is also about how we use energy resources. We have to ask questions about what biomass we used to create bioenergy, how we decide where to place wind turbines to reduce the potential negative impacts, and understand the role of politics in how quickly or slowly we adopt renewable energy. 

3. Global usage of renewable energy is increasing rapidly

According to statistics from the International Renewable Energy Agency, the installed capacity for wind energy (on and offshore) more than quadrupled between 2010 and 2020. The installed capacity for solar energy (thermal and photovoltaic) has increased even more rapidly, showing a 17-fold growth between 2010 and 2020. Other renewable energy technologies are continuing to develop, although presently their use is not as large, apart from hydroelectricity. Solar and wind energy are economically viable, and their cost is continuing to decrease.

4. Multiple energy products are possible using renewable energy

Depending on the technology and processes used, we can create solid, gaseous, liquid, heat, and electrical energy. In this way, we can fulfil all of our energy needs to keep our society operating the way it does. In Ontario, we already use liquid renewable energy—bioethanol—for some of our transportation, and countries around the world are looking to increase the amount of biofuel blended with petroleum-based transportation fuels to reduce greenhouse gas emissions from the transportation sector. Biomethane can be substituted for natural gas, heat can be used in industrial as well as domestic and institutional settings, and, as we know, electricity is vital in our homes, businesses, and commercial settings.

5. Many renewable energy technologies are scalable 

Renewable energy can be flexible and extremely useful for supplying energy needs in remote areas, including those where extending grid systems would be costly and challenging, such as mountainous zones or remote communities in the North. Solar energy, bioenergy, geothermal, and wind energy can be designed to provide power for individual houses, farms, and other enterprises. Or, they can be built on much larger scales, with the resulting energy contributing to electrical grids that supply urban areas or, in the case of other forms of energy products—such as liquids—transported to where they are needed.

6. New technologies are emerging all the time 

There have been rapid advancements in renewable energy over the last couple of decades, and work continues all the time. In solar energy, innovations related to solar fabric and solar paint are just two of the exciting ideas to follow. In terms of bioenergy, we continue to search for the strongest feedstocks, thinking in terms of environmental, economic, and social feasibility. New methods of exploiting tidal and wave energy are being tested. And we continue to make progress with hydrogen gas, which could make a very significant difference in the transportation sector, not only for automobiles, but notably for large freight trucks, shipping, and aviation. 

Whatever your background, there’s a lot to learn about renewable energy, whether your focus is on the technology, energy planning, environmental management, social development, or something else entirely. Because energy is fundamental to modern life, questions about how we will produce it are something everyone should be interested in, to make informed decisions personally and to contribute to public discussions.

Dr. Lucy Sportza has been in the Department of Geography, Environment and Geomatics, University of Guelph since 2006, and at the University of Toronto, School of the Environment since 2009. She has a B.A. from the University of Toronto (Geography – Environment and Resource Studies), and an M.A. and Ph.D. from the School of Planning, University of Waterloo. Her doctoral research focused on planning for urban parks and protected areas, with a focus on Toronto. Lucy’s current interests include the use of parks and protected areas in urban areas to make them healthier and more livable in the face of environmental change. A strong secondary interest is in renewable energy systems. A theme of her work is integrating the evolving scientific knowledge with what we should be doing to protect our biophysical environment and the necessity of making decisions that take social, economic and other considerations into account.

Her course, Principles of Renewable Energy, starts this spring.

Greek theatre teaches us nothing. And that’s a good thing.

To ask what matters about literature – especially Greek literature – is to miss the point. It is to treat a piece of literature as a tool. Only when we let it be exactly what it is, nothing more and nothing less, can we fully experience Greek theatre. 

Aristotle suggests that to live without an end (a telos, a goal, a motive, an agenda), is the only way to learn ethics or the value of friendship. 

In other words, when we focus too much on the meaning, message, or modern relevance of Greek theatre, we impose our own ideas and experiences onto it. If we must always ask “how does this relate to me? What can I learn?” then we find ourselves reading the same stories everywhere. Everything is either “inspirational” or just “depressing.” When we consume Greek theatre from a “me” perspective, imparting our own ideas, perspectives, and understandings onto it, it prevents us from having a genuine experience. Insight occurs only when we encounter something unanticipated, even unwelcome. 

So, how can we really experience Greek theatre, free from our human desire to “make sense and meaning?” 

Let the art be art. Stop trying to learn from it.

