Lori Dyck, Interactive Director

A new venture

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"My title is Interactive Director at Elemental Motion Media I'm a partner in the company so I would say that I'm more a business owner.

"It's a mixture of both because we're two years in, we're still at that stage where there's a lot of hands-on. We're just starting to hire employees and learning how to manage them so that's kind of a new venture in its own for us."

Workplace images

The work we do

Right now we're working on a pretty neat project; we're re-branding the Western Canadian Music Awards. So we just got through the logo development stage and now we're starting to work on their web site.

The web site has some interactivity; visitors will be able to listen to the nominees' songs. There'll be a little bit of Flash on the home page to liven it up. We're redeveloping the site that that they currently have.

Good location

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"We're in the Exchange on McDermot, it's a really cool little community down there. We're really getting to know all the other companies. There are a lot of photographers and design shops and we're able to network a lot better.

"We were on Corydon before and there are just no other companies like us down there. We thought that was an advantage (at the time), but we found being where everyone else is, is the right thing to do.

"We've developed some really strong relationships with some people in our building, people in some of the nearby buildings and even just running into people on the street. We find it a little more accessible if you're working with another company that's down there, to just pop on over; you don't have to drive anywhere."

A reverse agency

We're kind of an advertising agency but we've been referring to ourselves as a reverse agency. Most agencies start with the print work, the branding and that sort of thing - we're the opposite.

We'll start with the larger media projects such as a television campaign, television commercials or an interactive project, and then get marketing materials and print materials from those. So it's a new approach to an ad agency.

Three-way partnership

In the beginning there were just two of us; myself and a producer that I worked with at Global Television. We worked well together and the idea of starting our own company made a lot of sense. Then in January of 2007 we took on another partner who's an amazing broadcast designer.

Many people think that a three-way partnership doesn't work, but for us it's been a great experience. We all have different strengths and when we make decisions, we know that we're making the right decision because all three of us will agree on it.

Responsibilities

I am responsible for developing the Interactive projects from start to finish: dealing with the client, the planning and prep work and then I do some of the designing as well. We have staff to do some development as well, and a roster of freelancers we work with.

Finding the right team for interactive projects is my responsibility, as well as the budgeting and project planning.

As partners, we all have a responsibility in building the business. We're constantly working on the business' focus, processes and culture. But we definitely use our specific skills as well. I am currently working on a new website that is re-focused to our business plan and features some of our most recent work.

Loves Manitoba

We went to Vancouver to visit some family and they kept asking why, "Why don't you guys move here," But it's just so clear to me why not, The sunshine is number one. Vancouver's so cloudy; I would be depressed living there.

Number two is the economics here. You might not make as much as someone out in Vancouver if you're working just in a typical job, but your cost of living is just outrageous out there. Here, the cost of living is very reasonable.

So we can own a home in our mid-twenties and still be going on trips and we're not cash-strapped. I just can't imagine having the same lifestyle out West.

A big challenge

I wasn't really sure what I wanted to do after high school; that was one of my biggest challenges. Particularly the whole university versus college issue because I was a straight A student in high school, so there's no reason, from my high school teachers' perspective and even my own, why I shouldn't naturally go through a university program.

Obviously I could get through it no problem but there was just nothing there that really interested me. So my thought was "I'll go take a college program, I'll develop some new skills to at least do some freelance work and then maybe take a Marketing degree".

Personality and drive

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"I think it's more of a personality and a drive issue than experience. You definitely need some experience in the industry you want to start a business in, but your clients grow with you.

"We've had some of the same clients since day one, they've hopped on board with a slightly inexperienced company and they're just loving what we're doing for them."

Constant learning

I had a pretty normal childhood. I grew up in a small town, I knew all my neighbours, and my best friend growing up is still my best friend today.

Everyone I went to kindergarten with I graduated with so I really like that, I still have the same friends from when I was five.

Supportive family

My dad is a programmer, so he had a pretty big influence on some of the work I do today. He had me programming math games on the computer when I was a kid, and that's what got me interested in a lot of the programming.

But I've always had a little creative bug in me as well, so I guess that's what got me into web, because I get to explore both sides; visual design and programming.

Working steady

I usually come in to the office around eight thirty. My new thing in the morning is making everyone lattes. Our employee comes in around nine and I'll usually run down with him what he should be working on or maybe he'll give me an update of what he's been doing.

