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TOU
RISM
SASKATOON
Print and Digital Ads Brand Standards Guide Campaign Development
Tourism Saskatoon is visitor and convention agency that
markets the City of Saskatoon and surrounding areas
as a premier destination for leisure and business travel.
Through my work with William Joseph, I was given the
opportunity to work on a wide variety of projects with
Tourism Saskatoon.
With help from our senior strategist, I developed a
campaign evolution of the Endless campaign. Using
the psychographic data, our new strategy developed new
campaign advertisements around defined traveller types
and narrowed in the messaging for each type. The end
product was a repurposed brand strategy that utilizes
experienced-based destination marketing.
After the campaign evolution was complete, I was tasked
with developing a brand standards guide to be used by
business partners in Saskatoon. Working with the art
director, we developed a simple, easy-to-read guide to
assist with implementation of the Saskatoon destination
brand across local business existing marketing.
Through out this time, I worked on a wide variety of Tourism
Saskatoon print and digital advertisements. Taking the
evolved campaign strategy, I wrote advertisement copy that
focused in on traveler types and experiential marketing to
convey the Tourism Saskatoon message.
Context
ENDLESS
Inno va tion
Be a part of the leading edge
innovation in Canadas Science City
TWebsite
HECopyRPM
PROJ
E
C
T
- Social Media
The Raw Power Marketing Project (RPM Project) was
developed as a marketing giveaway from William Joseph to
reward entrepreneurs in Alberta and Saskatchewan. The
giveaway would see two winners receive up to $25,000 in
marketing from William Joseph.
My work with the project began with long collaboration
sessions with our creative director to plan out a functional,
segmented website that could be easily changed depending
on the phase of the contest. The finished product is a
multiphase website that utilizes a new complementary
brand voice for the messaging.
In addition to the website, I developed a social media
content for LinkedIn, Facebook, and Instagram to promote
the contest and gain additional participants.
Context
CBranding
A SandTLEAVERY
H
OSPITAL
I
T
Y
Key Messaging - Print Collateral E-Blasts
Castleavery is a new hospitality group operating out of
Calgary that just purchased their first property, the Mount
Engadine Lodge located near Canmore. Working with our
senior strategist, I was tasked with developing a brand
strategy and key messaging for the lodge.
Utilizing psychographic data, a brand was developed that
would appeal to the regularly returning guests as well
as individuals looking for a new experience. Focusing
on both the outdoor experience, as well as the ability
to spoil oneself in with amenities at the lodge, the key
messaging was developed to appeal to variety of travelers,
while avoiding alienating any specific group. The board of
Castleavery enthusiastically approved this brand strategy.
With the branding and key messaging in place, I applied
the brand strategy to a variety of marketing pieces, both
print and digital. The new collateral utilized experiential
marketing to drive the messages home and make Castleavery
at Mount Engadine an appealing destination for travelers.
Context
GET COZY
THIS FALL
JOIN OUR
HOLIDAY
TRADITION
GIVE THE
PERFECT
GIFT
BOOK NOW AT
MOUNTENGADINE.COM
This year, spoil your loved ones with the gift of a unique,
backcountry retreat at our fabulous lodge. Fill your days
with snowshoeing or skiing, and spend your nights
BOOK NOW AT
MOUNTENGADINE.COM
BOOK NOW AT
MOUNTENGADINE.COM
@ mountengadine
@ mountengadine
MOG
EN
MOTOR
C
LU
B
Microsite Copy - Print Collateral
Mogen Motor Club is an exclusive, luxury automotive
club that provides its members with the opportunity to
fractionally own a fleet of unique, high performance cars.
In 2015, the club came to William Joseph for help with its
initial branding and marketing materials.
After the preliminary meetings with Mogen, I began work
with the our brand strategist and creative director to
develop a concept for the marketing materials. Keeping the
target market in mind, I developed taglines and language
that portrays the club as exclusive but not snooty; focusing
on the clubhouse dynamic more so than the luxury. The
finished product is a slick campaign that has gone through
web, print, and environmental.
Context
WILLIAM JOS E P H
CO
MM
U
NIC
AT
I
ONS
Website Copy - Blog Writing and Planning - E-Blasts
From the beginning of my working relationship with
William Joseph, my skills as a copywriter were utilized
for their in-house marketing. Developing content for web,
print, and social, I had to learn-on-my-feet and adhere to
their developed brand guide.
One of the larger projects was the complete rebuild of
the website. The previous site was dated, did not utilize
basic principals of SEO, and was difficult to navigate.
Beginning with several meetings between the creative
director, digital director, and myself, we developed a basic
site map and concept for website structure. From there,
I took the existing brand standards and wrote copy that
reflects the agency: professional, conversational, and
collaborative. Through many revisions, and the addition
of a massive portfolio, this project taught me a lot about
staying on budget while producing great copy.
Additionally, since Ive started with William Joseph, Ive
contributed weekly to the blog. Ive developed the strategy,
schedule, and wrote promotional social media posts. While
Ive researched and wrote the blog posts Ive realized the
importance of conveying relevant information and topics,
while avoiding shameless self-promotion.
Context
ADRIAN
ART
DIRECTOR
TERRIN
ART
DIRECTOR
RYAN
CEO
KRIS
ASSOCIATE
CREATIVE
DIRECTOR
BRYCE
LAURA
ACCOUNT
MANAGER
BRIAN
COPY
WRITER
ACCOUNT
MANAGER
KEVIN
KEN
WEB
DEVELOPER
DIGITAL
DIRECTOR
JASON
CREATIVE
DIRECTOR
JOELLE
OPERATIONS
MANAGER
JORDAN
MARKETING
STRATEGIST
ERIN
MARKETING
STRATEGIST
williamjoseph.com
1.877.770.0840
williamjoseph.com
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