Marketing directors and managers wear a lot of hats these days. With the pandemic, I’m seeing their workloads intensify even more as their staff numbers dwindle and budgets for freelance are being cut. On top of steering their all-important brands, they’re also performing an array of design, production, optimization and analytical tasks. But the place […]
10 writing tips for short-staffed transportation and logistics marketers.
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NEW YORK SHIPPING EXCHANGE – BRANDING & WEBSITE
I used an outside-in approach to help NYSHEX develop website content that appealed to the needs and concerns of three distinct audiences for the exchange: carriers, shippers and 3PLs. In addition to getting to know the markets and what motivates them, I dove deep into understanding the exchange and how it works. I also employed […]
MAERSK LINE – AD
It’s rough sailing in the ocean shipping industry these days. Amidst the continuous disruptions and uncertainty in recent years, stability is a prized commodity. The problem is that there’s nothing, how shall I say this…ad-worthy…about the concept of stability. So we made a little joke about it, and in doing so, made Maersk Line’s boring […]
AMERICAN MANAGEMENT ASSOCIATION – VIDEO
AMA’s a big proponent of video content. For good reason—it’s so smartphone friendly. This one is meant to introduce managers and training representatives in the public sector to AMA’s government training solutions. AMA brought me in to help them come up with concepts for the video and then write the script. After considering a number […]
AMERICAN MANAGEMENT ASSOCIATION – SOCIAL MEDIA
The AMA brought me in to help develop a campaign of social posts promoting corporate memberships. Together we created this fun series for Facebook as well as LinkedIn posts, tweets and a lead-generating email.
REASONABLE DISCOVERY – WEBSITE
It’s always a thrill to help a new company develop its brand messaging. The folks at Reasonable Discovery, a technology-driven legal consultancy, brought me in to develop their website copy. The project entailed helping them determine their “voice”, differentiate their brand and tell their story. With service providers like Reasonable Discovery, the tendency is to […]
DECAL BRAND DECALCIFIERS – EMAIL MARKETING
I created this lead nurturing email campaign for Decal, a manufacturer of decalcifying formulas used in medical laboratories. Our primary target was the histotechs who use the product. Our goal was to drive preference in a market that perceived all decalcifiers as a commodity. Our tactic was to appeal to the passion and dedication of the […]
FAST COMPANY – EMAIL MARKETING
It’s not all McLarens and Cristal for Fast Company readers. This promotional email appeals to the generous side of this unique b-to-b audience. It’s based on two insights: FC readers value great intell above all else—and they know a good deal when they see one. The copy is cleverly attention-getting and gets right to the point—these people have places to go […]
SEALAND – WEBSITE
I helped develop the brand messaging and website content for SeaLand. We positioned this iconic brand from the 50’s as the people’s shipping line—an ally of businesses and champion of the hopes and dreams of all the Americas. The tone is exciting, personable and bubbling with can-do spirit—a complete departure in the shipping industry, and a perfect fit […]
LOWENSTEIN SANDLER
UP Design brought me in to help script this core values video for law firm, Lowenstein Sandler. My challenge was to turn a dry list of core values into a compelling narrative that flowed. I put all my experience writing and concepting scripts to good use here. (All that time I’ve spent shooting and editing […]
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Nine Steps to Great Naming: Part II
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The Nine Steps to Great Naming: Part I
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