Pennsylvania Impacts
In the late 1990s and early 2000s, financial support for Penn State’s College of Agricultural Sciences and Penn State Cooperative Extension was diminishing. I helped conceive, develop, and write two waves of two-page “Pennsylvania Impacts” fact sheets. These were disseminated to county extension offices throughout the state, and were used by the college’s faculty, administrators, […]
Customer Story Landing Pages
This campaign takes Minitab’s best customer story narratives and creates shorter, punchier landing pages that are used as links in ad campaigns, e-mail communications, and other promotions. The ongoing campaign consists of three stories to date, which are individually listed under writing projects as well: Crayola Greene, Tweed Burley
7 Deadly Statistical Sins Even the Experts Make
This short e-book was the centerpiece of the most successful advertising campaign Minitab has ever conducted. My theory was that ads asking visitors to try our software were seeking too high a commitment. Online ads encouraged viewers to download this quick guide to common statistical mistakes. The campaign increased conversions by more than 700 percent […]
Minitab QuickStarts
This campaign is designed to help people who are new to Minitab Statistical Software get off to a good, fast start by providing easy-to-follow examples of common analyses. I conceived, executed, wrote, and produced the videos for the campaign. When new users download Minitab, they receive a series of four emails—one per week—with a different […]
Minitab Global Brand Book
I created and updated the Minitab Branding Guidelines publication between 2010 and 2014 to establish policies and common rules for using Minitab branding elements in print and online media. The guide also explained Minitab’s positioning, voice, and personas. It was shared within the company as well as with our partners in countries around the world. […]
Minitab Customer Stories
When I joined, Minitab had just a handful of outdated customer stories and no strategy for acquiring new ones. I reinvented the company’s customer story process and made gathering and telling customer stories a centerpiece of our promotional strategy. Today the company has dozens of customer stories, many written and all edited by me. All […]