This page contains examples of the multitude of projects, campaigns, and assignments I have been privileged to work on during my career. To see representative samples of my work in writing, editing, online development, multimedia, or campaigns, click one of the buttons below.
Smart Data Analysis for Latin American Market
This promotional e-book, aimed at prospects in the Latin American market, repurposed existing content from an earlier e-book in addition to new material. I was responsible for all writing, editing, layout, and production. The document was translated into Portuguese and Spanish.
Enterprise Software White Paper
For this promotional e-book, aimed at quality improvement managers and champions, I discussed the challenges that face quality improvement professionals and managers when it comes to making sure their leaders understand the true impact of Six Sigma, Lean, and other projects on the bottom line. The Companion enterprise software offered by Minitab is then presented […]
9 Must-See Quality Projects
For this promotional e-book, aimed at prospects in the earliest stages of the B2B buying cycle, I reworked nine of Minitab’s most successful customer stories into one-page summaries, toning down the overtly promotional language in the originals and instead presenting the content as a set of inspirational examples that quality professionals could draw on to […]
Minitab Insights 2017 Overview
This two-sided, one-page flyer was developed to promote the Minitab Insights 2017 conference. I handled the writing, image selection, layout, and design of the piece.
Artist Web Site for Steve Rogers
Delaware marine artist Steve Rogers commissioned me to create his web site, which needed to include a visual gallery of his marine paintings as well as artist information and more. The site is built in WordPress. The PDF below is the first gallery page visitors encounter. The site can be found online at www.marineartbysteverogers.com.
Insights Conference Teaser Video
I created this video to promote the 2017 Minitab Insights conference, using photographs and video interviews conducted with the previous year’s participants. From the time of request to its debut on the Minitab.com web site, this project took only one day.
Companion 360 Promotional Video
This video was a collaboration with the video/animation team at Rowland Creative. The challenge was to explain a very complicated piece of enterprise software as quickly and simply as possible. As a member of the creative team and Minitab’s primary liaison with the agency, I developed the the script, consulted on content, edited and approved […]
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, […]
Greene, Tweed Customer Story
This profile highlights a customer who uses our project management software and reporting software, called Qeystone. Two versions were prepared: a landing-page summary, and a longer narrative version. Both appear in the PDF below.
Minitab Home Page
I was deeply involved in maintaining and updating Minitab’s web content for more than 12 years. One iteration, from October 2016, appears as a PDF below. It foregrounds Minitab customers and how the company contributed to their success, rather than pitching the products and services first.
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
Product Home Page
I have been deeply involved in maintaining and updating the web pages that promote Minitab’s software products over the past 11 years. One example, a landing page for the Quality Trainer e-learning application, appears as a PDF below.
Burley Customer Story
This 2015 Minitab campaign featured the Burley company, which makes bicycle trailers and other equipment for outdoor activity. Included were a one-page “highlights” document, and a longer narrative detailing how Burley adopted statistical quality improvement methods, banners and hero images for the Minitab.com web sites. The stories can be found online here. The PDF includes […]
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 […]
Imprisoned by Statistics
This Minitab Blog entry examines the case of Lucia de Berk, a Dutch nurse wrongfully prosecuted for murder and convicted based on the results of an extremely flawed analysis. The post is online here (opens in a new tab).
Crayola: The Color of Quality
This 2015 Minitab campaign featured the world-famous Crayola company. Included were a one-page “highlights” document, a longer narrative detailing how Crayola adopted statistical quality improvement methods, banners and hero images for the Minitab.com web sites, and several e-mails for customer and prospect audiences intended to promote the story and enhance awareness that Crayola is a […]
Minitab QuickStart 4: Can You Bike to Work on Time?
This is part of the Minitab QuickStarts campaign, which gives people new to Minitab Statistical Software an easy way to get started using it. The four-part campaign included written tutorials, data sets, accompanying videos, and e-mails to inform people who downloaded the software about these resources. The fourth in this series, Can You Bike to […]
Minitab QuickStart 3: Is the Soup Too Spicy?
This is part of the Minitab QuickStarts campaign, which gives people new to Minitab Statistical Software an easy way to get started using it. The four-part campaign included written tutorials, data sets, accompanying videos, and e-mails to inform people who downloaded the software about these resources. The third in this series, Is the Soup Too […]
Minitab QuickStart 2: Would You Survive a Voyage on the Titanic?
