BerlinRosen
Campaign and Creative Services (CCS)
As a copywriter on the CCS team at BerlinRosen, I worked on 17 different Democratic candidates’ direct mail campaigns. By analyzing local polling and audience demographics, our account, copy, and design teams develop personalized mail plans for each candidate. Each piece of mail has a unique message and compelling design to draw in and persuade readers to vote for our candidates.
The process: The copy and design teams meet with the account team, who presents a narrative about the candidate, their world, their opponent, and why they should be elected at this specific time. We then all collaborate on creating a mail plan, which can vary from 1-2 pieces of mail to 15+ pieces. Then, the writing and design process can start.
Here you can find some exemplary pieces that I helped create.
Content strategy for a self-help brand introducing a new 360°-feedback tool
The product: An online 360°-feedback tool that compares your self-assessment with your peers’ assessment of your performance, delivering honest, actionable, and thorough feedback that closes the gap between how you perceive you’re performing with how others perceive your performance in three areas: personal relationships, ideas, and execution.
The ask from the brand:
1. Put on your content strategist hat and conceptualize what kind of content this product could and should generate.
2. Write the first newsletter to go out to consumers that have purchased the product.
3. Share a pitch email introducing the product to the b2b market.
The result:
Content assets that engage users and make their product more accessible and less intimidating.
1. Put on your content strategist hat and conceptualize what kind of content this product could and should generate.
Newsletter
Purpose. Highlight all dimensions of the PIE360 platform, provide a link to the PIE360 Blog, foster community engagement.
Cadence. Bi-weekly or weekly at first to keep up engagement and hype up the product.
To include:
Deep dive into each element (personal relationships, ideas, execution). People will get to know the system and understand each element fully so they are more comfortable with the product and know how it works. Back with managerial science and data to hit home the effectiveness of the system.
Week one: Personal relationships—Why are they important for professional development? What are the different types of “personal relationships”?
Week two: Ideas—What if you’re not the one who always shares in meetings? What are the different types and qualities of ideas that we’re referring to in the product’s system?
Week three: Execution—Do we need to be making big moves in order to show we can get stuff done? What counts as “execution”?
Testimonials. This could be a quick highlight that’s a few quotes from users, or a more in-depth testimonial and interview with someone who has used the product and wants to talk about its value.
Best practices or tip of the week. How do we make sure users are getting the most honest experience of the product possible? Including users’ advice for this could be valuable and make it more relatable, too (e.g., I knew I was these people’s favorite person regardless of my performance—I probably shouldn’t have included all of them!).
Customer support. Have questions or don’t understand how to use something on the platform? Guidance through pain points that might arise.
Educational materials. You’ve signed up for the product—now what? Let us guide you through the best ways to use PIE360 with your team. These materials could eventually live on the product’s platform so people have easy access when they’re using it with their teams.
New features. As new features are added or old ones are tweaked, we can keep people updated.
Blog
Purpose. Adds a personal element to the product, provides a place where users can learn more about 360°-feedback (within and outside of the PRODUCT) and encourages community engagement. Name TBD but could use a play on PRODUCT NAME or 360 (e.g., The 360).
Cadence. Weekly.
To include:
POV: It’s my first time using PRODUCT. Follow along with me using PRODUCT for the first time. I’ll share my experience about every leg of the journey. How did the self-assessment feel? How did I ask to be a reviewer, and how did I ask them to be one? How am I analyzing my results? This will make PRODUCT more human, relatable, and appealing if we can see someone do it; it will encourage other people to do it themselves.
Articles about and related to 360°-feedback. Articles can fill the gaps in users’ 360°-feedback knowledge and all loop back to the PRODUCT and why it’s so innovative. They can include insights from different professionals’ POV (psychologists, behavioral scientists, data scientists, etc.) so they can hit home the effectiveness of the product.
What is 360°-feedback and why does it matter?
Take it from this HR professional: This is how to give constructive feedback
How can getting great feedback change your career trajectory?
