Digital Copy
Client: SPEC - DoorDash
Challenge: Convert the number of small, independently run restaurants offered on DoorDash via a landing page for DoorDash for Merchants.
Approach: Given the simple, reassuring, and casual-Friday professional tone of the DoorDash brand, I approached this project with the aim to keep language straightforward, efficient, and friendly. With numbers at the top conveying the concrete benefits to the small business, I outlined the softer benefits of achieving success and growing within the community. Finally, I conveyed the ease of the signup process and the support offered to small businesses throughout their partnership.
Click image to expand (opens in new tab)
Website Landing Pages
Client: SPEC - Cheetos College Sweepstakes
Challenge: Gather data from people interested in the Cheetos brand. Drive to purchase by creating a contest reward incentive.
Approach: I chose to keep the tone straightforward and simple knowing that we want to create as few barriers as possible for people to enter their data for the contest. I also kept in line with the Cheetos brand of high-energy and fun with the headline and subheadline short and to-the-point while making sure all of the necessary T&Cs of the contest were included.
Click image to expand (opens in new tab)
Client: SPEC - ABC Toy Company
Challenge: Showcase products from a new toy brand to drive sales. Increase the number of ABC Toy Company customers by featuring educational toys for children.
Approach: With so many similar toys on sale, brands need to break through the noise with short, to-the-point messaging to appeal to busy parents and caretakers who are ultimately the intended audience for these banner ads. I took an aspirational, light tone to appeal to parents and their desire to provide fun and educational toys for their children.
Click image to expand (opens in new tab)
3-Frame Banner Ads
Client: SPEC - New Yorker Magazine
Challenge: Increase the number of digital-only subscribers by appealing to people who are familiar with the New Yorker but are not already subscribers.
Approach: The digital-only subscription format offers a convenient way for busy people to be able to read The New Yorker anywhere and everywhere they go. With this in mind, the approach to the copy was to keep the tone insightful, intelligent, and promotional with a clear call to action and the familiar logo front and center.
Click image to expand (opens in new tab)
Client: SPEC - Bayer Aspirin
Challenge: Increase awareness of a new product from a well-known brand to drive sales. Oftentimes brands become known for one specific product so the challenge here was to capitalize on brand awareness while promoting a new product.
Approach: The brand is widely known for a similar product so I wanted to convey the benefit of this new product by keeping the tone helpful and somewhat educational. The people who would engage with this banner ad are busy so keeping the copy short and to-the-point was important.
Click image to expand (opens in new tab)
Client: SPEC - A1 Performance Motor Oil
Challenge: The email is meant to increase awareness of the product and drive purchases by appealing to the target audience made up of men ages 35–50 who own expensive and/or performance cars.
Approach: The target demographic doesn’t mind spending a bit more money to get the highest quality products on the market. Their car is a serious hobby so offering the best product to get the best from their engine was the approach I took with a tone of excitement, urgency, and seriousness.
Click image to expand (opens in new tab)
Emails
Client: SPEC - Johnson & Johnson
Challenge: Create a promotional email that appeals to parents or caretakers of babies and infants. The email is meant to increase awareness of a new product and drive sales via the Johnson & Johnson website.
Approach: The target demographic is concerned with keeping their children comfortable and finds it important to have a pleasant and easy bathtime experience. I decided to take a friendly tone and convey the benefit of hassle-free, safe and comfortable conditioner. Conveying this benefit appeals to the deeper concern many parents have that if their child has an easy bathtime experience, then they are a good parent.
Click image to expand (opens in new tab)
Client: SPEC - Macy’s Promotional Email
Challenge: The email is meant to increase awareness of a special sales event and drive traffic to stores for the event. The products promoted in the email may be meant for adult men but the email must also appeal to women because data shows that women often purchase clothes for the men in their lives.
Approach: The target demographic is interested in fashion but also may need a sale to push them to purchase. Keeping the tone of the email to-the-point and highlighting top brand names is important to drive folks to the store.
Click image to expand (opens in new tab)
Client: SPEC - The Olympia Tumwater Foundation
Challenge: The OTF has a monthly e-newsletter that they send out to their email database. It shares information and stories about the foundation and the work they do in the community. The objective is to create a welcome email to initiate engagement once someone has signed up to receive the monthly e-newsletter.
Approach: The audience for this welcome email is already interested in hearing from the OTF and reading about the work they do in the community - they don’t mind reading through a bit of text to learn about their interests. Most first-time subscribers have only just moved to the area or have only just learned about the foundation from visiting Tumwater Falls and Brewery Park. It is important to have a friendly, educational tone and to get people excited to continue engaging with the OTF.
Click image to expand (opens in new tab)