This is part of the Minitab QuickStarts campaign, which gives people new to Minitab Statistical Software an easy way to get started using it. The four-part campaign included written tutorials, data sets, accompanying videos, and e-mails to inform people who downloaded the software about these resources. The second in this series, Would You Survive a […]
Minitab QuickStart 1: Can You Count on Weather Forecasts
This is part of the Minitab QuickStarts campaign, which gives people new to Minitab Statistical Software an easy way to get started using it. The four-part campaign included written tutorials, data sets, accompanying videos, and e-mails to inform people who downloaded the software about these resources. The first in this series, Can You Count on […]
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 […]
Easy to Use Video
This video highlighted features in Minitab 17 Statistical Software designed to make it easy to use.
Assistant Video
This video highlighted the Assistant, a feature in Minitab 17 that guides users to the correct analysis.
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. […]
The Minitab Blog
I created The Minitab Blog and led the team that implemented it and has sustained it for five years. The goal of the blog was to increase non-branded traffic to Minitab. The blog, which started with zero visitors, today attracts nearly a million visitors each year, and accounts for a full third of all traffic […]
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 […]
Working with the Media
I edited and wrote sections of this guide to public relations and handling media representatives, intended for local street tree commissions but applicable to a wide array of community interest groups.
Penn State Agriculture, Fall 2004
Penn State Agriculture magazine from fall 2004, the last issue I edited before joining Minitab Inc.
IPM for Pennsylvania Schools: A How-To Manual
This publication, intended for school district administrators and maintenance personnel, outlines the Integrated Pest Management program as it applies to schools in Pennsylvania.
Agriculture2003, April
The April 2003 issue of Agriculture2003, the College of Agricultural Sciences’ monthly internal newsletter, which I helped establish, and edited and managed from 2000 to 2004.
Ag Publications Online
Working with the IT, business, and outreach departments in the College of Agricultural Sciences, I led the team that placed the college’s extensive catalog of publications online in 2001. The PDF below is from the Wayback Machine at archive.org.
A Homeowner’s Guide to Northeastern Bats and Bat Problems
This publication, aimed at homeowners, explains the benefits of bats and explains how to create a safe space for these beneficial mammals to coexist with humans.
Planting Ornamentals
This publication provides guidance for landscapers, nursery owners, gardeners and property owners about how to successfully plant and establish various species of ornamental plants in Pennsylvania.
Agriculture2002, August
The August 2002 issue of Agriculture2002, the College of Agricultural Sciences’ monthly internal newsletter, which I helped establish in 1996, and edited and managed from 2000 to 2004.
Penn State Agriculture, Winter 2002
The winter 2002 issue of Penn State Agriculture magazine.
Recruitment Flyers
I developed a wide array of recruitment materials at Penn State. Here are four examples of flyers intended to promote individual degree programs to students enrolled in the College of Agricultural Sciences. Food Science: PDF (opens in new tab) Environmental Soil Science: PDF (opens in new tab) Agroecology: PDF (opens in new tab) Agricultural and […]
Stacy Levy / Sere Ltd.
This web site was created in 2000 for Stacy Levy, an artist whose work incorporates, reflects, and comments upon natural resources, geography, and the outdoors. Her site has since undergone multiple updates and I am no longer involved in maintaining it. The PDF below is from the Wayback Machine at archive.org.
Penn State Agriculture, Spring/Summer 2001
The spring/summer 2001 issue of Penn State Agriculture magazine.
Infectious Diseases Make a Comeback
This article from 2000 focuses on the risk of communicable diseases, distinguishing between which are most alarming and which pose the greatest risk to most individuals. It was written for the National Safety Council’s Family Safety and Health magazine.
Pennsylvania Impact: Water Quality
This two-page publication was part of the Pennsylvania Impacts series, intended to highlight the benefits of Penn State research and outreach initiatives for legislators, local officials, and other stakeholders.
Penn State Agriculture, Summer/Fall 2000
The summer/fall 2000 issue of Penn State Agriculture magazine.
Set a Course for Safe Boating
This article about boating safety appeared in the Summer 2000 issue of the National Safety Council’s Family Safety and Health magazine.
Penn State Agriculture, Winter/Spring 2000
The winter/spring 2000 issue of Penn State Agriculture magazine.
Exporting Frozen Foods
This article for American Food and Ag Exporter magazine profiles many U.S. frozen food companies who successfully exported their products to a wide range of overseas markets.
Pennsylvania Impacts: Food Safety
This two-page publication was part of the Pennsylvania Impacts series, intended to highlight the benefits of Penn State research and outreach initiatives for legislators, local officials, and other stakeholders.
