 |
 |
 |
 |
 |
|
|
|
|
|
HOME : PORTFOLIO : BROCHURES/COLLATERAL
 |
CLIENT: PROJECT: I guess the Ad Council realized that a good freelance copywriter is a terrible thing to waste. Over the years, I have written copy for radio spots or fulfillment pieces for five Ad Council campaigns. But it was truly an honor to write this positioning brochure about the Ad Council itself and its six decades of impact. |
 |
CLIENT: PROJECT: Writing copy for this well-received interpretive guide to a walking tour of the sites comprising the Black Heritage History Museum of Arlington provided me the rare opportunity to work on a project that wasn’t about selling anything — except perhaps pride in a rich culture and a new appreciation of local history. |
 |
CLIENT: PROJECT: Helping Citrix make the marketing transition from products to solutions meant relegating the meaningless names of boxes and software to the back page of this brochure and making the inside a quick introduction to access-enabled solutions in application deployment, remote office connectivity, workforce mobility and business continuity. |
 |
CLIENT: PROJECT: Equitrac is another client whose previous collateral, targeted to technical specifiers rather than c-level decision makers, was heavy on product features but light on customer benefits. This brochure makes it clear to education administrators that Equitrac software helps eliminate print waste while generating print revenue. |
 |
CLIENT: PROJECT: Lands' End catalogs that routinely turn product components such as buttons and locker loops into valuable differentiators provided my inspiration for this brochure copy that expresses genuine excitement for the printing, drying, folding and trimming capabilities of French Bray’s direct mail division. |
 |
CLIENT: PROJECT: Hearing a salesman’s pitch on Netuitive’s new performance management solution for VMWare, a top IT exec at a major bank asked for more information, but made it clear his level of interest was don’t call us, we’ll call you. He emailed to arrange a meeting less than one hour after receiving a PDF of this data sheet I had just written. |
 |
CLIENT: PROJECT: For about eight years, I was copywriter for most of Nextel’s national business-to-business collateral, writing everything from rack brochures on phones and rate plans to multi-piece packages for enterprise level services and corporate accounts. Believe me, it was tough choosing one piece to represent such a large body of work. |
 |
CLIENT: PROJECT: Too many law firm brochures emphasize most what clients actually care about least: the firm’s organization by practice areas. We suggested that prospective clients want to know what the firm can do for them — and what kind of people they are to work with. In telling how Shulman Rogers clients receive quality representation, business insight, and value for the dollar, this law firm marketing brochure portrayed an even rarer quality: personality. |
 |
CLIENT: PROJECT: Long before leaving no child behind became national education policy, local schools were committed to helping every student succeed. But many districts needed help reaching that goal. Launching the Sylvan at School brand, this package of corporate overview, solution brochure, program sheets and success stories showed administrators that working with Sylvan guarantees that their students will do better. |