Copywriting
At my core, I am a storyteller and lover of words—an expert at bringing a brand story to market. I possess a unique, multi-disciplined skill set that spans creative concepting, copywriting, content design (websites, apps, and video), and creative production.
With both agency experience and freelance work under my belt, I bring 17 years of copywriting experience to the table. A master of simplifying the complex, I’ve written about pretty much everything—from diamonds to diets, and Medicare to mortgages.
GIVING A BRAND A VOICE
Every small business needs a voice. In this case, a community aeroponic greenhouse needed to reach health-conscious local consumers. The brand needed to become elegant, yet relatable. By rewriting their website and connecting to the community via social media and targeted emails, the business is blossoming as beautifully as the gorgeous greens they grow.
Instagram: www.instagram.com/atlanticbeachurbanfarms
Facebook: www.facebook.com/AtlanticBeachUrbanFarms
ATLANTIC BEACH URBAN FARMS
At Citi, I crafted captivating communications for 10 credit card brands and co-branded credit cards. I also served as the lead writer for mortgage and lending product campaigns across various media channels. Due to super-strict compliance measures and working on a secure remote desktop, work examples are tough to come by. Not to worry! I had a good friend scour her cardmember emails to find this example.
CITIBANK
UH OH! I SAID, “INSURANCE.” ARE YOU STILL PAYING ATTENTION?
People’s healthcare is a deadly serious topic. Unfortunately, most of the time you’re more likely to be put to sleep by insurance copy than get informed. So, when I took the gig, I challenged myself to make the copy engaging and fun anywhere it was appropriate. Everyone needs insurance, so the target market is broad and diverse. That means there are a lot of different people’s shoes to hop into every day. Now, if one of their shoes holds a broken foot, I can help out.
FLORIDA BLUE INSURANCE
FROM BOXY TO BEAUTIFUL
Modular buildings have a stigma, point blank. The client wanted to revamp the image of modular in his new website copy. Rather than bland prefab structures, a consumer should envision buildings that can rival the beauty of classic construction. I wrote his website with conveying a tone of "modern modular," completely unique to the industry.
Website: fabriconmodular.com
FABRICON MODULAR
SOCIAL MEDIA CAMPAIGNS
Goal: Increase qualified Leo Diamond bridal jewelry gallery web site page Gen Y engagement and “convert” traffic on Kay and Jared store locator page.
I first focused on an inert Leo Diamond Facebook page to make it more relevant and fun. I simultaneously built Pinterest, Twitter and Instagram pages from scratch for the brand.
Applying Leo gallery page SEO, comment links and direct messages to jewelry bloggers and online jewelry marketplaces, I rapidly grew the new social platforms from zero to thousands of followers in a matter of months, increased jewelry gallery visits by 213% and store locator completions by 53%.
THE LEO DIAMOND
This web site was just one of four others built to expand the Leo Diamond digital ecosystem with relevant information that all linked to The Leo Diamond and other Leo Schachter diamond brands. Besides Brilliant Proposals, other sites included How to Remarry (for second time around couples), Secrets of a Diamond Cutter, Getting Engaged, and How to Buy a Diamond.
BRILLIANT PROPOSALS WEB SITE
Amidst the phenomenon that was HBO’s Sex in the City, I had an idea to write a sponsored diamond blog for The Leo Diamond that appealed to early Gen Y bridal customers.
The voice and character of “The Diamond Diva,” was cosmopolitan, trendy, totally relatable and OBSESSED with diamonds.
An early foray into the concept of sponsored blogs/ posts and “rich” content, judge to my surprise that DeBeers – only the biggest diamond marketer in the world – thought it was the “best in class” blog in the category!
Thanks Carrie, Charlotte, Miranda and Samantha!
THE DIAMOND DIVA BLOG
REPOSITIONING
How do you take a declining boomer jewelry brand sold in Kay and Jared, America’s largest jewelry chains, and give it an 8% sales bounce?
Reposition it for a young adult audience with truth, simplicity and authenticity.
Oh, and ask a “millennial,” like me (I hate that word), to help find it a new relevant voice.
I was involved from concept through design development and wrote final copy for consumer collateral, web pages, online banners.
LOVE'S EMBRACE JEWELRY
GET OFF YOUR ACID?
What does that mean? What does Alkamind mean? How can an interested browser get the entire story that the existing web site didn’t tell?
Bingo! That’s where I started in trying to define the brand’s 7-day cleanse (BTW, Kelly Ripa’s favorite), the enemy (chronic low grade metabolic acidosis) and the brand’s benefits.
It is now the most visited page on the site (which is currently going a face lift based on my copy) and has given a big lift to supplement sales.
Read an excerpt. It might just get you off your acid!
ALKAMIND NUTRITIONAL SUPPLEMENTS
AVON, STRANDED CONSUMER EMAIL CAMPAIGN
What happens when an Avon representative stops “(ding, dong), Avon calling?”
Their customers become “stranded” without a chance to buy their eye liner unless they reconnect with another Avon representative. (Nope, you can’t buy Avon online).
This campaign made the annoying and complex task to find a new rep easy.
And it worked! Over the course of the campaign over 20% of stranded customers were reacquainted with their new rep exceeding all Avon expectations by 2X.
EMPATHY IS MOTHER NATURE'S ANTIDOTE FOR AGGRESSION.
Developed over 20 years, the Risky Business in-school training course has not only been proven to be successful in curbing aggression and bullying, but overtime has actually made positive changes in school culture.
The issue? Low awareness and recognition for the program among school principals and administrators.
An email campaign was used targeting these decision makers to put the program “front and center” with the objective of creating a new funnel of prospects.
RISKY BUSINESS: SKILLS FOR LIFE
BUILDING CREDIBILITY AT THE SPEED OF THE WEB
Aspen University was the very first online university and was repositioned a few years ago to focus only on graduate degrees in nursing and business.
With low brand awareness and recognition, the objective was to elevate its stature with prospective students. One way was to showcase the school’s fine faculty with short and concise interviews of the professors.
With over a dozen interviews at launch integrated into the student acquisition path, the Aspen’s “remote learning” student body started to grow and in June 2016 reached its highest level of enrollment as other “for profit” schools are declining.
ASPEN UNIVERSITY
AN UNKNOWN SCHOOL WITH GLOBAL ASPIRATIONS
How did I, a copywriter from New York, get involved with a seminary in Kansas City? Through colleagues who also worked at Aspen U.
The challenge was to introduce a new (and revolutionary) curriculum approach that was NOT targeting folks who wanted to be traditional ministers. Rather, people of faith in medical, social work and other professions who believe that having an in-depth, holistic view of faith would help them help others even more in their daily life.
BTW, “churchy” language is a turn off for these professionals. The focus was a more “MBA” approach in tone and manner.