creative showcase - seth the tourist
TRANSCRIPT
Assignment:Develop presentational materials to win Delta Air Lines’ RPO
(recruitment process outsourcing) business for PeopleScout, initially focusing on Flight Attendant hiring.
Action:Leading PeopleScout’s creative team, I conceived, wrote and coordinated the
production of the ads below and a full gamut of auxiliary promotional materials, including out-of-home signage, an employee referral program, online ads and a suggested new website, all within three days.
Result:Delta awarded PeopleScout its Flight Attendant RPO business. Utilizing the
creative I developed, 2,000 flight attendants – most bilingual by necessity – were hired within 2 months.
Delta subsequently put PeopleScout in charge of all hiring in an RPO deal worth $28.5 million, the largest to date, with their primary stated reason being: “We couldn’t walk away from the branding.”
Assignment:Conceive, write and facilitate the approval process for a new Careers
website for Delta Air Lines.
Action:Maintaining the humorous, engaging tone of the employment marketing campaign
that I had previously devised (see preceding page), I wrote all site copy, determined the necessary sections, blueprinted the basic look & layout, edited videos, oversaw site production and coordinated alterations/approval with Delta HR, Marketing and Legal.
Result:By all accounts, Delta executives have been highly pleased by the website and the
new hires it has generated. The site remains active more than two years after its creation and can be viewed at www.deltajobs.net or through the Careers link at Delta.com.
Assignment:Develop a direct mail campaign for The Meadow Club, a tennis & fitness
center in Rolling Meadows, Illinois.
Action:I began by devising a tagline – Where you belong -- for the club. My headlines then
reflected the fitness environment and a sense of belonging, connecting both to the tagline and the photo used in each piece. The back of each card provides details on club services and equipment, further establishing why one would want to belong.
Result: Initially done as a new business pitch, this consumer-focused campaign earned the
agency (BB&A) the account and in addition to being implemented as a series of oversized postcards, the same creative was utilized in print ads. My understanding was that the campaign helped to increase club membership and recognition, but I was never privy to any detailed statistics.
Assignment:Improve product description copy and item specifications for home
appliances being sold on Sears.com.
Action:In a contract role of eCommerce Content Specialist for Sears in their Home
Appliances business unit, I identified numerous items being sold upon Sears.com with a sparsity ofdescriptive text. After working with manufacturers to obtain addition information about these items,I wrote and formatted the text within a proprietary content management system. Within this CMS, I alsoensured that product specifications were comprehensive and accurate.
Result: Although I was not privy to product sales data, it was conveyed that my work had
notable impact, which resulted in three extensions of my contracted employment period and an expansion of my role. This included being charged with handling all Facebook postings for the Sears home appliance page (Sears BLUE APPLIANCE CREW), as shown just above.
Assignment:Create a compelling business-to-business ad for Oasis Whirlpool Baths,
a line of higher-end hot tubs, in order to increase desirability among contractors.
Action:Complemented by first-rate photography, I conceived the headline shown and
drafted body copy in a similar vein, utilizing water-based wordplay while never sacrificing clarity nor potency in conveying the key sales proposition: that Oasis offers high quality whirlpools at a reasonable price, making them quite desirable for home buyers and therefore for contractors and developers of new home communities.
Result: The ad ran for several months on the back cover of the Home Builder trade magazine,
helping Oasis increase sales and allowing me the opportunity to create two additional B2B ads for the client, both of which earned strong praise and helped to drive additional sales and increased renown.
Assignment:Create pre-primary campaign materials for Tom Wendorf, a first-time
candidate for a seat on the DuPage County Board.
Action:Recognizing that Tom didn’t have much personal recognition, I developed a visually-
dynamic marketing brand and compelling campaign strategy for him, personally handling all the writing and design of handout cards, door hangars, yard signs and branded business cards.
Result:Tom Wendorf won his contested primary, although he fell short in the November
election. I have heard many compliments about my work on his behalf, with one political consultant calling it “some of the best political marketing” she had ever seen.