Austin
Appreciation for twisted wit. Soft spot for social causes. Pinch hitter on new business pitches. Embraces long copy. Global ad agency experience in Los Angeles, Chicago and New York. Recent transplant to Austin. Specialties: Automotive, Banking, Energy, Entertainment, Financial, Food Service, Healthcare, Packaged Goods, Public Service, Real Estate, Retail, Technology, Telecom, and Tourism. B2B and B2C. Award-winning published author. Dabbles in (travel and parenting) journalism.
Selected work
Hadenough anti binge drinking
Mock bar ad posters-placed amongst actual bar ads at 3 campuses in...
...Cornell, UNC and University of Arkansas.
Factoids gleaned from mountain of research that sparked the campaign, via CSPI (Center of Science in the Public Interest)
14 Quiz ads ran in campus newspapers, table tents and postcards in dorms/Greek houses
Modeled after second-hand smoke campaign by primarily targeting those affected by someone else's binge drinking
This was my own account for 2 years. It exceeded marketing goals and garnered Belding creative award recognition.
A model of effective advertising cited by the Harvard University’s School of Public Health College Alcohol Study.
Print campaigns drove readers to this robust website which offered tools to advocate for change and help for bingers.
Dole
It's not your Grandmother's recipes of family reunions past.
Financial
Launched after the market crash when people were looking for a safe haven to put money in like CDs
Some of these are autobiographical. (Only my stockbroker knows for sure.)
Countrywide said one of the most common calls they field is queries as to how interest rates are set.
Ameriprise needed their website to work harder in new lead generation. Visit live site at https://conversation.ameriprise.com
Wells Fargo-introducing theft protection on ATM/Credit cards
Wells Fargo -Announcing IRS accepting credit cards
Poster campaign for new in-grocery store banking branch
Poster campaign for new in-grocery store banking branch
Poster campaign for new in-grocery store banking branch
Home123 TV concepts
Home123 TV concepts
CASA
CASA Court Appointed Special Advocates for foster kids annual fundraiser
Save the date card for Light of Hope breakfast
Save the date card-back side
Breakfast Program: cover matched front of save the date card-HOPE then opened up to HOPE-LESS...
Flip side of the UnLESS you help anything can happen to the over 600 new foster kids who enter the system each year panel.
Once reader tears off the Less panel (reverse side has form to donate) Full panel is revealed.
Annual Report which appeared at breakfast place settings
Thank you from our client. Campaign won a Peak Creative Award. Spent 25% less and earned 35% more this year.
Great Park Neighborhoods
Pavilion Park Neighborhood Brochure cover
spread 1 of newsletter like brochure
spread 2
spread 3
spread 4
spread 5
spread 6
spread 7
back cover
Colorado Child Abuse Hotline
CO previously had 64 ph #s (1 per county) to report suspected child abuse/neglect. People were reluctant to call in fear their suspicions might be false.
Key message: Report anything unsettling. We'll vet call/investigate further if warranted. Mandatories: Tone can't be scary.
Tagline: You dial the number. We'll make the call.
Classroom TV Spot
Bus TV Spot
Vignette TV Spot
Governor Hickenlooper kicking off campaign with lots of fanfare.
One South Market
Brochure cover for One South Market, a new high rise apartment building in downtown San Jose, CA
spread 1
spread 2
spread 3
spread 4
spread 5
back cover
Denver Domestic Violence
Campaign included dollar sign shape (financial captivity), boxing glove shape (verbal abuse) as well.
Guerilla marketing component placed on telephone poles, bus depots, and other urban areas.
Banner Health
Big C campaign. Small budget. Shot in Estes Park.
Big C print that accompanied TV, web, outdoor, collateral
Promotional sunscreen given away at health events
When a patient is diagnosed with Cancer, that flood of what ifs can feel like a tornado swirling around in your head.
Banner MD Anderson Breast Cancer Center - TV
Fashion
University Place Mall leasing brochure
Westlake Plaza mall went thru a remodeling/facelift. Ad to announce new shops/restaurants.
Holiday ad announcing grand re-opening of Westlake mall.
Hempwear clothing print ad
Fashion Statement campaign for Collectible Barbie. "When it comes to inclement weather, be the storm. " -- Burberry Barbie
"Never underestimate the value of a pet to make a stunning accessory." -- Society Hound Barbie
"Five a day doesn't just apply to fruits and vegetables but also to a balanced handbag." -- Suburban Shopper Barbie
Exclusive Resorts
Researched and wrote about properties spanning almost every continent for Exclusiveresorts.com.
Choctaw Casino/Resort
Addy Award winner
Nature's Origin Vitamins
Challenge: Come up with a vitamin campaign that breaks the mold typical in the category
ice-o-matic
video showcasing Ice-o-matic sales tool
brochure cover
inside
B2B ad for healthcare industry
Chili's, Maggiano's, Taco Cabana-Restaurants
Craft Burger Menu for Chilis.com
Taco Cabana Street Tacos
Taco Cabana Cabana Bowl Commercial
Maggiano's Lighter Take menu. Visit live site here: http://lightertake.maggianos.com/
Owens Corning B2B
Cover for Owens Corning Comfort Built B2B brochure
Inside panels 1 & 2. Right panel opens to reveal...