Getting feedback doesn’t have to jack up your anxiety—how can you change your attitude about getting 360°-feedback?
Interview(s) with CEO and teammates to talk about why they wanted to develop the product and how they developed it
Email onboarding.
Purpose. Keep users motivated to follow through the entire PIE360 process.
Cadence. Certain emails sent directly after they complete a step of the process or when they’re about to move into a new part of the process (welcome email / getting started, check out your newest review, etc.). Other emails sent to fill in the gaps and keep their interest in the product high.
To include:
Reminders of what needs finishing and encouragement to get those last few reviewers
Positive testimonials that send the message “you don’t want to leave this unfinished!”
Encouragement to get all their reviewers on board, and more to help push them along in the process and follow through.
Socials (LinkedIn, X/Bluesky, Instagram, TikTok, YouTube).
Purpose. Engage business professionals and other groups of people across platforms.
Cadence and to include:
LinkedIn. 4x/week. Focus on B2B, leadership skills, testimonials, and can eventually include case studies.
X/Bluesky. Daily. Quick insights on 360°-feedback and elements of PRODUCT system.
TikTok. 2-3x/week. Short, punchy POV on current feedback systems and why PRODUCT is superior.
Instagram. 3x/week. Reels that include interviews about the making or use of PRODUCT, tutorials, and testimonials. We would also include reels or posts for “POV: It’s my first time using PRODUCT.” On the grid can include carousels with deep-dive info into PRODUCT, tips about using PRODUCT, and more.
YouTube. Biweekly. Interviews with experts in managerial science and feedback, webinars.
2. Write the first newsletter to go out to consumers that have purchased the product
Subject: Welcome to PRODUCT! Real 360°-Feedback for Real Progress
Hi [First Name],
Congrats on taking the first step toward elevating your professional development!
Everyone here at BRAND NAME is so excited that you’ve signed up to use our newest resource, PRODUCT NAME, a first-of-its kind tool designed to help individuals and teams grow through collecting honest, actionable, and confidential feedback.
We know you’re probably excited to get started (we know we are!), so here are a few things you should know.
What to Expect
Genuine 360°-Feedback. PRODUCT will ask you and your peers for insights into your performance and then synthesize that information into actionable feedback.
Detailed Insights. PRODUCT’s reports will help you identify strengths and opportunities for growth in PIE: your personal relationships (P), ideas (I), and execution (E).
Comprehensive Results. Diving into the results is the best part! You’ll see your PIE score, Self-Assessment Score (SAS), and more. Look through this sample results page and get excited for what’s to come.
Get to Know the Platform
Navigate the Dashboard. Log in to your account and familiarize yourself with your PRODUCT layout. Visit My 360 to see XXX*, Feedback Rounds to read through feedback as it comes in, and Settings to change your personal details and account information.
Take Your 15-minute Self-Assessment. The first step to getting your feedback is answering some questions about yourself. It takes less than two minutes!
Invite Your Reviewers. Once you've completed your self-assessment, invite at least 12 people to participate in your review.
🙋🏼❓Not sure how to ask people to review you? Read this article for advice and an easy-to-follow email template.
Need Help?
We’re here to help you throughout your journey. If you have any questions, don't hesitate to reach out to our support team at [support email address] or visit our help center at [link to help center].
Want more?
Think of PRODUCT as just one tool in your self-development toolbox. We've got plenty more where that came from! Visit BRAND’S homepage for even more resources.
Enough talk—we’ll let you jump into the fun.
To feedback that works,
The PRODUCT Team
*”XXX” indicates content I was unable to see on the platform at the time.
3. Share a pitch email introducing PRODUCT to the b2b market.
Subject: Revolutionizing 360° Feedback for Your Team. Meet PRODUCT.
Hi [Name],
It’s no secret how important 360°-feedback is to understanding your team's strengths and areas for growth. The problem? Most feedback services don’t actually provide the kind of insights that drive progress—which is why our team at BRAND has developed our own.
