Copywriting
Choosing the perfect words to convey a message is so important. Sometimes an entire story has to be relayed in one sentence. In my opinion, effective writing with minimal words is an art form and something we strive to perfect everyday.
Taglines
Our challenge was to lure potential hip replacement candidates to call us for more information. The joint replacement audience is getting younger as replacements become more effective. Now, people aren't getting hips replaced at 80 so they can walk, they are getting them at 60 so they can keep doing CrossFit or playing basketball. We needed a way to say that succinctly.
When COVID-19 forced the Heritage Foundation of Williamson County, TN, to cancel all of its festivals, which were huge revenue-generators for the non-profit, we had to get creative in an appeal to the audience to continue to support the organization.
Level60 Consulting is a complicated company that does a lot of highly technical work for a broad assortment of clients. The company needed a tagline that summed up what they did without excluding any future opportunities. These three lines accurately represent the top line of what the company does and were added to the logo.
This "Tell Us Your Story" campaign featured real people telling their real stories. These folks were not paid or told what to say. We just brought them in and let them talk. The challenge came in condensing their amazing stories into a concise, effective block of copy. The campaign spanned the web site, where we used video to tell the stories, billboards, where we used one quote, and print ads where we had a little more real estate, but still needed to get to the point. Click on the ad to the left to read the story.
We needed a succinct way to tell a story with a lot of background detail for Instagram. This piano was donated and put up for auction to benefit the Heritage Foundation. I came up with the “88 ways” as a way to illustrate and tease the reader that there was a lot more to the story.
We have been involved in creating and executing multiple campaigns consisting of video, social, web, print and commercial reach with one unified message. One example is Williamson Medical Center's #StandWithUs campaign. Upon learning that the residents of our county might be asked to vote on the medical center's future, we realized the community needed to know the full story, so we created a hashtag and asked the residents of our area to #StandWithUs. And boy did they ever. Click HERE to see the #StandWithUs web page.
When COVID-19 struck, we were tasked with helping the Heritage Foundation of Williamson County, TN, come up with a campaign to let supporters of this non-profit know that the organization wasn’t going to stop doing its trademark historic preservation work. We created the #KeepItGoing hashtag/tagline and turned it into a series of weekly blog posts featuring projects the foundation was working on. We recruited supporters who sent in videos of support, spread it across all of their social channels and created a conversation that kept the community aware of the foundation’s continuing efforts.
Collateral
social campaign - This place matters
For the Heritage Foundation of Williamson County, we wanted to celebrate National Historic Preservation Month by highlighting all the special areas around Williamson County. The goal was to tell a story about each one, while showing the variety of buildings and places. I decided to honor the county historian on his birthday by tweaking the “This Place Matters” tagline a bit. Click each image to read more.
social campaign - keep it going
When the pandemic hit in the Spring of 2020, we needed a way to keep the donors and fans of the Heritage Foundation and its divisions engaged and informed. We came up with the hashtag #KeepItGoing and built a social strategy, website and series of blog posts highlighting the people, places and purpose of Williamson County around that.
