Deanna Zemke Portfolio

About Me

I am a brand storyteller who expertly communicates compelling content and experiences with copy that makes a brand's voice sing through the right marketing channels. This generates awareness, loyalty, engagement and sales.

I help brands create their positioning strategy and then convey this messaging to consumers through the most appropriate communication channels such as print and digital media, social media, websites, events, partnerships, emails and content and copywriting.

As a journalism major writing for the college newspaper and a local music magazine, I've always had a passion for telling stories through creative writing. As a child, I typed out my own weekly newsletter called "Kids' Time." I filled it with pieces I felt would appeal to specific friends and family!

At the Super Bowl to provide Tiffany & Co. ​clients with a one-of-a-kind experience due to ​NFL partnership.

Professional Certificates

CAREER SPECIALTIES & SERVICES

Communications Specialties

Freelance Services

PUBLIC RELATIONS

CORPORATE COMMUNICATIONS

WRITTEN COMMUNICATIONS

OVERVIEW

Communicated brand stories via marketing campaigns and written content to launch startups, initiatives or reposition brands in the media to key consumers.

MY QUALIFICATION

10 years’ experience at global public relations agencies, coast to coast, developing brand marketing strategies, securing media coverage, writing press materials and promoting leading experts to build a brand’s image to target audiences.

Target's Black Friday

Two-Day Sale Launch

Relaunched Lane Bryant Catalog as Woman Within

To ensure seamless transition of brand loyalty from Lane Bryant to "Woman Within" name.

TACTICS

Repositioned FedEx as Technology Leader

• Promoted FedEx as an industry-leader with real-time tracking abilities with a campaign around the largest B2C e-commerce distribution of the time.
• Achieved high visibility with Amazon.com partnership to distribute Harry Potter's "Goblet of Fire" to large demand for day-of-release service.
  

Created guerrilla marketing campaigns to generate buzz and interactions to achieve sign-ups, targeted at key demographics.

• "Skype College Tour" - pop-ups, live demos, sign up stations, giveaways.
• 200 sign-ups, 100 demo calls/day, 10k+ Skype packs distributed
  
• “Days of Summer” promotions set up at ex-pat go-to hangouts
• Reached 300k UK ex-pats, 10 print ads in Japanese US media, feature stories in 500+ Hispanic news outlets.
  
• Celebrity Promotions: Skype-A-Celebrity charity auction; "Military Dads" recorded messages to military from celebrity fathers; "Skype-A-Celeb" charity auction featured on eBay .
  
• Overall Result: Achieved 20M+ media impressions

PITCH LETTER WRITING & RESULTING PRESS

This is an example of a pitch letter I wrote to position our spokesperson as a leader in his subject area, college prep testing and financial aid for Thomson Learning.

I related a new movie's theme to our topic. As a result, I was successfully able to position the executive as a thought leader and resource to media in this subject area, resulting in great coverage including a quote featured in the front page of the Home News Tribune (next slide.)

PITCH LETTER WRITING & RESULTING PRESS

Resulting coverage from media pitch letter, quoting Thomson Peterson's expert spokesperson in a regional Central New Jersey daily newspaper, 150k impressions.

PRESS CLIP

Where's e-learning headed? Valley now hub for unit of Thomson

Jane Larson

May. 19, 2005 12:00 AM

Joe Dougherty remembers what it was like to work for an entrepreneurial company and try to preserve its spirit after it was acquired.

Now he's on the other side, in charge of integrating Scottsdale e-learning firm KnowledgeNet Inc. into publishing giant Thomson Corp. Thomson bought KnowledgeNet in August 2004 and made it part of its NETg division. That division has been expanding here ever since.

"Our objective in bringing the two businesses together was to get the best of both worlds," said Dougherty, president of Thomson NETg.

Thomson brought big corporate customers and a global reach to the deal, while KnowledgeNet offered a well-designed platform for online training, he said. Thomson also had more business and management topics among its offerings, while KnowledgeNet focused on information technology.

Since the acquisition, Thomson has moved NETg's headquarters from suburban Chicago to Scottsdale. It made sense to consolidate operations where the engineering and sales staffs are, he said. It has added employees in sales, software engineering and other areas.

Dougherty talked with The Arizona Republic recently about trends in e-learning.

Question: Where are e-learning products headed?

Answer: Customers are looking for something they can customize more easily to their own needs.

Additionally, one of the things we're trying to do is create products that engage people more naturally. We want to offer online courses that get people to take them and like taking them simply because they're good, not because they're mandated.

Our objective is to infuse a lot of the best elements of classroom training back into online learning. Those elements are entertainment, the social aspects of learning like the peer influence and mentoring. And it sounds kind of funny, but having scheduled events actually has a positive impact on ​adoption.

Qty and say, "We have a library of online learning courses." Now it's something really very useful.

: How is the market doing?

A: The thing that was cut the deepest and the hardest (in the recession) was the IT budget and IT training. I think we're seeing that come back, but I don't think it will be like it used to be. We're seeing real growth opportunities surround rollouts of software packages, sales of customer relationship ​management systems and enterprise resource planning systems, and in product training.

Q: How did you get into the business?

A: I was an English literature major. I got into selling textbooks, and I loved selling the computer books because they changed all the time.

I went from that to being an editor. I wanted to put disks in books, I wanted to publish in three months, I was a renegade. Then I heard about this company called Course Technology, and the kind of publishing I was doing as a rebel would have been the mainstream at this start-up.

We were lucky and we were talented. We engineered the company to produce books in three to six months, which was unheard of but entirely reasonable for the lifecycle of software products.

About three years into the life of the company, Course Technology was acquired by Thomson.

Q: What do you like about this industry?

A: There's nothing bad about being in learning. In the publishing business we did kill trees, and here we probably have some carpal tunnel syndrome, but generically, supporting learning of any kind cannot be bad.

Q: What is the biggest change you've seen in the industry?

A: E-learning has gone from a hyped-up novelty to a practical, beneficial enterprise learning resource. There was a time when people were buying this stuff just to be able to attend the next cocktail party and say, "We have a library of online learning courses." Now it's something really very useful.

BIO & Q&A LEAD TO COVERAGE

I have written bios and Q&A's to introduce and provide background for stories, as well as to entice media interest.

This Q&A was part of a press kit to introduce this San Francisco band to media. The goal was to call attention to their unique sound and to gain traction.

These press materials, including this bio, helped secure several local features, including a feature in San Francisco Examiner's SFGate.com

BIO & Q&A TO LEAD TO COVERAGE

PR & COMMUNICATIONS PLAN

COMMUNICATION PROBLEM

Acquired by Yahoo!, HotJobs was seen as the "third" online job site based on site traffic and number of job postings, while the competition continued to thrive and attain larger visibility.

