liz avera | writer portfolio | communications, content, copy

WRITER & STRATEGIST

CAS (Chemical Abstracts Service)Vertical Market B2B

Audience: Business, R&D, legal, and manufacturing executives in science and technology companies.

Medium: Trade magazine

Message: STN makes your mission-critical information easily accessible.

With STN, you can find exactly the science and technology information your business needs to make important decisions. A change in molecular stereochemistry can radically alter the strategic direction of your entire research project and possibly your entire company. That’s why STN gives you so many ways to research substances, your competitors, and your industry. Our tightly integrated system ties together published research, journal literature, patents, structures, stereochemistry, trade names, physical properties, sequences, and other data from the world’s largest collection of chemical substance information—CAS Registry. So when you’re dealing with issues vital to your business, use STN and get the results you want. Precisely.

With STN, you can find exactly the science and technology information your business needs to make important decisions. A change in molecularstereochemistry can radically alter the strategic direction of your entire research project andpossibly your entire company. That’s why STN gives you so many ways to research substances,your competitors, and your industry. Our tightly integrated system ties together publishedresearch, journal literature, patents, structures, stereochemistry, trade names, physicalproperties, sequences, and other data from the world’s largestcollection of chemical substance information—CAS Registry.SM Sowhen you’re dealing with issues vital to your business, use STN andget the results you want. Precisely.

Precise thinkingrequires

precise searching.

EUROPESTN International c/o FIZ KarlsruhePhone: 49 7247/808-555Internet: www.stn-international.de

NORTH AMERICASTN International c/o Chemical Abstracts ServicePhone: 800-753-4227 or 614-447-3731Internet: www.cas.org/stn.html

JAPANSTN International c/o JapanAssociation for InternationalChemical Information (JAICI)Phone: 81 3-5978-3621Internet: www.jaici.or.jp

STN International c/o Japan Science and Technology Corporation (JST)Phone: 81 3-5214-8419Internet: pr.jst.go.jp/db/STN/index.html

0441 STN MEETING 7.25x10 7/30/03 3:41 PM Page 1

With STN, you can find exactly the science and technology information your businessneeds to secure and protect patents. Multimillion-dollar decisions can hinge on a singlemolecule. That’s why STN gives you so many ways to explore chemical substances and sequences.Our tightly integrated system ties together literature and patent research from 1907 to yesterday,coverage of patent offices worldwide (45 and counting, through CAplus), the most current recordsfrom seven major patent-issuing authorities, and databases like Derwent World Patents Index®,INPADOC, and more. STN also provides access to the world’s largest repository of chemicalsubstance information—CAS RegistrySM —and a wealth of publiclyavailable sequence information. So when you’re dealing with patentinfringement, patentability, or competitive intelligence, use STN andget the results you want. Precisely.

A precise argumentrequires precise searching.





0441 STN PATENT 7.25x10 7/30/03 3:41 PM Page 1

With STN, you can find exactly the science and technology information yourbusiness needs to efficiently manufacture products. Changing one amino acid ina peptide can affect an entire manufacturing process. That’s why STN gives you detailed waysto explore chemical substances and sequences. Our tightly integrated system ties togetherpatents and journal literature with chemical reactions, sequence information, commercialsuppliers, regulatory compliance data, and the world’s largestcollection of chemical substance information—CAS Registry.SM

So whatever issue you’re dealing with—from R&D to patentabilityto production—use STN and get the results you want. Precisely.

Precise productionrequires

precise searching.





0441 STN PHARMA 7.25x10 7/30/03 3:41 PM Page 1

CAS (Chemical Abstracts Service)Vertical Market B2B

University HospitalsService Line Marketing

Audience: Newly diagnosed cancer patients, their family members, high-risk individuals, the public, and the medical community

Medium: Newspaper

Message: Collaboration between Ireland Cancer Center’s leading-edge researchers and expert practitioners ensures you receive the best possible care.

