The Word

about Centennial’s Corporate Communications + PR program

Tara Wood: one of the top 30 under 30

Posted by Gary Schlee on October 2, 2007

tarawood.jpgTara Wood (Class of ’05), Manager of Public Relations for World Wildlife Fund Canada, has been tapped as one of the Ones To Watch: Marketing’s Next Generation by Marketing magazine.

Her connection with WWF Canada began with the Client Project course in her second semester at Centennial. The project? Helping the WWF promote its annual CN Tower Climb. That was followed by a two-month internship. Tara worked briefly with the government before being enticed back to the World Wildlife Fund two years ago.

Some quotes from Marketing:

“I wasn’t entirely convinced of what PR could bring to our organization until I saw Tara in action,” says Pamela Davis-Ross, VP of marketing and donor relations at WWF-Canada. “And then I was convinced.”

For WWF’s “black cloud” event last November, Wood had 3,000 black balloons–representing carbon dioxide–placed at Metro Hall in Toronto. She used Delicious (a social bookmarking site), YouTube and Flickr to publicize the event, which received considerable local TV, newspaper and blogger coverage.

She also promoted WWF’s “Hotter than I should be” T-shirts, which the editors of Canadian Living wore in a photo in the magazine. The shirt was named one of eTalk Daily’s Top 10 holiday gifts.

While it’s difficult to link earned media to financial results, says Davis-Ross, WWF’s overall awareness has increased to 96% from 77% since Wood joined the organization.

Tara will be speaking to Centennial students on October 12.


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