Campaigns

National Awareness Campaign (Quill)

I was part of a team that created a national awareness campaign for Quill a few years back. The strategy was to appeal to “time-starved and overworked” office administrators who didn’t have the time to worry about office supplies. I wrote the “small part” line for this campaign. It became Quill’s official tagline the following year.

Chicago Awareness Campaign (Quill)

This concept was ultimately not chosen (and a little rough since it didn’t get past the early stages), but it is an example of my often playful approach to copywriting. The strategy was to identify Quill as an office supply company that knows Chicago without using cliched references that would feel like pandering to locals (deep-dish pizza, Al Capone, etc.…). Relevant yet unexpected.

Email Engagement (HomeOffice)

In 2020, I was part of a team that created the HomeOffice brand to target the increased numbers of work-from-home workers in the U.S. We conceived of a weekly email hit that would highlight solutions to the challenges these workers faced in their new working environment.

Targeted Direct Mail Campaign (Quill)

This campaign was conceived to target customers who visited our homepage or a category page on the Quill.com site, but did not convert. The strategy was to highlight our differentiator—rewards and free gifts available every time they make a purchase.

Social Campaign (Signature HomeStyles)

Signature HomeStyles is a home decor e-commerce site.. This campaign generated interest in their MLM program that gives participants a personalized version of their site and a share in the profits of every sale they drive to it.

B2B Lead-Gen Campaign (Quill)

We took a high-, medium-, and low-funnel approach with this campaign to generate leads for the Quill sales team. This specific campaign targeted tech buyers for small- and medium-sized businesses.

Case Study (High Funnel)

The high-funnel segment of the campaign utilized targeted LinkedIn ads to link customers to a case study showing how Quill's technology specialists help small businesses overcome a particularly sharp pain point in the tech sector: poor customer service.

White Paper (Medium Funnel)

The medium funnel targeted customers who viewed the case study with a white paper detailing how businesses can purchase new technology on a budget.

Sale Pitch (Low Funnel)

The low funnel then targeted customers who downloaded the white paper with a free technology consultation.