Tell Us Your Story. What motivated you to start your business? Why are you passionate about what you do?

I have always been fascinated by marketing--as a child I designed original marketing campaigns and slogans for companies on TV just for fun--and fell in love with sustainability and discovering local business as a teen. Now, I have merged my love of all three through LIFTOFF, and offer my expertise to clients large and small to help them grow. In the future, I want to see sustainable and conscious business become the norm, and want to help all companies find ways to add planet-friendly options to their offering even if their core product or service stays the same. I also want to see local and small businesses succeed! Many of my family members are small business owners.

Describe and demonstrate, including metrics, your community support. How do you support and uplift your community, and how do they show that support in return? Minimum 25 words, maximum 2500 characters.

Promoting local and sustainable initiatives here and worldwide: I have been working alongside conscious and sustainable business owners to increase awareness about their products since 2014 through various mediums, including LIFTOFF Digital Marketing and online spaces where I have built audiences of nearly 10,000 people. For example, I provided free promotion for Vancouver's very first Brands for Better initiative in 2018, and partnered with the UN Anatomy of Action environmental campaign to bring easy awareness actions to BC in 2021. Recently I partnered with True North Living to help promote sustainable travel in BC and Canada (https://www.truenorthliving.ca/travel/ecotourism-2024/qa-with-april-jordan/). While these initiatives are not always labeled under LIFTOFF directly, it is my LIFTOFF marketing expertise that allows me to offer this service. I have helped dozens of companies improve their marketing, and offer special rates for sustainable businesses that get referred to me. I also offer free 30-minute consultations for sustainable businesses, students, and others who want to learn how to promote their product, service, or company. Previously I provided several hours of free mentorship to other women in business through BestHuman (formerly Locelle) and my personal business network. To further support female and young BC entrepreneurs, I make a point to offer light skills training/feedback and rate/salary negotiation help for junior contractors. Since many of my contracts are quite large and require me to partner with others to complete the deliverables, I've had the opportunity to partner with several rising stars and offer my help. Two recently told me directly that my support was integral to their ability to launch their solo practices.

Why do you deserve to win the Business Impact award?

I have been volunteering my time and marketing knowledge to boost the profiles of sustainable and locally-owned BC businesses since 2014, and in 2020, turned that passion into a career. At this stage I have helped dozens of sustainable and local companies, and have mentored several other solopreneurs, women, students, and business owners to help them grow in their field. My writing and work that helps consumers navigate greenwashing and fairwashing has been referenced and quoted by multiple respected voices in the sustainability community, and was officially published in a free open-source university textbook so students can learn from my knowledge and make the future world of marketing better. I have also had the privilege to advise a few business owners and fellow marketers on how to word their promotion of eco initiatives so they can accurately portray their positive impact in a way that excites customers and avoid greenwashing or fairwashing. Between all these initiatives, I know I have had a significant impact on my local and global community, and for that reason, I believe that I deserve the Business Impact award.

Tell Us About Your Culture. How are you creating a sustainable and healthy workplace where everyone feels welcome? Provide examples of leadership you show in interactions with clients, vendors, contractors, staff and others.

As a proud LGBTQ+ woman, I know the deep importance of making everyone feel welcome and supported. That's why at LIFTOFF, the culture is all about mutual support, honesty, respect, and good-will. Here are a few main ways I do it: No high-pressure sales: I never pressure companies to buy my services, and always do my best to provide realistic estimates of investment and ROI numbers and timelines. I want them to feel confident about what they're getting. Collaboration with other marketers: I make a point to foster collaborative relationships with other marketers in Vancouver and BC, and to pass clients to others if I think they would be better served by someone else. Support for individual needs: When partnering with others, I make sure to respect their individual schedules, rates, and other needs. For example, if someone needs to take time off to care for a new baby or support their own mental health, I make sure they feel supported in stepping away. I fill the role while they're gone and if they want to pick back up with the project when they return, I make sure they get that option. This consistency is important for those who rely on gig work.