EDITORIAL _ DIGITAL
CLIF BAR _ ADVENTURE IS OUT THERE
The Clif Bar brand is synonymous with adventure. And in 2017-18, the digital marketing team used the company blog to create connections with customers by sharing stories of adventure and inspiration. I joined the team as a consultant to wrangle their freelance writers and create voice guidelines for a consistent editorial tone. I wrote quite a few blog posts myself, but also edited outside writers.
I wrote all three of the stories featured here. To read them, follow the links below the slideshow.
CLIF KID _ PLAY ALL DAY
Nutritious snacks for kids in motion. That’s the goal of Clif Kid. The stories created on the Clif blog were intended to highlight real kids having adventures of all kinds, both raising awareness of Clif Kid as a brand and also connecting consumers to the brand’s values. I wrote the stories about the surf foundation and day camp for transgender kids. The biking adventure was written by a freelancer who went along for the ride—I edited his work.
TEA COLLECTION _ FEEL SOME FEELS
Customers have become accustomed to an inbox full of “20% Off, This Weekend Only!” emails. At Tea, we sent a monthly email newsletter to take a break from the sales push and connect with our customers, kind of like real human beings.
MEN’S WEARHOUSE _ FATHER’S DAY
As Copy Manager for the in-house ecomm creative team, I helped Men's Wearhouse develop an editorial section that featured style tips, seasonal guidance and the occasional behind-the-scenes profile. In 2013 we featured a few Men's Wearhouse employees as they talked about their personal "dad style."
