Copywriting
- 14 Days
- MGH CPE
- Local Motion
- SMS
- HJ Sims
- Moms-To-Be
- ATS
Copywriting and Creative Writing
Even though my training and degrees are in design, I love to write and have always had a talent for it. When my first husband became ill and eventually passed away, I discovered his journal and it inspired me to write my first memoir, 14 Days. This propelled me into writing and writing and writing, and then I got my skills up to speed writing marketing copy, and with what I know about optimizing online content, it naturally evolved into offering SEO and copywriting for the sites I design and build.
So as you've gone through this portfolio and seen the websites and print pieces I've done, many of them include my copywriting. My voice is direct and honest, and I try to expose the essence of each client's vision and bring action to their message.
14 Days - Loving Life with the Love of my Life - a memoir on Amazon
Click here to get Amazon's Kindle - a 6" Wireless Reading Device
Massachusetts General Hospital Center for Performance Excellence
Massachusetts General Hospital Center for Performance Excellence consults with health care organizations to design, implement, and execute organizational transformation strategies and achieve dramatically improved performance. These strategies include comprehensive assessments based on the Baldrige Health Care Criteria for Performance Excellence, improvement of key leadership and management processes, and leadership coaching and support.
After completing an insightful TPCS Discovery for MGH CPE, the client and I learned that their existing customers regarded their relationship and personalized commitment as a crucial factor in the success of their process improvement. This, as well as other distinguishing team behavior, enabled me to write much richer copy for their website redesign. As a result, MGH CPE now clearly presents their promise and value to prospects as they are vetted through the redesigned website.
MGH CPE Website CopyLocal Motion of Boston
Local Motion of Boston provides group bus transportation in the Greater Boston area. Charter a motor coach, mini-coach, van, or shuttle bus for business travel or group tours. They came to me wanting to expand their dated and content-light website as well as help the position themselves more professionally, which they believed was a better match for their performance.
Through the inverviews and research of a TPCS Discovery, the company realized they were providing high-level concierge transportation service, had rich relationships with existing customers, and strong brand recognition in their market. To take the growing company to the next level, I reorganized and wrote new copy to reflect the level of commitment and detail they provide to their customers. This entailed an increase of thirty pages to their new content architecture, more photos and a stronger feel of the geographical region they served.
Strategy Management Systems
Strategy Management Systems provides customized strategy consulting services to companies needing improved strategic performance. The president of the company and I discussed his vision, his models and promise to the targeted business segments. To meet SMS's objective, I saw the most effective path was to be direct, yet simple, in conveying their promise and approach to solid strategic direction advice for businesses.
Once I completed writing the copy, I designed the logo brand with a style guide and business cards, and a foundation website. This new company has taken its first step in hopefully a long and healthy life with communications clarity and straightforward messaging.
HJ Sims
Herbert J. Sims & Co., Inc. investment banking and fixed income financial services needed a brochure highlighting their advisory services for new marketing and upcoming senior housing conferences. After a TPCS Discovery, I was able to write copy that showcased their expertise, history and team. This brochure copy worked so well for them they reprinted the piece several times.
Moms-To-Be
Moms-To-Be Ultrasound and Pregnancy Spa was a copywriting project I did as a sub with Dyverse Marketing Group, their agency. The project scope included several deliverables for a folder kit, overview and services. Coming into the project, I conducted a Foundational Discovery with the client, and realized that the essence of their marketing and advertising copy was very feature-oriented. The owners were very passionate about their facility, and wanted to shift their image to more of a spa-like experience. They also wanted to make sure the importance of the mother-baby bonding experience was also highlighted.
As a result, I crafted copy that not only spoke directly to the audience of expectant mothers, but also created a more personable, quality personality to Moms-To-Be.
ATS
ATS is a full-service cellular site company who was looking to rebrand and refresh their marketing materials. They found they were in a market that they were not known for as a go-to player for all things cellular site, from construction to tower erection, HVAC, electrical, power generation and site management. They were also originally known as "Atlantic Tower Services" so their name was the first part of their problem, in that it infers they only do tower work. Since they've grown the business, they deal with a wide variety of networks and cellular service providers.
When I met with ATS and did a Foundational Discovery, it came to the surface that what they provided their customers was uptime. I wrote all new marketing copy that presented the company as ATS, a full-service cellular site support company that helps their customers keep their networks up and online. The copy can be used as a brochure overview, and each service can be pulled apart separate for individual customers who are looking for a specific service such as power generation or antenna repair.
