Category Archives: Writing

Projects where my role was copywriting

Adding Revenue With Google AdWords

Challenge:

Google, a leader in Internet and ad tech products and services, needed to grow engagement and online advertising spend among millions of small businesses–starting with the 2.8M small business owners who had created an AdWords account.

Given that small businesses spend less than 3% of their marketing budgets on online advertising, and AdWords is a complex product that businesses large and small struggle to master, increasing spend among  the nearly 3M small business AdWords account holders was be no small feat.

Strategy:

Make it simple and accessible. We developed a series of videos and worksheets to complement an email campaign and small business events that Google hosted in select cities.

The videos provided answers to the most frequently asked questions (based on interviews with Google’s customer care teams). We selected video as the medium because our research indicated that the medium made learning seem complex things “seem” simpler to our target audiences–since they were already searching or working online and because they often had their hands full in their businesses (literally and figuratively).

The style and tone of the videos–from the script to the voice over and the images–projected simplicity and approachability. We used straight-forward, descriptive titles, familiar metaphors and analogies (…”using this feature is like…”), and graphics and images that mirrored the Google brand’s bright, no-fuss, elegance.

To account for a variation in learning styles and to provide an opportunity to practice, we paired the videos with downloadable worksheets. The worksheets featured space for note-taking and provided supplemental information that small business owners could take with them.

Finally, we designed a website to serve as an “online classroom” and toolkit for small business owners. The site featured all of the videos and worksheets and provided a framework to help users navigate the content in a way that helped them solve specific challenges and achieve desired goals.

google_awoc_video_guide_what is Adwords_storyboard1_v0-0-1

 

Links to Learn With Google/AdWords Online Classrooms Around the World:

Americas:
EMEA:
JAPAC:

My Role In The Solution:

I led a team of talented UX and visual designers, developers, program and project managers. To this team and project I contributed…

  • Developed the creative strategy and provided creative direction for all of the content
  • Developed the content strategy for the video, worksheets, and website
  • Partnered with the client teams to conduct customer/user research
  • Analyzed data to identify actionable insights
  • Partnered with UX and visual designers and back and fronted developers to deliver the website
  • Wrote all scripts and worksheet and website copy
  • Directed videos
  • Named the hub Learn With Google
  • Partnered with vendor and client to modify and adapt scripts for use in 15 videos for use in 19 countries and 12 languages

Results:

The website launched as part of a larger promotion. The video content was leveraged as part of email and web campaigns, used on Google’s YouTube and other owned channels, and were used a reference materials to which customer service teams referred customers/users seeking help.

Books

I love to learn and to write, so I write to help others learn about all kinds of things–careers, business, money, marketing, and murder. Here are a few of the books I’ve writing…and a few that are in the works…

Everybody Else’s Guide to Getting Into College

eeg-college

 

 

Everybody Else’s Guide to Green & Socially Responsible Careers

eeg-green

 

Everybody Else’s Guide to Getting Into College for Free

eeg-free

 

You + Truck

you-truck

 

Coming Soon

A Murder Mystery. A New Orleans detective is desperate to stop an artist whose medium is murder.

retro-typewriter

 

Reinvigorating a Pioneering Brand With Cord Blood Registry

Challenge: 

Cord Blood Registry (CBR), a pioneer and leader in the cord blood stem cell banking industry, needed to grow the number of expectant parents who choose to bank their babies’ cord blood stem cells with CBR.

In researching the market and interviewing and surveying expecting parents, both CBR’s customers and parents who chose not to bank, we learned that there were four challenges we’d need to overcome in convincing parents to bank:

  • Low awareness of cord blood banking among expectant parents
  • Low understanding of stem cell science and medical applications
  • Relatively high cost of banking
  • Lack of agreement among physicians on the benefits of banking

We also discovered three barriers to growing preference and the number/percentage of banking parents who choose CBR:

  • Confusion around the Cord Blood Registry’s private banking offering and nonprofits that offer let parents donate cells free of charge
  • Competitors co-opting CBR’s branding and messaging, making differentiation among un-savvy expecting parents challenging
  • Low understanding of the benefits of CBR’s superior quality and research-backed offering

Strategy: 

To counter these challenges, we’d need to…

  • Make the science accessible;
  • Position CBR’s superior offering in plain English and in terms of things parents value;
  • Reach parents outside the current target audience; and
  • Leverage the credibility of physicians, parents, and others who believe in banking.

We repositioned the brand–crafting new brand messaging, value proposition statements, product benefit and feature statements, and a new brand identity.

CBR's new logo lockup
CBR’s new logo lockup

 

New storage kit design
New storage kit design

 

We redesigned and completely reimagined the responsively designed website and mobile website. The content strategy was built upon the above insights and prominently featured videos of CBR customer and employee stories and physician testimonials, info graphics to explain stem cell science and CBR’s clinical trial outcomes. We also developed an online enrollment process, designed landing pages and lead capture forms and downloads to grow qualified leads.

We developed email marketing campaigns to persuade existing customers to bank the stem cels of their second (or third) babies and to refer CBR to expecting friends in exchange for a discount on their annual storage fees. We also targeted prospective customers via email, print, direct mail, mobile, and wall boards and brochures in physicians’ offices.

Finally we created a patient education microsite that supported physicians in educating patients on cord blood banking.

My Role In The Solution: 

I was part of a great team of talented designers, developers, program and project managers. To this team and project I contributed…

  • Developing new positioning for the brand
  • Developing a new tagline that aligned with the company’s long-term vision–“Healthy Futures Born Here”
  • Developing the content and creative strategy for customer and prospect email, online, print, direct, billing, and medical office campaigns
  • Wrote scripts, created storyboards, and directed videos
  • Writing copy and managing copywriters, designers, and HTML developers who produced campaign content
  • Serving as creative director for the website, patient education microsite, and marketing campaigns
  • Designing the A/B testing strategy to identify highest-converting pages and copy
  • Developed taxonomy, tagging, personae, and tracking for Sitecore CMS

Results: 

Double-digit increases in brand awareness, preference, and referrals. Online enrollments contributed to significant percentage of new enrollments.