I invite you to look over some of my favorite completed projects, featuring a web landing page, a newspaper ad, an email ad, and a rotating banner ad.
Like what you see?
01 Website Content Rewrite
Challenge: I was tasked with restructuring and updating/rewriting the content for a Weebly Website created by a member of St Mark United Methodist Church many years prior and had not been updated since 2013. As they wished to keep it on that platform as a "free version," I was limited in how I could arrange the copy and other images, but there were enough features to create a modern, updated site.
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Strategy: I took the church's mission statement and used it as a headline, as it was a simple and powerful message. I created a welcome paragraph, a section for latest news, moved contact information to the bottom and added a map to the church. The navigation of the original page was confusing, so I created new headings, and arranged existing pages under those headings, while creating some new pages: History of the Church, Vision/Mission/Values page, Meet the Staff, Sunday School Classes, Events, and more. I collaborated with key congregants to either rewrite or update copy on all pages, added current photos where necessary, and added quick links on the home page to connect a visitor to more important pages.
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02
Doordash landing page
Challenge: Develop a landing page that inspires independently owned restaurants to partner with DoorDash who already have a loyal following, offer take-out, but are not tech savvy and may not have a website.
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Strategy: I incorporated bold headlines with CTA’s, a sign-up form at the top of the page, and focused on benefits of increasing customer base, getting more sales from faithful clientele who’d also use the delivery option, and increased sales. In the second part of the ad I demonstrated the ease of use of the tech element with simple instructions under picture icons.
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*Spec Ad
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03
green gardens newspaper ad
Challenge: To entice married couples ages 30-45 yrs with kids who are environmentally conscious and interested in living an eco-friendly lifestyle to visit Green Gardens website and register for more information.
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Strategy: I focused on the benefits of cutting costs while protecting the environment, and listed some of the home and community features that make it stand out from other non-ecological neighborhoods. The ad also encourages registrants to use their online Virtual Design Editor.*
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*Spec Ad
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04
Macy's Sweater Sale Email
Challenge: To create an email targeted at men ages 28-45, income 50+K, who don’t typically refresh their wardrobe in the fall, but are motivated by savings and convenience. CTA is to visit a local Macy’s store during the event.
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Strategy: I created a catchy headline referencing the chill of Autumn, then emphasized the benefits of “classy styles” found at Macy’s at affordable prices. Included was a CTA to update the fall wardrobe, name brand logos, a store locator, and a final sense of urgency in the line, “Don’t miss this golden opportunity.”
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*Spec Ad
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05
New Yorker Rotating Banner Ad
Challenge: To create a banner ad targeting men and women ages 30-50, 75+K/yr income, who use varied tech devices and have an interest in current affairs, politics and the arts. Purpose of ad was to get them to subscribe to the digital version of The New Yorker.
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Strategy: I focused three attention-grabbing headlines on the benefits of subscribing–”expert take” on news, convenience of reading on the device, and their “award-winning” commentary. I used clever language to appeal to an intelligent customer base and a CTA for the digital subscription. A variety of covers from the magazine were used, framed as if on a cell phone to showcase the digital aspect.
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*Spec Ad
06
Textbooks.com Sales Letter
Challenge: To create a sales newsletter targeting college students ages 18-26 with an offer to sell their used textbooks back to the company for cash.
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Strategy: I focused on relating to how a student feels at the end of a semester to the benefit of getting rid of unwanted used textbooks and also profiting from that action. I used a Johnson Block in the middle of the letter to draw focus to the CTA and perks of the offer. The closing was a relatable summary with a second CTA.
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*Spec Ad
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07
Article Interviewing Atlanta Pops Conductor (Content)
Challenge: I was asked by Oxford Access Magazine to interview the current conductor of the Atlanta Pops Orchestra, Dr. Jason Altieri, who brought the Pops to the Oxford Performing Arts Center annually. The magazine asked that I tailor the article to his role in supporting the arts in that community, and get his perspective on playing that venue.
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Strategy: I interviewed Dr. Altieri, then crafted the article to not only paid homage to his role in arts in Oxford, but also to reveal his positive feelings about the arts center.
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*Example of article content
Opening spread of article, featuring photo of conductor.
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Magazine Cover
Opening spread of article, featuring photo of conductor.
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Click and enlarge with fingers
08
Event Announcement Email
Challenge: To engage the members of a non-profit folk music organization who had gathered annually for a regional conference that offers workshops, panels, a keynote speaker, and other activities. The event had gone from live to a virtual conference due to the pandemic.
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Strategy: The letter was approached with a friendly professional tone, as this community of members know each other, yet add new members regularly. Information on the key speakers and panelists was included, as well as a CTA to sign up and volunteer, and key dates.
08
Email Funnel
Challenge: To create an email funnel for a yoga instructor in need of growing her email list and customer base. I collaborated with her solidify her tone, which was relaxed yet educational.
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Strategy: She created a lead magnet to inspire her customers to sign up, then we tailored the 5-email series with a welcome email, three educational emails that touched on different aspects of yoga instruction, and ended with an offer email in which she offered a series of instructional videos. Included to the right are two of the emails.
