Walgreens: Medicare Annual Enrollment Emails
Client: Walgreens
Brief: Write email copy for Medicare Annual Enrollment Period campaign.
Response: Reviewed information from clinical/legal teams about the campaign’s touchpoints and the use-case of the Medicare AEP as it pertained to our partner, (in this case, a licensed insurance agency). Working with a designer to incorporate visual and graphic elements, created email copy that correlated with five different customer segments (i.e., RX Fillers vs. Non-Fillers) and across a months-long timeline with a number of different touchpoints (i.e., initial send, send halfway through enrollment period, during final enrollment week, etc). (This page was executed as part of the retail chain’s rebranding to becoming healthcare organization—and according to rigorous new branding, tone and voice standards).
Walgreens: Medication Landing Page
Client: Walgreens
Brief: Write creative copy two versions of a landing page for naloxone, (a new over-the-counter treatment for opioid overdoses).
Response: First, I reviewed technical materials from clinical team and conducted competitor research. Next, I worked closely with a designer to ensure that all of the clinical information was concisely included on the page (i.e., instructions, brand name, disclaimers, CTAs, availability info, FAQs). Wrote two versions of the page (one for “Coming Soon” messaging and another for “Product Now Available” messaging). Worked alongside multiple stakeholders (clinical team, regulatory standards, legal) to ensure that message and administration/instructions language was clear, accurate, and within legal boundaries. (This page was executed as part of the retail chain’s rebranding to becoming healthcare organization—and according to rigorous new branding, tone and voice standards).
Walgreens: Healthcare Landing Pages
Client: Walgreens
Brief: Write or refresh copy for various health landing pages on retail pharmacy website. Take extensive rebrand and new competitors (Amazon, etc) into consideration; compile info from various disparate pages on site into one condensed/succinct page.
Response: Reviewed “old” pages from a UX perspective, writing and revising clunky and overly verbose health and Rx copy to be succinct, empathetic, and consumer-facing. (This was done as part of the retail chain’s rebranding to becoming healthcare organization—and according to rigorous new branding, tone and voice standards).
Virtual Healthcare Landing Page (New, fall 2023)
Main Walgreens Pharmacy Landing Page (2023, newly condensed from 5 different landing pages)
American Medical Assn: COVID-19 Update Video
Client: American Medical Association
Brief: Write scientific yet conversational scripted copy for “AMA Update,” a weekly video series launched during the COVID-19 pandemic, for professional physician membership organization.
Response: Prep included researching science and health topics around COVID-19 (vaccines, boosters, hospitalization and death statistics), and other member topics including: physician burnout, telehealth advocacy, and a Medicare bill. I synthesized, organized and distilled these complex topics into a conversational format for the two video interviewees. Once video was recorded, I then worked closely on the editing process with video producer to ensure that main points fit neatly within the 12-minute segment. (Video can also be viewed here. )
American Medical Assn: Educational Video Scripts
Client: American Medical Association
Brief: Write script and voiceover copy for “What Doctors Wish” video series for professional physician membership organization.
Response: Prep included researching the topic of scope of practice, organizing content into quick soundbites and including appropriate copy for title cards. Once video was recorded, I worked closely with video producer to edit ensure that graphics synced with content and that main points for this complex topic fit neatly within a 4-minute segment. (Video can also be viewed here. )
American Medical Assn: Google Re-Targeting Ads
Client: American Medical Association
Brief: Review membership analytics and demographics, then work with design partner to generate a half-dozen short digital ads to activate and re-engage members online.
Response: Conducted competitive analysis; collaborated with designer on a number of concepts revolving around “combatting physician burnout,” a major COVID-19 pandemic-era issue for this professional medical association.
Ghost Driving Software: Brand Pillar Copy
Client: Ghost Autonomous Driving Software
Brief: Interview engineers about the science of this complex software, then draft “brand pillars” and positioning language for website sections including Home/Landing, Safety, Difference, Benefits. Focus on what makes this software different, better, and more safe than competitors—and back it up with science.