OBJECTIVES & STRATEGY

• To enhance the perceived value of Yahoo! HotJobs among employers, recruiters and job seekers.
• Achieve a leadership Share of Voice in top-tier HR trade media by utilizing spokespeople as the industry/business expert, career expert and product expert.
  
• Strongly emphasize a "local" message throughout all external communications..
  
• Position the brand as a leading expert and resource in the job search for college graduates and overall workforce by transitioning media relationships to ongoing vs. one-off..
  

TACTICS

• Timing: Launched in January, biggest month for job seekers.
  
• Employee Index: A branded monthly analysis of U.S. online job demand from employee perspective to pitch to media.
  
• Created surveys: 1) to define the top 5 attributes most valued in an employee per recruiters and what pop culture jobs most employees would want, with third party research firm and 2) to discover college seniors' plans for a job after graduation.
  
• Raise visibility with statistics and insight from the brand's thought leaders for the year ahead gathered from internal resources, launched with press release and on website landing page.
  

RESULTS

• Media coverage featuring surveys and utilizing brand spokespeople as a job hunt resource in stand-alone articles or included amongst competitors.
  
• Gained visibility in local, national business, B2B and trade publications, positioning the brand as a go-to thought leader and resource in the industry.
  
• Coverage resulted in 100+ outlets and 103,435,167M+ media impressions.
  

CAMPAIGN COVERAGE FROM SURVEY

Conducted a survey as part of the outreach campaigns. Provided consumer media with fun statistics to position Yahoo! HotJobs as a career expert.

This was a way to align the brand with a consumer audience, vs corporate, ahead of a larger, upcoming celebrity campaign.

BRAND AS EXPERT IN MEDIA COVERAGE

MEDIA OUTREACH

Translated complicated health care cost survey findings for business, online, broadcast coverage, including garnering placements in consumer media with expert quotes and survey data. CNBC began featuring the executive as a go-to expert source in his field.

WRITTEN BYLINE ARTICLE

I wrote bylines to position executives as thought leaders in their areas of expertise. These were published in trade publications, such as the one below on behalf of Towers Perrin.

Employee Benefit News: "To Boost FSA Enrollment, Apply Marketing Principles"

By Steven Blumenfield and Martha Terry

Engaging consumers in their health care has become a mantra for U.S. employers. Effective health care consumerism tools help companies meet their goals to provide needed health care benefits while controlling costs.

To accomplish this challenging goal, some innovative companies have uncovered a way to transform a sleepy little benefit into a vehicle to support the message - and impact - of consumerism: the health care Flexible Spending Account (FSA), which allows employees to set aside pre-tax wages to pay for health care expenses not paid for by a traditional health care coverage.

The greatest obstacle lies in getting employees on board, in the face of regulations which threaten consumers with "use it or lose it." But substantial results can be achieved by applying the basic tenets of consumer marketing: consumer research, promotion and decision-support tools which position the FSA in the consumer's language, not in plan-design jargon. The result: increased enrollment in the flexible spending account, greater contributions and as a side benefit, significant FICA savings for the employer.

Begin with the consumer in mind

Amidst the sea of government regulation and legal frameworks that surround HR programs, it can be easy to lose sight of the benefits consumer. Yet HR executives have begun to realize an interesting correlation between the purchasing behavior of employees and those of mainstream product consumers. The person who is selecting and using employee benefits is not just purchasing prescription drugs, physician services and braces, but also regularly buys ipods, cars and refrigerators. HR executives can study effective marketing campaigns for products such as laptops and apply their concepts to motivate these same consumers to engage in health care consumerism.

Take a lesson from consumer product companies that live and breathe consumer insight. When they plan promotions, they start with the consumer. A brand manager would never consider launching a new product without learning everything he or she could about both the user and buyer of their product, especially since these may be different people. When HR programs are launched, they often have the same or greater impact on companies' net profits as any given product would, yet there is often very little consumer insight, by comparison, to ensure success.

Innovative employers are now borrowing from consumer research techniques. They're starting by testing new programs with conjoint (trade-off) analysis to determine the choices employees will make, and the impact of those trade-offs in quantifiable terms such as retention and perception of program fairness. They're then translating this insight into marketing campaigns designed to influence employee benefit "purchasing" behavior.

Deploying consumer behavior lessons

Few would select medication with the most warning labels if there were others to choose from, cheaper or not. If "Be Careful!" signs are constantly drilled into consumer minds, what type of message does that relay? Savvy HR executives who want to increase FSA participation understand that negative messages will repel new subscribers. In an attempt to protect both company and employee from the downside of the FSA - by featuring the plan's "use-it-or-lose-it" feature prominently - employee communication may have sent too strong of a buyer-beware message, immobilizing or dampening participation in the process.

Article continued below

Page 2: Employee Benefit News: "To Boost FSA Enrollment, Apply Marketing Principles"

A more positive message focuses on the opportunity for employees, not the possible hassles that breed fear. For example, some companies have emphasized how an FSA enables employees to give ​themselves a virtual pay raise by taking advantage of its tax-free feature. Others have looked to classic marketing techniques to "sell" FSAs. A major consumer goods packaging company recently ​completed research that shows that even in regard to our health, we are a society of spenders, not savers. Using this research, some employers have focused their FSA communications materials on ​the money consumers save on FSAs that can then be spent on other things. In short, by saving upfront on taxes when purchasing prescriptions and other health products and services that is, the ​things they need consumers have more to spend on the things they want.

This is just what a large Midwest manufacturing company did by rolling out innovative communications along with a consumer-focused advertising campaign. This approach resulted in a 41% ​increase in participation in the company's FSA plan and a 35% increase in contributions.

Simple solutions, click here

Most computers in the U.S. today have a small button at the bottom left of the screen that changed the way we work. As health care consumers, employees also need a "Start" button for benefits to ​boost their confidence to act decisively in their own best interest. Some of the most effective tools are so user friendly that they take the fear out of getting started, including debit cards and desktop ​tools and resources.

An increasingly popular tool is the debit card. It transforms the concept of savings into a product that consumers are already comfortable using to pay for purchases. Debit cards also simplify the ​interaction by removing, in many cases, the complexity of paper substantiation and the delay of reimbursement that can accompany FSA purchases. One company recently realized a 50% increase ​in FSA participation corresponding to its introduction of the card.