At Ireland Cancer Center, we’re making great strides—and medical headlines—with new ways to prevent, detect, and treat colon cancer. Whether it’s mapping genes, developing diagnostic screenings, or using minimally invasive surgical techniques, our findings translate into more effective patient care.

University HospitalsService Line Marketing

Prostate Cancer Gynecological Cancer Breast Cancer

University HospitalsService Line MarketingDirect mail to referring physicians

Huntington Bank Community Relations

Audience: Business customers acquired through merger with local bank

Medium: Newspaper

Message: Huntington is committed to getting to know you and to helping your business succeed.

After performing a feasibility study three years ago, Jay realized that with its strategic town square location, pin-drop acoustics, and flexibility for staging everything from musical acts to literary readings to civic gatherings, the Park Theatre could become a cultural magnet, drawing people and excitement to downtown Holland.

Turning what could’ve been boarded-up windows and vacant storefronts into a special place for our kids and grandkids takes vision. And help. That’s why Jay recruited his banker—a Huntington associate—to serve on the board of the Park Theatre Foundation.

Huntington Bank Community Relations

The Ohio State University Brand Development and Recruiting

Audience: Prospective students, their parents, college counselors, state legislators, OSU internal

Medium: National magazines

Message: With its research focus and vast resources, OSU equips you to make a dramatic impact on the world.

To pay his tuition, Lonnie Thompson helps geology researchers drill ice samples in the polar regions.

Lonnie realizes mountaintop glaciers would provide a more complete climate record.

Lonnie overcomes the challenges of extreme weather, government permits, and transporting tons of equipment up 23,000 feet.

Using ice from the Himalayas, Andes, and Mount Kilimanjaro, Lonnie reconstructs the earth’s climate history, dating back 760,000 years.

Lonnie’s records show that the atmosphere has warmed faster in the last 50 years than any other period in the previous 9,000.

Low-emission hybrid cars go mass market.

The Ohio State University Brand Development and Recruiting

Paul Flory studies under chemistry professor Herrick Johnston.

Paul becomes interested in the mathematical aspects of chemical reactions.

Paul goes to work with the inventor of nylon and neoprene.

Paul starts applying his knowledge to synthetic materials.

Paul’s findings are used to develop a variety of products, including shoes with springy soles.

The NBA raises the rim height to 10 feet.

Chuck Csuri goes to school on the GI bill.

Chuck joins the faculty of the Fine Arts department.

Chuck reads a research paper from the university’s engineering school and becomes intrigued.

Chuck spends many hours learning programming and creates a rudimentary sequence from over 14,000 computer drawings.

Computer animation is born.

Parents everywhere get to sleep in on Saturday mornings.

Autodesk Vertical Market B2B

Audience: Civil engineers

Medium: Trade magazine

Message: Autodesk Civil Series software helps your project team work together more efficiently.

As long as there’s been land development, there have been snafus, miscommunications, and missing information. It’s high time someone came up with a solution. Well, someone did. Presenting Autodesk Civil Series, a software bundle that can handle your entire project from start to finish. And since it works with any CAD or GIS data, it’ll keep your whole project team—surveyors, planners, architects, and engineers—all on the same page. Which is a monumental feat indeed. For information, call your reseller today or visit www.autodesk.com.

Autodesk Vertical Market B2B

Fluor Government Relations

Audience: Political and industry leaders worldwide

Medium: World Economic Forum program

Message: Contracting with Fluor on large-scale engineering and construction projects benefits your country’s economy in the long term.

Constructing a Skilled Workforce For a synthetic fuels project in South Africa, we hired more than 20,000 local workers and trained them to become welders, electricians and pipe fitters.

In Secunda, one of our training facilities has since been turned into a government-supported school where more than 30,000 people have gained valuable craft skills. These core competencies not only benefit the local economy but can be passed to the next generation as well.

Fluor Government Relations

Finding Common Ground

Amid the sandstorms, desert heat and political tensions of the Middle East, Fluor was able to manage a diverse workforce of more than 14,000 people speaking 17 languages. The completed first phase of the petrochemical complex stands as a monument to teamwork and inclusiveness.

