Defenestration was my favorite word for 5 years in the early 2000's. I'd been a word-lover before then but that word threw me for a loop. A formal word to describe someone being thrown out of a window? Beautiful. Through the years, that love of words developed into a skill. It became the basis of my writing and the lens through which I edit. Below is a sample of my work, primarily made during my time at the Ad Council, a 75-year-old nonprofit responsible for gems like Smokey Bear and #LoveHasNoLabels.
Writing
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2019 Q3 PSA Catalog // Ad Council
What it is: A quarterly catalog that highlights all of the Ad Council's 40+ social good campaigns alongside seasonally relevant features and engaging graphics. Who it's for: The catalog is a B2B tool geared toward media executives and engineers at TV, Radio, Digital, Print and Out-of-Home media outlets. What I did: As Media Marketing Manager, I was in charge of all elements of this catalog, including drafting and editing all copy, selecting and approving imagery and design choices, and ensuring mailing lists and associated costs were handled accurately. See where Media Partners get their PSAs. |
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Welcoming Refugees Marketing Copy // Ad Council
What it is: A final version of the email marketing copy for Ad Council's "Welcoming Refugees" campaign made during the 2016 Refugee Crisis. Who it's for: This copy aims to get media partners to run the accompanying PSAs in their local communities. What I did: A huge piece of my job was writing and editing all marketing copy for our PSA distributions. this email copy is an example of one of those distributions. View the PSA. |
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CEO Letter to Staff // Ad Council
What it is: A letter from Ad Council's CEO, Lisa Sherman, written shortly after Ad Council launched its new manifesto, brand and office redesign. It touches on why these changes were made and what they mean for the team in a short, snappy way. Who it's for: Ad Council internal staff. What I did: While B2B copy to media partners was never in my own voice, it retained Ad Council's larger brand voice. Here, I was ghostwriting in Ad Council CEO Lisa Sherman's voice in a letter to the staff. See the calendar (design by Yuliya Ginzburg, content by me) that accompanied this letter. |
Editing
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Reducing Food Waste Case Study // Ad Council & NRDC
What it is: A draft case study discussing some of the success points from Ad Council's campaign "Reducing Food Waste." Who it's for: The Ad Council media team that pitches campaigns to media outlets in the hope they'll support the ads on air. What I did: My team and I created pitch kits filled with case studies, one-pagers, infographics and more to help them out. My job also had me overseeing this process, which meant a lot of writing and editing on a daily basis. Take a look at the campaign website, SaveTheFood.org. |
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SheDoesGood Follow-Up Email // Ad Council & SheKnows Media
What it is: An draft email follow-up to a in-person conference, BlogHer. Who it's for: Potential representatives for our campaigns that our media team met at the conference. What I did: The Ad Council was lucky to work with a variety of large partners, allowing them to reach every audience in America, a hard task these days. I wrote, editing, and deployed emails on their behalf. Here, I've edited the account manager's email. Read the press release for this partnership. |
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B2B Social Media Marketing Pitch // Ad Council
What it is: This email and print copy was written and edited to encourage station managers to connect Ad Council with their social media managers. Who it's for: TV and Radio station broadcast managers with pre-established relationships with the Ad Council. What I did: One of the highlights of my tenure at the Ad Council was heading an industry-leading initiative to get TV and Radio stations to support PSAs on their own social networks. I managed all pieces of this including the edited email to the left. |