“Demand Better Solar” became the overarching brand campaign theme for all three verticals (consumer, commercial, utility).
Magazine Ad - Partner
This ad features the “World Record-Setting Solar” ad concept I helped come up with, which emphasizes the documented superiority of SunPower’s technology. The “World Record” ad series supports the overarching brand campaign “Demand Better Solar.”
Web Ad - Partner Campaign
Promoting the idea of pairing solar home energy and electric vehicles making the perfect green lifestyle
Tagline & Video Script
This video introduced SunPower Helix to the world, and it included “The Power of One” product suite tagline I wrote. The tagline spoke to the way all the system components work together as one, and that everything is designed and manufactured by one company for exceptional integration.
Trade Show Booth Signage
For a large conference focused on agriculture and renewable energy
I worked with frog design and Alto on the language of this web splash page for a new ride-hailing service
A promo blurb & CTA to download an infographic (which I also wrote)
One-sheet leave-behind for trade shows and dealer showrooms
Another one-sheet asset using “The Power of One” product suite tagline I wrote
Standard one-pager in a trade publication
Messaging & Strategy
One of my Master's degrees is in Rhetoric, so I particularly enjoy and excel at messaging. I create complex, highly detailed message and content matrices to guide copywriters, account services, and clients in creating cohesive marketing collateral and tactics that uniformly ladder up to the same positioning statement, focus of communication, and benefits.
Other messaging-related deliverables include brand- and product-level taglines and slogans, advertising concepts and "seed copy."
Classic Message House
Product line slogan: The Power of One
SunPower's "The Power of One" slogan refers to a unified product line that encompasses rooftop, carport and ground-mounted solar arrays. The meaning of the message extends beyond one set of products, though, to evoke the idea that SunPower is the one solar company that designs, manufactures, distributes, installs and maintains its own equipment worldwide.
Classic Message House
Five central "pillars," or key ideas, constitute the framework for this traditional messaging "house" for clinical trial software company ePatientFinder.
Message Matrix with Content Starters and Claims
This is just a snippet of a large, complex, benefits-based message matrix that ties product features to the reasons to believe and the sources that back up any claims. There are two sheets in this spreadsheet: one for US wording and claims, and the other for global markets.
"Living" Message Matrix
This was a "living" message matrix, hosted on a shared but secure Google spreadsheet, where contributors could record or see message changes in real time; this suited a fast-paced timeline in which multiple overlapping projects were moving through the publication process in various stages and more than one creative team was involved.
The Head & Neck Cancer Guide is a comprehensive resource to help patients and their loved ones understand and prepare for every step of the cancer journey.
I was the content director on this entire site. I contributed to content strategy, guided information architecture, was lead copywriter, managed the editorial workflow, hired/trained/managed freelancers, revised and edited every page, fact-checked, communicated with the client, and trained the client team to take over the CMS on hand-off.
The site — really three sites, including content meant for adult patients and caregivers, teens, and young children — contains over 557,000 words of copy.
I wrote the entire children's section and directed the voiceover recording session.
Editorial Workflow Management
I managed the editorial workflow using Trello, which works almost like a software developers' ticketing system; I assigned tasks to writers, editors, and reviewers and then moved the content cards to the right.
My superpower is being able to grok new industries exceptionally quickly and well. I have covered an astonishingly wide variety of topics, specializing in recent years in B2B enterprise software, marketing analytics and customer experience. Other areas in which I have expertise include renewable energy and medical devices & pharmaceuticals.
I partner with graphic designers to conceptualize infographics and eBooks. I write the copy and collaborate with art directors on content strategy and user experience to execute well-designed, attractive and highly readable visual content.
A variation of this infographic showing SunPower's global sustainability efforts appears on the SunPower blog and is one of the company's most downloaded assets
One-sheets, pitch decks, presentation slides, interactive product demos, trade show collateral, battle cards, competitive analyses, etc.
I understand the difference between content for marketing (top of funnel) and sales (deep in the funnel).
As a member of the creative team at HCB Health, I helped create this iBook to promote a new product launch to a global audience of ophthalmic cataract refractive surgeons.
I did content strategy, creative guidance and copywriting for this publication. The VERION™ Image Guided System iBook received an unprecedented standing ovation from the regulatory review committee at Alcon.
Establishing the Need
Sample Manuscript Page
This is what the copy looked like in Word before it went to layout. This copy is for the "establishing the need" page shown above.
I have taken a content leadership role in the development of several apps for mobile devices. Apps I have worked on include sales presentation applications, consumer health trackers, and customer service portals. My contributions have included content strategy, information architecture, and copywriting as well as direct collaboration with designers and developers.
App for iPhone and Android, developed in conjunction with Johns Hopkins Children's Center
New parents can take a photo of baby's stool to analyze color for potential illness.
I contributed content strategy and copywriting.
Sample wireframes for a customer service portal with three dashboards
I collaborated closely with an information architect to develop content strategy and wireframes.
Sales Presentation App
I contributed content strategy and editorial consultation for this iPad-optimized B2B interactive product demonstrator.