Financial Engines, an independent investment adviser hired by some of the biggest companies in the US to help their employees, needed to convince 200 of its top prospects to agree to a meeting. We went old-school, with a direct-mail (plus email, landing page, and LinkedIn post) campaign that included two themes—health and power—and a poster-sized infographic and letter for each.
This got results. In the past, Financial Engines has struggled with outside agencies not understanding the nuances of its messaging. According to our client, I “got them right away.” They also received unprecedented feedback: “Quite a unique marketing promotion for Financial Engines! Very innovative. You created top-of-the-mind awareness for 401(k) financial wellness. I will follow up with you this summer.”
Created with a team at Cramer. VP, Creative Director: Loriann Murray Designer: David Tetrault Copywriter: Julie Bogart
Work Out World
In 2015, WOW! Work Out World wanted a new TV, radio, and digital advertising campaign to attract 15,000 new members during its busiest time of the year (October through March). Working within a tight time frame, we developed two creative directions, then executed on the selected approach (“legendary value hunter”)—writing scripts, crafting storyboards, and producing the 15-second commercials.
Created with a team at Cramer. VP, Creative Director: Loriann Murray Creative Director: Scott Palmer Associate Creative Director, Design: Brad Harris Senior Copywriter: Julie Bogart Associate Director: Danny Dianora
In an effort to differentiate its hemophilia B drug, IXINITY, in the marketplace, Emergent BioSolutions needed help promoting its ‘Factor It Forward’ initiative—for every 10 units of the drug used, the company donates 1 unit to someone who needs it.
We developed an overarching campaign theme, The Power of IX, and from there, created an entire new booth experience to better engage attendees at hemophilia B chapter events. This included expanding the Factor It Forward program itself, with activities for the entire community. I wrote copy for an online Giving Quiz; a brand anthem; a campaign microsite; new banners; a Factor It Forward brochure; and a playbook to train the sales team.
Created with a team at Cramer. VP, Creative Director: Loriann Murray Senior Interactive Designer: David Tetrault Senior Designer: Lisa Merithew Senior Copywriter: Julie Bogart
New England Coffee
After launching a new e-commerce site in June of 2013, New England Coffee needed a digital marketing campaign to drive traffic. I created weekly emails that featured products, and daily Facebook and Twitter posts that showcased products, fun coffee facts, traveling single-serve cups, “mug shots,” and trivia.
This got results. By March of 2014, we had helped New England Coffee achieve more than 5,000 online orders, totaling nearly 20,000 items, and hitting the $200,000 mark for gross revenue via its new site.
Created with a team at Cramer. Designer: Adam Margolis Copywriter: Julie Bogart
Upon the introduction of its new line of environmentally friendly products—Generation Earth—BJ’s was in need of brand guidelines. That’s where I came in. Together with an art director, I crafted brand pillars, expanded the brand story, and defined the brand personality, creating not just a visual guide for designers to follow, but also a style guide for staff to implement and support the brand’s distinct voice. In addition to a brand guide, I also wrote video scripts for short animations that promoted Generation Earth products.
Created with a team at Cramer. Senior Art Director: Juliet Veulens Copywriter: Julie Bogart
As a company that does business in 37 different countries, UPS must translate its communications into just about as many languages. In 2014, it implemented a new, centralized UPS Translation Center and needed to promote it internally. I wrote a script for the animated video that outlined the what, why, and how of the new service in just over three minutes.
Created with a team at Cramer. Creative Director: Jeff Macomber Copywriter: Julie Bogart
Cramer, a brand experience agency outside of Boston, tries to top itself every year with a holiday card experience that’s creative, clever, thoughtful, and memorable. In 2015, I developed the concept for our card, based on what we do: produce meetings and events for global brands. This time, the brand would be Santa’s Workshop, and the event would be an inspirational kick-off meeting for the workshop’s internal teams—elves.
I wrote copy for the pitch deck, which mirrors the RFPs we create for new clients. I also wrote copy for a printed card—complete with a conference badge, highlighting event sessions—to send to clients and drive them to a landing page (elf16.com). We also generated buzz on Twitter, where we encouraged people to suggest session topics.
This got results. The deck had 13,000 views, and our clients loved it: “Magical it is! What a creative, clever creation, and Elf16 is where I want to be in January. I keep going back to the website to take it all in over and over—it’s amazing.” “Elf16 was by FAR the most creative thing I’ve ever seen.”
Created with a team at Cramer. Associate Director, Marketing: Kate Romano Associate Creative Director, Design: Brad Harris Senior Copywriter: Julie Bogart
Total Health Pharmacists
Total Health Pharmacists launched in 2014 as a workplace wellness solutions company—offering employers a better way to keep their employees healthy and happy. Their differentiator? They’re run by pharmacists.
