Copywriting: Print & Digital
A critical part of my job as TI's Communications Manager has been to distill complex promotions, incentive concepts, and layered messaging into their simplest, action-oriented forms. This umbrella company roll-out is just one example out of many, given years of work on monthly promotions!
This partner page was the lead-in to a full multi-channel co-op campaign highlighting our destination management partners, with each section leading to a specific set of selling points.
A new look-and-feel meant an opening for a new approach--so I took it! Further enhancing the destination copy launched the year before, extensive edits were made to fit the specs of the new format, and all supplier-provided hotel line listings for all the brand's books were fact-checked and rewritten to meet the higher standards I insisted upon.
Energy. Guts. Grit. General badassery. All of these were part of this developing box gym's brand, and a dynamic infinite scrolling/Parallax website fit the bill. Working remotely with a designer, this informative, educational, and attitude-based website complement a suite of marketing collateral, from flyers to brochures, that we worked collaboratively on to develop.
A proactive move in the face of rising competition, the content for this department's freestanding microsite was collected, created, approved by the company's EVP and launched within three business days, a highly aggressive timeline. An authoritative, strong tone was established, hammering in key points with confidence.
A companion piece to the AEV Agent Toolkit this series of four destination brochures includes romantic language with ethereal imagery, both adhering with AMEX's strict guidelines, created the upmarket feel that characterizes the brand. Scroll to the last row to access all of the books authored.
A project I initiated in March '13, this monthly set of AEV, AAA, and TI PowerPoint decks for our national sales team feature aggregated promotions and news from each of the brands and companywide in a branded and focused manner. They've received tremendous feedback through evolution, and are now a powerful added-value marketing tool to support corporate goals, revenue and exposure.
The flagship piece of the award-winning You Will undergraduate recruitment campaign, this 40-page viewbook introduced a bold new attitude and image for this staid STEM school, achieving all three goals of attracting students with more diverse educations; generating more campus visits; and increasing domestic applicants.
A series of memes that captured the tone and attitude of a specific demographic of men aged 25-35, this project was turned around in less than a week, and generated an overwhelmingly positive response ... and disbelief that the entire project was curated and authored by a woman. ;)
Specially crafted for sharing, a light tone with understated puns took the spotlight with bright visuals that illuminate the joy in learning. Continuing the hugely successful, fresh tone established as serving as the network's AOR the previous year, this series communicated the ties each unique offering had to future success.
As the name indicates, this two-woman photography team wanted to highlight the beautiful, feminine touch they give to the work they do. With backgrounds in design as well, the duo had a clear idea of what they wanted: a block of poetic, sensory prose with key service terms organically interspersed throughout the copy.
A hyper-targeted multimedia campaign geared toward achieving quality leads, the "Not Your Parents' Business" series gave business a badass new spin, achieving an 18.1% overall response rate with over 40% of respondents at the top of their classes. This non-traditional concept won Best of Show at the 2012 HEMR Awards.
Designed for college fairs and trade shows, this four-page, full-sized brochure combines major selling points of the university with the powerful, affirming wordplay found in the rest of the You Will campaign series, carrying that confident tone into the school's snapshot facts.
Sassy, fun and daring is what this New York City stylist wanted when she launched her Hamptons fashion PR/stylist's studio. A business that's hard to describe, catering to several different groups, every word had to hit home. By offering in-depth voice exploratories, we were able to speak to everyone in her unique developing voice.
The agency's goal was to engage convention attendees, eventually driving them back to the booth at the end of three exciting days in New Orleans. We devised a scavenger hunt type of activity with whimsical drink tickets for the most touristy watering holes in the French Quarter, along with a themed email campaign.