Marketing & Collateral
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In our increasingly digitally transformed world, the days of the “paper portfolio” are numbered. Here are examples of digital engagement pieces—from email messages, downloadable/printable PDFs (we’re not quite to the fully digital realm, yet), and other campaign graphics.
The key to any solid campaign—audience relevance, with a little twist on the expected to stand out against the constant roar of marketing bombardment and inbox fatigue.
COVID-19. Interim leadership and reporting changes. Campus closures. What a year to summarize in an annual report covering the myriad ways the Information Resources & Technology division supported campus through constant pivots and still rippling sea change.
Promoting the university's multi-factor authentication tool - Duo - for students to protect campus accounts and personal information.
Campaign to promote Wi-Fi 6 and direct campus to prepare their devices to enjoy the benefits of this faster Wi-Fi access.
Visually demonstrating the breadth and scope of campus classroom renovations - and the investments made - was best showcased in this infographic style.
Students continue to learn on campus and remotely - and even combinations of the two modalities. Some are brand new to campus as well. This flyer drills down into the essentials of campus technology.
A-Zoom - this flyer is an at-a-glance reference guide for meeting hosts and attendees. Includes how to's for using the tools, and meeting etiquette best practices.
The Hornet Laptop Discount Program website, messaging, and campaign imagery is designed to help reduce technology inequity during COVID-19 by promoting this laptop purchase discount program for students funded by CARES/HEERF grants.
Quippy headline putting the focus on our audiences to promote the launch of a then-revamped csus.edu.
Graphics do the heavy lifting of prose to spell out a message clearly - here, it's to remind students that emails about jobs offering big wages with no risk are some very bad 'phish' indeed.
Dr. Seuss style take on phishing awareness - after a spate of fake job emails targeting students, it was time to get back to basics.
Cheeky campaign to announce the retirement of a legacy Wi-Fi service.
Digital sign part of campaign promoting new administrative software updates allowing for preferred name use in campus systems.
Launching a new shuttle locator functionality to the Sac State mobile app.
Promoting the redesigned Sac State mobile app.
Within the COVID-19 world of Zoom meetings, we launched a Zoom meeting add-on within Outlook to make meeting scheduling easier for faculty and staff power users.
Encouraging campus faculty, staff, and students to include personal contact information in the campus Emergency Notification System (ENS).
When division meetings turned to Zoom in the remote days of campus closures, games like this one I created also helped to keep things light and tech themed for faculty, staff, and students as well.
Promoting BloodSource's Advancing Bio division, which transforms fecal donation into a cure for the often deadly C.Diff bacterial infection. Ad ran in the State Hornet newspaper (Sacramento State) targeting the ideal donors - young males. More than a few laughs were had in writing this content, and designing the ad with a consultant. As a colleague said at the time "if you can write about poop and make it entertaining and not cringey, you're at the top of your game."
If there is one thing blood donors collected and cherished, it was the custom BloodSource t-shirt designs. I enjoyed working with a contract designer to bring these fun concepts to life - and into donor's closets. Donors loved being 'human billboards' to share the importance of helping others in need.
Crafted branded, on theme, audience-specific copy and collateral for B2B and B2C audiences including corporate brochure packages, donors, blood drive coordinators, and more.
When hospital needs and creativity collide. The BloodSource "Passport Program" was a memorable way to motivate donors to give with more regularity. This fun promotion which yielded greater rewards than regular whole blood donation - plus entry into a trip drawing! - helped increase donation frequency for platelet and plasma donation. These types of blood product have shorter shelf lives and must be replenished more frequently. The campaign was a huge success.
Got to flex my advertising background a bit with various advertisements and web banner ads for BloodSource (now Vitalant). These examples showcase brand partnership and leadership/CEO communications ghost writing.
Writing is a passion, and writing for organizations focused on making a difference in our community's health sweetens the experience. Crafted many a brochure, advertisement, feature, and web/social media for BloodSource (now Vitalant).
Putting the journalism chops to work to research and craft B2B and B2C articles for BloodSource's official publication "On Saving Lives."
Contracted to interview Shriner's Hospital patients and write feature profiles for the Sacramento Bee's annual "Kids' Day" special publication.
For 5 years, served as a contributing writer/editor for Pacific Law magazine, the official publication of the University of the Pacific, McGeorge School of Law. My favorite installation was the annual new student welcome feature where I was able to profile incoming standout students such as this example.
You always remember that one project where it doesn't feel like work - and this is one of them. With cutting through the competition for top law applicants as the goal, this recruitment brochure took a page from the New Yorker cartoon stylings to bring an irreverent but tasteful twist on lawyering. The Admissions team remarked how our piece stood out from other law schools, as well as the laughs it garnered from would-be future law students.
As the lead writer in the marketing division for the University of Pacific, McGeorge School of Law, I helped define the voice and aesthetic supporting brand guidelines and created a variety of collateral, including admissions and special program brochures. and program flyers. Web content and emails through Constant Contact complemented these efforts with heavy use of hyperlinks and keywords to track metrics.
Had an absolute blast working on a co-venture with the California Milk Processor's Board "Got Milk" campaign to help promote children's oral health. The "See your CDA member dentist because..." campaign included a brochure, web content, and custom radio spots I scripted and produced with voice talent featuring several California assembly members.
Contributed copy and concepts for B2B/B2C newsletters and direct mail for Vision Service Providers (VSP).