Even with a debit card, employees inevitably ask, "How much do I set aside?" This is where calculators and savings planners can make a difference. An FSA calculator is a good way to kick start ​FSA subscribers' transformation from enrollees to active participants. Again, while consumers understand the need for an FSA, they find it difficult to predict their out-of-pocket costs in advance, ​and fear drives them away. The calculator instills confidence by helping consumers understand what their costs will be and propels them to try the FSA experience.

Doing it right

There is still one more piece of the puzzle left that can unite lessons learned and available tools in a cohesive manner. Paige Claus, benefits manager for McLane Company, Inc., a leading ​distribution company, discovered what the combination of tools, consumer insight and hard work can deliver: a 104% net increase in FSA participation and a 72% increase in contributions.

McLane with 14,500 employees in 40 divisions decided that to make an impact and encourage employees to respond, it would do open enrollment right. That translated into preparing employee ​communications materials that highlighted four main take-aways, followed by consumer-oriented messages and tools that included a health care FSA calculator, simple steps to get started and an ​introduction to the debit card. Most important, HR managers in each division were trained to deliver 90-minute enrollment sessions at each of their sites. This high-touch approach, reinforcing key ​messages, resulted in a jump in enrollment from 9% to 19% of eligible employees.

Engaging employees in the health care process takes a lot of work, but is possible by keeping the consumer in mind, translating messages positively and providing user-friendly tools. As we embark ​on greater usage of account-based plans and more complex plan designs, the lessons from this benefit can be applied to attain an even greater impact in the future.

Steven Blumenfield is a principal in the Health and Welfare Practice at Towers Perrin’s Parsippany, N.J., office. He has used his marketing and business background to help clients understand and set up ​consumer-oriented messages for benefit plans. Martha Terry is a principal in the Change Implementation Practice who operates out of Towers Perrin’s Boston, Mass., office. She is the practice leader for ​Rewards Communications and has helped companies with innovative and effective approaches to engage employees in a number of important HR programs. - E.B.N.

PRESS RELEASES

• Promoted Maye Musk book appearance to highlight luxury health group's exclusive services.
• Furthered attention to first interactive beauty site from Procter & Gamble, Reflect.com, by announcing innovative new management.
• Highlighted Hyatt hotel hideaway's restaurant with inventive new menu.
  

Health & Wellness / Book

Beauty / New Management

Hospitality: Hotel Restaurant

CASE STUDY

This case study tells the story of how start-up NetSchools' classroom technology, first of its kind at the time, developed students' technology skills and boosted learning. This helped secured media interviews for a press tour.

FACT SHEET

This fact sheet was created as one of the press materials used to announce this new line from the brand.

The copy is written to be descriptive to appeal to the senses with a feminine, gentle but informed brand voice.

MEDIA ALERT

****MEDIA ADVISORY****

National Arthritis Month: As Popular Drugs are Pulled from the ​Market, What are Better Alternatives for Arthritis Sufferers?

Stryker Orthopaedics Expert Available for Arthritis Awareness ​Month Segment on Best Options to Relieve Arthritis Pain

According to an on-line survey of nearly 1,000 osteoarthritis sufferers commissioned by Stryker ​Orthopaedics and compiled by Harris Interactive, only one-third of patients believe their medication is ​effective in controlling their pain and 44% believe that drugs do not improve their ability to move. ​With recent decisions to pull longstanding drugs from the market, joint replacement surgery is among ​effective and safe solutions for relieving arthritis pain.

Stryker Orthopaedics, leader in the worldwide orthopedic market and one of the world’s largest ​medical device companies, is available to answer your questions on what arthritis patients’ options are ​for effective and safe pain relief.

We can provide a locally-based surgeon to guest on your show to discuss these issues of concern to ​millions of arthritis suffers. Key points include:

• How arthritis pain debilitates the body
  
• What are the most effective options for pain management
  
• When is joint replacement surgery the most viable alternative
  
• Efficacy of pain medication
  
• ·Latest advances on orthopedic devices and surgical procedures
  

Deanna Zemke

Euro RSCG Magnet for Stryker Orthopaedics

212-367-6840

deanna.zemke@eurorscg.com

This media alert was written to persuade media to respond to the urgency of this issue on ineffective pain medication.

The brand voice is kindly urgent, knowledgeable and helpful.

CONTACTS:

WHITE PAPER

This white paper was written to analyze and present a business solution exemplified by client, FedEx. It showcases the brand's expertise on the critical combination of supply chain and CRM. This helped positioned FedEx as a technology leader.

EVENT MARKETING & PARTNERSHIPS

OVERVIEW

Communicated the Tiffany & Co. brand story with

live and digital events, supported by content at different stages of the customer journey and partnerships with brands, media and influencers to further brand exposure.

MY QUALIFICATION

10+ years at Tiffany & Co. strategizing, communicating and marketing memorable experiences for target clients to engage in the brand’s story through live interactions that secure loyalty and sales.

COMMUNICATING BRAND STORY WITH EVENT MARKETING

OBJECTIVE

At Tiffany & Co., my role was to create event moments and experiences to drive attention, traffic and sales at stores in the US and Canada. The goals were to strengthen loyalty with top clients, drive engagement from prospects and generate awareness to target audiences for new clients.

STRATEGY

TACTICS

• SHOWCASE BRAND STORY by conveying traditional aspects into today's relevancy.
• POSITION the brand as fashionable and current.
• FEATURE a blend of timeless jewelry collections with contemporary and new product.
• CONNECT with clients through both traditional and digital marketing to attract new clients.
• REGIONALIZE global brand messaging and initiatives.

• Promote events through digital emails, mobile and social media where applicable.
  
• Engage event attendees with interactive elements such as branded photo stations, Snap Chat filters and custom hash tags in order to create brand ambassadors within social media.
  
• Cultivate partnerships and sponsorships for cross promotions to broaden communication channels and guest lists.
  
• Align with public relations to curate media and influencer event attendees and promote initiatives with press releases and stories in targeted publications.
  
• Tell brand story via live events and webinars hosted by both internal experts and external influencers for smaller, private experiences.
  
• Participate in first trade show to demonstrate the historical timeline of Tiffany's contribution to Watches with pictorials, product and content.
  

EVENT CONTENT TO DRIVE CLIENT JOURNEY - DIGITAL EVITES

Digital evites were designed to connect with targeted clients and drive awareness. I provided the direction for each category of event evites, along with proposed copy, design and branded elements needed and technical needs, such as a second version to send via mobile.

Featured here is an example of a completed evite, sample design and copy I wrote.

[Subject line:] Tiffany Invites You to Discover Elsa Peretti’s ​Celebrated Jewelry

XX

Senior Director, Tiffany & Co.

