Magazine and Newspaper Copywriting
Orbit Industries: Magazine Ad
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.
Honda: Spec Magazine Ad
Project: I wanted to raise awareness for Orbit’s user-generated photo contest (a program that I piloted) in order to get more contractors to submit product photos from the field.
Strategy: Throughout each quarterly contest period, we would pepper our social channels with a few posts reminding followers (and employees) of the contest deadline. At the end, we would celebrate a “winner” and showcase their unique installation photo featuring one of our products.
Orbit: Newspaper Ad
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.
Orbit: Seasonal Product Ad
Project: I wanted to raise awareness for Orbit’s user-generated photo contest (a program that I piloted) in order to get more contractors to submit product photos from the field.
Strategy: Throughout each quarterly contest period, we would pepper our social channels with a few posts reminding followers (and employees) of the contest deadline. At the end, we would celebrate a “winner” and showcase their unique installation photo featuring one of our products.
Waterboy: Magazine Ad
Project: Orbit, a manufacturer of electrical construction products, wanted to break into a new market of A/V and fire protection installers. Orbit’s popular FA-UMAB seemed like the best “bait” for capturing leads from this market. A paid social media campaign seemed to be the best way to drive those leads and test hypothesis.
Strategy: After evaluating audience size and costs, Facebook seemed like the best platform to use. We chose a ‘Lead Generation’ CTA leading to a Facebook-native form page where prospects could request free samples of the product. Ad creative consisted of a video and short text that called out the most common pain point for installers. In total we reached 42K people and produced 169 leads – 85 of which were “qualified” and 7 which turned into actual sales.