Role: Senior Associate, Content Writer
Associate Director: Rebecca Carvalho
Brief:
JPMorgan Chase & Co. is the largest financial institution in the world, but their education center articles aren’t bringing in the traffic they expected. Not only are readers unable to see Chase’s articles when they search for simple relatable terms on Google, but the content itself was lacking real education.
Execution:
Research, write, research, write. First, my team compared competitor articles to see what keywords they were ranking for. We put together a list of keywords we thought we could compete best with and off we went.
Along with strategic keywording, my writing had to pass through non-promissory banking compliance. I wrote 3-5 education articles weekly (500-2000 words), and each article I wrote had to make it through a subject matter expert (SME), along with a group of lawyers and compliance committees.
In the end, we were able to produce excellent analytical results, and better educate Chase’s potential customers about what they’re signing up for.
Results: 29x increase in non-branded keyword results on page 1 over a calendar year.
SAMPLE ARTICLES:
Should you become a one car family?
Student credit card benefits: What to know
Can I use my frequent flyer number for someone else?
Assignment: Lead Copywriter
Project Manager: Jenni Chang
Brief:
As a contracted employee, I was brought on to help distinguish brand voices through e-commerce emails for a variety of brands owned by The Hedgehog Company (THH). Due to COVID-19, THH needed to increase their online visibility to account for less foot traffic coming into their brick and mortar locations. And, with an increasing portfolio of brands, THH asked for me to help separate brand voices to give each brand a unique message.
Execution:
Together with a contracted AD, we were able to bring a fresh look and feel across each brand, incorporating new creative templates to incorporate GIFs and a wider range of design elements.
Over 325 emails later, the messaging became clearer.
Frances Austen and Of Mercer bring soft, easy elegance. Swoveralls, a fun, fresh fabric (and look) that’s perfect for the whole family. Wai Wear brings a soft sexiness that’s made to be seen. Rec Room, your old favorite wardrobe piece that brings a piece of confidence to the office.
Results: Increasing CTR by 14.4% over 18 months contributing to a $1.3M increase in gross revenue.
Role: Lead Copywriter
CD: Matthew Moffatt
Brief:
People can be reluctant to try (or return to) cannabis for a variety of reasons. Safe products, lower dosages, and an easier path to consumption can make it more accessible for people who may be looking for an alternative way to get their “buzz’.
Request:
Establish a brand voice and craft web-ready copy for a new cannabis-infused beverage that aims to emphasize the communal experience of low-dose cannabis. Include:
Tagline
Homepage copy
Product titles/descriptions
Below the fold mission statement
“About us” description
FAQ copy
Mission statement
Build a content strategy focused on informative content.
Execution:
HighTide gives people a fast-acting, low-dose method for trying, or consuming, cannabis safely. To off-set potential reservations about the reason why you might consume cannabis, we agreed to run with a tagline that focuses on communal experience.
Along with my creative director, we implemented a call-and-response section of the website dedicated to sharing “high thoughts”. Not only could this generate UGC content, it can also connect users to the brand idea of connectivity — what group of cannabis-enjoyers haven’t floated around a (often ridiculous) thought-provoking question?
Throughout all of the delivered copy, I made sure to emphasize the notion of authenticity and the fast-acting low-dose experience. You might have tripped out on your cousins super-high-dose “pot” brownies in highschool … but have you tried drinking a HighTide?
Role: Lead Copywriter
Project Manager: Jenni Chang
Brief:
Rockets of Awesome (ROA) is a subscription based kids’ clothing brand that, like other retailers after COVID-19, had to shut down their brick-and-mortar locations and focus on e-commerce sales. I was brought in to rework their website copy and provide creative writing for their new email marketing strategy. How can we show that shopping online with Rockets of Awesome is fun for parents and kids?
Execution:
The idea is simple. Parenting is difficult, shopping for your kids shouldn’t be. In today’s world, there is so much to do throughout the day, and the extra trip to the mall to shop for clothing might not always fit the itinerary. It doesn’t have to be hard, and shopping online can be just as fun – especially with your kids by your side picking out styles they love too.
Keeping the language “awesome”, and capturing attention with active, playful movement helped encapsulate the energetic nature of being a kid.
Along with promotions and a ship-to-your-door service, we were able to show that ROA can actually make shopping easy for parents!
Here are samples from the website, as well as a few email sends and product descriptions.
Results: Increased subscription box activation by 15% over a 6-month period.
