In addition to concept and execution of Commonwealth’s first voice and tone guide, I was tasked with co-leading the rebrand team to reimagine our corporate website. The process included everything from wireframing to meeting with SMEs, copy, revisions, and optimization. The project took close to a year and launched in September 2020. Included here is a screenshot of what we started with. A glow-up for sure!

Collaborated with brand, product marketing, creative, and web teams to build a net-new, high-visibility page on the website that highlighted ZoomInfo’s revamped brand direction. I worked hand-in-hand with our Director of Brand Marketing and ZoomInfo’s new messaging pillars to strategize and write the copy on this page.

Collaborated with writers and our editorial team to develop Commonwealth’s inaugural brand tone and voice guide to use as a North Star for content and copy creation throughout our communication channels.

Kaplan Test Prep relies on email marketing as a low-cost conversion tool of existing lead base. Here are examples of a standalone email send to pre-med students to entice them to enroll in premium, intensive MCAT preparation, as well as a part of a welcome series to newly onboarded pre-med student leads. There’s also part of an email journey for prospective LSAT test-takers, conceived and written by me to account for several elements, including how far the prospective student was from their test day.

Giving students an opportunity to experience live teaching for free is a cornerstone of Kaplan Test Prep’s lead conversion plan. We created a landing page that drove the value of the free event series and allowed students to sign up for multiple classes.

Kaplan Test Prep included a dynamic study plan for SAT and ACT prep book buyers in 2019. After completing a short quiz, learners would access a study plan personalized to their study persona. I created the questions and wrote the flow, logic, and blurbs for each one.

Kaplan Test Prep’s B2B arm, targeting institutional sales to high schools and universities, seeks to bolster its reputation by showcasing success stories from current partners. I used existing data and interviews to reconstruct an outdated case study into a rich, informative sales support piece. Sent as a “bonus” in a B2C email, the addition of this case study yielded higher click-throughs and meeting requests than emails that were sent without.

An anchor page of the Boston Herald’s Business section, the real estate pieces drive organic traffic and routinely place in the top-5 most-visited article slots over the weekend. I write two columns a week, the Hot Property and the Home Showcase feature. Even better, my SEO-friendly work converts readers at twice the rate of any other content.

PTC, a high-tech software company, targets manufacturers, oil & gas industry, aviation, and Department of Defense clients for its SaaS logistics solutions. Divisional blogs are maintained for SEO and organic traffic purposes, as well as “leave-behind” elements the PTC sales team can leverage with potential clients.

Wherein I attempt to combine my abiding love for the NBA with my enduring love of test prep. Prep4GMAT, a part of LTG Exam Prep (later Ready4) maintained a weekly blog designed to capture top-to-bottom-of-funnel organic search traffic.

Having never truly embraced an official product launch, we went all out to support this new product targeting GMAT test-takers. This was Kaplan’s first foray into a comprehensive but lower-priced practice option. I was given more latitude with copy direction and overall shape. The goal was to win over customers who didn’t expect a low-cost option from Kaplan.

We were tasked with reimagining Kaplan’s sale landing page using the new “straight shooter” brand voice. The goal was to keep it real, informative, and of course, convert. Although this full page was never used, many parts of it were pilfered to feed other pages because this page is GREAT.

Writing this case study involved coordinating several international teams, a slight language barrier, multiple stakeholders and subject-matter experts, and getting legal sign-off from each company.

Both of these stories fell in my lap on my way home from the gym. A horrific terror attack in France leaves little opportunity for firsthand reporting for a paper in Boston, unless you have an intrepid scamp who can scour Twitter for local reactions, quickly gain interviewees’ trust, and speak to them in French. This was a developing story, emotionally charged, and moving fast.

A reporter shortage meant getting dispatched to Cape Cod on a moment’s notice to interview Elizabeth Warren during her run for the US Senate. I did it. It was very hot, I was very nervous.

Veering away from Kaplan Test Prep’s tedious and explain-things-slowly video style, I developed a concept for a short, eye-catching ad promoting our new adaptive question bank product for pre-med students studying for the MCAT. The goal was to keep it short and sweet so it plays nice with social media advertising formats.

While Kaplan Test Prep has yet to find its social media niche, writing and designing for social allows me more creative freedom and the opportunity to be a little more cheeky.

Kaplan’s non-retail site (hosted in Wordpress) allows us to experiment with banners and rapidly A/B test banner language, CTA language, and graphic elements.

I can think visually, too. While I wouldn’t dare call myself a graphic designer, I can create a visual universe for business messaging and am comfortable ideating and sketching an initial treatment for infographics and other data visualization elements. Working side-by-side with a designer from brainstorming to final execution tends to elevate my work.

Here is the final infographic designed based on my original pitch, copy, and sketch (illustrated infographic + original blackboard concept). On the whiteboard, an infographic I was developing based on a Gartner report about PTC.