"Gingermop" is one of my nicknames (it's Scottish slang for redhead). Redheads tend to stand out in a crowd, and my goal is to create work that stands out, too. Whether it's website copy, a blog post, an annual report, or a banner ad, it's all about finding the story behind the brand, and telling that story in a fresh and compelling way. I love storytelling – maybe it's a Celtic thing.
Esurance was a major sponsor of the 2014 South Beach Wine & Food Festival. I was lead writer on the project, which had three main components.
“DIGITAL DINNER PARTY” CONTEST
To generate excitement about SOBEWFF, we asked participants to create a Pinterest board illustrating their ultimate dinner party. The winner received a trip to the festival in Miami. We promoted the contest on Facebook, Twitter, and the Esurance website and newsletter.
ESURANCE SAVORBAND
The SavorBand was a piece of wearable tech that allowed SOBEWFF guests to digitally capture their festival experience. A banner on the SOBEWFF site introduced the idea to festival guests.
Brand ambassadors at the events passed out the SavorBands. Their T-shirts featured simple icons explaining how to use the band.
By tapping their wristband at special readers around the Esurance North Venue events, guests could save a record of what they’d just tasted, along with recipes and special offers from that vendor.
Guests could then log into their personal website to see all the items they’d tapped.
GRAND TASTING VILLAGE
At our tent at the Grand Tasting Village, we encouraged guests to share their festival experience on Instagram using the hashtag #ShareSOBE. Doing so automatically entered them into a daily prize giveaway. Our tent also featured two “dream kitchen” photo booths and a Wi-fi charging station. Lastly, we had a full-page print ad in the Grand Tasting Village program.
As co-manager of the Esurance blog, I maintained the editorial calendar, helped come up with interesting, timely topics, and published the blog on WordPress. Through SEO and strategic partnerships, we were able to more than double our blog traffic. I still contribute regular posts to the blog.
My Little Swans is an online travel service specializing in luxury family travel. I helped create the brand voice and wrote much of the site content, including destination guides and special offers, often in the voice of our founder. I also wrote newsletters, travelogs, promotions, and marketing materials.
Agency: Singlebound Creative
YuMe is the largest video advertising network, with a unique platform that lets advertisers get the most from their inventory. I wrote the company’s tagline and developed web content that explained their benefits and services.
Agency: Singlebound Creative
For many would-be business owners, loans from big banks simply aren’t an option. Copernicus Fund offers small loans designed to help local entrepreneurs succeed. I wrote the site content, which explains the fund’s model in a clear, straightforward way.
Agency: Singlebound Creative
When Canada’s leading men’s clothing retailer wanted to update their brand, we freshened their site with a casual but sophisticated look and feel. I kept the copy short and punchy, and provided some style guidance that helped put customers at ease.