Response: I was brought in at ground floor with designers, engineers & CEO to develop positioning language for this autonomous driving company’s brand book; I then drafted highly technical website copy based on documentation from engineers and scientists.
Brand Book content
I helped develop this language by researching and incorporating the product’s most important RTBs.
Brand Presentation
Before launch, this startup needed a presentation to share with investors. Based on convos with the CEO, marketing department & engineers, I developed strategic brand positioning copy and “pillars” to convey the brand’s position in the marketplace.
Brand Book
Much of the brand “pillar” copy I wrote for the presentation deck was then incorporated into the main brand book, for all-staff use.
Jetson Health: Email Campaign Copy
Client: Jetson Health
Brief: Write cheeky email campaign copy targeted to specific segments (i.e., new customers vs. returning vs. acquisition).
Response: Based on analytics, market research, and demographic info, developed targeted email campaign copy (i.e., quizzes, promotional, health report follow-ups) for customers of this probiotic supplement.
The Field Salesforce App: Web + App Copy
Client: The Field / Progressive Power Lab
Brief: Write website copy for “territory mapping” Salesforce app The Field—which is used by organizations that need to optimize sales routes, recruit donors, or contact donors.
Response: Conducted a series of interviews with the CEO and determined a website outline and information architecture. Based on that structure, and according to the different business needs and use cases for the app, I wrote five landing pages (and subsequent app copy) that spelled out how the app simplified territory management and integrated with fundraising, survey, and sales tools in an organization’s Salesforce.
Walgreens: Video for Company Facebook Page
Client: Walgreens
Brief: Produce a short informational video educating customers about how easy it is to use the Walgreens app to update their insurance information.
Response: Working closely with design partner on sketches/copy, wrote onscreen and voiceover copy for informational video about using the company’s mobile app to refill prescriptions. View entire video here.
Walgreens Photo: Holiday Catalog Concepts/Execution
Client: Walgreens Photo
Brief: Develop on-brand concept for holiday Photo catalog, including theme, tagline, layout and copy/product flow for holiday gifts. Maintain inspirational, heartwarming tone while promoting ease and convenience of Walgreens online and in-store fulfillment options.
Response: Worked closely with design partner Dea Boskovich to develop flow, organization and look/feel of 15-page print catalog featuring holiday cards and gifts. Wrote promotional and romance content including headlines and product copy. Once structure and flow was established, wrote on-brand, product-specific marketing copy incorporating RTBs such as value, convenience, and same-day order fulfillment.
Walgreens Photo: Digital Copy (Various)
Client: Walgreens Photo
Brief: Write inspirational, sentimental copy for seasonal digital landing pages and new custom photo product pages that promotes the ease and convenience of Walgreens’ online and in-store fulfillment.
Response: Worked closely with design partner Whitney Michel to develop flow, organization and look/feel of seasonal landing pages and various visual modules for Walgreens Photo. Once structure and flow was established, wrote on-brand, product-specific marketing copy that incorporated RTBs such as value, convenience, and same-day order fulfillment.
Holiday 2020 Photo Modules
Mail for Me Cards Hero
Pet Products: Copywriting for Web & Mobile
Product Sets: Copywriting for Web & Mobile
Personalized Glass Plates: Copywriting for Web & Mobile
TilePix Wall Decor: Copywriting for Web & Mobile
2018 Valentine’s Day: Created ”Sweet Gifts in a Heartbeat” tagline + supporting copy
New 2018 Walgreens Photo Wedding Landing Page
2020 Mother’s Day Landing Page Copy
Walgreens Photo: Greeting Card Copy
Client: Walgreens Photo
Brief: Write inspirational, sentimental on-brand copy for illustrated greeting cards for various occasions, including sympathy, get-well, birthday and teacher appreciation.
Response: Partnered with illustrators Danielle Knight and Olivia Olsen to conceptualize ideas that were sweet, cute, and on-brand for the various occasions. These partnerships were some of my favorite over my entire career! Once we’d honed our list of concepts down to a few, my illustration partner would begin sketching, I’d offer up some complementary copy ideas and we’d build from there.
