Content & Copy
MOONSHOTS
While at dMASS, our CEO and I decided to publish a book spotlighting 50 emerging startups building noteworthy, sustainable tech.
But we didn’t go it alone. We used the dMASS AI to help us spot and research all the startups featured in the book; in a sense, Moonshots is a physical manifestation of our AI’s powerful capabilities.
This publication, set to be printed as a coffee-table book (and published online), was also designed to boost our visibility within the Austin tech community. Unfortunately, dMASS became defunct before that could happen.
Read a sample from Moonshots below! Click on each page to get a closer look.
50 innovations launching us toward our ultimate sustainability goals
The Welcome Homepage
In 2021, Welcome Software fully redesigned its website – and the CEO selected me to edit and write original copy for the homepage (along with other pages).
The goal? To showcase Welcome’s vision for “marketing orchestration”; that is, to help marketers ensure all parts of their marketing operations and strategies (from product to comms to content and more) are working in harmony, rather than in silos.
I aimed to simultaneously emphasize “orchestration” and Welcome’s brand personality, so I included a number of music-related puns.
Check out the screenshots below to view my work.
Premium reports
I wrote these reports during my time at Welcome. The goals were to…
Create content that sales teams could send to prospects
Help Welcome leverage its research on how marketers work (conducted in partnership with Sirkin Research)
Highlight that Welcome secured the top spot in Gartner’s Magic Quadrant for Content Marketing Platforms
Create content to resonate with different marketer personas (content marketers, communications & PR, product marketers)
Each report has the same DNA; yet there are distinct differences in the copy, as each report is highly tailored to address a specific persona. Click each image to read the full report!
Make→Shift
This is TrendWatching’s latest content offering, with both a free and paid version available (for clients of TrendWatching’s Premium service).
I wrote Make→Shift and created the complementary content for each issue (workshop materials and more). I also led our content team in conceptualizing each issue, while collaborating with our design and marketing teams. Click the buttons below to check out Make→Shift. Enjoy!
#1: BOLD PIVOTS
In response to unprecedented change, some brands are going beyond minor tweaks to make BOLD PIVOTS. They’re completely redesigning their business models, creating entirely new products and services, or finding other ways to redefine ‘business as usual’ for their organizations.
#2: HANDS OFF…BUT HUMAN
Six feet apart. Masks on. Hands off! Your brand knows the basic rules, consumers know the rules, and the adverse impacts of social distancing rules — depression, boredom, that feeling of being disconnected — have been documented to death.
But not everyone is laser-focused on what we’ve lost in our interactions. Some brands are using physical and tech solutions (or a blend of the two!) to unlock new dimensions of the human experience.
Our goal? To help your brand roll out innovations that are Hands Off...But Human! That not only consider health but also — and here’s the ultimate challenge — make our social lives even better and more meaningful than they were before.
#3: THE FIGHT FOR FACTS
As they’re fighting off the virus, fighting inequality, fighting to maintain their livelihoods...consumers globally are trying to arm themselves with knowledge. The facts! Yet bias and misinformation are muddling what should be clear.
Consumers are anxiously analyzing each bit of news for themselves: What’s fact? What’s fake? What’s operating in a murky, middle ground? What does this mean for me?
Consumers expect all brands – not just in media – to take action. There are two key opportunities: You can help them spot what’s questionable and read between the tweets. Your firm can additionally offer an indispensable consumer resource, full of facts they can trust...which, in turn, will boost trust in your own brand.
Trend Reports
CREATIVE CHALLENGERS
Designer handbags, luxury cars... Traditional (and material) status symbols don’t carry the cachet they used to. In the era of the ‘personal brand’, it’s creativity that grants true status. The influencers and TikTokers who’ve achieved internet fame — using little more than their smartphone camera and imagination — are inspiring other consumers to try their hand at content creation.
Meanwhile, pandemic-induced anxiety has prompted people to up their skills, and to pursue and share creative endeavors — after all, engaging in creative activities has been scientifically proven to reduce stress. Next? Brands challenge consumers to get creative — not only for engagement, but also to build stronger communities and work towards shared goals, with the consumer role shifting from passive to active.
NEW HIRES
A job is a source of pride, and it’s the best path one can take towards independence.
For some — seniors, people with disabilities, refugees and more — gaining independence is transformative. Yet it’s these consumers for whom opportunities to achieve self-sufficiency are often most out-of-reach.
And remember: ‘independence’ isn’t just about completing tasks without needing help. Independence is also a feeling. An overall sense of self.
A single innovation can’t provide that. But a job can. Being entrusted by an organization — especially for someone frequently dismissed as incapable — is powerful. If your brand wants to transform these consumers’ lives, put your money where their pockets are: hire them. After all, to truly help is to give someone the tools to help themselves.
THE BURNOUT
Consumers’ efforts to be on fire all the time – personally and professionally – are causing many to burn through their mental and physical reserves.
Retail Revolution - Sabre x TrendWatching
I wrote this report in 2019, on behalf of our client, Sabre. Retail Revolution explores how hoteliers can exceed consumers’ expectations by looking outside the hospitality sector - specifically, at the trends being harnessed by retailers.
2019 Global Consumer Trends in Hospitality - Sabre x TrendWatching
I wrote this report in 2018, on behalf of our client, Sabre. Tailored to the unique opportunities for hoteliers and other hospitality players, the trends outlined here include: AVOID HUMANS AT ALL COST, VIRTUAL COMPANIONS, ASSISTED DEVELOPMENT, BREAKING BRICKS, MAGIC POINT OF SALE, and NEW LABOR.
Voxburner’s Youth 100 - Retail
Using my knowledge of trends and consumer behavior, I wrote an analysis of the Youth 100 survey results for the retail sector. I hypothesized why millennials and Gen Z-ers may have ranked the brands outlined in the report the way they did.