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Editorial
&
Long-Form
Email & Lifecyle
Ad &Brand
Copy
Selected Campaigns
"PBS Isn't Just for Kids"
Austin PBS | Print Ad | Brand Awareness
"You're interning for Austin PBS? Like Sesame Street PBS?"
When I was a copywriting intern for Austin PBS, the simple goal of this campaign was to reduce the number of times this exact conversation happened. The team wanted to spotlight and bring awareness that Austin PBS also produces local programming alongside our national classics.
The team requested that the graphics and the copy be geared more towards our millennial audience, which guided the tone of the copy and which artists we decided to spotlight on the ad.
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"Subscribe to PBS Passport"
Austin PBS | Print Ad | Promotional
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The purpose of this ad was to remind folks that we had joined the streaming revolution via PBS Passport.
Considering that the opportunity to watch these ACL TV performances live, in-studio, is only available via raffle, a lot of viewers tend to miss out on going to them. And who's going to remember to watch the recording in a couple of months once it's released?
We found that many viewers didn't know you could access those same performances (50 years worth of them, to be exact) via PBS Passport.
"Renew and Subscribe"
Craftmix | Email Campaign| Conversion-Focused
What's better than drinking mocktails that taste like the real thing? Getting them delivered to your doorstep every month (obviously)!
This was a 6-part email campaign focused on conversions for Craftmix's subscription program. The marketing team and I teamed up to look at the lifecycle email flow we had going on to determine the tone and frequency of these bad boys. It also helps that in this role, I was in charge of community engagement on socials, so I had a good handle on what sort of cadence could work with their audience.
Since it was a startup, the CEO was also super client-facing, so it seemed appropriate we also include a detailed ~personalized~ letter.
"Watch Foo Fighters on ACL Season 49"
Austin City Limits TV | Editorial Recap (Web) | Promotional
These post-show recaps were posted less than 24 hours after the taping's conclusion, and were meant to promote the release of the episode by capturing the energy of the performance.
The approach was to blend the narrative storytelling of the ambience that was felt in the venue with a more music-journalism-type analysis of the songs played.
These were approved by show producers and the artists' publicists, and published on the ACL website.
"Foo Fighters returned to the ACL stage with a near 20-song set that felt less like a performance, and more like a sermon. A celebration of nearly three decades of rock, the band transformed the Moody Theater into something closer to a church of sound, where fans weren’t just watching, they were part of it."