The Marketing Challenge: To convey to college professors all the features and benefits of a huge supplement package that accompanied 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 write copy for products that promote wellness, being careful not
to market them as cures or medical solutions.
The Solution: I followed the catalog company’s stringent guidelines, writing copy that focused on the elements of the products that were verifiable and/or benefits that could be realized.
Travel Services, 18-page Brochure
(Direct Mail Brochure)
Company: Stanford Alumni Association Travel/Study Group
(global travel programs for alumni & the public)
The Marketing Challenge: To create a mailing to entice the many alumni who had never taken a Travel/Study trip to seriously consider it.
The Solution: I brainstormed and came up with several clever copy devices to involve the readers and to illustrate the differentiating features of a Travel/Study program, e.g., a fun qualifying quiz.
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: Stanford Alumni Association Travel/Study Group
(global travel programs for alumni & the public)
The Marketing Challenge: To announce the new, hipper programs offered by Travel/Study in a way to attract a younger demographic.
The Solution: The marketing manager came to me with a layout and the opening phrase, "What If. . ."
I developed the answer and the copy that followed. The resultant brochure had one of the most positive responses of any marketing piece Travel/Study has ever produced.
The Marketing Challenge: The client’s ad agency had failed to deliver satisfactory copy after three drafts and the brochure schedule was being compromised. Infotel needed immediate copy help.
The Solution: I totally rewrote the copy, starting from scratch, then provided behind-the-scenes advice to the client on how to resolve the many design issues besetting the folder and insert.