Recognizing the vital role of partnerships in all economic development, Fluor facilitates cooperation—between business and government, joint-venture and business partners, subcontractors and unions. We are truly all in this together.

Experience Columbus (formerly the Convention & Visitors Bureau)Tourism Campaign

Audience: Prospective leisure travelers within a 200-mile radius

Medium: Travel and lifestyle magazines, web (sites based on geographic and behavioral targeting)

Message: Sharing unique experiences in Columbus will help you make lasting connections with your loved ones and friends.

The togetherness lasts long after the trip ends. We have 196 ways to reconnect with your family. To choose the ones you’ll all look back on fondly, call 866-EXP-COLS or visit www.ExperienceColumbus.com/Family

Experience Columbus (formerly the Convention & Visitors Bureau)Tourism Campaign

Vino 100 PolarisCredentials and Branding

Audience: Wine drinkers—especially the confused, the curious, and the adventurous

Medium: Web, print, brochure, newsletter

Message: Vino 100 Polaris makes it fun and easy to find wines you’ll like.

Let’s face it: shopping for wine has its frustrations. All too often, you’re confronted with a sea of labels, a lack of information, and a whole lot of attitude. The only way to find something you actually like is through trial and error—an expensive (and not very palatable) proposition. It’s time for a better alternative. Introducing Vino 100—a new, user-friendly way to buy wine, based on taste…

What’s a good wine? To us, it’s not about reputation or numerical ratings or a specific vintage. It’s taste. Plain and simple. If you like a particular wine, then that’s a good wine—for you. In fact, half the fun of exploring wine is in figuring out your own taste. And that’s exactly what we’re here to help you do…


Wine education offered daily

The best way to learn what you like is by tasting.

That’s why Vino 100 at Polaris always has at least 12

different bottles open for sampling—any time, all

the time. And our knowledgeable staff can tell you

about each wine as you’re sipping. So come on in

and see how fun—and delicious—learning can be.

in 2-ounce increments.

Monday thru Thursday 11 to 8, Friday & Saturday 11 to 9 522 Polaris Parkway • Westerville

614.895.VINO (8466) • www.vino100polaris.com

OhioHealthLaunch Campaign

Audience: Cardiovascular patients, their family members, high-risk individuals, the public, and the medical community

Medium: Newspaper, direct mail

Message: OhioHealth and its team of cardiac physicians have established McConnell Heart Care–dedicated, state-of-the-art facilities and services to keep you heart healthy.

The first dedicated heart hospital in Columbus doesn’t just set a precedent. It sets a new standard. That’s because it was designed by our physicians—the most experienced cardiac team in all of Ohio, responsible for performing more than 18,000 heart procedures a year. With their input, we were able to put state-of-the-art technology where it will do the most good. For example, we integrated emergency care and diagnostic heart services, giving heart attack patients immediate access to lifesaving treatment. By making heart care more effective and timely, we’ve opened the door to a brighter future for all of Central Ohio.

Heart DiseaseWhen most people think of heart disease, they think of narrowing of the arteries leading to the heart (coronary artery disease). But that’s just one type of cardiovascular disease. There can be problems with other blood vessels, the heart’s rhythm, its pumping ability, the valves, and the muscle tissue itself. Here’s a summary of some of the more common conditions and how we go about diagnosing and treating them.

Coronary Artery DiseaseHeart attacks go hand in hand with coronary artery disease. Plaque deposits have a hard outer shell. When this cracks, the body sends blood platelets (disc-shaped particles that aid in clotting) to repair the damage. This unfortunately has the opposite effect, as the blood clot that forms can totally block the already narrowed artery.

During coronary artery bypass surgery (also called CABG, or “cabbage”) a “substitute” blood vessel, called a graft, is placed around the blocked or narrowed artery, bypassing it and restoring blood flow.

Vascular (Circulatory System) DiseaseAneurysmAn aneurysm is an abnormal bulge in the wall of a blood vessel. While they can form in any blood vessel, aneurysms occur most commonly in the aorta (aortic aneurysm), which is the main blood vessel leaving the heart.

