Direct Mail & Print
Direct MailDirect mail remains one of the ABA’s most reliable communication channels, as invalid/missing email addresses and email restrictions prevent us from emailing 76.75% of new lawyer members not in an entity. In FY2017, the ABA gained 5,740 new entity members through our four greeting cards, which are part of our New Member Welcome Stream and are sent to lawyer members one month after they have joined.
In FY2018, I leveraged past learnings on member communication to improve messaging, creative and mechanisms of redemption. , including friendliness of messaging, fun tone and limited barriers to redemption. I increased the segmentation to allow for more tailored messaging and direct appeals to members based on their career stage and/or setting. I also will incorporate a cost-effective remail at the end of the stream to reinforce to offer. By their second mailing, the redesign cards more than doubled their redemptions from years previous. |
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ArticlesContent marketing is not a strategy, but rather a requirement for today's integrated lifestyle and buying habits.
The Merc produced a monthly newsletter that mailed out to our 9,000 owners, as well as to our 11,000 subscribers. We used The Merc News to promote products, advertise upcoming events, and reinforce the benefits of being a co-op owner. I wrote, at least, one article per month and edited all issues. One of the most proud moments of my career involved watching a woman shop our tea aisle with my tea article open on top of her cart. |
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BrochuresDon't let your message get lost due to distraction. Print it out and put your information in your customers hands.
Using iconography and color-coded text, I was able to convey a relatively complicated message in a short amount of space. Prior to this project, The Merc lacked any sort of handout or guide and relied on staff to remember talking points. This brochure, alone, helped us increase new co-op ownership by 9%. |
Fiction WritingWhile I have grown my career through nonfiction, its roots are in fiction. I understand voice, character creation, story arcs, conflict and resolution, and how to captivate an audience. What's more captivating than facts?!?
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