Because seeing (reading) is believing
Objective: Create a marketing campaign that would meet three goals: 1. member retention 2. new membership 3. business growth across all area.
My role: As lead writer, I worked with the senior graphic designer to come up with a brand campaign that would not only meet the three primary goals but also have the flexibility and creativity to be executed across various channels, including Web, print, point of purchase, outdoor and TV. We also devised the strategy in which the campaign could take the bird's eye view approach or hone in on a very specific business need, like homeownership or retirement. What's more, we created this campaign so that it would be able to grow and evolve as the year elapsed. Responsible for character development, I worked with the head of marketing research to gather demographic information; then, I wrote up sketches of each character, along with their personalities, relationships to one another and financial needs. This way, they could transform into relatable, realistic and likeable characters in which to base the campaign.
With an eye on flexibility, the campaign includes a mix of thought clouds that echo members' financial thoughts and concerns and fully fleshed-out characters with names, personality traits, stories and corresponding financial needs. The characters are a family consisting of two parents in their 50s who have a married daughter with her first baby on the way and a son who is a freshman in college... the thought clouds can stand alone or work in conjunction with the campaign characters and can be used to build brand awareness or promote specific products or services depending on the credit union's needs at the time. "We worked on developing the message strategy before the phase one launch of this campaign. Our research showed that it was important that we not employ scare tactics or remind people how bad things are now because they know that already. The message had to be one that would really resonate now and in the future when things turn around," said the credit union's VP of Marketing. "Regardless of whether the economy is good or bad, whether you're 18 or 80, whether you're in need of financial help or simply want to develop a plan for the future, this campaign allows for targeted positive messaging."
 
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Client: Arizona credit union
Objective: Create a series of guides about key financial concepts, written in an approachable, easy to understand manner, with interactive elements
Result: Money Matters Series, financial educational series of guides, with interactive activities, quizzes and tips
My role: I worked with a number of internal content experts, as well as conducted extensive research; collaborated with the lead designer on the art direction and layout of each page; named the guides and series, and wrote all the content, along with all internal communications regarding the use of the guides and the corresponding Web pages.
These are each available in pdf here:
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My role: I concepted and wrote the initial scripts for these two TV ads, though they were executed and produced by an ad agency.
Client: Boston-based pharma marketing company
Objective: Re-design the website and and create an effective word-of-mouth program My role: As the freelance copywriter, I wrote the copy for the website and all supporting materials, including a healthy knee quiz, that would make the participants in this word-of-mouth program more confident by being able to send friends and family to a website that is easy to navigate and understand. My recommendation for the art and copy was to utilize lifestyle marketing by focusing on the emotions behind enjoying an active life again after treatment. |   |
| Client: Arizona financial services company | ||||
Client: Arizona credit union
Objective: Provide information to members that answer timely economic concerns, like rising gas prices, home financing and saving goals, surrounding the three key business points of that time (home, auto, savings)
Result: Living Better in Today's Economy, a short guide that focuses on solutions, not products, and several ways members can live better, simply by better understanding their financial options and choices; split into three main sections, this guide features quizzes, tips, articles and interactive elements surrounding home, auto and savings.
My role: As the writer on this project, I was responsible for extensive research, which included talking to subject matter experts to ensure content accuracy. I also collaborated with the lead designer to ensure the information was easily digestible and approachable in its current format.
| Living Better in Today's Economy |
Client: Auto financing division of a major lending institution
Objective: Attract the clientele that attend the annual Barrett-Jackon auction
Result: A three-part series of ads in Highline Auto magazine, written to appeal to the lifestyle and mindset of owning a high-end, collectible car
My role: As the writer on the project, my idea was to create a three-part series that could be placed strategically in the same magazine or in a three-consecutive month cycle. I provided the art direction to the designer, as well as ad examples of what other major car manufacturers in this market have done to attract business in this manner.
Client: International streaming media company
Objective: Assist them with their Web site re-design, Web content updates, print collateral, sales materials and tradeshow and sponsorship presence
Result: In the six months there, I wrote copy for their Web site, designed and wrote trade show flyers and magazines ads, re-designed their trade show booth, quadrupled trade show presence in the US, tripled tradeshow presence in the UK, initiated marketing endeavors in Asia-Pacific, and increased sponsorship and speaking opportunities in the US. I also began to manage the Web site re-design and implement SEO tactics.
My role: Manage Web site content and re-design, increase trade show presence and sponsorships, write and concept creative B2B tactics for ad placement, external banners and internal sales collateral
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Additional copywriting examples
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