Features

From hard features to soft-news fluff, I know how to make a mountain out of a molehill.

• Enjoy a Virginia resort during the holidays promoted intrastate travel in winter months for the Virginia Tourism Corporation.
• Six Sigma improvement process aids in development of BRD, written for the executive vice president of AIG’s domestic brokerage group.
• Finding and Keeping “the Right Staff” helped staffing agency OfficeWorksRX engage their services with readers of MGMA Connexion.

B2B Content Creation

Alfa Laval is a global manufacturer of heat transfer, separation and fluid handling equipment. I helped create more robust content for the Service division.

• When your heat exchanger is fouling at a data center, up time is critical.
• A case study to explain the need for spare parts at a data center.
• Having critical plate packs on hand is explained in this case study.
• A tomato grower learns the value of service after a very hard lesson.
• HVAC systems are usually sold through third parties, so it’s difficult to locate the end user to explain the value of service. This whitepaper helps.
• Learn how Alfa Laval can help problem solve your equipment.
• A service root-cause analysis creates a happy customer. A case for listening to the customer.
• You can work a heat exchanger to the point of failure, but when it’s 35 years old, sometimes it’s fun to fix it too.

Public Relations & Advertising

My public relations experience began in the Pentagon writing daily contract award announcements. That was hard news. But I’ve worked the softer side as well. Advertising has been a line item in most of my budgets, so I’ve done everything from media planning and strategy to writing ad copy.

• Meridian advertorial for Health Data Management magazine
• AIG Performance Management Program receives the RIMS 2002 Arthur Quern Quality Award
• Brandermill Woods ad copy
• n1Health ad copy

Marketing

Kaiser Permanente hired me to project manage open enrollment materials, integrating an unlaunched brand identity and directing a lifestyle photoshoot for versioned materials like their California commercial brochure and their Denver Medicare brochure. For Sheltering Arms Physical Rehabilitation Centers, I made the copy more benefit-driven and assisted with art direction to create The Sheltering Arms Difference brochure.

When AIG field staff needed a leave behind for their Six Sigma program, I developed the concept, wrote the copy, and supervised the design and printing of the Six Sigma brochure. To support cross-selling for the new Sonos soundbar, I wrote the copy and creatively directed the photoshoot for their Home Theater brochure. For n1Health, I developed the strategy, wrote copy, and art directed print materials with heavy client input. This resulted in the n1Health “To Be” stock ad campaign, an n1Health event ad, and a dedicated n1Health brochure.

Digital & Web Strategy

Here is a small sample of my successful digital work. While I wish I had saved my projects from the AOL 2.0 development days, my focus now is ensuring a consistent consumer message across social media, websites, and offline brand extensions.

Freedom Scott Music is a concierge travel and music production company. I wrote their website copy, press release, Facebook ad, and edited their e-guide.

From 2010 to 2013, I managed a rebrand and developed a new voice for global consumer electronics brand Sonos. To prevent messaging dilution across retail channels, I created a copy deck/bible utilized for web, banner ads, OOH, print, and social media. Here is an example of that copy integrated into a product launch announcement.

At AIG, I worked with a third-party vendor to develop lists and design protocols, and edited copy for their first client e-newsletter. I also managed the art direction, site architecture, and copy for the PMP intranet site.

I account managed, wrote copy, and produced MTV’s first Real World casting website and VH1’s Acceptable TV venture, which included extensive cross-promotional banner campaigns.

When geolocation and photo posting took off, Zagat needed to catch up. I wrote and coordinated the design mockups for their web strategy to keep them competitive prior to their acquisition by Google.

I also assist nonprofits, such as writing digital and print copy for a promotional event hosted by the Rotary Club of Church Hill.

Branding

My agency and corporate background is a strong asset when determining key messaging and visuals while patiently managing expectations for both internal and external clients.

