Frog Inc is operated by Sherry Shaw-Froggatt
Frog Inc in the News
Life is Very Airdrie
If luck can be defined as opportunity meets preparation then Sherry Shaw-Froggatt can consider her foray into magazine publishing lucky. An experienced freelance writer, Shaw-Froggatt wanted to change gears and find something new she could be passionate about. This led to "finding her happy" as the publisher/editor of AirdrieLIFE, AMPA's newest Affiliate member. "I realized I wanted to write more about what interested and concerned me and that was my own community," she says. Shaw-Froggatt approached Airdrie’s Economic Development department with her idea for a magazine. Her timing was impeccable. "It was a perfect example of being in the right place at the right time because [the city was] looking to update [its] existing materials," explains Shaw-Froggatt. "AirdrieLIFE became the official guide to life in the City of Airdrie in September 2004 with a fall and spring issue."
Located 10 minutes north of Calgary's city limits on Highway 2 and often called "Calgary's bedroom community," Airdrie is actually a city in its own right, seeing a population increase of 7.26 percent in 2006. Shaw-Froggatt says Airdrie's booming economy and abundance of stories prompted the decision to increase the magazine's frequency from two times a year to three. Aimed at both current residents as well as potential newcomers, the magazine is all-encompassing for most residents, with sections covering life, home, and work. "I was told that I have created a ‘piece of pride’ for the community and I want to continue to live up to that compliment," says Shaw-Froggatt."
Despite a population growth-spurt, the growing pains have been minimal. Shaw-Froggatt credits the city for "working with developers to create wonderful new neighbourhoods and shopping areas." The best thing about living in Airdrie? Shaw-Froggatt's answer is clear--community. "We moved here and got to know almost all our neighbours right away. There is a strong volunteerism component to the city which builds the community spirit." She goes on to list points of pride for Airdrie. "We came in second in CBC's Hockeyville, and we host western Canada's largest outdoor free light display, The Airdrie Festival of Lights, every December all through volunteer efforts. And just last month Airdrie was awarded the 2009 Alberta Senior Games."
It almost goes without saying that Shaw Froggatt's advice for potential newcomers is to get involved. "Don't move in and then never bother to learn about your community. The magazine lists every sports/arts/community organization contact. Start there and you'll be having a new list of friends before you know it."
Sherry Shaw-Froggatt has an extensive and varied background in communications. She has “done it all,” even a brief stint as a stand up comedian culminating in a performance at Just For Laughs in Montreal. Sherry has enjoyed a successful freelance career for the past fifteen years. She has her CAAP (Certified Advertising Agency Practioner) from the Institute of Canadian Advertising and has won national awards for her promotional ideas while a media rep for the Edmonton Journal. She created the locally respected AirdrieLIFE magazine in 2004. After her successful first year as publisher, she was approached to “give something back to the community.” Since 2005, between issues of the magazine, she has been the volunteer Marketing Director of the Airdrie Festival of Lights and took over the role of Sponsorship Director in 2006 resulting in the highest level of sponsorship contributions in the 11 year history of the Festival.
- AMPA MagaScene, Vol.40, July 2007
Frog Inc Publishing
Frog Inc has published AirdrieLIFE magazine since 2004 as the designated “Official guide to life in the City of Airdrie.” The magazine has grown significantly and garnered the respect of the community. AirdrieLIFE is currently published every spring and fall. AirdrieWORKS appears as a special section within AirdrieLIFE and acts as a voice for the City of Airdrie Economic Development Department.
Frog Inc successfully introduced Taste of Airdrie in the fall of 2006 to show residents and visitors the wide variety of dining experiences available.
Frog Inc Writing
Frog Inc has provided freelance writing services for over fifteen years and Sherry’s work has appeared in The Calgary Herald, Edmonton Journal, Calgary Living, Canadian Cowboy and Western Living Magazine. She has written for print, web, television, radio, live stage events and a complete museum exhibit.
Frog Inc Marketing Services
Sherry provides the full range of marketing services to local businesses with advertising and promotional strategies, media planning, corporate ID, creative, design & copy and public relations. Her clients include:
Aura Day Spa, Smart Automotive, Airdrie Flooring Connection, Hawkins Interior Design and the Alan Tennant Team.
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