Making Dough Overseas
This article for American Food and Ag Exporter magazine focused on U.S. bakers and food companies who successfully exported their cookie dough to a wide range of overseas markets.
aginfo.psu.edu site
After establishing one of Penn State’s first news sites in 1996, I was able to create a web site that showcased more of the College of Agricultural Sciences’ public relations activities, hosted at aginfo.psu.edu. The PDF below shows how the site appeared in 2000, as seen on the Wayback Machine at archive.org.
Pennsylvania Impacts: Dairy Business
This two-page publication was part of the Pennsylvania Impacts series, intended to highlight the benefits of Penn State research and outreach initiatives for legislators, local officials, and other stakeholders.
What’s Happened to the Bees?
This 1998 article focuses on the efforts of Penn State entomologists to understand and prevent the decline of honeybee populations in the northeastern United States.
Warm Reception – An Interview with The Wedding Present
This 1998 article from the Hoboken, N.J. music magazine Oculus is an interview with the leader of The Wedding Present, an indie-rock band from Manchester, England. They have a dedicated following in the United States, but were extremely successful hitmakers in the United Kingdom between 1994 and 2005.
Penn State Agriculture online
I began putting the contents of the College of Agricultural Sciences magazine on the Web in 1997. This made the college among the first at Penn State to establish an online presence for its showcase magazine. The PDF below, dating from 2003, is from the Wayback Machine at archive.org.
Take Care of Your Lawn the Safe Way
This article about lawn care safety appeared in the spring 1997 issue of the National Safety Council’s Family Safety and Health magazine.
Ag Info News Page
I created this web page in 1996, on a tiny server running under WebStar on a Mac Plus. It was among the very first news and public relations web sites established at Penn State. The PDF below is from the Wayback Machine at archive.org.
The ‘Pungent Rose’ Sweetens Profits
This 1999 article for Produce Business magazine briefly explores the history and cultural significance of garlic, and profiles U.S. garlic producers and the surprisingly diverse range of garlic products, formulations, and varieties they offer.
From Feed to Milk: Understanding Rumen Function
This publication aimed to help dairy producers better understand the bovine ruminant digestive system, and the impact of nutrition on the quality and quantity of milk dairy cows produce.
Pennsylvania Impacts: Healthy Kids
This two-page publication was part of the Pennsylvania Impacts series, intended to highlight the benefits of Penn State research and outreach initiatives for legislators, local officials, and other stakeholders.
Pennsylvania Impacts: Farm Safety
This two-page publication was part of the Pennsylvania Impacts series, intended to highlight the benefits of Penn State research and outreach initiatives for legislators, local officials, and other stakeholders.
Wake the Neighbors!
This profile of the band Wake Ooloo appeared in Hoboken, N.J. magazine Oculus. Wake Ooloo was not famous, but did contain two members of The Feelies, a world-famous and deeply influential new wave/college rock band.
Food Safety
This 1994 article profiled Penn State food scientists and other researchers and educators working to increase the safety of Pennsylvania’s food supply, from production to preparation.
How to Enjoy a Safe Drive in the Country
This 1994 article for the National Safety Council’s Family Safety and Health magazine focused on the unique hazards that confront drivers on rural roads and highways.
Getting the Bugs Out
This 1993 article profiles the work of several chemical ecologists, plant scientists, and entomologists to find safer ways to control economically important insect pests.
Chewing Cud: The Complexities of Ruminant Nutrition
This 1992 article for Penn State Agriculture magazine explains the differences between ruminant animals and those with a single stomach, and details the efforts of Penn State animal scientists and nutritionists to improve milk and meat production through effective feeding strategies.
Tricks of the Trade
This 1992 article explains Pennsylvania’s complicated role in the global food economy, and includes comments from Penn State economists and food scientists, as well as national and state government officials and food business executives. I was honored to have the PennAg Industries Foundation name me Ag Journalist of the Year in 1992 for this article—an […]
Going with the Flow
A 1991 article about the establishment and significance of Penn State’s Center for Particulate Research, led by scientists in the Department of Agricultural and Biological Engineering.
If We Could Talk to the Animals
This 1991 article explores the conflicts between animal rights and animal agriculture, and profiles the work and thoughts of Penn State animal scientists and their work in animal behavior, cognition, and related areas. This is an issue that many in the college felt the college magazine should not address, but the article successfully positioned Penn […]