Ad The objective of this national magazine ad was to develop brand awareness for a large group purchasing organization as it entered the college and university dining services market. The client sought an ad that was highly conceptual and impactful in reaching purchasing decision-makers. Responsible for the concept (headline and visual idea) and all copy per the creative brief and client input. |
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Ad Generated multiple concepts for trade magazine ad targeted to purchasing decision-makers in higher education. Neither the company nor the concept of group purchasing were well-known in the industry, so the goal was to make a big impression with a strong conceptual and visually arresting ad. Devised the original headline and visual, and wrote all copy. |
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Website Worked closely with the agency and its client, a provider of colocation, data center and Web-hosting solutions, to overhaul its website and differentiate the company following a major facility expansion. Developed content and created customer-acquisition marketing copy based on agency-guided messaging. This included writing 40-plus pages, multiple case studies, and a Flash “facility tour.” The new site resulted in tremendous growth and increased revenue following its launch. |
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Collateral This publication was created to showcase the scope and value of Alliance's employee-driven community relations activities for multiple stakeholders. Analyzed spreadsheets of diverse activities from multiple sites and organized into logical categories of involvement (e.g. education), then crafted spreads around those main categories. |
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Campaign “What Keeps You Up At Night” theme tied together marketing collateral for diverse portfolio of business process outsourcing offerings. Collaborated with design director to develop/write all print pieces: pocket folder with high-level overviews; multiple offering brochures; direct mail postcard campaign; and “pillow drop” to rooms of conference attendees — booklet summarizing EDS' offerings in a “soothing” way, bags of herb tea, and an imprinted personal book light. |
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Brochure Developed introductory prospecting brochure for new business targeting school administrators and principals. Interviewed client to glean the business drivers, environment, audience needs and perceptions, and value proposition. Created copy from scratch and directed graphic artist. Brochure has played key role in sales success and was adapted for trade show booth graphics. |
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Article These articles appeared in VHA's magazine for hospital members. Conducted interviews with internal and external sources; crafted stories and sidebars; and managed story approvals. Based on the value of content generated from the interviews, the editor expanded the original one-page 750-word story assignment to a three-page spread consisting of two stories plus sidebars. |
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Collateral Worked with client marketing manager and creative director to develop overall concept and content for EDS’ presence at healthcare IT conference in San Diego, with theme “Charting new directions in healthcare transformation.” This brochure/map presented key client messages and directed HIMSS attendees to the EDS booth and presentations, and to partner booths for demonstrations. |
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Invitation Collaborated with creative director to develop themed collateral for EDS’ participation in the HIMSS (healthcare IT) conference. The invitation promoted EDS’ evening yacht cruise for invited clients and prospects. Concepted “Fantastic Voyage” event theme to align with EDS’ overarching HIMSS theme. |
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Brochure Working with agency creative director, developed tagline and strong benefits-based brochure copy for this aviation/transportation services company as it sought to reposition itself in a post-9/11 environment. |
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Direct Mail Concepted and crafted direct mail piece with prospect-qualifying response mechanism in the form of a “reality check” analysis for client in the recycling/waste cost containment industry. The client reported a 10 percent response rate from the mailing. |
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Case Study Wrote this client case study within the EDS brand system for template-based collateral. Crafted case study from questionnaire completed by EDS industry contact to fit format, word counts and messaging structure of template. |
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Campaign Concepted theme and wrote all collateral pieces to promote these process outsourcing offerings. Worked closely with internal client and design director to develop key message/content and appropriate vehicles. Campaign included file folder; multiple offering brochures; two-sided inserts to promote individual services; fold-up mailer/chair-drop piece; and multisided “magic cube.” |
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Article Wrote 800-word feature article and sidebars for |
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Brochure Collaborated with client marketing director to develop overview and product copy for capabilities brochure, and worked with designer to fit layout design. |
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Collateral This high-level collateral piece promoted EDS’ thought leadership and capabilities to CIOs and other C-suite decision-makers in the freight, rail and logistics industry. Worked with marketing program manager and industry subject matter experts to develop appropriate content, industry trends and drivers; EDS’ approach, offerings and processes; and case study extracts. |
