NAFA Fleet Management Association brought me in to help market a one-of-a-kind on-demand webinar series for aspiring fleet managers. NAFA had been producing industry-leading content for some time, but until the Fleet 101 campaign, hadn’t packaged and aggressively promoted its programs in this way. Smart idea, especially with a quality program like this one. My overall approach with the copywriting and concept was to communicate the premium positioning and bolster the credentials of the content. The superhero theme and conversational tone of the copy gave it a consumer appeal. Check out the 2-sided sell sheet, landing page and LinkedIn ads I wrote for the campaign below.