Invites you to discover the celebrated jewelry of

Elsa Peretti®

Join us for an exclusive in-person and virtual conversation and ​Q&A on Elsa Peretti’s iconic Bone cuff with acclaimed jewelry ​author and editor, Marion Fasel, to celebrate the design’s 50th ​anniversary.

Friday, October 23

5:00 pm

RSVP

XX

XX@tiffany.com

Zoom details follow

EVENT CONTENT TO DRIVE CLIENT JOURNEY - SOCIAL MEDIA

Social media channels were used to promote events or the initiative, as forms of awareness. For example, for store openings, I would request social media posts for open house welcomes to the public that included special elements or simply to announce the opening after a preview event to help drive traffic.

To do this, I would submit a creative brief, detailing the branded elements, drafted copy and purpose for these posts to be placed on Facebook and Instagram, such as the examples here for store openings.

EVENT CONTENT TO DRIVE CLIENT JOURNEY - PRESS RELEASES

Another step in the Awareness stage is media content. I would align with the public relations team to ensure media attendance at a private preview grand opening event to secure resulting coverage. A press release would announce the initiative the following morning.

The example on the right was created to announce the Washington D.C. store opening and ongoing exhibit of historical Tiffany pieces featured for the public to see for a limited time. This was designed to draw traffic from new prospects and casual buyers.

EVENT CONTENT TO DRIVE CLIENT JOURNEY - DIRECT MAIL

I created content for our largest weekend events surrounding a key collection launch in the form of client materials before and after the event.

One of these elements was client letters as part of the Engagement stage. These were welcome and farewell letters, on behalf of the head of the department and event host.

The Welcome Letter would set the stage for what is to come for the weekend events. The FarewellLetter

was a thank you letter with a gift, after purchasing on last night of events, as part of the Decision stage. This helped to continue the conversation with their brand contacts at home.

WELCOME LETTER

THANK YOU LETTER

EVENT CONTENT TO DRIVE CLIENT JOURNEY - CREATING CONTENT ADVOCATES VIA ACTIVATIONS

Brand activations at store events or at malls near the stores provided social media opportunities for guests to engage with. These were photo kiosk stations with branded backdrops or installations for sharing on social media channels. This created brand ambassadors and influencers delivering content.

I designed hashtags and secured Snap Chat filters to arm guests with tools for sharing. These were communicated with visuals at events.

Installations near the store featured sales professionals, POS and products, to convert interest into sales.

EVENT CONTENT TO DRIVE CLIENT JOURNEY - TRADE SHOW EXHIBIT

Oversaw Tiffany's first-time presence at the premier luxury watch show, TimeCrafters 2016, at New York City's Park Avenue Armory.

Directed internal collaboration for support from merchandise, archival and visual teams to present insightful content to demonstrate the Tiffany watch story.

Target audience was watch collectors, who previously didn't consider the brand a leader in this product category.

BRAND STORYTELLING VIA LIVE EVENT: BEVERLY HILLS STORE OPENING

OBJECTIVE

Generate awareness to the reopening of the Beverly Hills store and achieve $1M in sales opening weekend.

STRATEGY

Position store as:

• Go-to destination
• Flagship of the West
  
• Fashionable and current, instilled in tradition.
  

TACTICS

• Previewed high jewelry collection at launch event with celebrities wearing standout pieces.
  
• Entertained clients from US & Canada for a weekend of dinners, cocktails, activities.
  
• Partnership with nonprofit The Art of Elysium contributed installation at event.
  
• Performance by Ariana Grande at launch event showcased the prime location.
  

RESULTS

BRAND STORYTELLING VIA DIGITAL INFLUENCER EVENTS

CHALLENGE

Talking Collecting Jewelry Heirlooms with Top Editors

As a result of the pandemic, retail teams needed an opportunity for live client interaction to replace events during the critical holiday shopping season.

ACTION

Talking Fashion Live with Celebrity Stylist and Suggested Holiday Jewelry Looks

• Developed series of live online chats for holiday, hosted by exciting influencers, on Zoom and Vimeo.
• Each chat topic designed to appeal to different client interests.
• Retail teams targeted high net-worth prospective and longtime clients to whom this opportunity would work best with.
• Secured VP buy-in and cross-functional contributions.

RESULTS

Story Time for Client Families with Storybook Reading with Top Editor / Book Author

Highlighting the Home Collection for Thanksgiving with Celebrated Lifestyle Blogger

Program Spin-Off: Sustainability Digital Event with Charity Partner and Tiffany Chief Sustainability Officer

Idea replicated for Spring and to promote key product categories on rest of the year.

Holiday Influencer Series

Sales Conversion: 70%

Sales: $2.6M

ROI: 340%

Spring Influencer Series

Sales: $2.7M

ROI: 800%

BRAND STORYTELLING VIA LIVE EVENTS: INFLUENCERS, MEDIA, BRAND PARTNERSHIPS

Promoted with Evites sent by Refinery 29 to guest list to meet brand target client.

Pride Month: Men's Engagement

Fashion Launch with Refinery 29 & Aimee Song

CONTENT MARKETING:

STRATEGY, WRITING/EDITING, COPYWRITING, SOCIAL MEDIA, ADVERTISING

OVERVIEW

Communicating brand story by creating content that hits each stage of the buyer's journey, followed by its execution. Infusing content writing, copywriting and graphic design skills.

MY QUALIFICATIONS

Integrating my strategic communications skills and magazine journalism background, I plan and produce content to deliver and promote it in the right formats to the right channels.

CONTENT MARKETING SERVICES

HOW I HELP BUSINESSES

Content marketing is about communicating a brand's story through the right content vehicles with impactful writing that draws attention. The right strategy will optimize SEO which will create a path for Internet users with similar interests to the brand to learn more. In order to do this, I provide:

• Content strategy that places content ideas to move potential clients through each stage of the buyer journey
  
• Content pillars with at least three main topic categories featuring concepts that the brand can provide its unique take to while showcasing its expertise to help build trust
  
• Strategic quarterly content calendars, plotting content categories across channels
  
• Determine SEO key words after brand evaluation to see what has resonated and understanding desired goals
• Stay on top of industry trends and hot topics to provide brand's take on

STRATEGIES & TACTICS I EMPLOY

CLIENT CONTENT MARKETING STRATEGY

CLIENT &

MISSION

Moonstone Skin & Body Care is committed to delivering holistic, non-invasive skin care solutions customized to each individual's conditions and needs so that they feel good, inside and out.

