Brand & Campaign Concepts
Whether it's a brand-new-brand or an established one undergoing a transformation, I'm a pro at creating a unique brand value proposition that stands out from competitors, and executing that idea through internal strategy and external messaging.
I also specialize in taking a complicated marketing challenge, distilling it down into a single unmet consumer need, and answering that need with a creative concept that easily translates into print, web, and social media. Here's an example of a ProFlowers fall campaign.
CHALLENGE: Make flowers a relevant gift at a time of year when they currently aren't top-of-mind.
UNMET NEED: The customer wants to look like he's got all his bases covered. He has a strong desire to show up prepared, with the perfect gift for every person, and to make a great impression at all of the fall season's festivities.
SOLUTION: Position ProFlowers' exclusive collections and wide assortment of different aesthetics as the perfect solution for all our customer's fall occasions.
CONCEPT: "Bring something perfect to the table."
Sample Execution (Email)
Sometimes, direct response is king. There's just no way around it. That's why I make sure to infuse creative copy & strategic choices without compromising the click.
A brand's website is its home. Even if the brand spends most of its time chatting on social media, or persuading from a billboard, or entertaining on TV, at the end of the day its website is where it lives. And a lot of the time, the website is also where the transacting happens. That's why it's important to blend strong brand language with a clear call-to-action.
POINT-OF-SALE & outdoor
One of my favorite ways to delight an audience with brand-rich copy is to meet them where they are - in real life. In a store, on the sidewalk, along the highway. It's a reminder that there actually is still a world of wonder & humor out there beyond the screen.
Nothing delights a customer like opening a box and hearing a little voice cheering for them as they explore what's inside.
Facebook, Pinterest and Instagram are places where a brand's voice can really run wild, and where the brand story (beyond the product or service) can be told. And it's a heck of a lot of fun to write.
Video can tell a story and immerse the viewer in a way that no other medium can. Of course, that presents its own challenges. Quick, conversational copy and a strict adherence to the rule "either show or tell - never both" are necessities. Click the thumbnail below to play a video shared on social media & site.
want to see more? need something specific?
Email me below and i'll get back to you in a jiffy.