Inside panel 3
Back cover
twtelecom
Wrote entire website for twtelecom.com
won a Peak Marketing award
DM sales tool offered free ipad case and a free ipad when recipient scheduled a meeting.
DM sales tool notepad that can be upgraded to an ipad with a scheduled meeting with salesperson
eblast to get a free ipad
DM umbrella sales tool
message printed under nice golf umbrella
DM piece
DM side 2
Nissan
eblast for Titan.
DM piece-outer envelope
Inside: article from Popular Mechanics truck competition where Titan won best truck in its class, and this invitation
Bill insert
inside bill insert
Each vehicle has its own shift word for this DM campaign.
Outer envelope for launch of the Rogue. Inside was a lenticular brochure
In launching the Rogue, we came up with "Road Tats" ( a welcomed departure from the stick figure families seen on rival SUVs)
Rogue handraisers are guided through humorous adventures which showcase various features based on life events like childbirth...
Toyota
FJ Cruiser test driven by "Roadies" on authentic off-road locales to brand vehicle as a true off-road SUV. First phase of...
...launch was viral-hitting websites and blogs of off-road enthusiasts.
I put my journalism hat on to interview test drivers to craft these articles for an FJ mini site.
Cover for a car booklet
inside cover
page 2
page 3
page 4
This line was pulled from the brochure and ran as a billboard at the end of the Lincoln Tunnel in NYC
WOW! Cable, Phone, Internet
WOW! Radio "Busy Bee"
WOW! Radio "Chameleon"
Infiniti
e-blast for the FX
Outer envelope
brochure cover
inside payoff
Creative Nail Spa
Pedicure line of beauty products for nail and spa magazines
Tampax/Always Public Service
Namibian girls miss school when they reach puberty, so Tampax/Always set out to arm them with product to stay in school.
Teleflora
Target: Bridezilla. Campaign ran in various bridal pubs
I interviewed more popular bridal florists to get actual cases of demanding brides.
Phillips 66
Virtual trip down route 66, complete with trivia along the way
Children's Hospital Los Angeles
CHLA campaign that featured actual kids whose lives were saved by medical breakthroughs at this research hospital
Tagline: "Living proof that what we're doing is making a world of difference" is also mine.
A fun departure from the more serious subject matter at CHLA. A fun street festival celebrating health and CHLA's birthday.
radio spot for street fair/CHLA's birthday
Radio Shack
DM piece for holiday gift cards
Baltimore Aquarium
Sometimes researching a subject results in eyebrow raising facts that write themselves, as is the case in this radio spot.
Baltimore Lottery
Radio spot
Denver Alliance
Challenge: Drive locals into downtown Denver during the holidays. Banners appeared up and down 16th Street mall
Messaging also appeared on bus shelters with take-one directory of downtown holiday events.
Cherry Creek Arts Festival
Challenge: Get target to commit in advance to attend by signing up for membership card which offers sweet perks.
Other published work
Vist my new travel blog at globetrottermom.com
My story, "Scared Shitless on Safari" can be read here: http://travelerstales.com/carpet/000144.shtml
Two of my stories appeared in the annual Travel Turkeys issue (travel tales gone awry) of the Los Angeles Times.
How 160 boxes of cereal landed me in India: http://articles.latimes.com/2002/mar/31/travel/tr-cereal31
As if getting to India wasn't enough of an adventure...
My story "Taken for a Ride" can be read here: http://www.latimes.com/travel/la-tr-turkeycamel23nov23,0,6203188,full.story
I published a story on Women traveling solo in Shape Magazine which follows...
My story on Night Ski Biking in Vail, CO appeared here
The two photos that ran with the story
This Estate Planning piece won Parenting Publications of America's Best Feature Gold Award
"Where There's a Will There's a Way" http://www.dfwchild.com/Fort-Worth/showarticle.asp?artid=674
A piece on how my miracle baby came to be ran in Dallas Baby magazine
Event I blogged about for Dallas Child: http://dallaschild.blogspot.com/2009/10/lunch-lady-land.html
I was a commissioned writer for DC for the following stories
http://www.divinecaroline.com/life-etc/last-call-part-1-4
http://www.divinecaroline.com/life-etc/last-call-part-2-4
http://www.divinecaroline.com/life-etc/last-call-part-3-4
http://www.divinecaroline.com/life-etc/last-call-part-4-4
Costa Rican arachnophobia story: http://www.divinecaroline.com/entertainment/bugs-and-bakasanas
http://www.divinecaroline.com/entertainment/little-friends
http://www.divinecaroline.com/entertainment/qamea-above-surface
http://www.divinecaroline.com/entertainment/itching-home
http://www.divinecaroline.com/entertainment/hallowed-halls
http://www.divinecaroline.com/entertainment/alta-favorite-skiers
Story on skiing at Sundance Resort: http://www.divinecaroline.com/entertainment/real-sundance
http://www.divinecaroline.com/life-etc/hunger-strike
Fabulous back-to-work pumping gear review: http://www.divinecaroline.com/life-etc/fabulous-back-work-pumping-gear
Bossom Buds: Breast feeding gear review: http://www.divinecaroline.com/life-etc/bosom-buds-review-breastfeeding-gear
Some people go whale watching. We went...
I wrote the following mommy n' me travel piece on Disneyland's Small World ride
Gear review I wrote to launch my new travel writing blog: http://globetrottermom.com/
View Lori's Resume for more information and complete contact details.