Hats I wear: Copywriter. Concept Director. Editor. Content Marketer. Brand Strategist. Strategy Advisor. Project Manager. Storyteller. Narrative Crafter. Information Architect. Relationships Builder. Team Builder and Player. Speechwriter. Not a Designer.
Results I’ve delivered: Sales leads, customer acquisition, email subscription growth, social media follower growth and engagement, organic web traffic, positive media coverage, leadership profile elevation, favorable and loyal brand association
My process: I care. I make every effort to understand the business. Get to know the audience. I uncover stories and create narratives that resonate, close the gaps, connect the dots. I work closely and play nicely with graphic designers, developers and cross-functional teams to align concept, copy, objectives and design integrity.
Check out some of my recent work that includes print, digital, social and video. All rights are owned by the respective client/employer.*
BRANDS I HAVE WORKED WITH
Client: LightFair | Project: QUARTERLY e-MAGAZINE
In a year of show cancellations and slowdown across the trade show and event industry, I spearheaded and launched LightFair’s quarterly e-magazine “The future. Illuminated.” to ensure LightFair continued to stay relevant by engaging our audience and keeping the conversation alive year round. I had the privilege of interacting with well-respected lighting industry pros to curate the content for these themed quarterly issues.
The future. Illuminated.
Client: LightFair | Project: BLOG
I conceived and led the launch of LightFair’s blog featuring curated content representing industry voices and original content crafted in partnership and collaboration with our inhouse teams.
Launched during the pandemic crisis of 2020-2021, the blog serves as an extension of LightFair’s global platform for the lighting community. Visit blog.
Client: LightFair | Project: VIDEO - 2020 END-OF-YEAR MESSAGE
(Provided concept, copy direction. Directed and worked with an agency for production and execution.)
2020 was not an easy year for anyone, but the trade show industry took a particularly bad hit. Wanting to close out 2020 on an optimistic note with a message of hope for the future I pitched the idea of creating a “2020 silver linings” holiday video to celebrate all that we (LightFair) had accomplished despite everything. I worked with our creative agency partners to produce this piece. It was distributed via email and social media.
Client: Capital Lighting | Project: NATIVE MARKETING (EARNED and/or PAID CONTENT)
I pitched, researched and wrote the following pieces on behalf of my employer as part of our content marketing strategy.
Show Possibilities, Not Products
Winning Strategies for Lighting Showrooms
Client: Capital Lighting | Project: catalog
I provided the concept, story and copy direction for lighting catalogs featuring hundreds of products, working with our inhouse graphic designer and freelancers to bring ideas to life.
Client: LightFair | Project: SOCIAL MEDIA CAMPAIGN - TRADE SHOW SAFETY PROTOCOLS
In the wake of Covid-19 LightFair was among the many trade shows canceled for 2020. Our Operations team sprung into action to create a safety program for 2021 that would put the minds of our audience at ease and help them look forward to the next event. I worked closely with Operations and our agency partners to develop and promote LightFair’s Safer Floor, Safer Show program. This included a comprehensive social media and email marketing campaign. Here’s a sampling of the social media campaign.
Client: LightFair | Project: EMAIL MARKETING CAMPAIGN - VIRTUAL EDUCATION
When LightFair canceled its highly anticipated physical trade show and conference for 2020, our Conference team promptly shifted gears, pivoting to move our education program online with a series of 50 webinars offering 60 Continuing Education Credit units (CEUs). I recommended we name and brand the new virtual offering (LightFair Connect) and directed an email marketing campaign comprising of 16 unique emails spread across six weeks to promote the new program to an audience of lighting professionals, architects and engineers working in the lighting industry. The email marketing campaign was the top contributor in helping exceed registration and revenue goals and helped reposition what was traditionally an in-person conference/ event for 30+ years.
Check out a few of the emails sent.
Registration is Open for LightFair Connect
Picture Yourself a Year from Today.
Keep Up with What’s New in Lighting. (There’s No Lockdown on Learning)
Client: MULTIPLE | Project: PRINT ADS
Client: LightFair | Project: SOCIAL MEDIA CAMPAIGN - VIRTUAL EDUCATION
As part of the campaign to promote LightFair’s first virtual course offering in the midst of the Covid-19 crisis, I recommended and directed a strategy to lighten up the messaging. Since people were likely to be in remote locations and it was the middle of summer in the United States, we decided to play up the benefit of attending classes from anywhere with a series of social media posts that used relatable imagery and copy. (Concept, creative direction, copy)
Client: MULTIPLE | Project: MISCELLANEOUS - BannerS, SOCIAL, EDITORIAL
Client: The Home Depot / Home decorators Collection | Project: PRODUCT DESCRIPTIONS
Ever found yourself staring at two similar products with identical features at comparable price points unable to make up your mind? A well-crafted description helps paint a vivid picture in your customer’s mind, turns standard features into compelling benefits, appeals to their emotions and moves them closer to the “Buy Now” button.
