Renew's Retirement Hub
Building the ultimate online destination for recent and soon-to-be retirees
As Renew's sole writer and content strategist, building out an extensive content hub was my primary project. Each of the articles and videos I wrote for the Retirement Hub aimed to simplify a complex aspect of the retirement journey, from enrolling in a Medicare plan and deciding whether to downsize to finding new purpose and dating in this next phase of life. Before our site was taken down as part of our company's pivot, I had written 75+ pieces of content for our audience.
Medicare Minutes video series
In advance of Medicare's Annual Enrollment Period, I wrote, directed, and produced an 8-episode video series that helped our audience make key decisions regarding the future of their healthcare coverage. In each episode, we tackled one complex aspect of Medicare in just three minutes or less. We put a marketing budget behind 2 of these videos, which went viral among our target audience on Facebook.
To keep our audience in the loop as we published new content, we started a email subscription list. Sent on a bi-weekly cadence, we reached more than 10,000 subscribers within 3 months of launching The Renewsletter.
Going viral on Facebook
As a key member of our marketing team, I wrote, produced, and tracked the performance of each of our campaigns across various platforms. While we primarily marketed on Facebook where our audience is most active and engaged, we also used platforms like Google AdWords, Taboola, and SmartAsset.
Becoming a bonafide branding expert
As the only copywriter on the Herman-Scheer team, I played a key role in the development of our clients' brands. From leading our Discovery Sessions and creating buying personas to writing the Brand Books that outlined each brand's guidelines for voice and tone, I contributed to both the strategy and execution of a variety of B2B and D2C brands. I was also in charge of our agency's own content strategy, and was successful in establishing Herman-Scheer's blog, The Juice, as a source for thought leadership in the branding space.
The Juice: The H-S Branding Blog
Communicating our value to potential clients
When it comes to great work, the proof is in the pudding. We created these case studies to illustrate our branding processes and philosophies to potential future clients.
Memoir Mixtapes is the ultimate mashup of the two things we all love to talk about: ourselves & music. I started this music-themed literary magazine in 2017 as a passion project. In the two years that have lapsed since then, we have published music-inspired creative nonfiction and poetry from writers and audiophiles from across the globe.
To date, we have published 9 full volumes of the Memoir Mixtapes magazine. Each issue has a distinct theme, and our contributors submissions are written in response to those prompts. Every piece is inspired by a song, and each volume is accompanied by a playlist to match the track list created by our table of contents.
In addition to our volumes, we also publish song recommendations from contributors three times per week, on Mondays, Wednesdays, and Fridays. Ranging from 200-350 words, these miniature essays give writers a platform to share the significant songs & stories from their lives with our community of readers.