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Hobart S

Writer #13469






Profile Summary
Star Rating
Completed Orders 0
Revisions/Order N/A
Repeat Clients N/A
Last Login 6/20/2016
Location Boise, ID
Education Masters Degree
Status Inactive
Industry
Asset Type
Expertise
Experience
Summary of Experience
2012-Present vocalize LLC, Boise, ID
o Owner, Writing/PR/Social Media

2007-2012 Healthwise, Inc., Boise, ID
o Scriptwriter/Editor, Web Writer, Medical Writer

2001-2007 Mindjet Corporation, San Francisco, CA
o External Affairs/PR/Communications Manager, Company biographer

1997-2001 California Medical Associations, San Francisco, CA
o Media Relations Manager, Website Content Manager, Newsletter Editor

1995-1997 CBS Radio Network: American Communications Fdn., Tiburon, CA
o Associate Producer, “The Osgood File” series on health
Specialties
Wireless networking, 4G LTE
Track-and Trace Software for Supply Chains
Channel Marketing
Patient-centered health care information, plain language
Interests
internet of Things
Machine-to-Machine
Customer-centric companies
Education
San Francisco State University Communications, Bachelor of Arts

Studies video and documentary production


University of California at Berkeley Journalism, Master of Arts

Studies print journalism


Honors and Awards
Bronze Apple Produced, directed, shot and edited 48-minute video documentary on the influence of business in the creation of public education policy. the documentary was eventually purchased by more than 100 university school of education libraries.

H. Winter Griffith Award for Excellence in Practice Improvement Involving Patient Education As lead scriptwriter, part of a development team that created series of Healthwise® Ix® Conversations. These web-based programs used a combination of scriptwriting for multi-threaded logic paths, original animation and music, voice over, and customer interaction to motivate patients to change their health behaviors, consider taking important medications, and make small but significant changes to their daily lifestyles.

Patient Education Information: Other – Merit As lead scriptwriter, part of a development team that created series of Healthwise® Ix® Conversations. These web-based programs used a combination of scriptwriting for multi-threaded logic paths, original animation and music, voice over, and customer interaction to motivate patients to change their health behaviors, consider taking important medications, and make small but significant changes to their daily lifestyles.

Outstanding Technology/Innovative Tool As lead scriptwriter, part of a development team that created series of Healthwise® Ix® Conversations. These web-based programs used a combination of scriptwriting for multi-threaded logic paths, original animation and music, voice over, and customer interaction to motivate patients to change their health behaviors, consider taking important medications, and make small but significant changes to their daily lifestyles.

Best Innovation Stimulating Consumer Engagement As lead scriptwriter, part of a development team that created series of Healthwise® Ix® Conversations. These web-based programs used a combination of scriptwriting for multi-threaded logic paths, original animation and music, voice over, and customer interaction to motivate patients to change their health behaviors, consider taking important medications, and make small but significant changes to their daily lifestyles.

Magna Cum Laude

Projects by Industry
Technology

Employed by contract to write case studies explaining the value to customers of the technology company's products and services. Interviewed customers, wrote first draft, then worked with clients and client's customer to create final version of study. Requires ability to translate often highly technical customer testimony into language understandable by non-technical line-of-business buyers; ability to work with teams to arrive at final document version agreeable to all parties.

Software

Developed a deep understanding of this agriculture industry oriented software designed to help growers, packers, shippers, and distributors of fresh produce track and trace their products as they moved through the supply chain. Interviewed companies partners to understand how the software integrated with other products to deliver exceptional value to the software company's clients. Developed facility with the technical language that surrounds the company's specific software solution.

Marketing

Develop company information and data into short, punch eBook to be used as part of channel marketing company's inbound marketing program. Required an understanding of the attributes of writing for the web, and ability to translate information and data into specific short-form content creation. Also required certain comfort level with the field of ROI measurement in the marketing field.

