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Work samples are categorized on the tabs below.
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These samples, prepared as student assignments in the American Writers and Artists Institute (AWAI) “B2B Copywriting Mastery” professional development course, were for a fictitious manufacturer of commercial refrigerators.
My marketing email copy was one of five finalist entries competing for a $1,000 honorarium, evaluated by Steve Slaunwhite and Lisa Christoffel.
The objectives of, and constraints on, each assignment:
A short case study (prepared as a spec sample) for a corporate training firm whose specialty is networking training for sales teams. The case study is derived from a customer interview. It promotes a coaching offering that includes a one-day onsite training workshop, self-paced video learning modules, and access to individual coaching and support with the firm’s founder. The firm’s client is an office space design and renovation company.
This blog post (prepared as a spec sample) is directed to designers and contractors who interface with the public to build custom kitchens.
BeDazzled Custom Kitchen Designs (a fictitious company) offers design consultancy and materials sourcing to these contractors, helping them provide the homeowner with modern, connected kitchens built with sustainable materials.
The post seeks to highlight BeDazzled’s expertise, as well as their publication of thought leadership in the industry (e.g., an ESG Annual Report and a Tiny Homes Look-Book).
(Note: This sample was developed on spec; Mindwalk is a fictitious company.)
Mindwalk coaches creative design and marketing firms to produce more persuasive, effective sales proposals and RFP responses, more efficiently.
Mindwalk asked for landing page copy that promotes a new coaching offering in this space (called “Pump Up Your Proposals”) and persuades design firm directors to buy.
A skills demonstration covering single and multi-camera video editing, 360-degree video production, color correction and various post-production effects.
Produced in 2018 while earning a Master of Communications (MC) degree in Digital Media & Storytelling, from Loyola University Chicago.
Ahead of Annual Enrollment, this video championed small, daily choices helping to achieve better health and lower out-of-pocket healthcare costs. It also promoted a new, unified intranet destination for employee rewards information. I wrote the script and partnered with a creative team to produce the video.
After the Total Rewards microsite proved popular, the client continued toward a paperless Annual Enrollment experience and leveraged its aesthetics and interactivity to create their first fully digital enrollment guide (an interactive PDF).
Design: Fister, Inc.
A growth-focused grocery chain faced challenges explaining the need to address rising healthcare costs while investing heavily in new stores and new talent. This sample features a ghost-written letter from the CEO, himself a product of the company’s uncommonly loyal and family-oriented culture.
Design: Orangeflux.
A significant business combination (wherein four divisions in North America united under one corporate entity) required offering benefits on a common platform, and explaining clearly how employees from the legacy entities would, over a short period of time, experience benefits equity. This is the “North America transition guide” for the first year of this two-year effort.
The transition communications campaign, of which this guide was a part, won a regional IABC Award of Excellence in 2014.
Design: Fister, Inc.
These samples of retirement plan change brochures were packaged with personalized retirement savings projections, to clearly illustrate the individualized impact on total retirement savings of “freezing” (i.e., ending future accruals in) defined benefit (DB) pension plans.
Charged to overhaul a company’s health and welfare SPD to “make it more readable” (in addition to making required updates), I worked with a graphic designer and a small team of in-house SPD experts to make the technicalities clearer and friendlier without sacrificing accuracy.
Design: Pauline Goulah, Goulah Design Group.
Created for an internal leadership meeting, this video highlighted the potential of voice-driven technology to revolutionize healthcare, making it more efficient and accessible.
Before generative AI became mainstream, this client aimed to inspire leaders with AI’s predictive capabilities. The video showcased how AI could expedite life-changing care across America.
When a second, devastating surge of COVID-19 cases struck India in the spring of 2021, a U.S. public accounting firm with operations in Bangalore partnered with local organizations to increase access to oxygen, hospital care and vaccines. These two intranet posts tell some of the story. The fund drive continued for several weeks following the release of the update message.
This anonymized sample is part of a comprehensive rewrite for a Midwestern hospital system. The goal was to spotlight their top-tier centers of excellence in various medical specialties.
This video introduced an industry-first platform for “citizen [software] development” within a U.S. public accounting firm.
On short notice, I pitched the video for a firm-wide meeting, wrote the script, voiced the narration and collaborated with design and video resources to bring it to life.
Soon after, I wrote and executive leadership sent this “thank you note” to the firm, distributed via email and on the intranet.
Over time, I wrote several internal news stories to introduce platform-derived innovations to the firm, addressing client pain points such as:
Ghost-written for Transformation leadership, this intranet post presented a strong forecast for growth.
Prepared in support of Global Technology Systems’ internal rollout of a new user interface for videoconferencing, long before remote work became the norm. Notably, the video was written, recorded, edited and voiced in under 18 hours, with no budget or additional human resources.
Narration for extensive eLearning screencasts prepared for Hewlett-Packard’s sales teams.
An announcement to leaders and staff of a public accounting firm, regarding the internal development, launch, and planned commercialization of a blockchain-enabled tool for intercompany financial transfers. Product names and organizational details have been changed.
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Social Issues & Politics
Full Production
Product Crowdfunding and Promotion
Invented by Liz and Anthony Green and developed with input from law enforcement, StopShield seeks to reduce injuries and deaths from police-involved shootings with a simple, inexpensive piece of 3D-printed plastic.
I produced this video pro-bono while studying at Loyola University Chicago, to support a crowdfunding effort that raised over $7,500 toward the cost of producing StopShield units.
Narration
Web Ad for Political Candidate
Web ad for Susan Hagan, Democratic candidate for Commissioner of Ashtabula County, OH (2020).
Animation by Outside the Lines Creative Group.
Narration
Puerto Rico Hurricane Relief
Shot and produced by Jeff Chow of Chow Creative, this short film celebrated the volunteers from GE’s Executive Leadership Program (XLP) who served the people of Puerto Rico following Hurricane Maria’s devastating landfall in 2017. I was pleased that my narration could play a small part.