Portfolio
The samples in this portfolio show how I use audience knowledge and a conversational writing style to achieve marketing goals.
Case Study for Machine Learning Platform – Writing, Logo Design, and Layout
A case study shows how an online merchant of high-end clothing uses machine learning to bring the personal shopper experience to e-commerce. Spec assignment, based on the raw transcript of an interview and client-supplied documents. I used Canva to design a logo and adapt a template, plus a royalty-free photo, to make it easier to visualize the case study format.
Blog Post for Robotic Simulation Provider – Research, Writing, SEO Optimization, and Lead Generation
A guest blog explains the five benefits of using a robotic simulation in warehouse automation and ends with a call to action to schedule a demonstration. Spec assignment, based on sources listed at the manuscript end plus twenty years of experience in IT. That experience includes a project where I was the business analyst preparing requirements for enhancements to a robotic picking system.
Blog Post for Professional Development – Writing, SEO Optimization, and Lead Generation
A training company that specializes in the tech and game industries publishes a blog post to announce the results of its annual survey. The company’s goals are to motivate readers to sign up for a free online seminar, and to increase its reputation as the trainer of choice for the tech and video game industries. The final paragraph includes a link to a landing page. For greater visibility, the invitation to the free seminar could be enclosed in a Johnson Box. Spec assignment.
Lead Generation for Professional Development – Writing and Development of Display Ads and Alternate Landing Pages
A copywriter create a sales funnel that will help a weary road warrior launch a new training and coaching practice. The sales funnel includes a display ad, a Facebook ad, and two alternative landing pages with calls to action to sign up for a free presentation. Spec assignment.
Web Page for Boutique Agency Focused on Case Studies – Home Page Writing, Logo, Wireframe, and Layout
A boutique agency focused on preparing case studies for clients uses its home page to promote the service and highlight three styles of case studies it offers. Spec assignment.
Product Page for a Professional Development Provider – Research, Writing, and Layout for Online Course on Dealing with Difficult People
A professional development company generates another income stream by selling products created by other companies. This product page describes a program that helps new managers manage conflict in the workplace. Paid assignment.
Email Marketing for a Fitness App – Writing and Layout of First Email of an Email Campaign
A wrestling legend uses email to offer hope to the disabled; the call to action offers a free month’s access to the company’s fitness app. Spec assignment.
Email Marketing – Product Launch Email for a Map Publisher’s Online Store
A leading map publisher uses email marketing to announce the launch of its online store, as well as updates throughout its website. Staff assignment for Rand McNally.
Lead Generation for Hospital Fitness Center – Product Concept, Newsletter Articles, Press Release, Social Media Posts, and Display Ads
A regional hospital launches an e-newsletter to gain leads and build membership at a new fitness center. The fitness center was designed to build community and reduce the risk and cost of chronic health problems. Spec assignment.
Feature Writing for Textbooks in IT – Research and Writing Based on Textbook Context
This excerpt of a feature about the special effects in Jurassic Park is one of more than two hundred feature articles researched and written for textbooks in information systems. Paid assignment.
Direct Mail Brochure for Professional Development Provider – Market Research, Course Design, and Writing for On-Site Course
A leading provider of professional development publishes an eight-page direct-mail brochure to attract customers to a two-day hands-on workshop. Paid assignment.
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