Canyons, Park City, Utah
Brief:
Ski resort re-brand. To turn a one-day visit into a way of life and a year-round destination.
Role:
Lead Copywriter. Leveraged demographic research to write brand copy, B2B, OOH, print, digital, SEO for all resort properties including hotels, individual lodges and grounds, shops, spas, restaurants, special services, instructor and athlete bios and real estate opportunities.
Result:
One year increase from 4% to 26% growth during the opening season.
138,000 unique web hits in 5 weeks. Increased Facebook following by 20% in first month after launch.
Planned Parenthood Federation Of America
Brief:
PPFA digital launch. Address women's reproductive healthcare needs, with an emphasis on under-served populations and communities.
Role:
Copywriter, UX Writer. Worked with UX team to understand user needs, to write in accessible brand voice and tone. Translated complex health information into easy-to-understand, actionable content.
Result:
Increased access to affordable, reproductive healthcare options and education with an intuitive, simple-to-use app.
Eager Park, Baltimore, MD
Brief:
To engage a diverse community in support of a new park and 88 acre mixed-use real estate development in East Baltimore.
Role:
Lead Copywriter, UX Writer. Researched and wrote for all aspects of project, including marketing catalogue and online material, city park and green space, retail, restaurants, hotels, schools, hospitals, commercial real estate, and health and job creation.
Result:
New messaging platform that re-engaged a fragmented community under a shared vision. Identity, plan and naming approved quickly by city and community, building consensus on $2B, 80+ acre project.