Copywriting

Challenge: Develop a strong branded campaign for the 2007 Northlich United Way Campaign that specifically increases awareness, charitable contributions and overall employee participation.

The Solution: An NFL themed, interactive campaign incorporating football images and NFL logos re-branded as Northlich, all in a tone of vibrant, genuine, simple fun supporting employee giving to the United Way Fund. Campaign included copywriting for internal print and webcast video promotional pieces.

Copywriting Samples

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The Challenge: Present a technological accessory as a logical advancement to the communication needs of a skeptic public. Since research shows that most wireless packages are purchased based on family plans both older and younger generations need to be convinced of the ease of use and benefits of picture messaging.

The Solution: Combine the coolness of the tech factor with a light hearted but emotional approach based on staying connected. With families and close friends kept evermore occupied by busy lifestyles this promotion attempts to position picture messaging as an innovative, fulfilling and fun new way to keep in touch and “Share your favorite memories.”

Challenge: Research shows that people who buy Sport Utility Vehicles do so for a very specific list of reasons: larger passenger and cargo capacities, perceived ruggedness and ability to haul and tow. Hybrids on the other hand (ie Toyota Prius) were perceived as small, un-masculine, weak vehicles. So how can you convince the tough, rugged do it all American that the new Ford Escape Hybrid, the first ever hybrid SUV on the market, really is the best of both worlds?

Solution: With an appeal to conscience and common sense, by adding to the image of an SUV and what it signifies to drivers and not detracting from it. Campaign material is directed at altering the perception among SUV drivers and potential SUV buyers that a hybrid has to be small and weak and that an SUV has to be viewed as a gas guzzling stigma. It presents the target audience with a win-win situation and no excuse to say no to the new Ford Escape Hybrid.

Challenge: In a market already over saturated with competitors how to do you make your new energy drink stand out? Energy drinks have long been perceived as the exclusive domain of younger, more alternative crowd, is there any potential for outreach to other market segments? How can you convince a customer on a solely subjective purchasing decision?

Solution: It’s all about image, and that’s the bottom line. In the same way that beer commercials aim at style and entertainment over objective facts, the Monster campaign seeks to leave a memorable impression on its audience that will stay with them till the moment of opening the cooler door of a convenience store. Humor and strong visuals associating the product with dynamic icons and energetic images are key in making the “Do more with Monster” message one that will stick in the consumer’s mind.