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Copywriting &
Content Creation
Want to see more conceptual stuff?
Hit me up.
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 The Ask: Create a seasonally relevant integrated campaign that drives patients to schedule their annual mammogram appointments in the summer, instead of October. Responsibilities: Overall concepting, all copywriting, including pre-roll, VO creative directing, animation creative directing The Best Part: It got serious results. Mammogram appointments were up 54% during the 2021 campaign compared to the same time period in 2019. |  The Ask: Create a digital campaign for Gastroesophageal Reflux Disease Awareness Week that drives quiz completions and increases new patient appointments to the GI Institute. Responsibilities: Concepting, copywriting The Best Part: New patient appointments were up. The campaign was so successful in 2020 that the GI Institute ran it again in 2021. |
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 Print's not dead. The Ask: Create a print booklet that helps patients on their weight loss journey. Responsibilities: Removing shaming and finger-wagging, mapping out the flow, copywriting, and some serious collaborating with my designer. The Best Part: It resonated with the client and patients AND won a ClearMark Award from the Center for Plain Language. |  The Ask: Create a seasonally relevant mini-campaign for Earth Genius featuring Energizing TonIQ for email, organic FB, IG, TW, and paid/organic IG Story. Responsibilities: Concepting, copywriting, creative direction |
 The Ask: Create an integrated campaign for Colorectal Cancer Awareness Month that drives patients to schedule a colonoscopy. One of many creative iterations in the series, this ran during awards show season. Responsibilities: Concepting "It Can't Wait", copywriting, script writing, creative directing VO record The Best Part: Colonoscopy appointments were up 22% from February 2021 to March 2021. And it won a 'Scopy Award for Best High-Impact Media. |  The Ask: Create an email that features the science behind new beauty products and highlights an expanded beauty and skincare category, and create retargeting banners for consumers who had previously viewed GNC beauty products. Responsibilities: Concepting, copywriting |
 The Ask: Create a one-sheeter for Goodyear dealers and associates to get them pumped about the new Dunlop Direzza ZII. Responsibilities: Research and copywriting |  The Ask: Create a direct mail piece for women featuring seasonally relevant and under-the-radar products at GNC. Responsibilities: Concepting, product research, copywriting |
 The Ask: Create concepts and execute deliverables that establish GNC as a partner at Hood to Coast and introduce the brand to a new endurance market. Responsibilities: Concepting, strategy, copywriting |  The Ask: Create a seasonal video that highlights the premium perks of myGNC PRO Access, the paid tier of GNC's loyalty program, to help drive membership sales. Responsibilities: Concepting, scriptwriting, script direction, production company direction, social post copy creation |
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