Meet PRODUCT, a one-of-a-kind tool designed to help individuals and teams grow through collecting honest, actionable, and confidential feedback.
PRODUCT uses insights from peers, managers, direct reports and compares them to how you see yourself, giving you a fully comprehensive view of your blind spots, strengths, and areas for growth. The feedback you get with PRODUCT will help you and your team:
Gain confidence
Seize opportunities for growth
Make data-driven decisions
Develop stronger leaders
Build a culture of collaboration
A tool like this doesn’t exist in the current marketplace, and definitely not at the affordable price of $12.99.
Would you be open to a brief call to discuss how PRODUCT can help your team reach its full potential? Please let me know your availability, or schedule a time to chat via my calendly.
In the meantime, visit the PRODUCT website to learn more about how it works and how much people love using it. We know that PRODUCT would be a huge asset to your team!
Warmly,
The PRODUCT Team
BRAND Media
Level All
Maine state pathways
The task: Provide guidance for Maine students and families about how to choose a high school, navigate a career and college path, and eventually get funding for and commit to a career path or apply to college.
The process: In-depth research on career and college pathways in Maine through state government resources and interviews with contacts in the Maine education system.
The result: Five comprehensive guides that students and families of Maine can use starting in eighth grade all the way through high school graduation.
Other state pathways crafted: New York, West Virginia, Idaho.
View this entire project by setting up a free profile on levelall.com.
Note: Designs may be changed on site as content is updated regularly.
Level All
How to Manage Your Time
Why it works
Uses research to underpin all content
Provides original, relatable anecdotes to paint a picture of time management in action
Shows time management strategies through detailed graphics
Other similar content includes but is not limited to: Become the Most Organized Person you Know; Discover College Majors; Note-Taking in High School; Write the Ultimate College Essay; Private Student Loans.
View this entire project and other original content listed above by setting up a free profile on levelall.com.
Note: Designs may be changed on site as content is updated regularly.
Creative collaboration: Artwork for "Positives” (pilot script)
I asked my friend and artist Kate Kelly, owner of Kate Kelly Design (@katekellydesign), to help me develop thumbnail art for my pilot, “Positives,” to use in pitches and other contexts.
“Positives” logline: 34-year Alex discovers she’s pregnant right before a day of teaching high school math, which she must get through while battling with hallucinations of past lovers (and possible fathers of her child).
I wanted the art to resemble a pregnancy test, and I thought that watercolor—Kate’s specialty—would work perfectly.
I asked Kate if she could make the title, “Positives,” resemble a positive pregnancy test, and to the immediate right is what she came up with. On the far right is the final image I settled upon.
The bleeding watercolor resembles the look of a standard pregnancy test as you wait for your results. The double lines on the “p” is a more overt allusion to a positive test, and the fashioning of the “t” is a more subtle nod to it.
Level All
Social media
The task: Post a video for current high school seniors that explains how to avoid senioritis, a common illness whose main symptom is laziness, which could cause problems for their college admission.
The process: Brainstormed with our company’s head of social to develop four distinct points to review in the video and specific words and phrases to highlight with GFX. I wrote them down in bullet points and rehearsed them a few times before filming. No script was used during filming.
The result: A quick, conversational, and prescriptive post that warns 12th graders about the dangers of senioritis and how to avoid it for the rest of the year.
Click on the image above and you’ll be taken to Instagram to watch the whole video.
Click on the image above and you’ll be taken to Instagram to watch the whole video.
Level All
Social media
The task: Create a post to get students thinking about AP exams two months before they start in May - specifically, what they need to know from their teachers and where to find resources for studying. As a former AP English and Language Composition teacher, I was asked to participate.
The process: Worked with our company’s head of social to create a conversational video that highlights two big actions students can take to make sure they feel confident during AP week. We rehearsed them a few times before filming. No script was used during filming.
The result: An easy-to-follow post that helps students know how to take action on AP exams two months before they start.