Busy Marin County moms and working professionals, juggling to do it all. Aged 35 – 55. Active in her community, she has little time for herself. On top of the latest beauty, anti-aging, wellness and diet trends to show off to her social circles.

Keep the brand top of mind with established clients to attract them to return to the spa on a monthly basis.

• Increase engagement with clientele so that they consider more advanced treatments and products.
  
• Attract new, potential clients and convert followers into clients, purchasing online and visiting the spa.

SKIN CARE – Routines for different skin types, advice (sun care, anti-aging, acne), recommended products and ingredients, promotions.

SPA TREATMENT & SERVICES – Behind-the-scenes, treatment education and tutorials, facials, Microcurrent Bodicare, holistic care,

service benefits.

CORPORATE – Community connection, owner personal insight ("about me," "my why"), team tidbits, testimonials, inspirational quotes.

Continue to develop blogs to demonstrate expertise and increase SEO; e-newsletters and social media to engage a deeper connection; increase paid ads; and lead magnets to further email list. Cross-promote content with links to drive back to the website and boost SEO.

AWARENESS CONTENT - ATTRACT STAGE

• Monthly blog series with connecting links, SEO key words, to provide guidance on latest treatments, best ingredients and solutions.
  
• Quarterly advertorials with Marin Living Magazine to increase exposure on a regular basis with local readers to attract new clients.
• Boosted social media posts to into paid content to reach new followers.

ENGAGEMENT CONTENT - CONSIDERATION STAGE

• Lead magnets such as an e-book, serving as a how-to skin care guide available by email via prompt in the corresponding blog.
  
• Build deeper connection with organic social media, adding videos, more stories, Question of the Week series.
• Produced video marketing tutorials to position team as skin care experts, go-to resources for latest in skin and body care treatments.

CONVERSION CONTENT - PURCHASE & LOYALTY STAGES

• Updated monthly e-newsletter series to strengthen brand voice to represent the owner and linked back to blogs and website services.
  
• Generated social media campaign promotions during Fall and holiday, including offering a discount with Client Appreciation Week.
  

TARGET PERSONA

OBJECTIVE

CONTENT STORY PILLARS

CONTENT STRATEGY

Written to position Moonstone Skin & Body Care as a service on top of advanced yet natural treatments with benefits competitive to invasive options. This specific technology is unique to Northern California.

Includes links back to other related site blog and services.

This blog was the top viewed post of 2022 and ranked #1 in search.

AWARENESS: MONTHLY BLOGS

AWARENESS: ADVERTORIALS & PAID SOCIAL MEDIA

Regularly provided copy and graphics to participate in promotional opportunities with Marin Living magazine to gain regular exposure to target local audiences. These also grouped the brand in desirable categories such as "Summer Solutions" and "Health, Wellness, Beauty Innovators."

Copy is written to showcase the brand's passion for their business and helpful expertise.

Paid Facebook Post to Promote Advertorial Feature

Cross-Promotion: Highlighted advertorial through brand's social media with paid post, boosting reach by 366%

ENGAGEMENT: EXTENDING CONTENT VALUE BY REPURPOSING FOR LEAD GENERATION

CONTENT WRITING WORK FEATURED: BLOG & E-BOOK

CLIENT

CHALLENGE

SOLUTION

RESULTS

Moonstone Skin & Body Care

Client needed a lead magnet to increase customer database, connect with new clients and develop relationships.

• BLOG - I produced and published a recent blog on the client's website on the controversial topic of skin care cocktailing, timely and highly featured on prime social media channels such as TikTok. In order to explain the concept, the pieced worked well for those newer to creating their skin care routine .
• CALL TO ACTION - The blog worked well for inserting a call-out and link to book a skin care consultation with the lead esthetician at the spa for client prospects.
  
• E-BOOK - The content I presented for the blog was repurposed into a lead generation guide complete with infographics to depict the topic of skin care cocktailing, making it a great introduction to learning about skin care needs and routines.
• CALL TO ACTION - As the guide makes for a handy tool and take-away for interested parties, it required submitting email addresses in order to receive and also offered the opportunity to subscribe the brand's e-newsletter and promotional emails. This link was added to the original online blog.
  

The guide boosted SEO to attract new clients, increasing the conversion rate for click-throughs to 60%. It also provided new addresses for the client email list for future interactions. The combination of these content deliverables worked well independently and together to secure lead development for client relationship building.

BLOG: SKIN CARE COCKTAILING

Prompt to request

E-Book by email

BLOG: SKIN CARE COCKTAILING - pg 3

Prompt that links to

a service page

on the website

E-BOOK W/ INFOGRAPHICS: SKIN CARE COCKTAILING

The blog was repurposed to serve as a "take-home" skin care guide and lead magnet to to take interested readers a step further into the buyer's journey to consider purchasing.

E-BOOK - Cont page 2

E-BOOK - Cont page 3

ENGAGEMENT - SOCIAL MEDIA MARKETING

CASE STUDY ON THE SOCIAL MEDIA STRATEGY ON PAGE 58

Facebook reach grew by 133%, while Instagram experienced a 170% increase in engagement in the first month.

Added regular content such as the Question of the Week series, to encourage interaction and build trust through expertise.

The tone is enthusiastic, relatable and conversational. It's friendly, greeting the community like old friends seeking advice and common interests in skin care and the local community.

Instagram Feed

Question of the Week Series on Instagram and Facebook

CLIENT

CHALLENGE

ACTION

RESULTS

ENGAGEMENT: VIDEO MARKETING

CASE STUDY

Moonstone Skin & Body Care

• The client needed to generate more engagement from its client base to draw them into the spa on a more regular basis for services and products.
• They needed to move clients into the consideration stage of the buyer journey with further interaction.
• It was also key to bring other specialists at the spa to the forefront so that clients would feel more comfortable engaging with them instead of just the lead esthetician and owner. This way, the spa could accommodate more customers for services.

• Featured the spa coordinator and body care specialist in an introductory social media post. Facebook and Instagram are where clients are most active, so I tied a post to National Administrative Professionals Day. The specialist was highlighted as the spa's friendly face they know and love, but so much more in terms of her skin care specialties. Insight analytics also pointed to followers reacting more to personalized posts.
  
• I created a series of skin care tutorial videos. We had recently generated awareness to the importance of skin care with recent content. This was a great next step in showcasing the brand's expertise for those considering using an expert to help with their skin care routine.
  
• In order to accommodate the length of the topic videos, I decided to extend its reach by breaking down the video into several parts, depending on the link. This created a cliff-hanger type of experience.
• As a local brand, the videos were developed to post on social media to the channels with the core engagement, Instagram and Facebook.
• The skin care tutorials would cover basic how-tos of skin care for different categories of interest such as skin cleansing and exfoliation.
• The face of the brand and the spa coordinator split up the video hosting duties. This would build credibility and trust in another spa experts.

