City Tax Services
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The Background: City Tax Services is a 20-year-old tax return and consulting business. The owner is an IRS Registered Tax Return Preparer who offers filing for personal and business taxes, and financial consulting to small businesses.
The Project: For 20-years, the owner built and sustained their clientele through home-printed flyers. A portion of their strategic plan was to re-brand themselves. They wanted their business to have a real voice.
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The Service: I worked with client to develop a brief tone guide, and then provided them with copy for a direct mailer that highlighted the benefits of working with him as a tax preparer. While the client plans to have a graphic designer create the final product, I designed the mock-up using Canva as a concept guide for the designer.
Appleberry Farms (SPEC AD)
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The Background: Appleberry Farms (fake company) began as family-owned farm, and grew in to a company that leads in the production of organic frozen produce.
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The Project: The goal of this spec piece was to write copy for a newspaper ad that promoted and increased sales of the Appleberry Farm’s Simply Healthy Steamed Veggies; a steamed bag that allows consumers to cook veggies quickly and perfectly every time.
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The Service: I wrote the copy and then collaborated with a graphic designer to create the print advertisement. My concept was to connect with moms who juggle multiple tasks during dinner time, and will find the ease and convenience of this product enticing.
Click link to website to see all product descriptions
Click link to website to see all product descriptions
Candles by Candie
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The Background: Candles by Candie is a start-up company that supplies customers with natural soy wax candles.
The Project: The business owner was steadily selling their product, but needed assistance developing a brand-voice and pinning down a target audience. The client wanted to revamp the product descriptions for her candles to reflect a voice that is friendly and sincere to connect with the audience that responds to that tone, and persuade more traffic to make a purchase.
The Service: I provided the client with product descriptions for her candles.
I researched a series of natural soy wax candle businesses and studied their descriptions to ensure that these were unique, and provided the audience with an experience they wouldn’t get anywhere else.
Pure Impact Gym (SPEC AD)
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The Background: Pure Impact Boxing Gym is a local gym that offers a series of health and fitness services to its clients.
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The Project: The goal of this spec piece was to write copy that promoted the updated hours and the 3-day “try before you buy” pass to increase the number of clients who join the gym.
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The Service: I wrote the copy for the mailer and created the mock-up in Canva. My idea was for the message to reach a diverse audience of both men and women who needed the "time" to workout without singling out fitness newbies.
RWS
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The Background: Runway Salon Studios (RWS) is the umbrella company over a series of brands, including a shoe line that donates proceeds to organizations dedicated to domestic violence awareness.
The Project: As a business that has been in commission for a few years, the owner wanted to increase their social media presence beginning with regular posts that promoted the shoe line to increase sales.
The Service: I wrote the copy for an Instagram post series and created the graphics in Canva. The concept was to present the line as “couture with a cause” by highlighting the lifestyle benefits of purchasing a pair, including that of charity. The owner did not use this post in their marketing plan.
Salon & Spa Massage Therapy (SPEC AD)
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The Background: Salon & Spa Massage Therapy (fake company) is a local health and wellness business that offers a variety of massage services.
The Project: As a new business, the owners were looking to promote their services using their social media pages in order to produce more traffic on their website and phone lines, and convert visitors and callers in to customers.
The Service: I wrote the copy for a Facebook post promotion on Deep Tissue and Swedish massages that they were running. The copy is promotional, urgent, and connects with those who need to decompress. I collaborated with a graphic designer to create the image that would be attached to the post.
AFFI Inc.
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The Background: The Apostolic Faith Fellowship International Inc. is a religious non-profit organization that is the umbrella for a series of churches across the globe.
The Project: The programming team needed a Public Service Announcement (PSA) to advertise the organizations sixth annual convention. The PSA was to be presented on local radio stations in the DMV area. It was required to be two (2) minutes or less, hit the key features of the event, and invite the listening audience to attend.
The Service: I provided the team with a PSA that reflected the best practices of radio announcements. While it differed drastically from the voice consistently reflected in other communications produced for the organization, it fit the informational and promotional tone required for the platform.
CHEETOS® (SPEC AD)
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The Background: CHEETOS® is a chip brand within the Frito-Lay company umbrella.
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The Project: The goal of this spec piece was to write copy for a landing page that advertised the “CHEETOS ® University Sweepstakes” where students enter to win free CHEETOS ® throughout their time in college. The secondary objective was to collect contact information from this key demographic to expand their reach by sending them promotions and coupons.
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The Service: I wrote the copy, and then partnered with a graphic designer to build the landing page. My idea was to stay in-line with the CHEETOS ® uniquely bold and saucy brand voice, while focusing on the demographic of the audience who often face food insecurity and would find this to be an opportunity they could not pass up.
RWS (SPEC AD)
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The Background: Runway Salon Studios (RWS) is the umbrella company over a series of brands, including a shoe line that donates proceeds to organizations dedicated to domestic violence awareness.
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The Project: The owner expressed the desire to promote the re-launch of their business and increase their online presence. They wanted to start by focusing on improving the sales of their shoe line.
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The Service: Advertisements are an important part of any product-based business' strategic plan. I wrote the promotional script for a 30 second ad that could play in the banner of a website or before a Youtube video. The ad reflects the brands focus on style, and looking good. I then created a mock-up of the visual in Canva as a storyboard concept for a future videographer or animator.
Johnson & Johnson (SPEC AD)
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The Background: Johnson Baby is a brand under the Johnson & Johnson corporation umbrella.
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The Project: The goal of this spec piece was to write copy for an email that promoted the Johnson’s Baby Conditioner so readers, particularly those with children, would purchase the product.
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The Service: I wrote the copy for the email, and then collaborated with a graphic designer to bring it to life. My idea was to stay in-line with the Johnson's Baby brand voice and reach parents who care about what they use on their baby’s skin.