|
Sample |
Client |
Description |
Published Work
|
|
Newspaper Article |
Denver Post
Sunday Edition--790,000 circulation |
Approach:
Pitched a timely article based on my
military background and experience
to Editorial Page Editor.
Deliverable: Published
Perspective Section front page
article featuring this issue's
theme. |
|
Magazine Article |
ComputerEdge
magazine--150,000 in readership. |
Approach:
Used humor to educate potential
travelers to have successful
computing experiences in a foreign
country.
Deliverable: "From Russia
With Love" detailed my Moscow
business experiences. |
Marcom
|
|
Advertisement |
Storage Technologies
(Now Sun
Microsystems) |
Approach:
Strategically, I designed each of
these four ads to present a
different key message for a product
launch.
Deliverable: These four ads
were designed to support
StorageTek's Fall 2002 Product
Launch. |
|
Annual Report |
c/o At Ease
Communications (PR firm)
on behalf of The Healthcare
Financial Management Association |
Approach:
This association issues annual
reports as a marketing aid to its
members. I wrote content to flesh
out key concepts to help increase
membership and retention rates.
Deliverable: I worked with a
PR professional to create an
"advertorial" annual report--one
touting the association's
accomplishments and benefits to
members. |
|
Application Note |
Storage Technologies
(Nasdaq: STK) |
Approach:
Slanted the copy to detail a
problem, its solution and "next
steps" for prospects facing the same
challenge..
Deliverable: This piece told
the story of a common IT
infrastructure problem, how my
client solved it and the specific
measurable results that were
achieved. |
|
Brochure |
McDATA Corporation
(Nasdaq: MCDTA/MCDT) |
Approach:
I used industry-specific language,
challenges and concepts to
demonstrate my client's domain
expertise, establish credibility and
pave the way for decision-makers to
seriously consider McDATA's
solutions.
Deliverable: This brochure
addresses financial services CXO
pains head on and details how McDATA
solutions solve those pains. |
|
Case Study |
Qwest Communications
(NYSE: Q) |
download case study
brochure
Approach:
I use my professional interviewing
skills to gather metrics that serve
as proof points for solution claims.
Deliverable: This case study
presents Qwest's solutions in their
best factual light to garner
credibility. |
|
Customer Reference Booklet |
Microsoft Corporation
(Nasdaq: MSFT) |
Approach:
Used challenge-solution-results
format to showcase the benefits
customers have received using
Microsoft's latest customer
relationship management software
application.
Deliverable: Interviewed
customers & created content for 11 x
500-word customer success story
briefs and 10 x 1,100-word success
summaries. This booklet supported
the launch of version 4.0 of
Microsoft Dynamics CRM. |
|
Newsletter |
McDATA Corporation
(Nasdaq: MCDTA/MCDT) |
Approach:
The goal was to articulate bold new
messaging promoting the company's
vision and movement in new
directions.
Deliverable: This series of
three letters for the CEO touched on
the major corporate themes
management wanted to express to
employees, customers and analysts. |
|
Newsletter |
Bulletin Board Times,
Inc. |
Approach:
Tout the industry, the company and
the potential for success within
their domain to generate inquiries
to company investor relations
representatives.
Deliverable: I researched the
industry & company, conducted
interviews, wrote copy and created
relevant charts/graphs to illustrate
the investor newsletter. |
|
Radio Ad |
Cherry Creek Arts
Festival |
Approach:
I took a fun tack in creating this
radio add for a non-profit to boost
attendance at 2003's Festival.
Deliverable: This 30 second
spot was a fun business-to-consumer
change of pace. I wrote the ad and
submitted it to KRNC in Denver which
ran it as a public service
announcement. |
|
Final Video
Video Script |
Sun Microsystems Inc
(Nasdaq: JAVA.O)
|
Approach: Personable,
friendly and credible with no hint
of marketing fluff.
Deliverable: This 3:20
video promotes the use of a
collaborative tool to cut support
costs for Sun and reduce the
time-to-resolution of issues by its
customers. It was professionally
produced and featured a local Denver
actor. |
|
Web Copy |
Essential Software
Solutions |
Approach:
Brief...to the point...easy to read.
Deliverable: Wrote this copy
for an online startup whose business
is going through the roof. Used
industry-specific language to
articulate the prospect value
proposition and service benefits. |
|
White Paper |
Quovadx (Nasdaq: QVDX) |
Approach:
I speak directly to decision makers
(CXOs), presenting the business,
financial and technical benefits
they'll get from my client's
products/services. Part I presents
the major pains CXOs face, along
with supporting statistics and
quotes to lend credibility to the
piece. Part II maps my clients'
solutions onto the major pains.
Deliverable: Used my
advanced research, analytical and
writing skills to complete this
deliverable. Presented strong value
proposition in a compelling way.
Created graphics, tables and
inserted quotes to illustrate the
white paper. |
Public Relations
|
|
Backgrounder |
Cherry Creek Arts Festival |
Approach:
I incorporate my client's global key
messaging into their backgrounders,
presenting their company in its best
factual light.
Deliverable: Wrote this
backgrounder to emphasize the
year-round arts education mission of
the Cherry Creek Arts Festival
non-profit agency. |
|
PR letter |
Intrado (Nasdaq: INTDO) |
Approach:
I interviewed people to understand
the issues and mindset of this PR
letter's audience--then addressed
their concerns head on.
Deliverable:
This PR letter was designed to qualm
fears surrounding a transition of
911 services to my client. |
|
Press Release |
Time Warner Telecom (Nasdaq: TWTC) |
Approach: My
method is to show how my customer's
end users use technology to solve
business challenges and gain
financial, business and
technological benefits.
Deliverable:
This release highlighted my client's
telecom services as an enabler for
this health care company. |
|
Bylined Article |
Published in Technology first
Dayton
for client Time Warner Telecom
(Nasdaq: TWTC) |
Approach:
My goal was to promote my client as
a telecom thought leader in the
health care space. I drew upon my
customer's experience and
demonstrated success to gain
credibility in reader's minds.
Deliverable: Created this
500+ word article to capture a
public relations opportunity. |
|
Bylined Article |
Published in DM Review for
customer McDATA Corporation
(Nasdaq: MCDTA/MCDT) |
Approach:
By working closely with PR
professionals to create materials
easy for them to pitch and get
published, my clients fully leverage
the deliverables I create for them.
Deliverable: Bottom
Line--Garnered $17,000 in equivalent
ad space for an ROI of over 1,000
percent.
This bylined product review article
was based on a Boeing case study
previously completed for this
client. It was published in
DM Review in July 2003 with the help
of PR pitch guru and colleague Jil
Backstrom. |
