Category: Copywriting

THE LANDFILL “Let’s Talk Trash” educational campaign – print & digital

I make an art out of twisting commonly-used idioms by taking ’em totally literally. Take, for instance, the campaign name for the Ada County Landfill’s educational series: LET’S TALK TRASH, with your host, Trashy the Raccoon. Who says copy can’t be fun? Especially when you’re a literal garbage person.

AGENCY: CLM

COMMERCIAL TIRE “Take Care” stop motion video campaign

“Take Care” has been a legacy message for Commercial Tire since their start in 1968. We folded that tagline into a standout stop motion campaign using paper animation and seasonal car tips. For over three years, it drove the tire and auto services company to a whole new level of brand recognition and sales.

WINTER

SPRING

SUMMER

FALL

AGENCY: CLM | PRODUCTION: SEEN FILMS

BALLET IDAHO “The new Nutcracker” campaign

The curtain was almost ready to go up on the elaborate multi-year production to replace the sets and costumes for Ballet Idaho’s beloved holiday show, The Nutcracker. But how do we preview all the beauty, magic, and wonder without staging the entire ballet? The solution came from me binge-watching The Office. Surprise, meet delight. (Yes, it sold out.)

Agency – CLM | Production – Front Runner Films

COMMERCIAL TIRE “On the Road” campaign

Commercial Tire wanted to launch a testimonial campaign to show (and tell) the impact they have on the lives of both their rural/ city retail and commercial customers. Luckily, I’m a born storyteller…and story seeker. This series sprung forth from a company legacy phrase: “Keeping you and your family on the road.” Meeting these beautiful souls, and telling their stories, was a career highlight. We made both longform video stories and :30 spots.

THE MILLY WHITTED FAMILY

THE SUN VALLEY FAMILY

THE BRUSSE FAMILY

THE CUTTING EDGE FAMILY

CLM “firebrand” self promo

CLM zeroed in on a positioning stance of targeting up-and-coming challenger companies as a main client base. In a lightbulb moment, I realized our physical positioning in Boise’s OG firehouse aligned perfectly with the philosophical positioning of a firebrand company that incites change and takes radical action. We revisioned a smoking hot brand that worked to say the message in every medium and moment. Plus developed an underdog educational speaker series called DOG EAT HOG that carried through the concept with giveaways to fire up the synapses.

AGENCY: CLM

PIONEER CREDIT UNION “We Go There” campaign

Pioneer Credit Union needed a brand refresh that pushed their trailblazing service and perspective to the forefront. Driven by the simple line “We Go There,” we showed all the visionary ways Pioneers leads the way in convenience and personal attention for its members. (I stretched the budget during production by concepting simple social extras.)

AGENCY: CLM | VIDEO PRODUCTION: NORTH BY NORTHWEST

IDAHO FAIR “Save it for the Fair” campaign

Hold your horses. Or your llamas. Or whatnot. In this concept, we show everyday people going to great lengths to recreate the thrill rides, close animal encounters, and fun and games of the wildest time of the summer. Here’s a piece of advice to maintain sanity (and a clean record): Get tix. Then save it for the Fair.

AGENCY: CLM | VIDEO PRODUCTION: SIDEWAYZ | RADIO PRODUCTION: CUMULUS

TSHEETS | Fundera articles

client: TSheets | platform: Fundera | copy mission: To position the cloud-based time tracking tech company TSheets and CEO Matt Rissell as a thought leader with dynamic articles for entrepreneurs featured in the online magazine for Fundera—the small business lending marketplace.

TSarticle_Fundera1

How to Break the Rules to Make It As a Startup

TSarticle_Fundera2

Post Tax Season Flashbacks

TSarticle_Fundera3

In House Vs Outsourced

TSarticle_Fundera4

Getting the Elevator Pitch Down

 

WHITE CLOUD RAFTING website

Client: White Cloud Rafting | Design: Jenny & Co. | Copy mission: In the competitive environment of Stanley and Sun Valley, White Cloud needed a total website and brand refresh as accessible, approachable, fun-loving and trust-worthy as the owner and guide team behind this legendary rafting company.

Results: A dramatic increase in bookings.

WCRhome

Your website is a moving advertisement, a customer vetting vehicle & a dynamic sales/lead generator. Use every inch wisely.

WCRhome3

I turn rotating banner headlines into quick ads that sum up & sell the business.

WCRhome2

Fun times ahead.

WCRhome4

The homepage has everything in one go: SEO- and people-friendly elevator copy, raving reviews for extra peace of mind & calls to action in the sidebar.

WCRraftingtrips.jpg

River trips

WCRkayaking

Kayaking

 

WCRfishing

Fishing

WCRabout

About

WCRreview

By highlighting reviews, we showcase the experience in a real way—plus drive more reviews down the way.

Nothing beats the experience of a day on the river (or the web) with WhiteCloudRafting.com.

STORY STORY NIGHT website

Client: Story Story Night | Design: Jenny & Co. | Copy mission: Because everyone has a story, the new Story Story Night website needed to match the magic of its popular live shows—and detail the different programs and storyteller outreach the nonprofit provides. With new information architecture and full-tilt copywriting…Boom! There it is.

