The Gist: The Hilton HHonors App offers guests the ability to check-in, choose their room and customize their stay. Hilton asked us to educate consumers about these new capabilities through two :30 ads to be played online and on JetBlue flights. They wanted to target both business and leisure audiences with a focus on Millennials.
Our Goal: To highlight the choice and control HHonors provides members. We featured travelers who often have decisions made for them and variables determined by others…until the Hilton HHonors app comes along.
My Role: I was the copywriter on this project, and was involved in every stage of the spots, from planning and pitching, to writing and shooting.
The spots recently won a regional Gold Addy in the Film, Video and Sound category.
The Gist: My team was asked to re-energize the Penn State athletic brand, to tap into the commitment many fans feel toward Penn State, and to bring their Athletic Department into the 21st century.
After considering where Penn State could make a name for itself, we rallied around the word "Unrivaled." It defines how Penn State fans will always view their team, and the Nittany Lions approach to every single game.
Deliverables: We created digital ads, a ticketing site, emails, new social content, on-site banners, print ads, jumbotron graphics and more in the new "Unrivaled" look and feel. As you can see, much of the digital ads and online content is headline/copy driven.
My Role: I was one of the copywriters on this project, and the only copywriter on the microsite. I was involved in branding, concepting, tagline creation, content audits, and content creation.
The Maryland Marketing Partnership hired us to create a statewide campaign promoting Maryland's business friendly environment using Governor Hogan's tagline: Open For Business.
I pitched that we use the environments of each industry to spell out the tagline. For example, letters written in flour for the food industry, or spelled out in cornfields for farming. This ended up being the direction the client chose.
We are currently in the process of rolling out ads. The banners you see below are displayed at BWI departures.
Featured in Washington Business Journal: https://www.bizjournals.com/washington/news/2017/09/07/govlarry-hogans-catchphrase-makes-its-way-to-new.html?ana=e_me_set1&s=newsletter&ed=2017-09-07&u=TN2vzXBS8XFJd7pB6CuJqg070c7145&t=1504787254&j=78792821
San Jose Sharks
This was for a pitch to the San Jose Sharks.
Concept: Shark Facts
Tagline: It’s Shark Time.
We took shark facts and applied them to San Jose players in humorous ways. The campaign would play out like a wilderness show, with our host (we used Nick Offerman) in full scuba gear dropping down in a shark cage in surprising places, like a grocery store, a movie theatre or the ice rink. The host will share an interesting shark fact as we watch what happens to the San Jose player in his natural habitat.
We'd have this campaign live 3-5 years by constantly varying the Shark facts used, thereby allowing the campaign to evolve. Our voice would be carried over each year by the “Host,” who would continue to deliver the main message and set the tone of the campaign.
Below, you'll see the concept applied to a billboard, print ads, banner ads, an interactive takeover ad, and two video scripts.
The Ask: To drum up excitement for the annual Rock Center Tree Lighting, and design a social strategy that would increase audience participation and general brand awareness.
What We Did: First, we ramped up our SEO efforts to promote specific holiday attractions.
On social, we encouraged fans to share their Rock Center experience using the tag #RockCenterXmas. Content would then populate onto our holiday microsite, where it could be viewed and shared. The best content was then presented on the jumbotron at the Tree Lighting Ceremony.
My Role: I wrote new content for the Rock Center Attractions landing page using provided keywords and oft-searched holiday phrases, wrote all of the social content, and live-tweeted the event, during which we became a trending topic and saw over 80,000 people using and participating with the #RockCenterXmas tag.
I was the copywriter on the Rock Center account for over two years, creating content and writing copy for social media, emails, landing pages, and the website, as well as the marketing materials for the grand re-opening of the historic Rainbow Room.
Hilton Honors Brand Voice
When we started this project, we intended it to be an in-agency tool for creatives that were new to the client. But when we showed it to Hilton, they liked it so much they asked us to expand and update it to use internally in their office as well.
This is a living document that is constantly being updated, but below is an example of several pages. All together, it is currently at 57 pages.
Dormify is an online store that offers dorm décor for college students (and beyond). HZDG’s owner CEO, Karen Zuckerman, created Dormify in 2009, which is now run out of HZ’s NYC office.
The Ask: To write a series of instructional videos for their YouTube channel, to be delivered by their college-aged “Style Advisers” in a fun, loose and conversational tone.
