Are you #In4All?
Business naming, Brand Development, Creative Direction, Video Production & Copywriting
Engaging youth to envision a future of unlimited possibilities
Seventy-six-hundred. That’s how many Oregon youths leave the school system each year without graduating. Their challenges have nothing to do with their intelligence or motivation and everything to do with their family income and the color of their skin. For several years, one non-profit has been tackling that issue by linking arms with industry and education to change the narrative. Finally, it was time for a new name and a full rebrand that speaks to their passion for shared responsibility and equity. All along, it seems the branding gods were with us, as the process went astonishingly smoothly, from the board's decision-making process to securing the business name and URL. The hashtag #In4All is all but unused in social media, allowing the group to "own" it. This is one one of my proudest professional accomplishments, and I’m thrilled to share it with you!
PayPal can do that?
Concepting & copywriting
A longtime pillar of e-commerce, PayPal never stopped evolving. Now, with a new generation of big spenders and budding entrepreneurs on the rise, the financial services giant has tapped into friction-free ways for millennial movers and shakers to do their thing. In connection with Swift Agency, I produced a series of social media posts and email campaigns. Click on each tile to view the social media post.
Say hello to tomorrow
VOICE & TONE, CONCEPTING, COPYWRITING (PITCH DECK)
It's an occupational hazard: the spark that inspires entrepreneurs to go into business can be squelched by the day-to-day challenges of managing its growth. Sage's digital accounting products make it easy to stay on top of your finances, allowing business owners to get back to doing what they love. We comped up a few stories that said "goodbye" to these business headaches and "hello" to a smoother, more fulfilling operation.
When Nike launched its global commerce website, its email marketing had to serve its mission to inspire athletes* around the world with innovative products. My first job was to write several dozen transactional emails ("Good news: your product has shipped!") for each global regional market—localized and in the revamped Nike tone and voice. Afterward, I moved on and wrote monthly inspirational emails for Nike Women of the world press on toward their fitness goals and be #BetterForIt. Try out these samples:
*If you have a body, you're an athlete.
Brand VOICE & TONE, CONCEPTING, WEBSITE COPY, NURTURE MARKETING, CONTENT CREATION
In the skilled trades world, the Counter Guys at the distribution center are among the unsung heroes in the manufacturers' sales channel. BlueVolt creates online learning programs that build their knowledge and develop them as the manufacturers' biggest ally. I created a voice and tone that speaks authentically to this world on its desktop, mobile phone, email inbox, trade shows and beyond. Views samples in their natural habitat:
CONCEPTING, COPYWRITING (PITCH DECK)
Tableau Software serves up data analytics and near-art-quality visualizations that turn information into profound insights. And it's so easy to use, any marketing manager can morph into a data geek. Here's my manifesto from the pitch deck:
After all the chewed up pencils,
After all the dead end leads,
After all the emails and the waiting for replies,
After all the slaving over a hot spreadsheet
Comes the Moment—the instant when your eyes
get big LIKE THIS and you step into enlightenment.
A Moment when you see your figures added up to a sum
greater than their parts. This is the insight brought to you
by Tableau: The power of truth stated simply.
Voice & Tone, Concepting, Copywriting (Pitch Deck)
$72 billion. That's how much money in the U.S. is burned up each year due to meetings starting late. The culprit? Hot, noisy projectors. Filthy white boards. That damn dongle. It only takes one piece of outdated equipment to infect a boardroom and kill collaboration. We call that zombie technology. Planar wants to change all that. Their UltraRes series digital displays offer interactivity, divisibility and infinite scalability that elevate any meeting. This is from the pitch deck that won the business.
Fiscal first aid
VOICE & TONE, CONCEPTing, COPYWRITING, CONTENT STRATEGY
Healthcare reform has placed enormous pressure on hospital CFOs to save money and bring more cash into their system. American Express payment solutions can really help. In order to engage their attention, we created the "Healthy Healthcare Institution" branded content campaign, riffing on the idea of CFOs giving their back office a “fiscal checkup.” It included a video, "medical school" flash cards, an infographic, whitepapers, case studies, web content, webinars and a trade show booth—all promoted via social channels, email and banner ads. Here are a few items:
While you may not have heard of them, Brocade is leading massive changes in data center networking. For U.S. residents, this translates to greater access to federal government services. But first, Uncle Sam's IT infrastructure needs to move from hardware-based IP platforms to software-managed systems. Brocade is helping them make that shift, and they called upon us to promote it. Running on prime time TV in Washington D.C., the message in this spot was simplified to spark conversations among non-technical folks.
Win the war against cyberthreats
With Tripwire software on patrol, cybercriminals have nowhere to hide. To capture the attention of equally-elusive C-suite executives with this message, we adopted a strategy of surprise and delight. We mailed them fully dimensional parodies of the Battleship game complete with playing pieces, while a themed website featured a “Red Scare” training film. Personalized memos, emails and landing pages demonstrated that we knew more than just the prospect’s name: we also understood his or her unique management challenges, reinforcing Tripwire’s position as the “World Cyberthreat Detection Authority.” Take a recon flight over the mailer:
Take charge of tomorrow
Content strategy, copywriting (pitch deck)
In America, mid-sized businesses produced a staggering 92 percent of new American jobs in the last eight years. Yet, this quiet giant is often overlooked. American Express Global Corporate Payments asked us to pitch in and give them some love. We proposed a digital magazine focused on the "third bottom line," built on a sub-branded destination, with these departments:
The New Balance Sheet Forum: A documentary video series following leaders who've built work-life balance and community involvement into their business.
Grow Global/Run Local Summit: A leadership conference geared just for mid-sized businesses.
Tactical Content: Video case studies, articles and info-sushi offering snackable, sharable business delights. Sample it:
Parallels Desktop 8
Run Windows on your Mac
Copywriting for packaging and Rack Brochure
If you own a Mac but you want to run Windows, Parallels Desktop 8 gets you there, pronto. Given the complications of switching between these two operating systems, how could we tell that story in a way that would overcome skeptics? I chose to create a "word cloud" of phrases that take you through the process as fast as possible. (Oh, and testimonials.) Copy telegraphed this product’s ease of setup with such chestnuts as: "USE THE MAC YOU LOVE. RUN THE WINDOWS APPS YOU NEED." And: "NEW TO MAC? NO WORRIES." Contact me for samples.
Each year, over 6,000 teens die in traffic accidents. That's why Allstate Insurance sponsored the "Save 6,000" national event tour to raise awareness for safe driving habits among teens. Download samples:
Design. Build. Astound. Repeat.
Brand development, creative direction, copywriting
LIT Workshop had one objective: Conquer China. In the retail fixture world, it's tempting to have your products manufactured overseas. But when you factor in added shipping costs, differences in language and time zone and challenges with quality control, those savings can dwindle. Enter LIT Workshop, whose team can build one flagship store (for companies like Nike) or roll out 1,000 of them (for companies like The Gap)—all from their high-tech facility right here in Portland.
Help them tell that story. I led brand workshops, interviews and brainstorm sessions, using those insights to develop a messaging platform and brand style guide. Finally, I provided creative direction and copy for their refreshed marketing pieces. Here's a sample:
Creative direction, copywriting
Xerox Solid Ink printers are a trifecta of innovation: prints cost a fraction of those made from standard ink, they produce 1/10 the waste of laser printers and they deliver stunning color. We were asked by Xerox's government marketing channel to produce a series of samples that could be generated by these printers at trade shows.
Following its launch, Obama's ratings skyrocketed and Steven Spielberg's Lincoln was nominated for 12 Academy Awards.