Teacher Appreciation
Greeting Cards, COVID, F Day, Birthday, Etc.
Get Well/Encouragement/Sympathy Cards
Sentimental / Miss you
GravityTank: Brand Positioning (Pharma)
Client: GravityTank Innovation Consultancy (later acquired by Salesforce)
Brief: Based on scientific & pharmaceutical research about a drug that can positively impact both heart health and cognition, conduct consumer labs and research to develop a line of potential products (complete with product branding and copy) targeted to different segments (i.e., women, seniors, cardiac patients, etc.)
Response: Key writer/strategist in building brand positioning for heart health/cognitive supplement for Fortune 50 pharmaceutical/biotech client. I worked closely with an in-house GravityTank team comprised of marketing strategists, designers, creative directors and researchers to conduct an intensive daylong consumer lab (i.e., focus group), then assess findings and develop “marketing pillar” and potential product copy appropriate to the supplement marketplace. Work also included writing value propositions, generating proposed product names, live-ideating during working sessions, creative conception, and multiple rounds of rewrites in response to regulatory, clinical and marketing information from key stakeholders.
Crate & Barrel: Product Copy
Client: Crate and Barrel
Brief: As part of my role as a contract writer on the Crate & Barrel e-commerce “Furniture Journey” project, my task was to rework product copy for hundreds of furniture items to remove passive/generic language, and creatively inject copy with robust verbiage to “personify” the items and give them a distinct personality on the site. I also was tasked with incorporating RTBs such as quality, style, and value. (Because this project revolved around “bringing the furniture to life” with sensory language, the creative director was compelled by my creative writing background; i.e., MFA studies and the “Writing from the Senses” classes I’ve instructed).
Response: Worked with creative director and marketing strategists to apply furniture shopping analytics to revamp the furniture shopping experience with new copy, video and photography. Rewrote copy to inject a new level of “sensory experience”—simultaneously, each product also received new zoomed-in photography and a lot more lifestyle video to depict, for example, “sink-in” nature of items like sofas and chairs. This project successfully enhanced customers online shopping experience and resulted in increased web sales conversion by 44% in the very next quarter. (Spring 2015.)
Verishop: Branded Content
Client: Verishop
Brief: Write marketing blog posts for Verishop, an eco-conscious e-commerce site for highly curated and clean beauty, fashion and lifestyle products. Feature particular products from their selection of luxury beauty, home, and lifestyle products, maintaining an aspirational tone.
Response: Conducted competitive analysis about topics and products that resonated with the Verishop audience, then created a theme for, and wrote about, those product groupings in a “listicle” blog format.
Blue State Digital: Email Campaign
Client: Blue State Digital
Brief: Write marketing email copy for purpose-driven agency’s clients; (Colgate, among others). Maintain fresh, friendly and informative tones that the brands are known for.
Response: Worked with designer and creative director to create conceptual email campaigns with text and imagery that worked in tandem. Since many of the companies under BSD’s wing were heritage brands, studied style guides and past examples closely, executing copy for health and dental care that was seamless, fun, and on-brief with the client's creative strategy.
Lulafit Health Concierge: Web Copy
Client: Lulafit
Brief: Take placeholder website copy and transform it into aspirational wellness content for health and wellness hospitality services.
Response: Researched other office buildings that offered wellness and hospitality amenities and produced new copy that targeted the health-conscious, wealthy clientele that this boutique company was targeting. Included language around fitness, yoga, meditation, HIIT group classes, mind-body sensibility and more
Orbitz.com: Branded Travel Content
Client: Orbitz
Brief: Write on-brand travel blog posts that feature Orbitz deals, destinations and lodging partnerships.
Response: Reviewed information about time-sensitive Orbitz deals and partnerships, then organized that info into compelling and clickable blog posts, with topics ranging from “Three perfect days” in specific locations, books to read while traveling, ways a destination can surprise you and more.