Creating successful copy across all media is like dripping honey on a bowlful of Cheerios...
I have a focus on the user's journey as s/he engages with your brand.
Give users what they want, when they need it.
Current: The Metropolitan Transportation Commission Serving the Transportation Needs of 7 Million People in the Bay Area Every Year
Task: I was brought on board as senior copywriter and content strategist to develop a brand voice that positions MTC as the center of "all things transit" for the transportation needs of 9 Bay Area counties. Client also demanded a fresh, simple and user-friendly approach to all copy.
Challenge: MTC is a public agency, and state and federal regulations and nuances play a critical role in every project, initiative and program that it undertakes. These regulations and legal nuances must be incorporated into copy. Another construct demands that the copy must also speak to the needs of more than 7 million people who use Bay Area transit every year.
Accomplishments: I worked directly with subject-matter-experts to craft copy that would highlight MTC's important work, and how it affects the public's daily lives and their commutes. I gently pushed the MTC culture toward value-added copy under responsive design constraints (less = more). I absorbed material and reduced content from 1,000 pages to 300 to create structure and content that was accessible and meaningful. I contributed to successful copy presentation with design and engineering staff during Drupal development. I added strategic value to the team across many facets of the development cycle (design, IA, CMS, post launch maintenance, etc.).
Website will go live November/December. 297 more samples upon request.
****** More Portfolio Samples
Worked with senior executives from Invisalign, as content developer and copywriter, to develop an iPad app. Task was to create an app that its sales team could use during one-on-one presentation with orthdontists.
McKesson Pharmaceuticals: I worked with McKesson to ideate and find better user-experience solutions for target audience on the Alternate Site Pharmacy Solutions website. Concepted infographics, and created white paper and email campaigns.
The Mina Group: Reviewed disparate web pages, internal marketing material and numerous videos to craft and refine Chef Mina's "About" page to adhere to the "who" of this well known chef.
The California Dentists' Guild: I developed IA and global nomenclature, created 100% of copy, concepted diagrams, deployed content via CMS. Tasked with creating a more market-based approach to increase conversions.
Ecommerce copy for Marine Layer. An up-and-coming hip clothing store.
Affiliate marketing campaign for LivePerson: Tasked with getting affiliates to join.
Your Online Ad is Boring: Published this article in the Texas Bar Journal emphasizing good marketing tenets.
The Bay Area Lyme Foundation: Developed initial IA and global nomenclature, created/edited all copy, read and reviewed books on Lyme, advised on successful web tenets for copy, advised junior associate on Social Media tenets, deployed content via CMS.
> Email me: ginger at virginiabisek dot com
> Connect with me: LinkedIn