PUBLIC RELATIONS
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  STACEY TUCKER, AUTHOR
© Minuteman News Center 2012. Used with permission. All rights reserved.
The Task: Stacey Tucker sought publicity for her book, Eat, Drink and Remarry, to increase reader awareness and Amazon.com sales.
The Market:
Bridal industry, divorcees and/or encore brides, women at large.

The Plan: A versatile press release for wide distribution – print, online, television, radio, blogs and wedding media. The campaign also included contest giveaways, book reviews and a launch event
     
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  WESTON PARENT-TEACHER ORGANIZATION (PTO)
© NorwalkPlus.com 2010. Used with permission. All rights reserved.
The Task: The Weston Intermediate School Parent-Teacher Organization (PTO) hosted an educational forum, “Helping a Child in a Medical Emergency,” and needed vital information imparted to the community.
The Market: Parents in Fairfield County, Connecticut.
The Plan: Attended the forum, interviewed emergency personnel and determined key points and procedures. Targeted education/health reporters, using a recent storm/extended power outage as the preparedness hook.
     
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  BRAIN BALANCE ACHIEVEMENT CENTERS
© ShorelinePlus.com 2010. Used with permission. All rights reserved.
The Task: Brain Balance Achievement Centers needed publicity for the grand opening/ribbon-cutting ceremony at the Norwalk, Connecticut location.
The Market: Educators, parents of children with Autism/Spectrum Disorders/Learning Disabilities and the medical community.
The Plan: A targeted press release combined with a mailing to local Special Education administrators and special interest groups. Norwalk's mayor and News 12 Connecticut were in attendance and an upcoming lecture was simultaneously promoted.
     
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  TEEN PEACEWORKS
© Westport Patch 2012. Used with permission. All rights reserved.
The Task: The non-profit, Teen PeaceWorks, needed coverage for a fund-raiser and to promote awareness around teen dating abuse.
The Market: Local teenagers, parents, families, educators and related non-profit groups.
The Plan: The fund-raiser was covered and involved teens and organizational leaders were quoted. Local media and similar organizations (Weston Domestic Violence Task Force and Domestic Violence Center of Connecticut) were sent a press release for print and website publication. Highlighted warning signs of dating abuse and provided information regarding assistance.
     
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  WESTON WOMEN'S LEAGUE
© ConnecticutPlus.com 2010. Used with permission. All rights reserved.
The Task: The Weston Women’s League aimed to raise funds for local charities via their Great Gatsby Gala. They also sought sponsors and increased ticket sales.
The Market: Weston Women’s League members/friends/colleagues, the beneficiaries’ personnel and Fairfield County residents.
The Plan: Promoted a Roaring Twenties-themed, fun-filled evening to assist those in need. The article’s purpose was manifold – to attract donations, advertisers and attendees. Used the mention of auction items and the night’s happenings as a teaser.
     
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  ARP INTERIORS
© Westport's HamletHub 2012. Used with permission. All rights reserved.
The Task: To promote a holiday staging program for interior designer, Lexie Proceller, and to garner new clientele for ARP Interiors.
The Market: Fairfield County, Connecticut women seeking stress-free, affordable assistance for holiday decorating and beyond.
The Plan:
Fashioned a press release using the unique concept – “holiday home staging parties” – as the differentiating factor. One room was the focus and a gathering and presentation followed. The article spurred News 12 Connecticut to cover Ms. Proceller and her holiday program/design business.
     
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  WESTPORT WRITERS' WORKSHOP
© Norwalk's HamletHub 2013. Used with permission. All rights reserved.
The Task: The Westport Writers’ Workshop was announcing the addition of business writing to their curriculum. Though a departure from their creative writing workshops, the new business-oriented workshops met a need in the community. This positive message had to be conveyed.
The Market:
Local firms, entrepreneurs, business associations, those re-entering the workforce, writers at large.

The Plan:
To reach the business sector via a multi-tiered campaign to include traditional media, print/online publications, educational television segments, and business trade journals and organizations.
     
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  SAINT FRANCIS OF ASSISI CHURCH
© The Weston Forum 2012. Used with permission. All rights reserved.
The Task: Saint Francis of Assisi Preschool needed upbeat messaging regarding the hire of a new director. Increased awareness for the school’s benefits/programming was also a priority.
The Market: Parents of enrolled students, Fairfield County parents at large, the Catholic community and new residents.
The Plan: Highlight the director’s qualifications/ideal fit. A press release distribution to parenting and Catholic/Christian media, newcomers groups and local publications.
     
