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Municipality of Jasper
2024 wildfire response and recovery
The scope
Cheryl Spencer-Morley served as Lead Crisis Communications Consultant for the Jasper wildfires, spending roughly two and a half months on the ground supporting the municipality's communications with residents, local businesses, and recovery partners; messaging on re-entry, revitalizing the visitor economy, debris removal coordination, and housing support initiatives ( CatIQ Connect speaker profile ). The mandate also covered government relations, recovery planning, stakeholder relations, and council communications throughout the response and recovery period.
The approach
Rather than advising remotely, Cheryl embedded directly with the municipality; effectively serving as its Public Information Officer and communications liaison for the duration of the deployment, including day-to-day management of the municipality's social media and website updates alongside her advisory work. That on-the-ground presence meant messaging to residents, businesses, council, and recovery partners could stay consistent even as the situation changed week to week.
Read the full engagement recordWhat the client said
“Put her in a room well before the crisis hits and she’ll help you see it coming.”
Janelle Lane, Information Officer, Parks Canada · Jasper wildfire response
County of Grande Prairie No. 1
Crisis communications capacity
The scope
SMC redeveloped the county's crisis communications plan, designed its internal communications plan, and delivered accompanying staff training; pairing documented playbooks with the practical readiness to use them.
The approach
Cheryl Spencer-Morley rebuilt the crisis plan and designed the internal communications plan around the county's actual structure and decision-makers, then trained staff directly against both so the plans and the people executing them were developed together, not handed off separately.
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County of Minburn
Rebrand and communications
The scope
A full rebrand and new website for the county, ongoing social media management, facilitation of staff events and workshops, communications support for the rollout of new land use bylaws to council, and crisis and emergency management training for county staff.
The approach
Each piece was built to work together; the rebrand informed the new website, the website supported the social media rollout, and the staff training and facilitation work gave county staff the tools to carry the new direction forward themselves.
Read the full engagement record
Ratio Strategy
Digital brand launch
The scope
SMC was engaged for a full digital brand launch: brand strategy and identity (logo, colour palette, typography), domain registration and Google Workspace setup, a custom website with AI-era visibility built in from the start (SEO, AEO, GEO, WebMCP), and a LinkedIn company presence. A coming-soon page was deployed within weeks of engagement start to establish the domain while the full site was built.
The approach
A discovery call established audience, tone, and design direction. The brand mark was designed around the client's core concept (the golden ratio) using a sage-olive palette informed by cultural sensitivity research specific to the Alberta Treaty region. The website was built in Next.js with a full structured data and AI-visibility layer (JSON-LD, llms.txt, sitemap, OG/Twitter) verified in static export before deployment to Cloudflare Pages.
Read the full engagement recordWhat the client said
“Working with Spencer Morley Consulting has been an incredible asset as we’ve built our property development group from the ground up. Jordan has an exceptional ability to quickly understand what’s needed, identify priorities and, most importantly, anticipate what’s coming next.
He brings a wealth of knowledge and experience to every conversation while keeping solutions practical and budget-conscious, something that is especially important for a growing organization. He doesn’t just tell you what needs to be done; he helps you understand why it matters and how to approach it strategically.
His guidance has given us confidence as we navigate the many moving pieces of starting and growing a development business.
We highly recommend Spencer Morley Consulting to any organization looking for knowledgeable, practical and strategic communications and business advice.”
Gord Johnston, Managing Director, Ratio Strategy
Our clients
The organizations we work with.
From municipalities across Canada navigating crisis communications and AI adoption, to small businesses building their digital presence. These are the organizations that trust Spencer Morley Consulting.
Municipal and government
- County of Grande Prairie No. 1
- Municipality of Jasper
Red Deer County
Saddle Hills County- County of Minburn
Businesses
Strategic Steps Inc.- Ratio Strategy
Western Pacific Cabinet Studio Inc.
Groove-V Productions
The Grooveyard
Founded in 2023, Spencer Morley Consulting is based in Edmonton and works with municipalities and businesses across Canada. This list grows as new engagements begin.
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