StrokeThere is a link between strokes and heart disease: namely the cardiovascular system. Basically, a stroke occurs when a blood vessel in the brain is suddenly blocked or ruptured. The brain cells, deprived of the oxygen and blood sugar (glucose) needed to survive, die.

Heart FailureHeart failure does not mean the heart has stopped working. Rather, it means that the heart’s pumping power is weaker than normal.

With the blood moving through at a slower rate, the body does not get enough oxygen and nutrients. To remedy the situation, the heart starts working overtime, and the chambers stretch to hold more blood. This puts more pressure on the heart muscle walls, which in time, start to weaken.

Abnormal Heart Rhythm (Arrhythmia)Electrical impulses travel down a special pathway through your heart, triggering it to beat. An abnormal heart rhythm (arrhythmia or dysrhythmia) creates an irregular heartbeat, but your pulse (heart rate) may still feel normal.

Diagnostic TestsCardiac CatheterizationCardiac catheterization (also called cardiac cath or coronary angiogram) is a procedure that allows your doctor to “see” how well your heart is functioning. The test involves inserting a long, narrow tube, called a catheter, into a blood vessel in your arm or leg, and guiding it to your heart with the aid of a special X-ray machine. Contrast dye is injected through the catheter so that X-ray “movies” of your valves, coronary arteries and heart chambers can be created.

For most people, coronary balloon angioplasty increases blood flow to the heart, diminishes chest pain and reduces the risk of heart attack. In some people, however, the expanded artery may abruptly close. Stents are used to decrease the chances of this occurring.

OhioHealthLaunch CampaignSample editorial content from 8-page newspaper insert

OhioHealthService Line Launch

MOTUS Credentials

Audience: Owners and marketing managers of small to mid-sized businesses

Medium: Brochure

Message: MOTUS creates strategic, effective marketing communications to drive your business’ growth.

…done right, within the confines of a focused marketing strategy, those words and images take on a life of their own. They become a form of energy. A force. A vehicle that motivates your customers and propels your business forward. That kind of disciplined creative thinking underlies everything we do. You’ll see it reflected in our logo. Our name. And most of all, our work.

National Underground Railroad Freedom CenterCapital Campaign

Audience: Prospective donors including business and community leaders; arts, education, and museum patrons; citizens concerned with civil rights and social justice

Medium: Poster

Message: Your donation will help the National Underground Railroad Freedom Center share the inspiring history of the anti-slavery movement.

Some of the most heroic acts in our nation’s history are in danger of being forgotten entirely. That’s why the National Underground Railroad Freedom Center needs your support. Through programs, exhibits, events and live performances, the Freedom Center will recount the stories of courageous individuals and the cooperation between races that helped wipe out slavery in this country. And, in learning these lessons from the past, we can help change the future. To make a donation, visit freedomcenter.org or call 1.877.648.4838.

Note:Proposed that concept be adapted to 3-D display for fundraising in malls and other public spaces. Display would feature an actual crate of the size used by Henry Brown: 3’ long x 2’ wide x 2’8” deep.

Derived from the true narrative of Henry “Box” Brown, a Richmond slave who had himself shipped by train to Philadelphia

Vino 100 PolarisProduct Launch

Audience: Existing customers, prospects, high-end buyers, collectors, fans of Napa Cabernet

Medium: Web, pre-release flyer, e-newsletter

Message: As a Vino 100 Polaris customer, you’re the first to know about great wines like Impromptu, a one-of-a-kind, limited supply Napa Cabernet.

Without the fancy tasting room, wineclub mailings, and glowing magazine reviews, it’s harder to discover a great wine. But it’s more rewarding, too. Because then, what’s in your glass is not only delicious wine–it’s the life and livelihood of the winemaker and their family.

As a small, family-owned (retail wine) business ourselves, we’re privileged and proud to introduce an exceptional wine called Impromptu. The first Arns Winery selection ever sold in Ohio, it’s complex, delicious, hand-bottled, 100% Estate Cabernet, blended from 4 different vintages. And it is, indeed, a find.

