Portfolio

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.

Articles

Calculating drug costs under a Medicare Par D plan is no trivial task. This article helped users understand the 4 stages of drug coverage and how their out-of-pocket drug costs would change throughout the plan year.

After the initial novelty wears off, many retirees find themselves feeling restless and aimless. This listicle provided users with a myriad of suggestions for how to make the most out of their newfound free time.

Most of us pay into Social Security for the entirety of our working lives, but when it comes time to collect our benefits, the path forward is less clear. This article explained the logistics of collecting and offered strategic guidance for timing this once-in-a-lifetime decision.

Traveling tops many recent and soon-to-be retirees to-do lists, but there are unique considerations that must be taken into account for Medicare enrollees who plan to spend time abroad. This article armed users with the knowledge they need to make the most of every destination.

Videos

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.

Inbound marketing

The Renewsletter

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.

Outbound marketing

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.

Herman-Scheer

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.

Brand Bibles

Cupid's Charity


Twice toothpaste


schroders' money Lens


justman packaging


Spike lighting


Bl├╝Shift strategy


The Juice: The H-S Branding Blog

Fresh press by H-S

As the sole writer at Herman-Scheer, I was also in charge of writing, managing, and promoting all of our own content around hot topics and current events in the branding industry. Many of my articles were republished by Forbes, The Huffington Post, The Startup, and Upwork.







Case Studies

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.

Lensabl

If Warby Parker could handle prescription lenses.

opus grows

Premium soil, delivered to your front door.

Duff's cakemix

Where making your own masterpiece is literally a piece of cake.

The sheridan group

Designing inspired open offices where the world's next big ideas will grow.

Memoir Mixtapes

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.

The Magazine

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.









Song Recommendations

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.