The new company approached me to develop a videoscript (two options) and brochure to be used in meetings with prospective new clients.
Senior Designer: Kristen Bouchard Senior Copywriter: Julie Bogart
ITSMA, an organization that helps B2B IT companies market and sell their services, needed an opening video for its 2015 annual conference—and fast. I quickly put together two script directions: one that focused on the changing marketing landscape, and another that centered on the role of the marketer as an agent of change. The client chose the latter, and we ran with it.
This got results. In exchange for producing its opening video, Cramer got a conference booth and access to ITSMA’s conference attendees, including Cisco, EMC, Unisys, Xerox, PwC, HP, and SAP—producing a number of new leads. The team at ITSMA loved the video so much that they played it both days of the conference.
Created with a team at Cramer. Associate Creative Director, Design: Brad Harris Senior Copywriter: Julie Bogart Animator: Holly Thompson
DePuy Synthes, part of the Johnson & Johnson family of companies, offers orthopaedic and neuro products and services for joint reconstruction. The marketing team approached us to create a hip replacement infographic and ‘meeting in a box’ to be used at hip replacement educational sessions for prospective patients.
I culled through white papers, research papers, and other marketing pieces provided by the client to pull out the right information for the story, then worked with a designer to bring it to life. The infographic was used online, as well as on a banner for the sessions. I also wrote a playbook for the ‘meeting in a box,’ which included instructions for use and doctor talking points.
Created with a team at Cramer. Senior Art Director: Juliet Veulens Senior Designer: Andrea O’Connell Copywriter: Julie Bogart
A Fidelity thought leader who manages one of the company’s Twitter handles came to Cramer in need of a series of tweets that would encourage shares and new followers, while offering practical tips about retirement. The audience? Young working moms.
I worked with a senior art director to develop two campaign concepts, then to flesh out the direction the client ultimately chose: humorous financial wellness tips that cut through the clutter of a woman’s day-to-day life and help her make choices that could put her one step closer (#BeOneStepCloser) to financial health.
Created with a team at Cramer. Senior Art Director: Juliet Veulens Copywriter: Julie Bogart
When Cynosure, a provider of aesthetic lasers, acquired another company, it needed a new look and more cohesive language for its website. While our UX and developer team got to work on the site, our copy team created a new brand—Your Beautiful—and wrote and re-wrote all website copy. I did the bulk of that writing.
This got results. After the new site launched, duration time increased by 110%, with page views up to 3–4 pages per session. The bounce rate dropped from 80% to 30%, and conversion rates jumped by 28%. Cynosure attributed these gains to the navigation and architecture overhaul, responsive design, and our “Your Beautiful” branding.
Created with a team at Cramer. VP, Creative Director, Content: Angel Micarelli Copywriter: Julie Bogart
The UPS Store
Print Summit The UPS Store wanted to encourage its franchise owners to attend its 2015 Print Summit. I wrote the copy for an email and direct marketing campaign that highlighted the benefits of offering print services to customers—namely small business owners—as well as the script for an opening video to welcome attendees to the summit once they arrived.
1-2-3 Guarantee The UPS Store needed an internal video that would help train employees on how to sell (or upsell) the UPS Store Pack & Ship Guarantee. We broke the sales process down into three easy steps, and I wrote the script for a fun, accessible animated video.
Created with a team at Cramer. Senior Art Director: Juliet Veulens Senior Copywriter: Julie Bogart
Fairfield Country Day School
Fairfield Country Day School (FCDS), a private all-boys school in Connecticut, had a tall order: increase applications and local awareness; connect with public school families who had not yet considered private school; and improve parent morale and pride.
I developed primary and secondary messages, an elevator speech, and a positioning statement. Then I put them all to good use in an updated admission viewbook that showcased both the benefits of an all-boys education and education at FCDS.
Created with a team at Studio-e. Creative Director: Liz Rotter Strategic Copywriter: Julie Bogart Designer: Jess Huddy
As the digital marketing agency for EMD Serono’s injectable multiple sclerosis (MS) drug, Rebif, Cramer maintained the consumer website, oversaw its monthly newsletter, and developed a quarterly magazine for patients suffering from MS. We also worked with the Managed Markets side of the business, creating materials for specialty pharmacies.
I wrote content for MS LifeLines Magazine, the MS LifeLines newsletters (both print and email), the Rebif Welcome Kit, an animated video series that touched upon Rebif’s key benefits, and brochures for specialty pharmacists.
Created with a team at Cramer. VP, Creative Director: Loriann Murray Senior Art Director: Juliet Veulens Senior Designer: Lisa Merithew Copywriter: Julie Bogart