Content Strategy
Sketchdeck
Project: Hubert and Central Restaurant Products rebranding.
Scope: New brand identity guidelines with visual demonstrations to support information.
Role: Copywriter.
Stakeholders: Creative director, senior content strategist, project manager, client.
Goal: Write guidelines demonstrating how to apply the new brand identity to channels of information, using visual samples as guides.
Challenge: Provide clear, succinct instructions with best practices while adhering to brand voice and tone.
Process: Research new brands > learn voice and tone > crank out work > get approval > add to brand identity presentation slides.
Scope: New brand identity guidelines with visual demonstrations to support information.
Role: Copywriter.
Stakeholders: Creative director, senior content strategist, project manager, client.
Goal: Write guidelines demonstrating how to apply the new brand identity to channels of information, using visual samples as guides.
Challenge: Provide clear, succinct instructions with best practices while adhering to brand voice and tone.
Process: Research new brands > learn voice and tone > crank out work > get approval > add to brand identity presentation slides.
Social Media Video Cuts
Twitter, Inc.
Project: Twitter Premium Support voice and tone style guide.
Scope: Establish voice and tone for high-touch service offerings to premium-level advertisers.
Role: Content strategist & copywriter.
Stakeholders: Senior content strategist, product managers, service agents.
Goal: Establish communication guidance for global English customer service agents.
Challenges: Adapt Twitter's unfiltered voice for clients investing 1-3 million in ad revenue.
Process: Research competition > identify opportunities > socialize > get approval > add to content library.
Scope: Establish voice and tone for high-touch service offerings to premium-level advertisers.
Role: Content strategist & copywriter.
Stakeholders: Senior content strategist, product managers, service agents.
Goal: Establish communication guidance for global English customer service agents.
Challenges: Adapt Twitter's unfiltered voice for clients investing 1-3 million in ad revenue.
Process: Research competition > identify opportunities > socialize > get approval > add to content library.
Automatic Response Templates
Implemented the Premium Support voice & tone to automatic response templates, which I also wrote and edited. In addition, I also created a formatting guide for future content governance.
Audit of Support Emails
Scope: Automatic responses were found to have outdated formatting and broken links. The solution was to audit and revamp the 480+ automatic response library. I removed unused emails, then identified templates with the highest usage and updated their formatting, links, and voice / tone.
Role: Content strategist, copywriter.
Stakeholders: Senior content strategist, senior manager, analytics team.
Challenges: Deliver a visual representation of research data. To solve this, I used Confluence to build and display dynamic charts to sort by date, template properties, and usage. This site, was used to socialize the project to stakeholders.
Process: Identify active templates > check formatting / links > display findings in charts > socialize > take action to remove or update content.
Role: Content strategist, copywriter.
Stakeholders: Senior content strategist, senior manager, analytics team.
Challenges: Deliver a visual representation of research data. To solve this, I used Confluence to build and display dynamic charts to sort by date, template properties, and usage. This site, was used to socialize the project to stakeholders.
Process: Identify active templates > check formatting / links > display findings in charts > socialize > take action to remove or update content.