Projects by SEO Skill
SEO Keyword Requirements

Writer was contracted to create series of keyword-driven blog posts for agricultural software company. Search engines have for years been aware of efforts by companies to adapt their web content to try to fool the search algorithms. Successful SEO writing requires an understanding of the way to write to optimize search ranking--the bast tactic for which is to use keywords, but to use them naturally and to keep reader comprehension as the primary goal. Tactically, key words must be put at the start of sentences so that they are sure to appear even in truncated search result titles, and must be repeated often enough to be clearly a central element of the post, without seeming to be overly used to fool the search engines.

Projects by Asset Type
Blog Post

This technology company hired writer to interview executive and from those interviews create an on-going series of blog posts. Successful completion of the assignment required an ability to listen, to find the important story often not completely understood by the interviewee him- or herself. Required a good understanding of the client's technology (wireless 4G LTE networking for distributed enterprises), and an understanding of the writing conventions of the blog.

Product Description

This is an example of a product description in the form a case study: how a customer uses and benefits from the company's product or service. Creating a customer success story depends on a writer's familiarity with the product for service in question. Only with a thorough understanding of the offering is it possible to write a compelling story--to enable the reader to draw the connection between the offering's characteristics and the benefits the customer derived from the use of same. The object of a case study is to condense the customer's protracted experience with a product or service into a 1000-word or less, two-page with photos, two-sided document ready to be handed out at trade shows and used to quickly acquaint prospect clients with the company's value proposition.

Email Copy

Successful email campaign writing depends first and foremost on the ability to create strong subject lines. Without such lines, the email won't pass the first hurdle and be immediately deleted. Once the recipient is intrigued enough to open the mail, the message must then quickly address the recipient's immediate pain point, and just as quickly provide a simple step for him or her to take to find out more information. It is all about speed,

Projects By Expertise
Copywriter

The term copywriting means different things to different people and in different industries. In marketing and advertising, it refers to the practice of writing marketing and ad copy--snappy headlines, clever tag lines, text that "pays off" the lead, the clever turn of phrase, the marrying of text and image. In other industries, it can simply refer to the ability to create good copy as in blog writing, web copy writing, or any kind of prose writing. In these cases, the writing must still demonstrate the same basic features as expected in marketing and ad copy, but can be used in more diverse ways.

Projects by Writing Style
Authoritative

White papers demand a certain sense of objectivity and authority. At their best, white papers serve as a kind of selfless gift to the industry, providing unbiased information about an issue of importance to an industry without an overpowering sense of self-promotion. At the same time, white papers are not inexpensive to create, so even the most altruistic companies must find a balanced way to insert their name and expertise into the paper. One common way is to mention their company's role in the industry at the outset, and then let the information speak for itself, with only rate mentions of the company's ability to deliver the benefits outlines in the paper itself.

Conversational

The explosion in social media-enabled communication has clearly shifted the dominant writing style away from more formal styles to a more informal one. As one expert puts it, some people make the mistake of thinking of social media as a publishing platform: it is not. It is an interactive network that is about starting and continuing conversations--hence, the shift in emphasis to more conversational tones.

Projects by Company Size
Medium Business

One medium-sized client of the writer's business was a firm believer in the ability of customer stories to provide prospective customers with short stories about how it immediately makes it customers more successful and profitable. As such, the writer was hired repeatedly to create a long series of such stories. His clients goal was to have a story on hand to match virtually every possible kind of company that might approach it seeking a solution to its networking problems. The client found that is was particularly useful to create a series of new customer stories whenever it entered into a new vertical market.

Fortune 500

Writer was hired to write customer stories that described how large international clients used the company's hardware and software solutions to address key technology problems. Completion of the assignment required writer to interview non-native English speakers about complex technology solutions, weave together stories of how different teams within the company and its clients worked together to implement the solutions, and arrive at a short list of key benefits the clients experienced as a result of working with the company. As is often the case when working with very large companies, successful completion of the assignment also required a great deal of careful navigation through numerous internal organizations to pursue the project to completion.

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