Content strategist on agile team for award-winning financial services app. Wrote all copy, created content matrix and copy deck for FINRA, scripted demo video, created a streamlined editorial calendar and process flow to manage updates and third party content with FactSet, created engaging stories for each fund, and worked with UX to come up with solutions for lengthy legal disclosure copy.
The app resulted in about $1M organic growth for the agency.
In the first four months of the campaign, the app was downloaded over 15,000 times. Tablet media drove over 40 percent of the app downloads. Almost three out of four financial advisors who saw the campaign were more likely to recommend Oppenheimer global and international funds, and sales among those advisors were 39 percent higher than those not exposed to the campaign. Forty-three percent of users visited the app at least twice, and users spent an average of three minutes and 30 seconds engaging with the app.
Awards: 2012 OMMA Best in Show Online Advertising Creativity 2012 OMMA Integrated Online Campaign, Financial Services
Owner of all content for interbrand.com and gate-keeper for Interbrand's brand voice. Led the site through two relaunches and managed its translation into five different languages. Created editorial and tone of voice guides. Concepted, edited, and wrote Interbrand's print reports and accompanying microsites, including Best Global Brands and Best Global Green Brands.
Awards: 2010 Webby Award, Corporate Communications, Best Global Brands 2012 Association of Management Consulting Firms award, Corporate Social Responsibility, Interbrand and Deloitte’s Best Global Green Brands
Content strategy lead for Hershey's Kitchens recipe website relaunch. Hershey's wanted to refresh and modernize its popular recipe site for its target audience.
Deliverables: audit, competitive audit, taxonomy, link-building strategy, influencer strategy, editorial calendar, editorial guides, style guides, social media amplification strategy, SEO guidance.
Traffic to the site increased by 22% (driven primarily by an increase in organic search), time per page increased by 40%, and return visitors increased by 46%.
Memorial Sloan Kettering
More Science. Less Fear. microsite timed for new ad campaign launch. This site featured new content and edited and tweaked old content. I oversaw the plans for the microsite, selected the features, and created an editorial calendar for continual rollout.
Sample of Branded Content Creative director, copywriter, and editor for a timeline looking at 20 years of progress in tracking BRCA1 and BRCA2 genes timed for the launch of the film Decoding Annie Parker. Authored the Q&A with MSK's MD Kenneth Offit to accompany the infographic and curated all relevant related content. The film shared the timeline on social media and their website.
Atlantic City Getaway Planner
Content strategy lead on Atlantic City’s Getaway Planner (mobile and desktop versions). The Getaway Planner helps users plan a trip to Atlantic City based on their preferences and save and share their itinerary with their friends via email and Facebook.
Dos Equis Stay Thirsty Grant & Most Interesting Academy
Led and conceived content strategy for Dos Equis Stay Thirsty Grant (now in its third year) and its initial rollout via the Most Interesting Academy, an online magazine devoted to all things interesting. Created content pillars, themes, editorial calendars, tone of voice guides for the site. Worked with the team to select influencers and partners to amplify the contest and website.
Dos Equis Dos de Mayo microsite
Content strategy lead for the Dos Equis Dos de Mayo microsite, which was created to launch Dos Equis’s Dos de Mayo Cinco de Mayo event. The site included a bar locator, the ability for a user to create their own event on Facebook, and recipes and articles. Contributed to site IA, selected content to repurpose, rewrote existing content and new content, and created an editorial calendar. Worked with community manager to time content roll-out on social media.
Atlantic City Show Us Your Shoes Contest
Conceived and executed successful social contest to promote Miss America return to Atlantic City.
How it worked: In the spirit of Atlantic City's legendary Show Us Your Shoes parade featuring Miss America contestants, users were asked to submit their DIY shoes creations using #showusyourshoes on Instagram and Twitter to win a free trip to the Miss America Pageant and Show Us Your Shoes Parade and a pair of designer shoes. Three judges from Atlantic City's key regional areas (Philadelphia, New York, and Baltimore) with active communities on social media selected a winner. Additionally, there would be one crowdsourced winner. To amplify we partnered with DIY shoe blogs on co-created content as well as traditional PR. We also worked with the vendor, Pixlee.
Atlantic City was very happy with the performance of this contest and has since rolled out additional crowdsourced contests following the same approach.
Baseball Hall of Fame
Baseball Hall of Fame's "The Beacon" transforms the entire nation into a living, breathing exhibit of the game we all know and love. Using its ever-growing collection of places and moments, the Beacon alerts you when you’re near baseball history, invites you to check-in and earn points, and provides pictures, video, and audio to deepen your experience.
For this experience, I worked with the team and client on conceiving the overall experience of the app. I also created a content model and culled existing content for the most interesting locations and facts for launch. Additionally, I created a content structure template and a tagging structure. I also set up Baseball Hall of Fame with content guidelines so we could hand over the reigns to them to continue to create their own locations, facts, and itineraries over time.