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Copy Strategy

Over the past decade, I’ve worked with many custom publishers, design firms, and production companies—teaming up with them to provide clients everything from traditional print to sponsored content to speechwriting.

 

Longaberger

Each year, Longaberger holds an annual summer meeting (The BEE) for their people, where they launch new products, celebrate their leaders and the achievements of their sales field, and share their vision and message for the coming year. In 2011, I worked with Iacono Productions (the agency that produces the show) to write the script for all BEE general session content (two days’ worth), from Tami Longaberger’s keynote speech (and her son’s introduction of her) to light-hearted skits. I also helped concept new product videos. (I’m currently working on the 2012 script.)

“What I really like about Judi is her unique insight to get to know her client and audience as best she can before she even writes her first word. She does her homework thoroughly and asks the right questions. Judi is one that you can confidently put in front of the client and know that she can carry that meeting to get the important information needed to write great scripts. She is very well organized and willing to meet anytime to review content. One of the things that differentiates a good writer from a great writer is their ability to get inside the head of the person they’re writing for – to be able to capture their thoughts in their words and transcend those into great working scripts. Judi has demonstrated that capability and that’s why I look forward to working with her on future projects.”

– Steve Werling, Producer/Media Director, Iacono Productions

Here are some selected clips from the meeting (available to view as long as the stream stays available):

 

Arnold, Beck, & Pearce Dentistry

This hardworking downtown Cincinnati dental practice had a growing base of patients and tremendous word-of-mouth reputation. But they had no clear brand identity or online presence. I partnered with designer Claudia Sandman of Oomph Design to create a brand and an identity for Arnold, Beck, & Pearce Dentistry. In addition to helping to define their brand strategy, I wrote all of their copy (web and a print brochure), and also storyboarded, scripted, and directed a promotional video for them (working with videographer Bob Mill of Mills Films).

“I was looking to define my patient base and develop a marketing strategy to connect with them. Judi was able to give me guidance in how to develop a plan—including a website, video and print materials—to brand my dental practice and give us the look we wanted. She took the time to get to know our practice and brand us appropriately. My specialty is treating my patients, and I feel that it’s important to delegate the things that can take you away from your focus to other professionals. I knew it was important for us to establish a brand for our practice early, and Judi was able to develop a plan and bring everything together.”

– Troy Pearce, D.M.D.

Links:

 

Embody

After this thriving cosmetic surgery center renamed their business and worked with a designer on a new visual identity, they needed a new verbal identity as well. I worked with Embody to establish the voice of the brand, writing all of the copy for the new web site.

 

 

Everyday Health

I’ve worked extensively with this custom health publisher on new content initiatives—from helping with content planning/organizing to editing SEO content to writing dozens of articles on health topics.

“Judi has the unique combination of both deep content expertise in certain health conditions as well as the ability to build strong editorial capability in those areas that she may have less experience in. She has done a phenomenal job in writing and editing hundreds of health-related articles. She is thorough, independent, organized, always on time and a pleasure to work with.”

– David Siegel, SVP & GM, Local; Everyday Health, Inc.

 

Ethicon Endo-Surgery

Working with an agency, I co-wrote the coffeetable book Turning Points: Personal Stories of Transformation and Triumph for Ethicon Endo-Surgery. Through in-depth profiles, the book tells the story of bariatric surgery through the eyes of the surgeons, medical personnel, and researchers on the forefront, as well as the patients whose lives have been transformed. Turning Points book excerpt (PDF)

 

 


Cleveland Clinic

I partnered with a boutique agency to write exclusive health content for Cleveland Clinic’s wellness initiative, 360-5.com. I also worked closely with Cleveland Clinic staff to create daily content for an 8-week fitness subscription program.

Selected links to 360-5.com articles: