Christina Crowley-Arklie

Christina Crowley-Arklie, B.Comm. ’09

How has your job been impacted by COVID-19?

During a time like this, it becomes apparent just how important communication is to keep people informed, but also reassured. My digital communications business, Crowley + Arklie Strategy & Co. has thankfully been able to continue operating and helping our clients pivot, particularly on their digital marketing platforms, which is our expertise. Digital marketing platforms like social media have become crucial tools in helping brands and businesses tell their stories and engage with their customers, especially when people are spending more time behind their laptops and smartphones right now.

How has your industry been affected?

I serve clients from various sectors, so it has been quite interesting to see how each has been impacted, how they’ve responded and how quickly they've been able to pivot. Clients in the spirits industry are making hand sanitizer, while others in the agri-food sector are stepping up in their essential service work to ensure Canadian food continues to reach consumers in an accessible, affordable and safe way. Sharing messages on social media that bring customers along on these clients’ journeys, has been so important for engagement

How do you stay busy or connected with family and friends?

I’ve surprised myself with how I’ve really ‘leaned in’ to the uncomfortable feelings I think we all felt at the beginning of the pandemic. I’ve embraced this time for what it’s worth while being quarantined with my husband and son. I’ve been reconnecting with friends over the phone and with chats on Houseparty. I’m working on business opportunities, taking in webinars and working on professional development. I’ve taken up running (who would have thought?!), have gotten back to writing and most importantly, I’m practicing gratitude by sharing five things I’m grateful for on social media every day. It all really helps!

What is the most inspiring thing you have witnessed in your community?

It really has been incredible to watch people come together in a time of crisis. I think this time has reminded us of what is important in our lives, what we’ve perhaps taken for granted, and what our work means to us.

I have seen farmers donating to food banks and people supporting their local restaurants and businesses where they can. I’ve been enthralled to see how our politicians and chief medical officers like Dr. Tam have responded and continue to work all hours of the day to keep us informed. As a board member of the University of Guelph Alumni Association, I was so proud to see our alumni and donor community raise more than $24,000 on #GivingTuesdayNow to support the student food bank.

The best in people really does come out during times like these. I believe we will look back on this moment and remember it as a time of true character building and unity for our communities.