Digital
Writing for web is certainly part of my playbook, whether that means improving the way users experience a brand’s website or translating campaign assets to paid social. You’ll see what I mean below.
Root Homepage Redesign
Rethinking how we meet new customers
At Root, the creative team was tasked with redesigning our homepage in a way that was more succinct and customer-focused. Frankly, we needed to answer our customers’ questions faster, including the obvious ones, i.e. “Who is Root and why should I get insurance with you?” From the hero section down, I played a critical role in how we brought brought this new content strategy to life through copy. See both the mobile and desktop versions below.
Colorado
Relaunch Campaign
Reintroducing Root to Colorado and setting the template for future state launches
Burgeoning car insurance companies like Root need to make an impact in new markets fast. For this campaign, our marketing team determined it was high time we reintroduced our brand to one of our most profitable states: Colorado.
The goal was to develop a concept and a range of assets that a) hone in on Root’s value proposition and b) are easily scalable and flexible for any subsequent state launch. Below, you can check out the tone-setting concept script, some vertical search copy outlining how we segmented our audience, and a large handful of paid social ads that hit on various moments in a customer’s journey. (There’s more where this came from, so reach out if you want to see more.)
Nationwide Enterprise Blog
Nationwide’s company blog — titled Now from Nationwide — is a one-stop shop for life and home improvement information. Need to know how to start composting, jump-start a motorcycle, or clean your bathroom? It’s all here.
For both education and SEO purposes, I was constantly researching and writing material for the blog. If you wish, I pulled some select posts for your reading pleasure:
I also contributed to Nationwide’s Learning Center. This hub operates similarly to the blog, but tends to offer information that is more complex and better relates to Nationwide’s products. A few sample posts are below.