(A sample of my writing and approach)
Good stories aren’t limited to a genre. Whether it's an essay on race issues, an interview with singer-songwriters, short and long form video, a short-story, speechwriting, website copy, or even a corporate thought piece seeking to challenge the status quo, I believe a well-written word engages the whole person.
Production, Editing of Video and Photography, Content/Messaging Creation
PROJECT:
I had three weeks from when Gabby Reece signed on to be Brand Ambassador for Rebalance Health to when we were at her home for an 8-hour content production day. Too short of a window to source a location-based producer, I ran all pre-production and day-of production while concurrently shooting video alongside an established videographer and photographer who had to work in collaboration throughout the shoot in multiple scenes.
OUTCOME:
After the shoot, we had only few weeks to storyboard, edit, and execute one of many videos highlighting Gabby and Rebalance’s partnership. From a one day shoot I was able to source and create multiple digital media deliverables – YouTube, Instagram, TikTok, Facebook, Paid Ads – covering the next 9 months. These assets increased organic traffic and brand visibility, product specific traffic and conversion, and established credibility in a market saturated with copy-cats and empty promises.
Content Messaging and Copywriting for Starbucks E-commerce
PROJECT:
PROJECT:
If you’ve bought Starbucks from their retail site, then you interacted with my work. Starbucks was redesigning their AtHome.Starbucks retail experience and the agency tasked with the project hired me to write all copy and connect messaging across every aspect of the site…and to get it completed in under six weeks.
OUTCOME:
Working with design and SEO specialists, I was able to align their voice for each retail product with every other offer available on the site – from simply purchasing Pikes Place whole bean coffee to how you can make your own vanilla, soy latte at home with Starbucks syrups and coffee. I maintained governance on the meta tagging to make sure the SEO targets stayed within the Starbucks voice, matching what was also on the front end of each page. Together, we were able to reduce the clutter, increase the UX experience, and provide Starbucks their new website on deadline.
Brand Messaging, Photography, Content Strategy, Website Build for JT Tull Custom Homes
PROJECT:
JT Tull Custom homes in the Texas Hill Country needed a place where future clients could see what they are about, how they approach custom homebuilding, and the visuals to support the finest aspects of their craftsmanship, while not looking like every other home building website around. After a few phone conversations wherein we established their voice, look, and feel, I traveled to Texas for a multi-day shoot to capture the details and essence of JT Tull Custom Homes at work.
OUTCOME:
With an abundance of stories in hand – both visual and verbal – I edited all photography, wrote all site copy, and established the JT Tull brand and voice – custom homes built for real living that present as immaculate showcases of what is possible. Since launch, JT Tull has seen increased traffic and a waitlist for custom homes in the area.
Content Writer and Marketing Copywriter For Mental Health & Recovery Center
PROJECT:
Nationally renowned Pathlight Mood and Anxiety Center and the Eating Recovery Center reached out to elevate their content across two sites and simplify their marketing communications. Over the course of a year I researched and wrote medically reviewed articles on different mental and relational health topics and treatments methodologies. Additionally, I created marketing emails and social media copy for their various services and locations throughout the United States, highlighting different treatment options and unique benefits available through each center.
OUTCOME:
Simplified content on facility-specific landing pages saw an increase in appointments and partnerships. Marketing emails saw increased opens and conversions while highlighting the unique opportunities their centers provided in specific regions. Thought leadership articles and interviews saw higher than usual traffic while elevating brand and messaging during a transitional period for both branches of this essential organization.
Content Strategy Project - International Theater Database
PROJECT:
I was asked how I would approach content strategy for a site similar to IMDB.COM (Internet Movie Database) – ”Create a fluid, intuitive Theater Database, akin to IMDb.com, focused around plays and musical theater…”
OUTCOME:
It was a fun opportunity to bring together all the different stages and levels of content creation through my own approach to strategic infrastructure. I solved for complexities in governance, generative content creation, and a pathway to foster a global digital community.
Copyediting, Messaging, Strategy, and Content Design for Stone Enterprises
PROJECT:
Stone Enterprises had a branding, messaging and communication problem. When you interacted with their site you couldn't tell what they actually did. This hurt their credibility despite their years of experience and expertise. Turns out they do a lot. They create custom software, provide big data visualization, infrastructure and automation solutions, and fractional CTO services, but you would never know it based on their old website.
OUTCOME:
With a limited budget, in partnership with Benten Design, we sussed out the who, why, and what of Stone and rebuilt their brand, their voice, and digital presence to reflect and communicate all of their expertise with clarity and simplicity. Stone saw an uptick in traffic, clients, and, now, had a digital calling card that made it easy to engage their services.
More samples upon request...
Published Elsewhere...
Aside from The Ink, which I've been writing for over 15 years, and client work that includes the likes of LPL Financial, Red Robin, Chipotle, Peakview Communications, and Unbridled, I have works published in various digital outlets.
Some of my older work on the arts, life, and interviews with artists can be found at Curator Magazine and The Good Men Project