I was tasked with creating the copy for a digital marketing landing page based on a content article that explained how to buy stocks. I have no prior knowledge on how to buy stocks, so I had to dig deep, research, and condense long form copy into a shorter, simple copy for a digital marketing audience. The page is still informative for new investors, but it is also makes sure to guide users towards the paid providers featured on the page.
These Pinterest ads were aimed at getting users to take a credit card quiz that would recommend a travel or cash back rewards card. These ads had a high CTR compared to Pinterest ads featured previously.
NerdWallet Facebook Ads
These Facebook ads are re-marketing ads for users who have previously landed but not opened a savings account on on our digital marketing savings account landing page.
After having looked at what images and copy performed well in the past, I collaborated with a designer to see what images we could use to capture interest on Facebook. We chose a stock photo, an illustration, and a papercraft image. For papercraft, NerdWallet uses puns per the copy guidelines — that's why the clock image ad uses wordplay. The other copy options tested focused on clear and simple benefit-oriented language. The ads did very well and had a high ROI.
Study.com Landing Pages
These are just some examples of landing page copy I created to explain different plans offered on Study.com. The copy touches on the audience's pain point before explaining the specific features.
Study.com Explainer Video
Study.com needed to explain how a student can use their site to improve grades. The target audience was between 15 and 19 years old, high school students or college freshmen. As a writer, my main challenge was putting myself in the shoes of a young student struggling to juggle school, hobbies, and a social life. What is the most difficult part of studying? What is preventing this student from reaching his or her full potential? What problem does Study.com solve for this student?
I started thinking about the busy life of a teen and how convenient it would be for that busy student to watch short video lessons on their phone. Instead of having to read notes and boring textbooks, the student could focus on one 5-minute video lesson that would explain the whole concept. I wanted to ensure the product's credibility by emphasizing that the videos are created by real teachers.
I made Judy, the student in the video, come to life by giving her hobbies, friends, and typical teenage struggles. Judy became a great example of how fun video lessons can improve a student's grades. I took the audience through a 2-minute journey explaining all of Judy's pain points and how she overcame them. Judy's story is really every student's struggle, and by conveying how Study.com can help Judy, I am illustrating how Study.com helps every student.
I storyboarded the scenes, wrote the script, art directed, and narrated the video. Please enjoy.
Study.com: Stop Struggling & Start Learning!
HP store-in-store inline displays
I created marketing copy for inkjet and laser printers, desktop PCs, notebook PCs, tablets, and new technology merchandising for eight stores across the country. According to the assortment, space allotted, and special client requests, each of the 8 stores had completely different copy needs that had to be customized for that particular store. Merchandising elements included: backwalls, endcaps, signage, violators, headers, product cards, and fact tags.
HP Digital Navigation
Nebraska Furniture Mart wanted to redesign their HP section. They asked for mobile content that could be access via NFC technology or QR code in order to add a digital element to their point of purchase displays. The copy I wrote explains key HP PC features. With a mobile device, the shopper can see a demo of how to use each HP feature in order to narrow down which product is best for him or her.
For the BeatsAudio section, I created a simple page explaining whether or not the laptop had Beats. It was conceptual, so the next steps would have been to work on the UX copy from that main screen. It would explain which product with Beats would be best for which PC. It would be matching the shopper with a product depending on the shopper's interests: video games, music, movies. etc.