To help MGM Grand’s Studio 54 nightclub compete with newer Vegas venues, I oversaw the development of a sexier, more urban creative direction for outdoor and consumer ads. I also navigated challenging internal approvals to explore new key marketing art for Wynn Las Vegas’ Le Reve show.

For the mixed martial arts company ProElite, Inc., I managed the creative team and client relationship to deliver a new logo and a complete corporate identity system. I took a similar hands-on approach by writing the creative brief and supervising creatives during the initial brand exploration for Las Vegas Sands Corporation’s new Bethlehem property.

Employee & Shareholder Communications

I have written employee communication pieces for Fortune 100 companies such as CapitalOne and AIG. The key has always been to give the employees what they want in order to do their job better, which I have accomplished through materials like the AIG loss sensitive national flyer, the NPC weekly internal intranet newsletter, the PMP Update monthly internal newsletter, and the Alfa Laval sharepoint announcement.

Additionally, I have written content for public and private companies annual reports, including the Sheltering Arms 2016 Annual Report. It is never fun and always political; however, I get the job completed.

Insights & Essays

Internet dating, I quit you

Nandoism.com, January 2010
When you’ve reached the end of your rope internet dating, just say no.

Reaching the next generation of healthcare consumers

Healthleaders, January 2006
Forget the boomer, build brand equity with Gen Y.

Is she really going out with him?

Modvox Insights channel, November 2004
After years of dating, I still forget to ask the right questions.

Kramer’s Mother’s Day

This story is about my mother’s request to adopt my dog, Kramer. This was her choice for a mother’s day gift.

2001 Camp Brooklyn Odyssey

When my nephew, Sam, turned two, he was allowed to spend a week with me in Brooklyn. This is his diary.

9/11/01 The Walk from Wall Street to My Brooklyn Home

I forwarded this e-mail to my address book prior to the phone lines going out in NYC. It was the only way for me to communicate my experience… what I saw and felt… and let everyone know I was alive.  The e-mail eventually made it into the hands of the wife of the assistant secretary of defense.  Everyone was hungry for information to try to understand why.

Radio

Sometimes my vocal abilities can be used for clients that cannot afford union talent.

• Hoehn Honda (in market)

I also write radio scripts. This is a 30-second spot for a Richmond Symphony fundraiser. Media time/flight was donated by Kroger.

• Symphony of Trees Raffle.

As Seen In

Sleeping with snakes: Notes from the Los Angeles underbelly

published by Orange Recordings, December 2009
My short story, “Talking Dirty,” appears in this Bukowski/Fante-esque tribute collection available here, or on Amazon.

Untangled: Stories & Poetry from the Girls and Women of WriteGirl

published by WriteGirl Publications, October 2006
My short story, “Red Flags,” appear in the WriteGirl anthology.

Nothing held back: Truth and fiction from WriteGirl

published by WriteGirl Publications, October 2005
My short stories, “The Mother Handler,” “One Player,” and “One of the (Teen) Girls,” appear in this WriteGirl anthology.

Inside the Beltway, outside politics

INTHEFRAY.COM, November 2, 2004, Interact channel
With memories of the closest election in history still fresh on our minds, millions of typically apathetic voters hope to make a difference in this year’s election. The only problem is finding a candidate who will change our lives for the better.

SWF seeks tall SM — Oversensitive, sun-addled L.A. types need not reply

Los Angeles Times, July 16, 2004, Commentary, page B11
This is humorous, nonscientific study of Craig’s list dating in Los Angeles and New York. I placed the same personal ad in both markets and received the same number of responses; however, 20 percent of the LA responses were negative. Are Los Angeles men too sensitive?

Six Sigma: the steps to success in business

Santa Clarita Sun, Spring 2004
This is a general, dumbed-down explanation of the Six Sigma methodology.

Mothers make strides with unique exercise program

Santa Clarita Sun, Spring 2004
The business was very happy with this article and the new business it generated.

California in crisis

Santa Clarita Sun, Spring 2004
Hard news recap and impact.