GORE-TEX is a leading brand in outdoor performance fabrics designed for comfort and weather protection.
Role: Product Reviewer/Writer
Challenge: The GORE-TEX blog is filled with reviewers who have professional outdoors backgrounds—from climbing Mount Everest to hiking the Pacific Crest Trail. I approached my reviews from the perspective of the amateur enthusiast and talked about the products in more everyday situations.
Results: My first review brought a unique look on a pair of North Face hiking boots for the weekend warrior. GORE-TEX brought me back for two more reviews and we continue a working relationship.
The Isagenix product catalog is a popular resource for customers and associates, even with all the digital tools available. It contains every product, pack, and system that Isagenix offers and is a major representation of the brand.
Role: Strategist & Writer
Challenges: There are more than 100 SKUs in the product catalog. It needed to be bold and engaging while also thorough and comprehensive. Our team worked through each product to determine how much spotlight it needed while writing bold descriptions to showcase the features and benefits.
Results: The evolution of the product catalog keeps it relevant in 2018. Even as Isagenix develops web tools and mobile apps, customers and associates still want the catalog in their home.
9 to 5 Hiker is a community for everyone who loves the outdoors while managing a full-time job during the week.
Role: Owner, Writer, Producer … I do everything.
Challenges: 9 to 5 Hiker touches all mediums—blog writing, photography, video, and social media. While writing, editing, and social content are part of my full-time job, I had to learn photography and video editing on the go. Time management is another challenge to overcome as 9 to 5 Hiker is something I work on during my free time.
Results: While its social channels play a secondary support role, the website and YouTube channel receive thousands of views and clicks, with some articles and videos reaching the top of the page for popular (but specific) search terms. Most of all, it’s a subject I love and my passion shows in my work.
PetSmart relaunched its YouTube presence with a puppy training video series starring Aaron Burris (Lazyron Studios) and his adorable pug puppy Guppy.
Role: Writer & Script Supervisor
Challenges: This wasn’t my first video script but it was my largest production. Even for YouTube, PetSmart used a full studio with a professional video crew and hired talent to create a series of puppy training videos. Script supervising gave me a new perspective and experience on set and I learned a lot about what goes into a video production.
Results: The videos were a smash success for YouTube and are still some of its most popular uploads (up to 2.1 million views).
The learning center on PetSmart.com is a hub for new, intermediate, and experienced pet parents to gather information and guides about pet care. The learning center covers everything from adopting your first puppy to building an aquarium for saltwater fish.
Role: Content Strategist & Writer
Challenges: The old learning center was filled with gaps and inconsistencies, both in copy and design, from years of added content. Our team was tasked to work with creative and veterinarians to build a learning center that was consistent, informative, and accurate.
Results: The new learning center is now a staple service alongside grooming, training, PetsHotel, and Doggie Day Camp. Not only is it a place for thorough and technical guides, it’s also a home for fun content that is cross-posted from the PetSmart mobile app.
University of Arizona publishes an insert called “Wildcat Country” for the Arizona Republic (Phoenix newspaper) to encourage parents and prospective students to attend U of A.
Challenges: The articles in “Wildcat Country” had several writers which made connecting the tone and voice of the entire piece more difficult.
Results: Although I don’t have information on enrollment data and what this insert did to recruit more students from the Phoenix area, it was valuable experience to work with a major university and take on such a large project already in progress.
Universal Technical Institute trains mechanics and technicians in automotive, diesel, motorcycle, marine, and more. UTI rebranded its website, design, and copy in 2017 to create a more modern and appealing look to prospective students.
Challenges: I was new to the auto industry and worked closely with experts in each department to write copy that was both compelling and true to each trade. The department heads had expectations of what the new website should say and we worked to find content that met everyone’s needs.
Results: The new website, in addition to improved design, does a much better job of showing the benefits of the school and how each department helps students build a career.
The 30-Day Weight Loss System is a flagship product for Isagenix and how most customers are introduced to the company.
Role: Strategist & Writer
Challenges: For many customers, this isn’t just their first weight loss system, it’s their first attempt at a new lifestyle. The system guide walks through every step of the 30-Day Weight Loss System. It teaches how to adopt a healthier lifestyle and think more about “weight wellness” as a permanent solution and less about weight loss as a quick fix.
Results: “Weight wellness” is a new term for Isagenix and one that is catching on quickly. The system guide helps support this new core belief that healthy weight is about more than just “loss.”
Isagenix launched its first dairy-free products with two plant-based shakes in 2016. #DrinkMorePlants was the hashtag/social promotion used to promote the new line.
Role: Strategist & Writer
Challenges: Current Isagenix customers were asking for dairy-free products for a long time, but #DrinkMorePlants was designed to excite people outside the current base. Most of our previous product campaigns targeted existing customers.
Results: The campaign was a viral success and #DrinkMorePlants is still an Isagenix-owned term on Instagram two years later.