Reshaping the messages of a global financial services leader
Services included brand positioning and strategic message frameworks for the American Express Business Platinum and Business Gold cards. Additional projects involved consultation on customer service scripts, communications guidance, and message direction for target-specific direct mail campaigns.
Images (top to bottom): Business Gold and Business Platinum cards (focus of projects), excerpts from Business Gold Rewards Message Framework, excerpts from Business Platinum Sales Guide
Building a brand for a pioneer in electronic medical records and physician payment processing
Services included brand development, positioning, message architecture and complete marketing communications program encompassing print, web, direct mail, trade ads, customer stories, videos, outdoor and viral marketing.
Images (top to bottom): Capabilities brochure with positioning line, targeted physician brochure, trade ad, ad copy excerpt, web site, direct mail postcard, direct marketing brochure
Strengthening a brand and developing targeted content for a leader in virtual second opinions
Services included brand consultation, as well as ongoing content generation for print collateral, direct marketing campaigns, global web site (with five country-specific microsites), corporate videos, sales proposals, white papers, sales presentations and user engagement materials.
Images (top to bottom): Direct marketing brochure, consumer ad, web site Home page, collateral headline, two corporate video frames, white paper excerpt, member engagement campaign
Communicating the value, services and expertise of a Top 10 global financial services firm
Services included strategic brand positioning, message frameworks, thought leadership campaigns, national and regional ad campaigns, web content, white papers, advertorials, executive videos and additional print/digital marketing content.
Images (top to bottom): Collateral spread, regional WSJ ad, national consumer ad, white paper Introduction, Executive Team web page, Client Services web page, executive video frame, collateral content
Enhancing the brand and market messages of a leader in thermal packaging solutions
Services included brand positioning/brand identify, message framework, product nomenclature, tagline, and copywriting for web, print and online ad campaigns, as well as trade show booths and sales collateral.
Images (top to bottom): Rebranded Koolit product, corporate brochure with copy excerpt, web banner ad, product sheet, trade show booth, industry ad
Promoting the value and use of a global leader's medical products
Services included scriptwriting for in-service videos, corporate videos, product videos and continuing education programs, as well as copywriting for trade ads and promotional collateral.
Images (top to bottom): Video stills from ePump in-service video, Monoject safety needle instructional presentation, endoscopic gastrostomy product video, sharps safety disposal system overview
Creating multi-channel content for a worldwide technology leader
Services included development of collateral content, feature articles, product presentations, newsletter features and audio scripts.
Images (top to bottom): Support Services brochure cover and introductory copy, Professional Services presentation (two slides), global newsletter, product brochure
Generating brand awareness and product familiarity for a housewares market leader
Services included copywriting for collateral materials used in support of national PR/awareness campaigns, as well as packaging content generation and consultation on new product lines.
Images (top to bottom): Press kit for single serve brewer, three collateral material excerpts, press kit for Brew Over Ice campaign, including kit cover, introductory page and inside spread
Enhancing a brand and creating key messages for a leader in housewares and kitchen appliances
Services included the development of an extensive brand enhancement program involving revised positioning, new message framework presentation, new tagline and copy/content generation to help reposition this well loved 65-year-old brand.
Images (top to bottom): Cover and title sheet from Message Framework, website copy with three key messages and tagline, web site Home page
Promoting internal and external programs at the world's largest private research university
Services included strategic consultation and copywriting to help MIT introduce its first-ever Employee Assistance Program (EAP), encompassing program name, key messages, target outreach and print/digital content generation. Also developed content to promote the university's Work-Life services, Grad Student EAP program and Sloan Fellows Program.
Images (top to bottom): Two postcards introducing the MyLife Services EAP, MLS web copy, GAIN web copy, Sloan online banner ads
Driving convention business for Boston's two premier event facilities
Services included concept development and copywriting for annual campaigns designed to bring conferences, conventions and trade shows to Boston. Additional writing projects have included national ad campaigns, sales kit content and promotional videos.
Images (top to bottom): Direct marketing campaign, campaign themeline, promotional brochure, trade show giveaway ticket, two national trade ads, web video frame
Spreading the word about new products for a premier appliance brand
Services included concept and content generation for a range of materials used in support of national public relations campaigns, encompassing product brochures, press kits, posters, direct mail campaigns and customer surveys.
Images (top to bottom): Three product press kits, steam iron press kit, steamer direct mail campaign, Design Innovation brochure with copy excerpt, garment steamer brochure cover, Ironing Personality survey, web pages
Expanding the U.S. presence of a preeminent global provider of paper and pulp products
Services included brand strategy and positioning, message framework, tagline, targeted advertising campaigns, collateral materials, and multi-level promotional campaigns aimed at graphic designers, printers and art students.
Images (top to bottom): Strobe Matte product brochure, including cover, "Smooth" spread, "Snap" spread and copy excerpt; Stroe Lustro collateral spread, Ignition quarterly design publication, including introduction, cover and interior page; Strobe Lustro brochure cover
Promoting an innovative, multi-institutional research initiative for the world's largest medical center
Services included strategic positioning and message framework for TMC's first-ever cross-institutional research initiative - the largest in the world. Additional consultation involved ad campaigns, development of capital campaign materials and web content for the initiative's five institutes: Genomics, Regenerative Medicine, Clinical Research, Health Policy and Innovation.
Images (top to bottom): Message Framework title and interior pages, "Launchpad" excerpt from capital campaign brochure, research initiative announcement ad, Clinical Research Institute website
Creating a wide variety of content for a renowned Fortune 500 technology innovator
Services included copywriting for a full range of digital, print and video materials, including case studies, feature articles, thought leadership pieces, email campaigns, customer videos, social media segments and executive communication.
Images (top to bottom): WellPoint case study, thought leadership email campaign, executive book with chapter excerpt, City of Riverside case study video stills, product sheet excerpt, feature article
