Julie has written everything from auto wraps to z-folds. Her specialty is coming up with big ideas that become the basis for product launches and cross-platform campaigns. Julie loves email, branding, feasibility studies, micro-copy, and using consumer psychology to drive sales. She is a solid believer in David Ogilvy's statement, "The consumer isn't a moron. She is your wife."
Julie believes there are no boring topics, just boring people. Copywriting has given her the opportunity to immerse herself in a broad variety of subjects, from septic tank construction to jet engines. Although copywriting is her first love, she also enjoys learning how to code websites and emails, working with animation software, and designing 3D renderings of tiny houses. She is owned by an evil toy poodle whom she loves dearly.
Julie's background in Sociology led her to conduct field research in an Aleut village in Alaska. It has also proven invaluable in helping her to separate good research from bad.
As an undergraduate, Julie took a graduate level seminar in mass communications under the esteemed David Paletz and was the only person in the class to earn an A.
She volunteered as a classical music DJ once a week at the campus station and was the yearbook co-editor.
Julie earned a merit scholarship.
Julie's class project was singled out to be a model for future classes.
Julie has an extensive background in the travel industry. She has put heads in beds for hotels, including Sol Melia Global, Elegant Resorts, Sandals, and independent brands. She has stayed on course with cruise lines, including Celebrity, Royal Viking, and others. She flown copy for airlines, including Aeromexico, Air Jamaica, and Gulfstream Air Charter. She has been the go-to copywriter for tourism agencies, including the Jamaica Tourism Board, Bonaire, Alabama Gulf Coast Convention and Visitors Bureau, and Hollywood, Florida. She was recruited to brand a large timeshare company and its landmark wilderness adventure project, as well as create all marketing materials. On a side note, Julie has written on economic development for the City of Coral Gables, downtown Miami, and Miami-Dade County's Beacon Council.
The attached sample represents one of many that helped grow Mercantil Commercebank from two branches to one of Florida's largest banks with over $6 billion in assets. Julie was the only writer for the bank throughout 19 years of rapid growth. In that capacity, she was responsible for ads, brochures, point-of-purchase, annual reports, and web copy. In 2009, she rebranded the bank to align it with its parent company in Venezuela. In 2018, Mercantil Commercebank was spun off and went public under a new name, Amerant. Julie has worked with other financial institutions, including Coral Gables Federal (now SunTrust), Regions Bank, TD Bank, Ocean Bank, Security Bank & Trust, and Financial Services South.
Julie has launched a baker's dozen of food startups with branding, naming, website copy, packaging copy, and copy for marketing collateral. Her first food brand experience was trade and consumer marketing for Del Monte Tropical Fruit. In 2009, she created the trade and franchising materials for on one of the first food delivery services in the nation. Julie later worked on cookies, chilled soup, tropical juices, a frozen snack line, sausages, and coffee.
Julie rarely write ads nowadays, but she has included an example of one that one a CLIO award, one of the most prestigious peer-based creative awards.
Julie has researched and written more than 30 annual reports, including one that tied with Ford Motor Co. for a national business communications award. Annual reports are no longer produced, having been replaced by digital reports, but the ability to interview executives, assemble information, and write clearly about business remains useful for other projects.
Julie wrote the full suite of marketing materials for this client, from sales emails and an animated video to the presentation. The presentation summarizes some of the points made in the emails, which were sent to a cold list and achieved a 35% response rate. Oddly enough, the client was unhappy because he expected a 100% response rate from his email campaign and would did not care about industry benchmarks. Even so, email remains one of Julie's passions because it is the only medium that consumers deliberately opt into.