Literature and theatre only work when we refrain from trying to gain something – anything – from it. Be patient when you encounter it. Stop trying to insert yourself – your experiences, joys, pains, thoughts, opinions – onto it. 

Learning is pleasurable. Changing the way we believe is transformational. 

Jonathan is an instructor at SCS, a Professor at Seneca College, and an Associate Professor at Beijing Jiaotong University. He earned his doctorate in 2010 in Comparative Literature at the University of Chicago, where he taught over twenty courses in ancient and modern literature. His book, The Medieval Presence in Modernism: The Quest to Fail, was published in 2016 by Cambridge University Press. His most recent book, Ezra Pound's Classical Sources, will be published by Bloomsbury Academic Press in late 2022. He's currently at work on a new book about James Joyce and Early Cinema. 

This Spring/Summer semester, Jonathan will be teaching two online courses: Friedrich Nietzsche: the First Modern Man and Kafka and the Kafkaesque.

We know that the environment is all around us. But did you ever stop to think about how everything we do, from driving in our cars to going for a hike in a national park, has an impact on the environment? There are varying degrees of impact, of course, but I believe that it’s important for everyone to explore the implications of our actions. Here are seven reasons why learning about environmental management—and owning the role we play in our environment—is a critical step towards sustainability and preservation.

1. Studying environmental management can help you gain a greater appreciation for the world around you, and understand the vital role of ecosystems in supporting our ways of life. You can learn about how we can help ecosystems and other species thrive on the planet we share.
2. Environmental challenges exist on all scales, from ones close to home, to those occurring at a distance. The consequences of these challenges can be largely local, or influence entire global systems, such as the oceans or atmosphere. Exploring environmental management, and how our purchasing decisions can influence our ecosystems at home and abroad, is a necessary first step if we want to truly address environmental concerns.
3. Environmental management is about personal responsibility, but also involves governments, corporations, nongovernmental organizations, and many other parties. You can discover how to reduce your impact on Earth, and the sorts of changes and actions we can demand on the part of others.
4. In Canada, learning about environmental management, particularly the role of Indigenous peoples in environmental governance, can support reconciliation. More broadly, environmental management is critical to addressing environmental and social injustice globally, helping to reduce inequality.
5. The future must be sustainable. We cannot have sustainable development and a healthy planet for our children, grandchildren, and generations beyond them without environmental management. 
6. You’ve seen the headlines. Now you can learn the broader story behind them. Whether it’s climate change, forest fires, plastic pollution in our water systems, degrading air quality in our urban areas, or one of the many other signs of our broken relationship with nature, we are all touched by environmental change. By studying environmental management, you can deepen your understanding of these issues, as well as what we can do to fix them.
7. Whether your interest is personal, academic, or professional, environmental management is a necessary part of your education. People who study environmental management may use the information to support work in nongovernmental organizations, government settings, or private industry. Learning more about environmental management can support a deeper relationship with the biophysical world and guide your efforts to reduce your personal impact.

What I love most, is that studying environmental management can give you hope for the future. The headlines are often dire, and it is sometimes difficult to believe we can address the many environmental challenges facing us as a global community, including climate change. But there are reasons to hope, and there are many actions we take as individuals. Knowing you can make a difference, that you can help yourself, your children, family, friends, colleagues, and your community move towards a better future, is energizing and impactful.

Dr. Lucy Sportza has been in the Department of Geography, Environment and Geomatics, University of Guelph since 2006, and at the University of Toronto, School of the Environment since 2009. She has a B.A. from the University of Toronto (Geography – Environment and Resource Studies), and an M.A. and Ph.D. from the School of Planning, University of Waterloo. Her doctoral research focused on planning for urban parks and protected areas, with a focus on Toronto. Lucy’s current interests include the use of parks and protected areas in urban areas to make them healthier and more livable in the face of environmental change. A strong secondary interest is in renewable energy systems. A theme of her work is integrating the evolving scientific knowledge with what we should be doing to protect our biophysical environment and the necessity of making decisions that take social, economic and other considerations into account.

Her course, Fundamentals of Environmental Management, starts this spring.

Thanks in part to the generosity of author and Creative Writing Certificate Graduate, Marina Nemat, the School of Continuing Studies offers this award to the most promising Creative Writing Certificate student(s) each year. Previously, up to two awards were given each year to the most outstanding Final Project of a Creative Writing Certificate student. 

We are excited to share that due to the remarkable growth the Creative Writing program has seen, this year the award has been expanded to include nominees in four categories: Creative Writing in Spanish; Non-Fiction, Children’s/YA; and Multi-Genre. 

