March 2011/Present
CREATIVE DIRECTOR (COPY)
Interact Direct Communications (IDC)

Communications firm specializing in lead generation, fulfillment, and relationship-marketing communications for all media

Assignments completed for the following companies:
TriNet, Sinclair Institute, Solar City, ReadSoft, Inc., Whiteside Multimedia, Old Republic Home Protection, A.O. Studios, Tradicion Peruana Cultural Center

2012 Accomplishments:
Nine-month onsite assignment as Senior Writer for TriNet
With over 100,000 employees, TriNet is the largest privately owned Professional Employer Organization in the world. TriNet supplies comprehensive human resources services to companies of all sizes

During a nine-month on-site assignment in TriNet’s in-house marketing/creative department my responsibilities included the creation and delivery of a high-volume flow of communications that speak to a wide variety of audiences and that meet a broad range of strategic goals. Included in this output are lead-generation advertising campaigns, client relationship and retention programs, sales support, and public relations efforts

TriNet accomplishments included:

  • Conceptualized and produced copy for a new TriNet customer awareness campaign appearing on June, July, August and September 2012 cover wraps of Fortune magazine. Customer reaction was so positive that the campaign was expanded to include direct mail, e-blasts, and outdoor advertising
  • Conceptualized and scripted TriNet’s value proposition in animated video format. The program appears on TriNet’s website and on high-resolution monitors throughout TriNet’s nationwide locations. To date the program has generated over 13,435 positive website views
  • Regularly write articles on a variety of topics that have been accepted for publication on online business/news websites such as Business Insider, E-commerce Times, SMBnow, Small Biz Technology, Venture Beat, Mashable Business, and others.
  • Produced an ongoing series of blogs covering an array of topics of interest to potential TriNet customers. The articles are regularly posted on TriNet.com blog, articles, and white paper sections
  • Conceptualized and scripted an animated video for TriNet portfolio company ExpenseCloud. The program communicates the ExpenseCloud value proposition and also serves as a demonstration tool on how to use the cloud-based expense management technology ExpenseCloud provides
  • Produce an ongoing series of integrated email, direct mail, Twitter communications designed to generate sales representative access to face-to-face meetings with potential TriNet clients

2011 Accomplishments:

  • Sinclair Institute
    Produced copy for a series of four-color page ads appearing in national print magazines. Two of the three ads created beat the long-standing Sinclair control ad by over 21%
  • Whiteside Multimedia
    After re-writing the website of Whiteside Multimedia, a mid-sized San Francisco interactive design firm, page view rates increased by 83%
  • A.O. Studios
    Conceptualized and produced copy for a lead generation communication posted on a variety of social media venues. The effort doubled the lead flow compared to A.O.’s long standing control
  • Tradicion Peruvian Cultural Center
    Produced copy for a comprehensive direct mail effort designed to generate participation of San Francisco-based Peruvian businesses in the “Peru Pisco, Taste the History” celebration in September of 2012. Response to this campaign surpassed all previous efforts
  • Solar City
    Delivered copy roadmap to Solar City for use in transforming the company’s website into a more user-friendly experience for both consumer and commercial visitors.

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