We all usually eat lunch at our desks and keep rolling on projects for the rest of the afternoon.
Generally I like to do any client phone calls and meetings in the afternoon, I'm a little more creative in the afternoon and I just think it flows a little better for me.

Usually I go home around five, but then turn the computer back on after dinner and work a little more. This is often when I work on the business itself rather than client projects. It's a good end to a day's work when you've thought of a new business idea or process that you can introduce the next morning.

Lots of hours

On an average day I work ten hours. I'm at the office from eight thirty until five; we work pretty much straight through unless we go out for lunch. And then I'll usually put in a couple more hours in the evening.

In a week I probably work about fifty hours, but because I enjoy what I do, it doesn't feel like fifty hours.

Flexible schedule

It's a pretty flexible schedule at work. That's one of the perks of being a business owner; if you have an appointment there's no boss to report to, but at the same time you try to maintain a routine.

Because we're three partners, there's always someone in the office. So, if you have a meeting or an appointment or just feel like working from home that day, you can.

Stress

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"I would say that the stress is very different from when I worked for someone else. The peaks are a little higher but at the same time I feel more in control and the decisions I make are mine. The pace is definitely fast-paced in our office, but laid-back at the same time.

"If you're not sure how to handle a situation; we're three partners; and we can say "Hey guys, what do you think of the way I'm handling this?". We can put words in each other's mouths. That's a really nice benefit of being three partners."

Not all work

We always have opportunities to play at our job. We have a Play Station at our officeand we plan on picking up Guitar Hero. So we definitely try to mess around sometimes.

If you're having a bad day it's definitely a good way to have a little pick-me-up and then you get back into the grind of work and you usually come up with something great. We've found that that balance really helps.

Computers in the family

Technology has always been an interest of mine. We were the first kids on the block to have a computer and that shaped our futures I think.

My brother's a computer engineer; my dad's a computer programmer, and I'm an interactive director. Technology's been in our household and a big part of our lives for a really long time.

Apple and Adobe

All of our computers are Apples - we love Macs. I think that's pretty standard in our industry, it's funny because we have this one computer that sits in the corner and it's a Dell. Everyone comments on it and we say, "That's our accounting machine".

I primarily use the Adobe Suites as far as software goes. We use Photoshop, Illustrator, After Effects and Flash. Even being a designer and a very visual person, when it comes to actually doing any web development, I'm a hand-coder.

I think I get made fun of a little bit for not using Dreamweaver, but I feel more confident hand-coding and I like everything to be clean and concise, even on the back end.

Two sides

There are really two sides to my job; on the web side you need some experience, working in a company and building web sites or doing freelance work.

The other side is the business side, I didn't have much experience myself and I think that's pretty common with business owners in our industry. I read as much as I can about running a business and I get lots of advice, we work with business consultants and learn as much as we can.

Not artsy-fartsy

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"I think sometimes people think "arsty-fartsy" a lot and don't see the value in what goes into a design or into a creative project. They think it's all visual and very surface but we dig much deeper into a project.

"Definitely there's a lot more marketing to graphic design than people might think."

Collaboration

There's no project that's started without everyone's heads getting into it first.

Even though I'm not really involved in the motion graphic side any more, whenever someone starts a project or when I start a web project we talk about it and we throw out ideas and it gives an outside perspective.

It's the same situation with our employee. He can grab us at any time and say "Hey I need a brainstorm session", so there's tons of collaboration.

Getting where I am

I took a two year program at St. Boniface College called Multimedia Communications. It was all in French, and before that I had an immersion background so I knew that being multi-lingual would be a benefit.

After college I went and worked at Global Television as a broadcast designer. I met a producer there and we split off to start our own company.

Learned by experience

I learned most of my current job skills through my work experience and the course I took at St. Boniface College.

Global Television taught me a lot and gave me the experience I needed to do what I'm doing today. Getting to know what kind of clients are out there and what kind of projects we can be working on was one of the most important things I learned,

The skills I've learned for running the business were just things that I've picked up along the way. I've always had an interest in running my own business so I've learned most of those skills on my own. Being in a partnership, we're all learning together, which is really fun and exciting.

Improve presentation skills

I would really like to improve my presentation skills. I'd love to be able to stand in front of a big boardroom full of people and do a pitch and feel confident.