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  SHANGHAI ASIAN BISTRO
© Norwalk Patch 2013. Used with permission. All rights reserved.
The Task: Shanghai Asian Bistro needed to build awareness and their customer base. The owners also sought to expand their clientele, to include nearby professionals and families.
The Market:
Chinese and Thai cuisine enthusiasts/sushi fans, customers of Shanghai Gourmet (sister restaurant) and new business.

The Plan:
To leverage the success of the established, Shanghai Gourmet, through cross-merchandising/press. To recruit food reviewers/bloggers to visit the Bistro. Results included increased traffic and a more diverse audience.
     
   
COPYWRITING
     
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  MARCELLE SOVIERO, AUTHOR
© Marcelle Soviero 2012. Used with permission. All rights reserved.
The Task: Award-winning author, Marcelle Soviero, needed captivating print/online advertising copy to promote her book, An Iridescent Life: Essays on Motherhood and Stepmotherhood.
The Market: Parents, stepparents, memoir enthusiasts and literary magazine readers.
The Plan:
To provide copy that would encapsulate the collection of essays, prompting people to buy the book. To tease with a cross section of the contents to attract readers with similar circumstances. Amazon.com sales have been increasing and steady.
     
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  JENNY ONG PIANO STUDIO
© jennyong.net 2013. Used with permission. All rights reserved.
The Task: Pianist and teacher, Jenny Ong, needed a professional biography.
The Market:
Parents of current students, accomplished musicians and potential clients seeking to hire Ms. Ong to play at festivals and private functions.

The Plan:
The objective was twofold – the bio was to attract new students as well as to obtain freelance appearances for Ms. Ong. Effective wording and appropriate details were used to capture Ms. Ong’s musical proficiency and teaching credentials.
     
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  HAPPY PANDA MANDARIN SCHOOL
© hpmandarin.com 2013. Used with permission. All rights reserved.
The Task: Happy Panda Mandarin School needed a mission statement for their business/website.
The Market:
Parents seeking Chinese language instruction for themselves and/or their children; educators.

The Plan:
To communicate the school’s objectives and the director’s vision. To set Happy Panda apart from similar language programs by highlighting its character and distinguishing factors. To use powerful wording to encourage enrollment.
     
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  BRAIN, CHILD: THE MAGAZINE FOR THINKING MOTHERS
© Brain, Child Magazine 2012. Used with permission. All rights reserved.
The Task: Brain, Child: The Magazine for Thinking Mothers requested copy for both a print and online advertisement. The ad was for the literary publication’s signature necklace sporting an owl, symbolizing a mother’s wisdom.
The Market:
Mothers/subscribers/new readers; an educated female audience with disposable income.

The Plan: To create concise, yet moving copy, to encourage readers to “Wear the Wisdom” and to purchase the representative necklace. To convey the beauty of the necklace and its significance to Thinking Mothers.
     
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  CLJ ELEMENTS JEWELRY
© CLJ Elements Jewelry 2011. Used with permission. All rights reserved.
The Task: CLJ Elements Jewelry wanted a presence in retail stores and requested a sales letter to accompany photos/samples of their product line.
The Market: Gift buyers at boutiques, pharmacies, tourist gift shops, salons and the like, particularly during the summer season.
The Plan: To create a catchy, informative letter which would differentiate CLJ’s product from competitors. To use colorful copy that illustrates the “personality” of CLJ Elements Jewelry, making their products must-have items.
     
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  HOMECOM COMMUNICATIONS
© HomeCom Communications 1997. Used with permission. All rights reserved.
The Task: To announce the addition of HomeCom Communication’s new website hosting division. To develop a brand name and tagline for the hosting service.
The Market:
HomeCom website development clients, new customers seeking cost-effective hosting, businesses looking to switch hosting services.

The Plan: To capture a national audience via a quirky/eye-catching print ad to run in marketing-oriented trade publications. Corresponding online banner advertisements were also created as were matching press kits. Named hosting service, “HostAmerica,” and coined the tagline, “Set Your Sites Here.”
     
© 2013 WORDSMITH, LLC • MARKETING YOUR MESSAGE
All Rights Reserved.
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