Eurofins NTD, a leader in prenatal screening, wanted to create an awareness campaign for preeclampsia, while promoting its preeclampsia screening test on Baby Center.
I developed the campaign concept, shedding light on the fact that while many things may be rare for new moms, preeclampsia isn’t one of them. We created emails, banner ads, and a microsite: KnowPreeclampsia.com.
The Quest Diagnostics women’s health marketing team wanted a new concept/theme for It’s Best to Test, a program that helps doctors implement routine, universal screening for sexually transmitted infections (STIs). The theme needed to speak to both doctors and patients—young women who may not know they need testing, or who feel uncomfortable discussing STIs with their doctors.
I developed an approach that reveals this discomfort and then counters it, playing off the name of the program in a compelling, strategic way. Not only is it best to test for STIs, but it’s also smart, recommended, necessary, and easy. Once the theme was chosen, we developed a physician brochure and patient tear pad.
Agency: KHJ Brand Activation Associate Creative Director, Design: Tina McCue Associate Creative Director, Copy: Julie Bogart Senior Designer: Anna Faber-Hammond
Work Out World
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. 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.
ITSMA, an organization that helps B2B IT companies market and sell their services, needed an opening video for its 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.
A Fidelity thought leader who manages one of the company’s Twitter handles wanted a series of tweets that would encourage shares and new followers, while offering practical tips about retirement. The audience? Young working moms.
We developed the #BeOneStepCloser campaign: 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 to financial health.
Agency: Cramer Senior Art Director: Juliet Veulens Copywriter: Julie Bogart
Genzyme wanted to create an online community for people with multiple sclerosis (MS) taking its therapy, AUBAGIO—a place where people could share experiences and learn from one another.
We developed the community name—Common Threads—as well as the website, and I wrote the anthem video.
Cramer, a brand experience agency outside of Boston, tries to top itself every year with a holiday card experience that’s creative, clever, and memorable. I developed the concept for our card, based on what Cramer does: 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 team members: elves.
I wrote copy for the pitch deck, which mirrors the RFPs Cramer creates 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.”
Agency: Cramer Director, Marketing: Kate Romano Associate Creative Director, Design: Brad Harris Senior Copywriter: Julie Bogart
Abbott Nutrition needed help naming and promoting a new program for key opinion leaders to share research and insights on nutrition and growth. We developed a microsite, emails, handbook, presentation materials, flyers, and signage, and the PediaSure® Growth Ambassador program launched at a meeting held before the International Conference on Nutrition & Growth in 2017.
This got results. The Abbott team was expecting 50–55 attendees at the initial launch, but instead got 105 (followed by 210 in 2018). The program was so successful that 700 healthcare practitioners have joined the Growth Ambassador program to date, the program has been replicated in multiple countries, and our work led to additional projects for other Abbott products (e.g., Similac®, Ensure®).
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.”
Genomind wanted print ads that would raise awareness for the Genecept Assay®, a genetic test designed to help clinicians optimize treatment decisions for their patients with mental illness.
I worked with a senior designer to develop concepts that highlighted the benefit of speed—finding the right treatment sooner—and personalization—the power of treating the individual, rather than just the illness.
My work for Quest Diagnostics spans a broad range of projects and audiences, from customer-facing white papers for the health system C-suite to sales brochures for physicians to internal training support materials for Quest sales representatives.
I’ve also written numerous salesaids, brochures, PowerPoint presentations, and webpages, covering a range of services, from thyroid screening to cardiovascular testing to data solutions.
And my sales training materials include virtual continuous learning modules, playbooks, and scripts for an interactive journey through a fictitious health system at Quest’s national sales meeting.
Agency: KHJ Brand Activation
Quest Diagnostics Sales Training Audio: Conference Call Part 1
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.
Upon the introduction of its new line of environmentally friendly products, Generation Earth, BJ’s needed 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.
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.
Agency: Cramer Creative Director: Jeff Macomber Senior Copywriter: Julie Bogart
UPS Translation Center Internal Video
IBM wanted to boost registration and encourage engagement before IBM Connect, the premiere social business and digital experience conference.
We developed three online campaigns. The first prompted people to share their #NewWaytoWork with short videos; the second encouraged them to vote on ingredients for a new conference cookie (an important and valued IBM Connect tradition), to be made by IBM Watson; and the third included a series of micro events on Blab, or online discussions led by IBM and social business strategist thought leaders.
I developed concepts and wrote copy for the microsite and social tiles, as well as talking points for the micro events.
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.