Four winners will be selected by an esteemed panel of Canadian publishing industry professionals and will receive $1000 each. 

This year’s nominees include: 

Creative Writing in Spanish

Non-Fiction

Children’s/YA

Multi-Genre (Fiction and Poetry)

Congratulations to all of our nominees on their hard work and talent. 

For more information about our Creative Writing program, please visit our program information page: https://learn.utoronto.ca/programs-courses/creative-writing. 
 

After two years of strictly online learning, the University of Toronto School of Continuing Studies (SCS) is preparing to head back to class, in person. 

While we have long offered a selection of hybrid or fully online courses and certificates, when the pandemic hit, our staff and instructors worked quickly to adapt as many of our in-class courses as possible to an online format in order to minimize disruption to our learners, and most importantly, to do our part to keep our community safe.

Two years later, with mandated protections being lifted at the University of Toronto and throughout the rest of the province, we are excited to begin to reintroduce in-class options for our learners. 

“I’m so proud of the wonderful progress and improvements we have made to our already impressive roster of online learning options and of our dedicated instructors and learners who made the switch to fully online classes with us as we worked together to keep each other safe,” says SCS Dean Dr. Catherine Chandler-Crichlow.

“That said, we know that some learners and instructors do prefer an in-class experience, and some subjects lend themselves very well to an in-class environment. We want to continue to offer learners an experience that is as tailored to their needs as possible. I’m thrilled that we’ll be able to provide stellar in-person learning alongside our online offerings once again.”

Over 70 SCS course sections will be offered in-class in a broad range of subjects from Creative Writing to Business classes for the spring/summer term. 

We will continue to follow the University’s lead in terms of health and safety regulations around COVID-19. U of T will be pausing the following measures effective May 1, 2022:

• The requirement to complete health screening via UCheck prior to attending University premises
• The requirement to be fully vaccinated for in-person activities on University premises
• The requirement to be masked in indoor University spaces, unless otherwise required

However, learners should be aware that masking indoors is still encouraged by the university and that some or all of these requirements may be reinstated on short notice should public health conditions or guidance change. 

Should SCS need to cancel in-person classes, we will give learners the option of transferring to an online section of their course where possible, or receiving a full refund for their tuition. 

For more information about the University’s policies and updates related to COVID-19, please visit the UTogether information page: https://www.utoronto.ca/utogether

When Naomi Jehlicka decided to up her project management game, she knew she wanted to take a foundational course, and eventually become a certified Project Management Professional (PMP®). As an Albertan who works for Alberta Transportation, coming to the University of Toronto School of Continuing Studies (SCS) may not have been the obvious choice. But Naomi found that studying online at SCS provided many unexpected benefits. 

“I’m a U of T alumni, with a background in Political Science and Criminology. I also hold a Master of Public Administration from University of Victoria in British Columbia. I’ve worked with both the federal and provincial governments, focusing on regulatory work. In 2012, I moved to Alberta, and today I’m a Policy and Program Manager with Alberta Transportation. My role involves a lot of project-based work,” explains Naomi. “A big part of my role is developing projects while dealing with the shifting nature of laws and regulations. I really wanted to formalize my project management skills, and earn my PMP, which is a standard for best practices in the Alberta Government. I was eager to earn this credential so I could take on more complicated projects, and have a more competitive resume as I grow my career.”

After doing some research, Naomi decided to stick with her alma mater for a few reasons. “I really liked that SCS provided a Foundations of Project Management course that would cover all the bases of project management. I felt this would help prepare me for the PMP exam. And interestingly, the time difference really worked in my favour! I have a young daughter, so I had concerns about my time management. But the time difference between Ontario and Alberta meant that I just stayed at work a bit later to attend my class online, then headed home for dinner. It worked out perfectly,” reflects Naomi. “I then discovered that SCS has a PMI® Authorized PMP® Exam Prep course. I was having such a positive online learning experience that I decided to go for it. I started the prep course in March 2021. The biggest advantage for me was access to the practice exam questions. There was a bank of hundreds of questions that we had access to for six months, and they all reflected the most up-to-date content, with a focus on agile, iterative, and hybrid questions.”

In August 2021, Naomi passed her exam and is now PMI certified. “I use my enhanced project management skills in my daily workflow. I have more tools in my toolkit, and I’m more organized. I’ve even encouraged my staff to explore learning opportunities at SCS, and two are now taking courses!” says Naomi. “The methodologies I learned at SCS are truly helping me thrive. I originally had hesitations about going back to school as a working parent, but I was lucky to have the support of my family, and I’ve learned that when you don’t have a ton of free time, you just have to be intentional about how you spend it. For me, that meant growing my skills and earning a certification I’d wanted for a long time. Lifelong learning can mean bursts of short-term commitment, but it brings amazing long-term benefits.”

