“...For Dummies” imprint as a leading “how-to” series via trade catalogs used by IDG sales reps when selling the series into bookstores.
The Solution: Created an ongoing series of catalog covers that both highlighted the distinctive black-and-yellow Dummies covers against a muted setting and reflected the playful nature of the books’ contents. Also created a series of magazine cover-style “grabber” bullet points to draw buyers inside.
The Marketing Challenge: To announce the forthcoming books on new Windows software while differentiating the publisher’s various series.
The Solution: I tied the brochure’s design in with the product manager’s POP campaign and opened the brochure with a chart/guide to the series, then devoted a page to each series, which included overviews and annotated sample pages.
The Marketing Challenge: To convey to college professors all the features and benefits of a huge supplement package that was accompanying an introductory biology book — in 12 pages.
The Solution: I managed every stage of this direct mail project: concept, layout, getting cover mock-ups and sample pages, directing the photo shoot, writing all the copy, and managing the graphic design and print production.
The Marketing Challenge: To clearly tell the environmentally friendly story of each product, along with the usual benefits and facts.
The Solution: I managed to write catalog copy that conveyed the “green” aspects of a product as well as the essential information needed to make a buying decision in the very little space allotted.
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[Series of 3 postcards]
Company: MagnaWare (RezPrise)
(software for human resources departments)
The Marketing Challenge: To get the attention of busy human resources managers with one powerful benefit message about the software.
The Solution: I wrote copy for a series of 3 postcards whose visuals were already in place; determined one compelling message for each postcard that would relate to the image and wrote snappy, benefit copy to support that message.
Company: Hello Direct
(telephone productivity accessories)
The Marketing Challenge: To convey all of the unique features and benefits of an unusual product quickly and thoroughly yet succinctly.
The Solution: I researched the product and presented all the main benefits upfront in the introduction, using a copy tone that reflected the era of the product; made sure all the information was there that one would need to decide to buy.
The Marketing Challenge: To issue an annual report that would raise the content, look, and feel to another level, reflecting the school's currency and relevancy in today's world.
The Solution: Working with the University's VP of Institutional Advancement and its art director, I made sure content was crisp, engaging, and meaningful. As writer, I interviewed alumni from every decade and wrote short capsules on them, and wrote several articles; as editor, I oversaw all of the content to ensure its accuracy/quality.
Company: Stanford Alumni Association (global travel programs for alumni and the public)
The Marketing Challenge: To send monthly
e-mails to Stanford Travel/Study's most frequent travelers to give them an 11th-hour opportunity to join a soon-to-depart trip.
The Solution: After receiving a rough draft from the trip specialist, I come up with an appropriate subject line and compelling content that includes a short letter from the director and three main highlights of that particular program.