As Chick-fil-A’s digital prescence grew to match customers’ demand to order online, they needed a strategic marketer, strong project manager and conceptual copywriter to help with the growth. And I was up for the task. I project manage the team’s tasks, writer and edit other writers, partner with other agencies and help make strategic decisions for the brand’s app as well as U.S., Canadian and Puerto Rico website and paid media.
Chick-fil-A is a brand that leans strongly into its voice and tone, differentiating itself from other quick service restaurants that take an irreverent, sometimes sarcastic approach. Nailing Chick-fil-A’s voice is tricky, and I’ve had the great pleasure of writing for the homepage, landing pages, app, paid media, blogs and product pages.
Since 2022, we’ve redesigned several landing pages, their blog and their homepage, all while leveraging user testing to keep the customer’s wants and needs as the focus.
Memphis, Tennessee, has a lot to offer prospective businesses and entrepreneurs looking to relocate. But they needed a website to showcase all they had to offer, separate from the city’s Chamber of Commerce website and it needed to communicate the voice of Memphis, a vibrant city with so much to offer.
Working with the team at Designsensory, I led the content strategy, developing the website’s information infrastructure. I also wrote the copy for an incredibly effective website and ad campaign that delivered some impressive results.
Within a month of launching the new website MemphisMoves.com, the economic development department received over 130 high qualified leads.
The digital ads had equally amazing results. Within the second week of launching the ads, the paid social ads had a well above-average CTR of 4.80% on one of the ads and 1.80% CTR on others. The Google search campaigns had an above average CTR of 1.93%, with one of the ads bringing in a CTR at 4.73%. The display campaign had a very high 7.14% CTR, with 1,248 clicks to site so far. The LinkedIn ads had an above average CTR with 1,291 clicks at a 0.54% CTR.
A self-funded retail app startup, Nytch needed a strategic marketer who could define their brand voice, communicate to their target audiences and help develop the content on the app while they are pursuing funding.
I want to have fun with their voice — because thrifting is fun and quirky. But I also knew a complex app (once that markets to both shoppers and businesses) needed clear communication. I wrote regular emails and developed print pieces, with the goal to stand out in a crowded inbox or inside a busy retail location. The print ads succinctly share the unique aspects of Nytch. With an above average open rate of 20%, the emails delighted customers while reminding them to use the app.
The Blount County Economic Development Board needed a website the fully promoted all the region has to offer. As the main copywriter for the project, I worked with the client to structure the navigation, research the region and write all the copy.
The result is the Blount Partnership Economic Development website. And if you know anything about Blount County’s rapid growth since 2021, you know the website must have done a pretty good job.
Biltmore, America's largest home built®, built by George Vanderbilt in Asheville, North Carolina, needed a new website and fresh copywriting to maintain the standard of excellence for which they've been known for several years.
Part of the team that structured the website and organized the vast amount of e-commerce products, I helped research and write copy for several hundred products, organized the loading of the content onto the website and worked with the team to help develop and load many of the pages on their new website.