Results: Due to my visionary marketing and creative direction over the course of 6 years, this program is now one of the most consistently popular in Boise, with sold-out monthly crowds of 200 to 300. The website now sees heavy web traffic, with an astonishing 7,000 unique visitors and 60,000 page views a month.

SSNhome_1

SSNhome_2

Home page with rotating banner headlines

 

SSNshows

Shows

SSNstorytell

Storytellers

SSNabout

About

SSNaboutme

I’m the MC and creative driving force behind the Story Story party.

SSNblog

Blog—I write all the press releases (and everything else) for the program

SSNsupport

Support

Check out the remarkable full Story Story Night site. Make magic happen in your business, and contact me. Boom!

 

NEW KNOWLEDGE ADVENTURES fall catalog

client: AARP Idaho | design: W Design | copy mission: To launch this peer-driven continuing education program in the Treasure Valley with a captivating 20-page catalog for the breakthrough fall semester, complete with cover copy that has “open this now” direct mail appeal.

results: Registrations and the response from the community far exceeded expectations. As a result, nearly twice as many classes will be offered in spring 2016 (and I wrote that catalog too).

Imagine this folded, and in your mailbox.

Final_2015_Fall_NKAtv_CatalogFinal_2015_Fall_NKAtv_Catalog2Final_2015_Fall_NKAtv_Catalog3Final_2015_Fall_NKAtv_Catalog4Final_2015_Fall_NKAtv_Catalog5Final_2015_Fall_NKAtv_Catalog6Final_2015_Fall_NKAtv_Catalog7Final_2015_Fall_NKAtv_Catalog8

Final_2015_Fall_NKAtv_Catalog9Final_2015_Fall_NKAtv_Catalog10

LONESOME LARRY coasters

client: Idaho Rivers United | design: Bethany Walter | copy mission: To tell the true action-adventure story of Lonesome Larry for his 20th anniversary by sending out an intern in a human-sized sockeye salmon suit to the far reaches of Idaho. Bringing surprise and delight to the most unexpected places, Lonesome Larry handed out branded coasters that tell his story with a link to a compelling website. All documented on social media. The entire campaign is my concept—and was a wild success. This is a spoof on the brilliant Dos Equis’ “The Most Interesting Man in the World” campaign.

IRU_cards

LONESOME LARRY radio spots

client: Idaho Rivers United | copy mission: To tell the true action-adventure story of Lonesome Larry—the most interesting fish in the world—and invite Idahoans to his 20th anniversary party in 3 one-minute radio spots.

“His fish story reads like an action-packed thriller, except it’s true…”

“His commute makes the Iron Man look like a walk in the park…”

“In a race for the very survival of his species, one lone fish prevailed…”

LONESOME LARRY website

client: Idaho Rivers United | design: Bethany Walter | copy mission: To tell the true action-adventure story of Lonesome Larry for his 20th anniversary. I came up with this campaign when volunteering for this nonprofit organization wearing a human-sized salmon suit. What if, I wondered, we could take saving Idaho’s endangered sockeye out of the contentious political realm, and instead just spotlight the nail-biting true story of the most interesting fish in the world? So (an intern in the guise of) Lonesome Larry wandered through Idaho in the most unexpected places, handing out branded coasters and magnets that tell his story with a link to a compelling website. All documented on social media. This is a spoof on the brilliant Dos Equis’ “The Most Interesting Man in the World” campaign.

Impact: In the words of IRU’s Director of Communications, Greg Stahl: “The diverse four-month multimedia campaign included a thorough public relations effort that resulted in stories in the Seattle Times, National Geographic NewsWatch, National Public Radio, Idaho Statesman and Idaho Public Television, among others. It also included creation of a website and implementation of an intensive social media campaign that, at its peak, reached thousands of viewers per day. It also included scripting, editing and production of radio ads that ran throughout the state of Idaho.”

Lonesome_Larry_website

Rotating headlines & captivating navigation tease the full story.

LLhome_1

The Legend landing page

LLjourney_1

The journey is long…

LLjourney2

But harrowing & thrilling…

LLjourney_3

We really wanted to make this into a short cartoon…

LLjourney_4

If you want to fund it for us…

LLjourney_5

Lonesome Larry will love you forever.

LLlegacy_1

The Legacy

LLlegacy_2

The Legacy con’t. Talk about virile.

JHcw_LLhelplarry

Help Larry!

Nothing, except the most interesting fish in the world, beats the full site—or the full story of this incredible journey. Check it out at LonesomeLarry.org.

ADVOCATES FOR THE WEST website

client: Advocates for the West | design: Bethany Walter | copy mission: To completely rework this environmental law advocacy nonprofit’s website with new information architecture and copy that shows the power and beauty of the West—and why it’s so worthy of being protected. (And why Advocates for the West is so worthy of your donations and support.)

AWhome

Rotating banner headlines & a clear, engaging speak to the heart and purpose of AW.

AWinfo1

Infographics say it straight.

AWthewest

The West.

AWthework

The Work

AWinfo2

Infographic with circular logic that makes you want to give & give.

AWthewins

The Wins

AWtheadvocates

The Advocates

AWthesupport

The Support

JHcw_AWhome

A high-class website creates a higher support rate and better profile in the community

No screenshots beat the actual experience of this breathtaking website, so check out AdvocatesWest.org.