Copywriting is an exercise in agility. Especially in light of recent events such as the pandemic, being eternally responsive, and changing messaging as crises unfold, are basic but crucial steps in the copywriter’s day-to-day choreography. 

Since copywriting involves words, let’s go ahead and define the thing: copywriting is all about using powerful lingo to drive action in your audience. The goal is to compel readers to go do a particular thing, such as engage with you, your product, charity, or service. Also, it encourages them to do it now. You come across examples of this kind of motivating language everywhere: in your inboxes, on your social platforms, in your mailbox, and in physical environments like public transit.

But copywriting isn’t just about direct selling and getting leads. Its other function is equally important, especially during times of crisis: building relationships to support your business’ bottom line in the long run. Never has this second function been more important than during COVID times, where audiences are truly taking stock of brands, their promises, their products, and the way they handle themselves during a time of uncertainty and frequent upheaval. 

Good copy helps us tell the powerful story of our product or service, and why an audience should be interested in us. But in light of the global pandemic, our audiences have been impacted, businesses have been impacted, and we have been impacted.

So, in times like these, more scrutiny must be applied to the copy we put into a world that admittedly has more pressing concerns than reading our ads. This is truly our greatest opportunity to be subtle with sales, and double down on building relationships. Here’s how.

Keep your audience top of mind 

Keeping your audience at the forefront should always be your main tactic when writing copy – but it matters even more right now. Whether you are catering to a B2B or B2C audience, your readers have likely experienced pandemic-related impacts on professional and personal levels – whether that is job loss, incurred debt, general anxiety about the goings on, increased scrutiny on spending, and more. For businesses, many have the monumental challenge of surviving social distancing, having to lay off or furlough employees, cut spending, align their businesses with government-mandated health and safety practices, and manage frustrated customers – and they also may have to find ways to move into the ecommerce space. 

The point: right now, there is a seismic shift in your audience's challenges, needs, and pain points. So, we have to respond to these shifts with our copy in order to stay relevant and relatable.

Create empathetic copy

But you’re probably asking yourself: how do we respect my audience’s unique needs (personal, professional, and financial) in times of crisis, and support my bottom line with compelling copy? 

This is a big lesson right now: it is our job as copywriters to constantly shift gears, empathize, and present our pitches in ways that are actually helpful, and not just a hard sell. But for many businesses right now, their goal is to maintain their livelihood – and to keep selling and marketing. By ‘businesses’, I’m not talking just about big brands: I’m also referring to small shops and entrepreneurs. These businesses need to keep advertising with compelling copy to meet their bottom line. But what will help us strike the balance here? A few things:

• Research –constantly and daily– into your audience and the news of the day is going to be the most important aspect of your copywriting journey; never write without a keen sense of what’s going on around you.
• Make a list of the reasons that your product or service is especially of help right now.
• Try to remain tactful with the frequency and tone of your messaging; your audience may be in a sensitive position.
• Your audience knows full well you have to sell, but it can be done in a subtle way that doesn’t offend.
• When possible, have others edit your work and weigh in; gain different and diverse perspectives on your copy.

Don’t forget your audience when writing about yourself
It helps to use ‘you’ language, and write copy that speaks to an effortless solution to their problem. Moments where you can personalize can be helpful, and a bit of a break from the canned messaging bombarding your audience every day. Also keep in mind the ethics and various causes that your particular audience values.

Don’t overuse phrases 

Be aware of what terms and phrases you are using; too much repetition is always annoying for audiences, but this is especially true right now. And we’re seeing quite a bit of overuse these days across brands. Arguably, you could say that common phrases or repetition are strong in that they reinforce brands in our memories – but it could also be said that these phrases, when overused in abundance at the same time by different brands, can detract from the meaning. Overuse of phrases can ultimately make your message feel hollow and reduce impact. 

If you’re making claims like “We’re all in this together” – ask yourself, is it true? Are we in this together? How are we in this together, and what concrete actions are we taking to support the audience? This will have more impact than simply using a repetitive phrase. It will also help you differentiate.