Role: Copywriter
CD: Steve Mietelski
AD: Lenny Rallo
Brief:
Happy Valley is a premium cannabis dispenser throughout Massachusetts, with multiple award-winning strains in their back pocket. Part one of our challenge was to find a way to raise awareness of Happy Valley’s gold-medal products. The second part of our instruction was to find a way to increase the sales of their ‘solventless’ cannabis oil – extracted without the use of solvents, like butane or propane. This oil is potent, but comes with a higher price point than your casual dispensary visitor might expect to shell out.
Execution:
To solve part one, we pushed promotional sales on their Instagram page, designing fresh content tying in various holidays and pop culture figures.
Happy Valley also ties itself heavily to the music industry, partnering with local artists and concert venues to promote their product as an experience. In turn, we tied posts to historical artists who pioneered the early days of cannabis culture.
Additionally, we started giving individual strains an “introduction”, letting followers know about upcoming releases (and any promotions attached). This way, customers might already know what they’re looking for, potentially eliminating any social anxiety that might make them reluctant to visit a dispensary.
We ran a “Holidaze of Blaze” campaign through the holiday season, attaching a unique sale to each day leading up to the end of the year. “Stocking puffers” might be my favorite addition.
Part two, we introduced “Solventless Sundays”, as a marketing strategy to create a consistent promotional day for oil-fanatics to come in and save money and bulk-up on oil. This solves for the fact that many local dispensaries didn’t carry this potent product (including those who were legally restricted and out-of-state). This promo could also encouraged people who might be a further drive away to make the journey as a Sunday drive.
Role: Lead Copywriter
CMO: Derek Tian
Brief:
Black Lapel (BL) is a custom, made-to-measure suit company offering high-quality suits (that actually fit) at an affordable price. I was brought in as an Associate Content Editor to find better ways to communicate Black Lapel’s mission to uninitiated folks in the market.
Execution:
When you put on your first BL suit, it immediately feels different – it’s made to your measurements, after all. I wanted to help capture that feeling… when you look good, you feel good.
While I helped with product copy, web copy and wrote each email send, my primary focus was on boosting the performance of BL’s blog, The Compass. In a not-so-crowded digital market, there was a real opportunity to implement a search engine marketing strategy to increase BL’s visibility with a tastefully arranged, incredibly educational, content schedule. After all, there’s tons of men and women alike out there that wonder, “Can I wear brown shoes with a black belt?”. Surprisingly, that question didn’t yield many Google results… yet.
Results: Increase in blog impressions by 1.2M (+2.2M) over 15 months. Additionally, increased landing page conversions by 22% over the same time period.
Blog samples:
Role: Copywriter
AD: Lenny Rallo
Brief:
The Mazda CX-50 was initially launched with “Worthy of Wonders” as a marketing approach, but they needed a new direction from us. How can we humanize the CX-50 for all people, not just the adventurer? We needed to showcase the value of this new car, all of its features, utility, and design – it’s that “do it all car” that many people can obtain.
Execution:
Together with my AD, we conceptualized two pitches for Mazda. One focusing on “The Art of Anywhere”, the other "The Power of AND”. Both pitches hoped to capture the powerful, artistic value of any Mazda vehicle… but this car can do so much more, virtually anywhere.
Need to go off-road mode to paint a scenic picture by the lake? That’s perfectly fine, because you can use adaptive cruise control to safely take you back home to the city. The Mazda C-50 really exemplified that you could go wherever, whenever (doing whatever)… and so much more.
Role: Copywriter
AD: Lenny Rallo
Brief:
Frank Webb Home (FWH) offers a large selection of trendy bath designs, kitchen fixtures, and lighting solutions for the entire home. They even are backed by F.W. Webb Company, the largest plumbing distributor in the Northeast. FWH came to us asking for a video + radio spot that cleverly pushes their “virtual showroom tours” and client experience.
Execution:
We came up with a few different ideas, and eventually pitched concept #3. The idea behind the ideas is centered around the idea that the home of your dreams is at your fingertips… all you need is a little bit of help from some experts at FWH. Concept #3 introduces a couple that is essentially housing themselves in the Frank Webb Store itself – after all, they’re in their dream home once they step inside the showroom… so, what better time to make themselves at home, too?
Role: Lead Copywriter
Brief:
Fayettechill is a brand under The Hedgehog Company. I was tasked with writing poetic, engaging social copy that appealed to emotional connections consumers could resonate with.
Execution:
Even though Fayettechill was only a client briefly, I really enjoyed being able to pretend like I was a Tumblr poet circa 2012 once again.