Vino 100 PolarisProduct Launch

Vino 100 PolarisEvent Marketing and Materials

Audience: Existing customers, prospects, music lovers and concert-goers interested in wine

Medium: Web, in-store, presentation materials, logowear

Message: You can learn about wines from around the world while channeling your inner teenager at Vino World Tour.

It’s the performance series of the summer: 6 events, headlined by rockstar wines from different parts of the world. There’ll be some classics (oldies but goodies like Sangiovese and Bordeaux), but also new talent (up-and-comers like Piedirosso, Viura, and other undiscovereds). Each tour stop will be a mind-expanding yet entertaining experience, featuring not only great wines, but good music, good information, good munchies, and good times. Back by popular demand: Backstage Pass for Premium Wines. We wanted to crank it up a notch and spotlight some superstars (wine labels with words like Riserva, Grand Cru, Single Vineyard, etc.) Yet how to keep ticket prices from skyrocketing? Answer: the Backstage Pass. For just $7 extra per event, you can get Green Room access at the end of the night and enjoy a glass of premium ($40+) wine from that particular country.


Vino World Tour Spain Liner Notes Excerpt (Themed Playlist Explained)

Wine #1: Esperanza Verdejo/Viura“Valley of the Kings” by Marc Cohn

“ Why? Valladolid, at the center of Rueda, was the capital city for Romans, Celts, and Moors. It was where Ferdinand and Isabella were married, and was home to Spain’s kings until 1561. That year, a fire destroyed the city and the capital was moved to Madrid.”

Wine #2: Botani Moscato“Mismatch” by Harry Chapin

“ Why? Jorge Ordonez established this winery with the goal of producing quality sweet wines. The subtropic region’s hot climate results in high sugar content in the grapes. Moscato is the most famous sweet grape in Europe. Yet despite all this, the Botani is dry and crisp.”

Wine #3: Penelope Garnacha“Mountain Music” by Alabama

“ Why? This vineyard is located in the Sierra del Moncayo range, with Moncayo being the highest peak. The altitude gives the wine more intense flavors. In other words, it makes the wine sing.”

Wine #4: Vega Escal Priorat“Monster” by Skillet

“ Why? Priorat wines are some of the most intense, ageworthy reds in the world. Made mostly from the (often scoffed-at) grape Garnacha, many of these beasts can be laid down for four or five decades.”

DisciplinesBranding

Campaign DevelopmentProduct Positioning

Advertising (all media)External CommunicationsInternal Communications

Credentials Event PromotionSales SupportPresentations

Scripts and Talking PointsEducational Content

Demos

Clients

Client Comments

Huntington Regional Marketing Manager

“ The feedback from the campaign has been extremely positive, from the customers involved, to the comments our associates are receiving. We are also getting other customers calling us offering to participate in the campaign.

In a community where we had significant reputation repair work to be done, this campaign has put a positive face on the organization and reinforces that Huntington is not only working with prominent businesses in the area, but shares similar values.”

Experience Columbus Director of Marketing

“ It’s really great work. On strategy, well thought out, well executed and nicely presented.”

Subsequently: “Just got back from presenting the campaign to the Mayor and he absolutely loves it. He totally thinks it embraces what this city stands for and he loves all aspects of it. A total homerun, folks.”

The Ohio State University Director of Communications:

“ My gratitude and respect for your perseverance and professionalism…and talent.”

Autodesk Regional Marketing Coordinator, Southern States:

“ The resellers LOVE the Stonehenge piece [seminar invite adapted from print ad]. In all my years at Autodesk, I have never heard the kind of positive feedback I’m hearing over this one. (Even the most jaded, cynical folks love it!) I’ve always felt humor would speak volumes to these customers. (Whoever said Civil Engineers don’t have a sense of humor?!) I’m sure part of the high registration is due to this eyecatching piece.”

WRITER & STRATEGIST

ConnectingStrategy to CreativeInformation to IdeasIntent to Outcome

[email protected]