• The spa coordinator introduction social media post increased reach by 75%, engagement by 275% and comments by 100%
  
• The first tutorial was a three-part series on eye cream. The reach increased exponentially for each part of the series.
• Part 1: Facebook: Reach increased by 274%, 900% increase in reactions, 100% increase in comments, 200% increase in shares.
  
• Instagram: Reach increased by 44.2%, 75% increase in reactions, 100% increase in engagement.
  
• Part 2: Facebook: 502% increased reach, 500% increase in reactions.
• Instagram: 135.6% increased reach and 75% increase in reactions.
  
• Part 3: Facebook reach increased by 677%, 1000% jump in reactions.
• Instagram: 151.9% increased reach, 75% increase in reactions, 100% commentary increase, 100% increased shares.
  

See resulting Content Creation (Social Media Post, Video Script Copy, Videos) in next pages

CONTENT CREATION -

SOCIAL MEDIA POST & COPY

Content marketing and copywriting worked hand-in-hand as I created content to introduce one of the brand's key brand ambassadors to set the stage for hosting a video tutorial to their followers.

Included is a longer post to present this key staff member in a relatable and personable manner. This helped build trust with the audience.

The post was boosted into paid content and increased engagement by 114%.

CONTENT CREATION - VIDEO SCRIPT

Part 1

AUDIO

Hi, Everyone, Hope here from Moonstone. Today we’re going to talk about eye creams and why you should be using them, when you should be using them and how you should be using them!

First, let’s talk about the why.

[TALKING POINTS:

·Skin around eyes is thinnest skin

·First area to show signs of aging and sun damage.

·This is why it’s critical to take care of the skin around eyes

·Many options available to take care of this: eye serums, eye creams, eye gels]

Pick whatever you feel works best for your skin and what is most comfortable for you throughout the day and night.

Use twice a day: day and night

I’m going to show you two of our favorite eye products here at Moonstone and how you would use them.

If you have any questions, feel free to reach out to us here at the spa or book an appointment.

We can’t wait to see you at your next spa service!

VISUAL

Hope to dress in studio’s work attire and film in front of a backdrop at the spa.

Backdrop should not be in front of ugly service tool boxes or storage areas.

TITLE ON SCREEN: Eye Creams: What You Need to Know

TITLE ON SCREEN: Eye Creams Are Great Solutions for Anti-Aging

TITLE ON SCREEN: When to Use Eye Creams

TITLES ON SCREEN:

• Learn How to Apply One of Our Favorite Eye Serums Tomorrow
  
• Stay Tuned Tomorrow
  

TITLES ON SCREEN:

• Learn How to Apply One of Our Favorite Eye Serums Tomorrow
  
• Tune in Tomorrow
  

CONTENT CREATION - VIDEO SCRIPT

Part 2

AUDIO

[REUSE THE INTRODUCTION FROM PART 1]

First eye care product that we love is the Viktoria De’Ann Pepti-Eye Serum

While it is a serum, it can be used alone and has a lot of the anti-aging and hydrating properties you are looking for!

One of the reasons why we love this eye serum is one of its amazing benefits. They’ve re-packaged it to feature this little pump with a rollerball at the tip.

[TALKING POINTS: Talk through how you are using it on your face.]

This serum is great because it applies right on the eyelids and not just on the orbital bone like a lot of eye products.

If you have any questions or concerns, you can always book an appointment and come in to see one of our licensed estheticians for a fantastic facial! We can’t wait to see you in the spa.

VISUAL

TITLE ON SCREEN: Eye Creams: What You Need to Know

TITLE ON SCREEN: Try Viktoria DeAnn Pepti-Eye Serum

Showcase the product by packaging and then in and of itself

TITLES ON SCREEN:

• Tutorial!
  
• How to Apply Eye Serum
  

DEMONSTRATION: Show how the packaging feature works around the eye area.

TITLES ON SCREEN:

• Learn How to Apply a Favorite Eye Cream Tomorrow
  
• Tune in Tomorrow
  

CONTENT CREATION - VIDEO SCRIPT

Part 3

AUDIO

[REUSE THE INTRODUCTION FROM PART 1]

Our second favorite eye product and top seller as well is the Eminence Neroli Age Corrective Eye Serum.

While it says it’s an eye serum, the texture is thicker and can be used alone or paired over the Viktoria DeAnn eye serum.

[TALKING POINTS:

oShowcase how to apply on face and talk through your expertise on how to do this to its most optimal effect.

oNote how it works to reap its benefits: de-puffing and hydration.]

[REUSE CONCLUSION FROM PREVIOUS VIDEO]

VISUAL

TITLE ON SCREEN: Eye Creams: What You Need to Know

TITLE ON SCREEN: Try Eminence Organics Neroli Age Corrective Eye Serum

Showcase product packaging and item itself. Pump the serum on back of hand to showcase its thickness.

TITLES ON SCREEN:

• Tutorial
  
• Try Eminence Organics Neroli Age Corrective Eye Serum
  

CONVERSION: E-NEWSLETTER

Thank You for Shopping Small ​This Holiday Season

I hope you are enjoying a delicious holiday weekend and taking advantage of holiday shopping ​deals! Small Business Saturday is the best day to do just that as you can keep money in our ​community and support small businesses, like mine. 

I’ve been proud to be a part of the Novato community for many years and hope you will

consider shopping small when gift-giving. A purchase made directly from an esthetician like me ​will not only make a positive local financial impact, but you can be assured that the item was ​carefully selected per an expert’s recommendation.

This holiday season, I am excited to present our Holiday Gift Guide to make online shopping ​easier. Featured below and on our website, the guide is packed with ideas for the different ​people on your list: from the beauty product collector to the skin care newbie to the health and ​wellness devotee, there is something for everyone.

Check out our unique specials available through December 1st, below! Call or email us today for ​any further recommendations or questions.

Happy shopping!

Special Gifts to Make Your ​Holidays Brighter

Have a beauty fanatic to shop for but unsure what to get? This holiday season, we are excited to ​share some fun specials to make gift selections for loved ones even easier. Take a look at these ​gift sets and extra freebies to present a sample of skin care favorites. These specials end ​December 1, so don’t wait to get started on your shopping!

Monthly email newsletters developed brand voice and product copy to convey brand as an accessible, local skin care expert. Supporting Small Business Holiday Shopping is a major theme for the brand. Subscribers increased by 30%.