My Role: wrote an outline and scene direction for each script, then allowed the actresses to play with the language and deliver lines in their own voice. I provided guidance and feedback on set in New York, and assisted in setting up each scene.
Since starting at HZ, I have also written product descriptions, social posts and website copy for Dormify.
Space Saving Storage Hacks ♡ College Edition | Dormify
How To Move In Like A Boss ♡ College Edition | Dormify
How to Coordinate with your Roomie ♡ College Edition | Dormify
How to Style a Tumblr-Worthy Room ♡ College Edition | Dormify
In 2013, Relevent Sports redefined the international soccer landscape by organizing the first Guinness International Champions Cup (ICC), a competitive preseason tournament which brings top European clubs to stadiums across the U.S.
In 2014, the ICC was to expand to 13 cities in the U.S and Canada, and feature world-renowned clubs Real Madrid, Manchester United, Liverpool, Manchester City, A.C. Milan, Roma, Inter Milan and Olympiacos.
What We Did: My team and I assisted Relevent with the marketing and advertising materials for this second annual tournament.
My Role: I wrote everything from emails, ticket information, website copy, banner ads, social content, and OOH materials.
The Result: A resounding success. A record-breaking 109,318 fans attended the Manchester United v Real Madrid match at University of Michigan's "Big House" in the largest soccer match in U.S. history. More than 631,000 fans attended the tournament in total, with a global audience of over 80 million across 150 countries.
Cuisine Solutions Blog
The Gist: Cuisine Solutions—an international supplier of gourmet sous-vide food asked us to overhaul its entire brand and marketing efforts.
One of my first tasks as a Copywriter: To sell the idea of a Cuisine Solutions blog to their exec board. Not only did we get them on board, we successfully launched a popular food blog currently in its 5th year, and assisted in positioning Cuisine Solutions as the global "Masters of Sous-Vide."
Our Goal: To avoid turning the blog into a recipe aggregator--as so many food blogs are--and instead offer up a unique chef perspective to our audience.
My Role: To educate our audience about sous-vide (a cooking method relatively unheard of a few years ago) in an interesting & entertaining way, while still piquing the interest of professional chefs.
I interviewed Cuisine Solutions chefs, did extensive research, came up with the content for most posts, and churned out several blog posts a week, all in the tone of a professional chef.
The Ask: Happy Family came to us looking for a brand update and a few short videos to inform parents about the essential ingredients in their Happy Baby product line.
They gravitated towards the idea that their products "fuel happiness,” and that they allow parents to step back and let their kids shine.
What We Did: We came up with a few short & sweet videos that highlight milestone moments you happen upon as a parent. They’re touching, funny, and relatable to any parent who has worried about feeding their child.
My Role: I assisted in the writing of each script and the selection of the actors featured. After the success of the videos, the client asked me to write a Toddler Activity Book to help parents learn about the benefits of toddler milk.
The Ask: To boost engagement and grow awareness of Hilton HHonors. After signing up for HHonors, members are introduced to the program and its benefits through Hilton’s “Onboarding Process.” We were asked to revamp all 12 onboarding emails and create a microsite where members could view the content in one easy-to-access place. The emails and website had to work together and feel like they were part of the same series.
Our Goal: To educate members about the program’s benefits and teach them how they could maximize rewards in a simple, engaging manner. Hilton wanted us to infuse a “cool” factor into the copy, and to leave members feeling like being a part of HHonors is like being part of an exclusive club.
My Role: I was the copywriter on both the emails and onboarding microsite. The copy was intended to be authentic, informative and helpful with a clever, knowledgeable tone of voice.
The Result: This project tied together web, email, infographics, animation, strategy and more. The HHonors team was very pleased with our work and excited to be heading in new direction.
The Ask: Foulger-Pratt, a real estate development firm, asked my team to work on the branding and marketing of a new development project in North Potomoc, just outside DC.
Our audience was identified as mature singles and couples without kids, aged 35-54. The client wanted the brand to appeal to “foodies” because of its proximity to locally-renowned restaurants, markets and grocery stores.
What We Did: We presented two directions for the look and feel of The Perry brand, of which my team’s direction was chosen. We applied our look and feel to a brand new website and brochure.
My Role: I worked on the naming and positioning of The Perry, wrote email templates, fence signage, stationery, the SEO copy for a fully-functional website, and the brochure copy, which you can see below.