Ideas with Impact
UNB Faculty of Management

Sophie Dallon grew up in the picturesque village of St. Martins, New Brunswick, where the tides of the Bay of Fundy shape not only the coastline but also the rhythm of community life. Known for its natural beauty and close-knit community, St. Martins is a place where tradition and innovation coexist, and where people value both the richness of the past and the possibilities of the future.

This summer, Sophie is contributing to that evolving story.

A student in the University of New Brunswick’s faculty of management, Sophie is spending her summer back home as a Student Ambassador with the Crabtree Rural Digitalization Project, a collaboration between the McKenna Institute and the faculty of management. Her mission? To bring digital tools and skills to the heart of rural New Brunswick—one conversation, one workshop, one small win at a time.

Sophie’s journey to this role began at NBCC Fredericton, where she earned a diploma in Business Administration with a focus on Marketing. Wanting to deepen her knowledge, she transferred to UNB to complete the BBA. While she hasn’t mapped out a specific career path, she’s clear on her compass: community and connection.

This summer, that compass has led her to projects that are both practical and meaningful.

In St. Martins, many small businesses are run by just a few people, often the owners themselves. With limited time and resources, digital tools like social media, SEO, and online branding often fall by the wayside. Sophie is changing that by introducing local entrepreneurs to IBM SkillsBuild, a free platform made available through the McKenna Institute. From website design to AI adoption, she’s helping businesses unlock new potential with tools they didn’t know they had access to.

One of Sophie’s most impactful projects has been working with seniors in the community, many of whom feel left behind by the rapid pace of digital change. She recently hosted a Senior’s Digital Night, a hands-on event that covered everything from texting and emailing to Facebook and scam prevention.

“We had 27 attendees who received one-on-one breakout support with volunteers,” Sophie recalls. “One highlight was when a woman learned how to create a group chat, allowing her to connect with all five of her children living around the world. That moment drove home the importance of this work.”

Sophie is also turning her attention to the Betty Thibodeau Library, a small but beloved community resource that she believes is full of untapped potential. She’s exploring ways to increase engagement through events, promotion, and an asset-based community development approach, helping the library become a more vibrant hub for learning and connection.

“This experience has truly enhanced my education,” Sophie says. “I’ve strengthened my communication, interpersonal, and organizational skills. Each day is different, requiring me to adapt to individual needs and meet people where they are, whether they’re tech-savvy or just turning on a device for the first time.”

Because the Crabtree Project is a pilot, Sophie is also gaining valuable experience in innovation and community engagement, learning how to identify gaps and tailor solutions for real impact.

UNB and the faculty of management are recognized hubs for experiential learning where students have opportunities to apply their learning to real world challenges. Sophie’s advice to other students considering similar opportunities? “Don’t be intimidated by the scope. It can feel overwhelming at first, but trust that you have the ability to make a meaningful difference. Stay curious, stay flexible, and remember that even small wins can create lasting change.”

This summer in St. Martins, Sophie Dallon is proving that the algorithm of small wins, applied with heart, humility, and a little digital savvy, can lead to big transformations.

Photo: BBA student Sophie Dallon is working this summer as a Student Ambassador with the Crabtree Rural Digitalization Project, a collaboration between UNB’s McKenna Institute and the faculty of management.

Learn more about UNB’s McKenna Institute and Faculty of Management.

Media contact:
Liz Lemon-Mitchell
Lizabeth.Lemonmitchell@unb.ca