Copywriter/Creative Strategist

2011-07-14T08:53:00.000-07:00

A strategic, intuitive creative who excels in combining conceptual thinking with creative and efficient execution.

Journalism background provides solid people, research, communication, and writing skills -- a combination not found in many marketing communicators.

An inquisitive, quick-learning team player that performs well under pressure and is confident working within budgetary, creative and business constraints. Has proven leadership, process improvement and project management skills.

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Writing and Creative Services

Copywriting for direct mail, telemarketing, e-mail, and web content (including inserts, fulfillment materials and CCM components) for retailers and financial institutions (Bank of America, The Home Depot, Direct Auto Insurance, and more).
Copywriting for social media.
Developed creative 'parking lot' of test material for future use.
Develop, test, and implement new controls, exceeding previous results.
Copywriting for menus, signage, promotions and more for over 80 franchised restaurant locations.
Basic B2B writing.
Wrote and edited news stories as primary staff reporter for twice-weekly community newspaper. Responsible for two city council beats, the county police and crime beat, general news assignments, new businesses, feature stories and columns. Stories involved some travel, intensive knowledge of community issues and events, extensive research and photography.

Creative and Brand Strategy Development

As part of strategy team, provided creative direction for integrated direct marketing campaigns. Clients included Bank of America, Wachovia, BB&T, SunTrust, and NationalCity, KeyBank and Union Bank of California.
Partnered with corporate founders to design and implement updated brand identity and corporate marketing plan.

Internal Communications/Process Improvement

Implemented internal approval process for corporate, vendor and departmental efficiency.
Designed and implemented monthly newsletter for franchisees and corporate employees.
Overhauled corporate employee training materials and communications in over 80 franchised restaurant locations.
Responsible for all external/corporate communications and public relations.
Identified and implemented cost-saving technological opportunities for franchised restaurant chain.
Established internal customer service tracking system to ensure customer satisfaction and franchisee compliance. Improved customer satisfaction scores by 100%.

Market Research/Analysis

Responsible for market research and trending related to marketing demographics, marketing channel, and industry.
Led company-wide initiative to reach the growing Hispanic demographic via direct marketing.
Led internal initative to identify cost-saving opportunities via integrated and/or alternative marketing channels (IVR, e-mail marketing, e-fulfillment, etc.).
Conducted focus groups, surveys and brainstorming sessions.
Contributed to new product development and vendor selection processes.

Project and People Management

In-house creative manager for direct marketing efforts for multiple bank clients and 6 channels, from strategy to implementation.
Managed external resources as appropriate (graphic designers, freelance writers, etc.).
Responsible for pre-sale foreclosure process for over 17 national mortgage companies, requiring daily legal deadlines and client communication.
Primary staff reporter for twice-weekly community newspaper.
Lead foreclosure paralegal for staff of 10 paralegals.
Recruited, managed, and trained staff of over 30 student newspaper reporters.

EDUCATION

B.A., Mass Communications
Piedmont College (Demorest, GA)

ADDITIONAL TRAINING

Direct Marketing Association:
Copywriting
Direct Marketing
Email Marketing Strategies

PROFESSIONAL MEMBERSHIPS

Direct Marketing Association
Georgia Collegiate Press Association
Georgia Press Association
American Association of University Women

WORK SAMPLES

NEWS

Emergency Hurricane Coverage in The Weather Channel Newsroom

EMAIL

The Home Depot's New Mover Program

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The Home Depot's Garden Club

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The Home Depot's PRO Newsletter

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The Home Depot's Re-Targeting Emails

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RADIO

South University

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TELEVISION

Direct Auto Insurance TV Spot

PRINT

ARDM/ARS: Holiday Card

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Bank of America Direct Mail

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Briggs Cutter Plus: Print Brochure

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Six Flags

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South University Postcard

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Jessica B. Howell

Copywriter/Creative Strategist