I think everyone gets a little nervous in that sort of situation, but I would like to make that one of my strengths.

Sales are something else that I'm trying to improve on.

Learning on the job

I started the Marketing degree at the University of Winnipeg, which was right before Simon and I decided to start the business.

I never finished the course because I was working full-time in my own company and I thought there was no better way to learn marketing skills than to do what I was doing.

Finding my career

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"I've always wanted to be a business owner, growing up and through high school, but I didn't really know how that was going to fit into my life and when that was going to happen.

"It happened a little sooner than I thought it would, which kind of gave me a little less experience on the work end of things, but at the same time I think in ten years I'll have a ton of experience and be a really good business person.

"I'm just gonna have that many more years on someone who's in their forties starting a new business."

Being happy

I want to be happy. I see so many people who aren't happy in their jobs; when you spend at least eight hours a day at your job you better like it.

I want to always love what I do because that's a big chunk of your time, I can't imagine not liking what I'm doing, I want it to keep going that way.

Nationally known

My career goals are to eventually build an established business that has a great reputation; more so on a national level than a local level.

Right now we're just local but we do some national work, but nobody outside of Manitoba knows who we are. I want people to know our business better.

Looking ahead

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"I want my department, the interactive side, to be a bigger team and be working on some really cool interactive projects - bigger projects, bigger budgets.

"I'm pretty happy with where things are going and just living happily with my husband in a nice house."

Making a difference

If the right charitable organization came around and we could somehow help them with the skills we have in our business. I'd really like to do that and really offer our talents in that regard.

I think that travelling the world and getting involved with an organization like Habitat for Humanity building homes for people would be a really neat experience.

Room for growth

I think there's huge growth opportunity for our industry here. There are a lot of little businesses like ours and operating expenses are less here than in the big cities. People are able to start little companies and make them successful.

I think we all need to work together, I don't even see it as if there are more of us then there's more competition. I think we're just going to be stronger as a unit in the province and we could compete on a national and global level.

Job market info

The links below take you to federal and regional government information on employment, education, salary ranges and long range prospects for this career.

The official title for Lori Dyck's occupation is "(Computer Programmer and) Interactive Media Developer" and its NOC* code is 2174.

As a business owner, Lori is also a "Senior Manager in Trade, Broadcasting and Other Services" . Its NOC code is 0015

Manitoba Job Futures

Employment Prospects - Labour Market Information

*Each occupation has an official name and unique number called the 'National Occupation Classification' code or 'NOC'.

Education

Useful High School subjects

- Computer-related courses
- Language Arts
- Math
- Business

*Source: JobFutures.ca  

For those out of school, Adult Learning Centres can help you get or upgrade your high school diploma, including adding subjects that are required for work or further education. All Manitobans are normally entitled to four free courses.

Below are links to various programs and courses that will help you on the path to a career as a Computer Programmer or Interactive Media Developer:

Colleges & Universities

University of Manitoba

Computer Science

University of Winnipeg

Applied Computer Science

Red River College

Creative Arts Department
Graphic Design Department 
Digital Multimedia Technology
Business Administration

Assiniboine Community College

Media Production
Web Design 

St. Boniface College

Multimedia Communications

Essential skills

The most important Essential Skills* for a Computer Programmer and Interactive Developer, as well as other related occupations are:

- Communication
- Creativity
- Mathematical ability

*For more information on Essential Skills and their importance to this occupation, go to: Essential Skills NOC

Professional resources

New Media Manitoba
Dedicated to providing networking, resources and training opportunities for Manitobans in Graphic Arts, New Media and Video Industry and provides a space for new media professionals to discuss issues that are relevant to their areas of specialty and the industry in general

Manitoba Interactive Digital Media Association (MIDMA)
A professional association devoted to promoting the objectives of Manitoba's digital media industry and media producers

Manitoba Innovation Framework-Culture and New Media
A summary of the Manitoba government's commitment to cultural and new media development strategies

Canadian Marketing Association

Advertising Association of Winnipeg
An organization providing networking, professional development and educational opportunities for Manitoba professionals in the advertising industry

Society of Graphic Designers of Canada
A national organization providing advocacy and resources for graphic designers

Sign Association of Canada - Manitoba Chapter
A national organization promoting and furthering professionals who use design and manufacture commercial images.

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