The Need

Have you ever thought to yourself, "I know what I want to say, but the words just don't turn out right"? Whether your communication need is: to persuade a potential customer or to instruct a current customer, Robin can help! She has experience in print and online media, complimented by graphics and desktop publishing talent. Tell her your intended audience and the message you want to convey, and she’ll deliver content that instructs, persuades or entertains. Instead of lamenting, "This just doesn't sound like I want!", you'll exclaim, "She took the words right out of my mouth!"

 

Success Stories

 

Both Inspiration and Information for Hewlett Packard

 

Problem

Enrollment deadlines were looming for the annual sales contest sponsored by the Government and Educational Sales division of this Fortune 100 technology company. The client needed a theme to promote the travel award, and complimentary promotional materials that made the trip destination seem so alluring and so tangible that contestants couldn't wait to arrive. While inspiring the contestants to enroll and submit their sales to the contest, the brochure had to clearly convey the fine print of the contest. The client asked for a copywriter who could both inspire and instruct in the same deliverable.

 

Action

Robin met with the client and agency project manager to identify the desired outcome for the deliverable and to gather source material. Together, they defined tone, style, and scope. First Robin created 9 possible themes. The client selected the theme "Extreme Adventure" for all deliverables. Because the enrollment deadline was so close, the first deliverable was copy for a kickoff email to be sent to all resellers before the contest start date. Text and copy for an email could be completed without the production time of the printed 4 color brochure. Second deliverable (shown in portfolio) was the information/inspiration brochure. This brochure must make the contestants want to go on the trip and educate them on what they have to do to win the trip award. The third deliverable was a series of emails sent every few weeks. These were designed to keep the sales force motivated throughout the contest.

 

Result

Our client, the Marketing Director of HP’s Government and Educational division, was delighted with the audience’s response to the deliverable.

Internal Branding for IT Department at Franklin Bank

Problem

While this family of community banks was achieving rapid growth through acquisition. The IT department had to meet the challenge of integrating each new acquisition and converting their banking operations, phone, internet and data. The IT department also acquired IT team members with each acquisition. Like all growth, this created a certain amount of chaos. The Managing Director of Technology brought in Robin to address key communication needs within the IT team and within the organization. While documenting IT processes for Sarbanes Oxley, Robin identified a need for branding for the IT group. Each region called themselves something different, and this presented a puzzle-piece image instead of a corporate service team image.

 

Action

Robin worked with the Managing Director of Technology to clarify the team's identity. She then developed an identity and slogan. The Franklin Bank Technology Team—Help Before You Need It—Service When You Do.

 

Result

A consistently-used brand "The Franklin Bank Technology Team" replaced all the various uses of "IT" "IS" "Technology" in email signatures, global emails to users, and technology inter-company announcements.  The tagline, "Help Before You Need It—Service When You Do" raised internal customer awareness of the team's preventative efforts and customer service approach.

 

Robin offers these key strengths to her clients:

• Ability to quickly absorb and comprehend complex technical information

• Ability to clearly communicate information so it is easily understood by the target audience

• Ability to put students at ease and facilitate buy-in to new technology, products, and processes

• Ability to recognize, attract and retain internal and external customers.

• Ability to connect with, instruct, inspire and facilitate action from employees and customers

• Ability to write about technical products with an approachable & appealing marketing tone

• Ability to produce a wide range of deliverables including online help, ad copy, manuals, and magazine articles

• Ability to bring out the best in the people around her

• Unique combination of people skills, creative skills, technical and management skills