Tell us your story, Drama Queen.

Content Development

Earn & Learn

Earn & Learn

Word leaks out early about a unique and high-profile workforce development initiative, burying the client in unqualified inquires that are potentially hazardous to the health of the objective. Quick. Create an effective way to promote the program. Encourage self-selection. Research the demographic and write the creative brief and content for all promotional pieces, press releases and partner outreach kits.

Greenworks

Greenworks

A program called Pathways Out Of Poverty was authorized by the American Recovery and Reinvestment Act of 2009 for the purpose of fulfilling the training and employment needs in various green industries in Detroit. A consortium of Detroit-based nonprofits hired me to recruit and educate employer partners, participants and community outreach partners. Press kits, media events and direct mail were all required. But first up - steering the team away from a fated acronym approach and devising a new name and graphic identity. Check.

Pimp Your Ride

Pimp Your Ride

Posted in Field Marketing, Branding, Content Development

Stock art can be a convenient and affordable way to make a project deadline or feed the daily appetite of blogs and social media campaigns. The drawback is that all those perfect and predictable compositions can look sterile and inauthentic. Plus, remember that those stock images are also available to everyone else too. So, to avoid finding yourself in a commercial version of the Fashion Face Off, click here for a guideline on how to make things original. Hint: You won’t find the image used in this post anyplace else on the Earth…

Quality Copy Counts.

Quality Copy Counts.

Posted in Content Development

When engaging with a new content development project, the biggest task is usually getting things pared down to the most powerful and basic of prose. I find brochures, websites and press releases so dense with jargon and rationale that it's hard to make out the single big marketing proposition. Are you clear on what your Big Marketing Proposition even is? Unfortunately, there isn’t any fairy dust that will turn your convictions into eloquent and persuasive copy, but the tactics found in this Guideline might help get things tightened up and trimmed down.