Worked with General Motors with a specific focus on Cadillac. Cadillac was at a point in its evolution as a brand where it had got stuck in the past and as a result, lost its appeal to consumers who were reaching the pinnacle of their careers in their forties and fifties. These consumers were turning away from Cadillac in favor of Mercedes and BMW, as brands that were seen as more contemporary and prestigious. Cadillac needed to re-position and re-design itself as a brand that could compete in terms of design and technology with the European imports.
Copywriting - websites, brochures, tag lines, brand names.
Brand Strategy & Positioning
Consumer Understanding/Research
New Product Ideas
Connections Strategy - Digital and Offline
Writing
Workshop Development and Facilitation
Art/Painting
Idea Development
Worked with high profile brands that include Kraft Foods, Procter and Gamble, Quaker and Pfizer. Helped position brands for success and develop ideas to take brands to the next level of growth within the market. Specifics include positioning high profile brands like Country Time Lemonade, identifying new energy drink products for Quaker, positioning and advertising the Crest brand in the Italian market, and developing advertising for brands like Listerine and Trident gum in Canada.
Worked with General Motors with a specific focus on Cadillac. Cadillac was at a point in its evolution as a brand where it had got stuck in the past and as a result, lost its appeal to consumers who were reaching the pinnacle of their careers in their forties and fifties. These consumers were turning away from Cadillac in favor of Mercedes and BMW, as brands that were seen as more contemporary and prestigious. Cadillac needed to re-position and re-design itself as a brand that could compete in terms of design and technology with the European imports.
Created copy for both my business websites - HowYouSayItMatters and RapidFireIdeas. In the past, she has een responsible for the creation of website copy for other small businesses as well as for non-profits. She has a great deal of expertise in the creation of websites using Wix and Squarespace and can help with design as well as copy content.
At Bernstein Rein advertising, she was head of brand strategy, and did a great deal of writing work around a new audience segment that she identified. Specifically she wrote the launch press release, as well as the copy for the website and white papers announcing the discovery. The audience segment was called the Hyper Life and below is the first part of the press release that was written.
Worked as a copywriter for the non-profit, The Institute Of World Policy, specifically for their African Thought Initiative. In that capacity, she developed a brochure for them to help attract new benefactors and donors. The relationship was very successful and she also helped the institute edit some of the white papers written by thought leaders in Africa.