Bands Video
Broadbanding Conference Opening (partial)
Human Resources executives gathered at
a conference to discuss and learn about ‘broadbanding’, a simplified (but complex
to understand) compensation scheme that companies were struggling to implement. We wanted to capture the angst and frustration the HR departments were feeling, while helping them understand that it didn’t have to be as dry and serious a topic as they were convinced it was.
It was extremely well-received and we were
asked for multiple copies for them to take back
to their staffs.
a conference to discuss and learn about ‘broadbanding’, a simplified (but complex
to understand) compensation scheme that companies were struggling to implement. We wanted to capture the angst and frustration the HR departments were feeling, while helping them understand that it didn’t have to be as dry and serious a topic as they were convinced it was.
It was extremely well-received and we were
asked for multiple copies for them to take back
to their staffs.
My contribution:
• Concept
• Writing
• Stock footage
• Edit supervision
Writing samples
Print
Video
Nike
Proposal
Concept/positioning front matter of successful proposal for multi-million dollar communication and administration contract. We suggested creating (and subsequently executed) an internal NIKE brand that reflected its external brand. The first “internal branding” effort of its kind, at least for HR, our suggestions were rabidly embraced
by the target audience and are now regularly and widely imitated.
by the target audience and are now regularly and widely imitated.
My Contribution:
• Copywriting
Alamo Draft House
Ad
Quick-turn ad for inclusion in sponsorship program. Client was publication, not Alamo Draft House.
My Contribution:
• Concept
• Copywriting
ExpressJet
Proposal
Proposal for strategic branding and communication work. Continental Airlines was spinning off its ExpressJet commuter division, and ExpressJet management wanted to make a clean break from the parent company, with its own identity—including their own internal brand. (Hence the reference to PMS 286—Continental's color, which had become an inside joke at ExpressJet.) Since they were used to very dry, traditional pitches at Continental, I thought we should go for broke—on every page. Our approach and tone was radical for them, and
they ate it up. Awarded us the work on the spot.
they ate it up. Awarded us the work on the spot.
My Contribution:
• Overall concept
• Copywriting
Nokia
Brochure
Worked onsite with senior management in Helsinki and Dallas to create an internal brand, Pathways, to communicate a new philosophy around total compensation at NOKIA . This brochure introduced the initial concept of broadbanding in the U.S. Do yourself a favor—don’t read the whole thing because your head will explode.
My Contribution:
• Overall concept
• Copywriting
Western Lithograph
Direct Mail
Series of four postcards to generate buzz for their new Zirkon web press. Open house attendance far exceeded expectations. And everyone who showed up wanted to know what happened to the cat. The press was booked solid within a week.
My Contribution:
• Copywriting (not headlines)
Palmer Drug Abuse Program
Brochure
Pro bono fundraising tri-fold brochure. Client wanted to reach corporate sponsors more effectively. I thought the best way would be to help them see that drug abuse is just as bad for business as it is for families. After brochure was distributed, corporate donations set a record.
All models are actual PDAP participants.
All models are actual PDAP participants.
My Contribution :
• Overall concept
• Copywriting
Intercraft
Trade Ad
Trade advertising promoting the benefits of working with the recognized leader in the picture frame industry. All of our competitors faced the same design, manufacturing lead time and order fulfillment issues we did. And picture frames aren’t cars—there’s only so much run you can get from “quality and performance” comparisons. So we decided to focus on the ancillary differences and the bottom line for our retailers. We held a death grip on the market by the time I left the company.
My Contribution:
• Concept
• Copywriting