Promote the helpful aspects of your business 

This can result in brand loyalty and repeat business in the long run. Are you having an extended free trial promotion? Are you making a catalogue or service free for the foreseeable future? Or, are you offering discounts for frontline workers, parents, teachers, or small business owners? Anything that is true, that helps right now, that values your audience, and gives back to them – put that front and centre. Make it the single message in your campaign. Remember, you want to help and incentivize, not just sell, sell, sell.

Respect your audience’s time 

Especially in a scenario where many are juggling kids, family responsibilities, pets, multiple jobs, and working from home, it’s best to give them a break on the reading. I am a big proponent of cutting down on word count, weeding out what you don’t necessarily need. The faster you get to the point, the more you take into consideration your reader’s attention span or time constraints – and the more likely it is that your copy will have impact. Challenge yourself to cut, first 5%, then 50%, and if you’re feeling dangerous, 75%. See how much you can remove without sacrificing the vital information. Keep in mind what Microsoft found in its 2015 study: you may only have up to around 8 seconds to grab your audience’s attention – and that’s not a lot of copy!

You’re a writer. We all can write. And when you write, you wield a devastating amount of power if you are in control of words being amplified on any public channel. Use this power wisely and compassionately, and try to have fun while doing it.

Samantha Mehra (MA) is a senior copywriter and content strategist in Toronto, and an instructor at The University of Toronto's School of Continuing Studies. With a diverse background in technology, history, and arts journalism, her writing credits include The Canadian Encyclopedia, Feathertale, Oxford Journals, and Routledge Encyclopedia of Modernism. She is a National Magazine Award nominee, and enjoys puns. Samantha instructs courses in our Certificate in Strategic Copywriting.
 

Returning to work in an office space or building after COVID-19 has its challenges, but offers Facility Managers the opportunity to let everyone know the importance of facility management (FM).

Don’t forget that FM has always been an essential service during COVID-19. Buildings don’t care about a pandemic, they continue to have important needs! It’s been our responsibility to:

• Ensure customers, clients, and our buildings are safe.
• Keep buildings functioning at top capacity and performance.
• Stay on top of critical maintenance and address outages
• Make sure sufficient PPE is available, and social distance measures were in place.
• Set social distance rules for staff/students/clients who require access to facilities/buildings.
• Leverage remote contact devices for meetings and maintenance.

So, now that we can see the light, how do we prepare to ease a large portion of the workforce back into our buildings? How can we help them feel safe in their work environment? Here are five things Facilities Managers can do to help ease people's transition to in-person work:

1. Safeguard the well-being of your workforce.

Ensure PPE protocols continue to be placed and followed. Adhere to COVID rules, make sanitizers available, ensure people wear masks when appropriate, and keep social distance measures in mind when designing workspaces.

2. Ensure regular routines are maintained with heightened awareness of sanitization.

Buildings need to be kept in good condition to mitigate business disruption and risk (ie. air circulation systems).

3. Be empathic

Keep your staff needs in mind, as some may be returning to the office environment with stress and uncertainty. Remember that this transition will feel different for everyone.

4. Develop a staged approach on returning to the workplace.

Develop a gradual return to the workplace plan. Start asking staff to return to the office 1-2 days or alternate days a week. Changing this plan will be dependent on workspace availability and staff risk tolerance.

5. Communicate!

Ongoing communication for customers and staff on your company’s back-to-work plans is critical. Keep everyone informed, and use language that is accessible to everyone. Be clear, honest, and transparent in your communication.

Facilities Management plays a crucial role in how we experience this migration back to work, whether full time or in a hybrid model. By leading and communicating with empathy, while ensuring important safety measures are in place, we can support a calmer, easier, and healthier transition.

Marcia O’Connor is a strategic-minded leader with more than 25 years of progressive experience in corporate real estate and integrated facilities management Marcia has impressive credentials and a passion for working in high-energy, fast-paced growth companies in the non-profit, private and public sector, building high-performance teams, mentoring young professionals, and helping people, teams, and organizations see their potential.

Marcia has been accredited in pioneering the first Facilities Management Certificate Program at the University of Toronto, where Marcia also leads the new Health Care Environmental Service Management Course, Advanced FM Course, Accessibility, Health and Safety for Building Professionals as well as the Disaster Recovery for Building Professionals course offered at SCS.

Marcia has also been recognized by her peers and awarded “Facility Manager of Excellence” through the Toronto IFMA Chapter. This award was a nomination from her peers and recognized Marcia as an outstanding contributor to the FM profession.

Marcia currently provides program expertise and is the lead instructor for the Facility Management Certificate Program at SCS. Her Advanced Facilities Management course starts March 28, 2022.