Copywriting & Public Relations
Swapopolis Inc. Press Release
This was a press release for an online gift exchange company that was newly launched. I exploited a timely Google survey to develop an angle that would appeal to PR folks and build a link to a topical trend. Instead of self-indulgent chatter about the business itself, I presented a solution to a problem. While the traditional press release format drives home the product/client in the first paragraph, I understood from my reporting experience that many journalists interpret that approach as a shameless plug. Therefore, the high-profile Google articles I used acted as reference points - just the sort of currency valued by media types, arguably giving it the best chance of resonating with an audience and generating more buzz. I used a light and edgy tone to suit the branding of the service while maintaining professionalism.
ClubZ Tutoring Web Copy/Sales Ads
I was hired to write the web/sales copy for the Toronto branch of ClubZ Tutoring, North America's largest in-home tutoring company. The client wanted to highlight the strengths of convenient and customizable in-home tutoring sessions. In addition, a fundamental selling point was highly selective match-making when it came to tutors being assigned to students with unique learning, cultural and personality needs. The call to action was for interested parents to call and book their free in-home consultation prior to registration. Within a month, their conversion rates went up 150%!
Graduation Speech for Director of Community College
This graduation speech was delivered by the director of a community college which offered a highly reputable personal support worker training program. The goal was to emphasize lifelong education and community-building, adding a personal touch with unique memories and a positive reflection on the personal support worker's role.
E-Newsletter for Copywriting Services
This is a sample of the e-newsletter I distribute to current clients and interested subscribers. The focus is on helping business owners with marketing strategies, boosting profit margins and improving customer relations. This newsletter has been made larger for easier viewing, but would normally fit smaller screen dimensions.
Newspaper Articles
"Fundraising gala for Dr. Bob Kemp Hospice hopes to set world record"
A unique fundraising initiative attempts to set a recognized Guinness World Record in support of palliative care patients at the Dr. Bob Kemp Hospice in Hamilton, Ontario. - Hamilton Mountain News, Stoney Creek News and Dundas Star, May 15/09
"South Pole expedition a fundraising success"
Follow-up on South Pole expedition and the creative ways kids helped inner city children's charities. - Hamilton Mountain News, March 13/09
"Diversity benefits students, teacher says"
St. Thomas More Secondary teacher Darrell Jordan Hicks talks about the benefits of teaching children about real world experience. - Hamilton Mountain News, January 2/09
"Five local businessmen ski to South Pole to support inner city children's charities"
Five Hamilton and Burlington businessmen talk about their 2008 South Pole Expedition for Kids, during which they plan to ski a grueling 200 km across Antarctica. - Hamilton Mountain News, Stoney Creek News and Dundas Star, November 14/08
"Paraguayan folk harpist Eduard Klassen performs for Children of Eritrea"
Fundraising concert at Mount Hamilton United Church raises money for global project. - Hamilton Mountain News, October 24/08
Online Writing
Taking Control of Your Asthma
I helped write and produce this interactive e-Learning module for The Asthma Society of Canada site with McMaster's DELI creative team, published May 2009.