I write the copy to update the Customer-facing retail website. These homepage tiles are for: a flash sale, a monthly Hostess special and a monthly Customer special.
Video Scripts
Each month, I write a script for a 5-10 minute video. The video contains all sales and marketing information the sales field needs from Home Office to make the most of their month. While the video is being filmed, I am available on set for tweaks and direction.
Freelance SEO Copywriting
This is a freelance project I did for a local website design and marketing firm, Ohio Web Technologies. Previously, A1 Hot Tub Guy did not have a website with copy; the need existed for the creation of completely original content.
For this project, I conceptualized and wrote all the copy visible on the site, with the exception of a few paragraphs. I provided new SEO copy based on keyword research performed by partners at the firm.
Magazine Ad
Created copy to appeal to a high-level audience for a current magazine in the business industry.
Email Messaging
I crafted copy for every La Senza email, working with the Marketing and Web teams. My contribution for each email includes: Subject line, Pretext, Headline, Copy, Footers and Legal.
My process in email content creation is as follows:
- Brief from the Marketing Team
- Brainstorm/Gather ideas based on objective of email
- Pattern recent emails in my database
- Craft copy options (Usually 3 per line: Subject, Headline, etc.)
- Present options to Marketing Team
- Deliver final to web graphic designer
MORE EXAMPLES:
Social Media Contests
Working with the Social and Web teams, I was the creative lead for the copy on each Social Media Contest. For this specific contest, I created copy that lived on a Facebook tab but included callouts for other networks including: Twitter, Pinterest and Spotify.
My process on the creative copy for Social Contests is as follows:
- Brief project with Social and Web teams, gathering information including: intent, implementation and reach of the contest.
- Pattern/research the work of similar contests on social channel of choice.
- Create copy options for each opening in wireframes, working closely with the web team to collaborate.
- Present copy to Social team for approval.
Email Messaging
At The Limited, I worked with the CRM and Design teams to develop email copy.
My copy process for emails included:
- Brief with CRM and Design teams about upcoming emails and objectives.
- Review previous emails from The Limited database that were of the same objective.
- Create copy options for each element.
- Review copy with Senior writer.
- Present final copy to email designer.
EXAMPLES:
Interactive Web Copy
At The Limited, I worked with the Web team to create copy with the objective being: Introduce the Merino blend sweater to our customer.
I wrote all page copy and tool tips, working with the idea that the Merino sweater was a person who was telling our customer all the qualities she would love about them.
Retail Marketing – Web
I created multi-functional copy that lived on other web, social media and email channels at The Limited.
Agency
For each of the projects listed, I was the content manager on a team of designers and developers. Together, we created and managed each of these sites in WordPress. Read below for specific details about the sites and my role in the completion.
The Safest Line
I wrote this blog content for almost a year. All content was written, manipulated and managed in WordPress. I wrote two or three blog posts a week, using keyword research and SEO practices.
Antioch University
For this project, I managed the content. I worked with the client to develop content; editing, writing and stylizing over 400 pages.
Antioch University Midwest
This project was the second in the higher-education series. Again, I managed and created the content with the help of the client on over 300 pages.
Arena District
This is a responsive design website. I managed the content for this site; working with the client to write, edit and manipulate the text to perform across all mediums.
Sara Lawson 