Copywriting/Marketing/
Communications
All of my jobs have involved copywriting and creative communications of all kinds. Thus far, I've worked in education, the nonprofit sector, journalism/media, and done content marketing for a B2B eCommerce tech company — and I've helped brands tell their story every step of the way.
I have written and edited copy for websites, brochures and other marketing materials, Instagram/TikTok/LinkedIn/Twitter, email campaigns (via Mailchimp and Flodesk), and more. I have managed communications and marketed in-house for organizations such as Writopia Lab, the Jane Goodall Institute, and Keller Williams Realty — in addition to marketing for a variety of local brands via the popular lifestyle outlets, "The Hoboken Girl/The Montclair Girl."
Here are a few projects and initiatives from some of these organizations.
01
Hoboken Girl: The "Harder to Get" Social Activation
This local media site has an Instagram following of over 115,000. In addition to posting fun and informative local content to drive traffic to the blog, we also regularly posted social activations to engage our community.
One such initiative that I created was the "Harder to Get" series where, via a carousel of fun polls, we poked fun at some local challenges — asking the question: Which is harder to get? For our debut post, we compared these local hardships to a major pop culture moment: getting Taylor Swift tickets. As in: Which is harder to get — Taylor Swift tickets or a parking spot in downtown Hoboken? The goal was to establish a series utilizing something relevant and relatable, and then leverage this style of engagement for future sponsored content. The inaugural post got thousands of likes and numerous positive comments/reactions.
02
Smartrr: Mockup Monday
To liven up this eCommerce tech company's social media (as well as better market their core product — software to create more engaging customer account portals), I helped ideate and launch a Mockup Monday series.
Every Monday, I co-designed and wrote copy for a fake customer account portal related to a trending/popular topic.
This concept became a successful weekly series.
Here are some of my favorite mockups:
03
We partnered with a variety of local clients to create articles and/or social posts advertising different services.
Whether we were promoting a local spa or a dog groomer, I edited and/or wrote all copy to achieve the sponsors' goals while aligning with our brand/voice: casual and similar to a best friend giving advice.
04
Hoboken Girl: The "On the Street" Social Activation
Another 'Hoboken Girl' series that I pitched was the 'On the Street' series (a nod to the iconic Billy Eichner) where we had two of our writers take to the streets and ask a series of local questions, like, "What's the best Italian restaurant in Hoboken?"
We paired the social component along with a listicle on our blog that I wrote. Not only did the reel perform well on Instagram, but traffic to the site was significantly increased by the interactive 'On the Street' activation. We continued to use this style to ask a variety of other questions to Hobokenites, like where to find the best brunch spot, how much rent costs locally, etc.
05
Hoboken Girl/The Montclair Girl: Branded Sponsored Content
Writopia Lab: "Wherever You Are"
While working on the communications team at Writopia, I worked to elevate their marketing strategy in a few ways.
As a team, we noticed most of our revenue for our hybrid programs was coming from virtual workshoppers — yet we weren't reaching writers in all 50 states. Since we had only started virtual workshops during the pandemic, it was clear a lot of the country just didn't know about Writopia. I created the "Wherever You Are" campaign as a way to spread the message that we could meet kids wherever they were. Literally. We used this tactic/messaging for social media and for Mailchimp email blasts. In addition, I helped launch a "Forward to a Friend" email campaign to utilize our already strong network to help expand our reach. Both tactics achieved the goal of boosting virtual workshop enrollment.
06
Hoboken Girl: Email Subscription Pop-Ups
I helped create eye-catching language to keep our email subscription pop-ups fresh and continue to entice people to subscribe. The updated copy caused an immediate spike in our subscribers.
07
Jane Goodall Institute: Compassionate Leadership
I helped develop copy about compassionate leadership, a pillar of Roots & Shoots — the youth outreach arm of the Jane Goodall Institute. During my time at JGI, we used this language on social media, in impact reports and presentations, and — of course — on the website.