Viktoria DeAnn Lift Kit + Free ​Pepti-Nano Sheet Mask

Eminence Organics Masque + Free ​I MASK Sheet Mask

Gift Card + Free Sample Pack

Not sure what the hard-to-shop-for skin care lover ​needs? Give the gift of choice with a gift card, good ​towards any product or treatment. If valued at $100 ​or more, you will also receive a limited time only ​assorted mini travel-size gift set.

Order by December 1 for these Holiday Specials!

SHOP HOLIDAY GIFT GUIDE 

Shop treats and treatments for those on your gift-giving list!  Check out our new holiday gift guide ​where we have gathered our best ideas with some special surprises for the skin care and wellness ​enthusiasts on your list.

The best part is if you shop this gift guide, you will receive free shipping with purchases over $75

(automatically applied at checkout), along with a free sample that you can keep for yourself or

use as an extra stocking stuffer. Happy Shopping!

SHOP HOLIDAY GIFT GUIDE 

CHALLENGE

ACTION

RESULTS

CONVERSION: SOCIAL MEDIA CAMPAIGN -

CLIENT APPRECIATION WEEK

Moonstone Skin & Body Care needed to generate excitement and awareness to an upcoming Client Appreciation Week, offering a promotional discount to get clients to the spa.

I featured an announcement, followed by a two-week campaign of posts. These included posts cohesive to the email promotions, highlighting a different skin care concern per post with ideas for services and products to consider to purchase during promotion and Q&As with staff.

• Instagram reach increased by 50%
• Facebook page visits increased by 131%
  
• Revenue increased by 133% from previous month
  

Instagram & ​Facebook Post: Q&A ​with esthetician ​servicing redeemed ​promotion bookings.

Facebook & ​Instagram Post: ​Calling out start of ​promotion and how ​to take advantage of ​it to soothe red, ​irritated skin.

Facebook & Instagram Post: Use promotion ​to treat anti-aging concerns with peptides.

BLOG EDITING

Provided health and wellness small business client, True Medicine, with editing, content direction and SEO to help a doctor's technical-heavy blog connect to a non-medical provider audience.

If you live in the modern world, you’re no stranger to stress. Stressors like family life, job demands, ​and information overload are just a few ways our nervous systems get overactivated, not to mention ​dealing with a chronic condition like multiple sclerosis.

As a person living with MS and knowing that stress is one of the strongest drivers of MS relapses, ​disease progression, and symptoms, what can you do to mitigate this?

What is stress?

In simple terms, stress is a mismatch between what is being “demanded” of us and our ability to ​“cope” with that demand.

Take a crying baby, for example, where the crying is the “demand.” While one parent may be able ​to remain calm and carry on while the baby cries, the other parent may perceive the crying as “too ​much demand” and as a result rush to calm that baby. Each parent has a different perception of the ​demand or the stressor (the crying) and responds or copes accordingly.

Think about this: our modern world is a barrage of stressors. Your job may have unlimited access to ​you through your smartphone or work computer. Your calendar is over-scheduled by events for your ​kids or aging parents. You are inundated by negative information reaching you on the internet or TV. ​You go through the day reacting, and you wonder why you feel so drained at the end of the day.

These stressors that affect us run like an undercurrent, barely noticeable, until our bodies bring it to ​our attention via symptoms like anxiety, sleep disruption, and low mood, or if it goes on too long, a ​diagnosis like MS.

How does stress enter our bodies?

Stress is not just an idea in your head.

Rather, stress is information we collect from our physical and emotional environment to evaluate ​with our senses and perceptions. As we saw above, the crying baby delivered information, and the ​parent evaluated it and responded.

If we perceive information from our environment indicating danger or an emotionally-charged ​situation ahead, we immediately tap into our “stress response” to release hormones, ​neurotransmitters, and cytokines. These chemical messengers communicate to the body to go on ​high alert and get ready to fight or run. These molecular messengers are the delivery method of ​stress from the external environment into the body.

How does the nervous system respond to stress?

Our nervous system houses an intricate system to manage all of the automatic functions of our body. ​Called the autonomic nervous system, it ticks away without our conscious effort, controlling our ​heart rate, breathing rate, whether or not the gut moves or stands still, and even the size of our pupils ​that

In the case of MS, the immune system attacks myelin, the fatty layer covering nerves. When myelin ​is damaged, information can no longer flow swiftly throughout the central nervous system.

How does this feel in our bodies? As the flow of information is slowed down due to loss of myelin, ​symptoms can include:

• More weakness or changes in sensation in our arms and legs
  
• Altered vision
  
• Increased fatigue
  
• Increased pain
  

There is no limit to the symptoms we can feel because there is no limit to where myelin can get ​damaged in the brain or spinal cord.

How to stop stress from disrupting the immune system

Stressors are just one part of the equation. How we perceive and respond to stressors has a lot to do ​with how much stress impacts our bodies.

Recall that the fight-or-flight response lives in the autonomic nervous system, which doesn’t require ​our conscious effort to come alive. Because of this, you may feel like there’s nothing you can do to ​manage your nervous system response.

But the truth is, we DO have significant control over the autonomic nervous system. Breathwork, ​mindfulness, and meditation are among the most powerful regulators of this system. These ​techniques all enhance the relaxation response. Without it, our nervous systems would be in a ​perpetual state of fight or flight, with no chance for our nervous and immune systems to recover.

Take that parent who rushed to quiet the crying baby. Were he to remind himself that the baby has ​been fed and changed and the crying is the baby’s way of soothing himself, he may not have rushed ​so quickly to quiet the baby. Also, taking a few breaths in this situation, centering himself, and ​heading over to check on the baby in a controlled manner would have placed less burden on his ​nervous system.

We can’t always choose the stresses that come our way, but we CAN choose our perceptions and ​reactions.

Making the intentional decision to be less reactive and more grounded tips the balance of the immune ​system in our favor, away from inflammation and towards more order and regulation.

I know this to be true from observing my patients as well as participants from the Live Well with ​MS foundations program. As they increase their awareness of their automatic behaviors and shift ​their perceptions and reactions, like pausing to reframe a stressful situation or taking a few deep ​breaths before reacting, their MS symptoms begin to shift as well.

SOCIAL MEDIA MARKETING:

Copywriting, Designing, Posting

OVERVIEW

Communicate stories, insights, news and personality of a brand by generating content that attracts awareness and engagement with clear copywriting, eye-catching visuals and targeting clients at the right social channels.

MY QUALIFICATIONS

Per my public relations experience, I know how to create brand messaging and draw attention to it by communicating compelling stories to target audiences.

SOCIAL MEDIA MARKETING SERVICES

HOW I HELP BUSINESSES

• Optimize social media to tell brand story and build customer relationships with engagement through narrative that resonates and ultimately converts
  
• Connect brand messaging to all content, even with a topic that seems to be off-the-beaten-path from the business
• Clarify or create brand voice with copy guidelines and provide caption copywriting
  
• Create and design content based on key categorical content pillars and advanced content calendar per quarter
• Post to the right social channels that attract targeted buyers with the right formats, ie photos, videos, stories, carousels
• Communicate regularly with client to receive news updates and branded content and to flag issues or opportunities arising from community interactions
  

HOW I DETERMINE STRATEGY & TACTICS

I evaluate the brand to determine the following:

LIFECYCLE STAGE

GOALS

CLIENT PERSONA

BRAND PERSONALITY

METRIC REVIEW

Is the brand launching, established, reactivating, shifting focus?

Does the brand need to reposition itself, grow followers, increase engagement, generate awareness, deepen loyalty and/or convert followers?

Who is this person? Where do they interact on social media? How active are they?

Is this already formed, does it need to be created or fleshed out? Are there multiple personalities?

What type of posts and content receive the highest reach and engagement? What is working and what isn't? What topics resonate?

SOCIAL MEDIA CASE STUDY:

MOONSTONE SKIN & BODY CARE

CLIENT

CHALLENGE

SITUATION ANALYSIS

STRAGEGY & TACTICS

RESULTS

SOCIAL MEDIA CAMPAIGN: HOLIDAY GIVEAWAY

For Moonstone Skin & Body Care, I conceived the idea and created a Holiday "12 Days of Christmas Giveaway" to promote gift ideas featured in the Holiday Gift Guide. The winner received a custom product package if they boosted followings, tagged friends, shared an introduction post and liked gift guide item featured posts, stories and videos.

Product demonstration showing how to create a wellness drink, featured in the Holiday Gift Guide. Instagram reach rose 20% and engagement by 300%.

RESULTS

• Facebook Page Reach: increased 510%
  
• Compared to last year, Facebook reach climbed 257%
• Instagram profile visits: Increased 30%
• New Instagram followers increased by 50%
  

INSTAGRAM & FACEBOOK POSTS: COPY & DESIGN

QUESTION OF THE WEEK SERIES

CONNECTING WITH FACE OF BRAND

PROMOTING WEBSITE BLOG

PROMOTING WEBSITE BLOG

The following are stories posted to promote various initiatives and campaigns for this brand for award voting, client appreciation deals and the holiday gift guide. The latter was done to showcase before and after photos from a body treatment without leaving it on the feed to maintain the clean branded look.

INSTAGRAM STORIES

SOCIAL MEDIA - VIDEO REELS

Product demonstration showing how to create a drink for relaxation benefits. Instagram reach went up by 20% and engagement by 300%.

Showcasing each element of this product kit package. This helped draw attention to holiday gift giving.

Face of brand providing expert tips on the benefits of hyaluronic acid to the skin and best products.

COPYWRITING

OVERVIEW

Developing a brand's voice through writing copy for various content vehicles by communicating key messaging and delivering key points that convert target audiences into active customers.

MY QUALIFICATIONS

Combining my journalism, communications and marketing background allows me to effectively breathe life into a brand through attention-grabbing copy that is engaging and subliminally persusasive.

COPYWRITING SERVICES

HOW I HELP BUSINESSES

The writing is written on the website. There are so many touch points for the desired client to interact with the brand, from advertising, to landing pages, to social media, to emails, to brochures, to direct mail, to marketing and press materials. And each interaction counts as an opportunity to create followers and loyal customers.

I blend my strategic communications and marketing skills to evaluate the brand messaging that needs to come across all materials.

I evaluate the brand's goals and targeted buyer persona so that copy is customized to meet these needs.

I review, create or update the brand's copy guidelines for all communication vehicles to develop the brand's voice and personality. In order to do this, I define the brand's mission statement, positioning, values and key words.

I ensure the brand is relayed consistently throughout all copy featured in all brand content.

I employ creativity and my passion for writing to provide copy that draws attention and engages.

EXAMPLE OF BRAND COPY GUIDELINES

Below is an excerpt from the guidelines I created for client Moonstone Skin & Body Care.

Tiffany & Co. Brand Copy

XX

Director, Tiffany & Co.

invites you to experience

Rhythm of the Night

A savory dinner featuring the Latin-fusion cuisine of

celebrity chef Michelle Bernstein, 2008 James Beard Foundation ​Award Winner

with

a magnificent collection of fiery Tiffany diamonds and

exotic-colored gemstones

illuminated by

Tiffany Chief Gemologist

Friday, November 14

Cocktails at seven o’clock

Tiffany & Co.

International Plaza

Tampa

For Tiffany & Co., I wrote ​copy to evoke the brand's ​unique identity as a jewelry ​design leader, significant in ​American culture, while ​generating excitement for ​events to take the brand into ​the future.

Email Copy

For Moonstone Skin & ​Body Care, emails were ​written to extend the ​brand's voice to their loyal ​community. The emails ​are a consistent way to ​keep in touch, show the ​brand's care and special ​offerings and thank ​followers for support.

Newsletter Copy (Highlighted excerpts)

For Moonstone Skin & Body ​Care, I also worked to create ​email copy to top clients that ​showcased the brand's ​expertise and wealth of ​resources to provide luxury ​and rejuvenating skin care.

For introductions, I wrote in ​the voice of the head ​esthetician to develop a ​rapport with her followers by ​positioning her as ​approachable, relatable and ​knowledgeable.

Product & Services Copy (Highlights)

For Moonstone Skin & Body Care, a luxury ​skin care practice featuring high-end skin ​care products and esthetic treatments, I ​contributed copy to promote their ​offerings for website, social media and ​email features.

Website Copy

Wrote headers and subheads for ​Holiday Gift Guide website ​landing page for Moonstone ​Skin & Body Care.

RESULTS

• Overall website visits during ​gift guide promotion: 305% ​increase year to year; unique ​visitors up 311%
• Website visits to gift guide ​spiked to 350 visits that day, ​up 66% from last year
• Holiday Gift Guide was the ​4th most visited section of ​the website
  

Paid Media: Advertorial

Provided copy to represent Moonstone Skin & Body Care in Marin Living magazine's "Summer Solutions" section to promote the business' body contouring treatment.

https://marinlivingmagazine.com/marin-living-digital-issue-april-2023/

WHAT MY MANAGERS & CLIENTS SAY