https://katekliner.com Kate Kliner Mon, 08 Jul 2024 17:14:31 +0000 https://katekliner.com en https://katekliner.com/Landing Mon, 10 Aug 2020 20:36:50 +0000 Kate Kliner https://katekliner.com/Landing ︎ Hi! I’m a senior UX copywriter with a passion for creating engaging products that solve real problems and deliver unique digital experiences. ︎ https://katekliner.com/Thomas-J-Paul Mon, 08 Jul 2024 17:14:31 +0000 Kate Kliner https://katekliner.com/Thomas-J-Paul My role: Content Strategist /&nbsp;Senior UX Writer&nbsp;Collaborators: &nbsp; &nbsp; Senior Product Designer: Vina Canete &nbsp; &nbsp; Product Designer: Prajakta Kadam&nbsp; &nbsp; Additional designers: Hanh Huyn, Chuong Nguyen &nbsp; &nbsp; Associate Creative Director: Chris King &nbsp; Cross-functional partners: Development team, Product Manager, Project Managers, Pfizer stakeholder (Brian Urban), Account Manager, User Testing &amp; Research, Copy Editor, Legal &amp; Regulatory teamTools: Figma, Jira, Microsoft Teams, Google documents, Microsoft Word, Monday, Veeva Project Overview: Our UX team created cutting-edge digital portals designed to help streamline care management for healthcare professionals and allow patients and their caregivers to navigate their therapy journey. We worked with external product managers, our development partners, and internal Pfizer stakeholders to fine tune the end-to-end experience.&nbsp;Pfizer GeneTogether Splitter Page:This main entry point serves as a way for healthcare professionals as well as patients and caregivers to learn more about the Pfizer GeneTogether program and how it is designed to support them in their treatment. This splitter page takes users to a separate page to enroll in the program. <img width="2822" height="2446" width_o="2822" height_o="2446" data-src="https://freight.cargo.site/t/original/i/190a46bd059cde9e4a17f7dd080f167ccaecf3549bd40cc41305f3ab888a4019/screencapture-pfizergenetogether-2024-05-01-20_38_26.png" data-mid="214366249" border="0" src="https://freight.cargo.site/w/1000/i/190a46bd059cde9e4a17f7dd080f167ccaecf3549bd40cc41305f3ab888a4019/screencapture-pfizergenetogether-2024-05-01-20_38_26.png" />GO TO THIS PAGE ︎︎︎ Pfizer GeneTogether Patient Landing PageThe Pfizer GeneTogether patient portal is designed to assist hemophilia patients and caregivers in managing their gene therapy treatment. It provides access to select contact information for their support team, information about insurance coverage and possible assistance, a secure messaging system, and educational resources. This landing page allows users to learn more about therapy and get started with the program. <img width="2822" height="5350" width_o="2822" height_o="5350" data-src="https://freight.cargo.site/t/original/i/196a2f140a1d409c7eeaa481f9cc6bdd14a7cfdd48263d825f8cb46c2981dc32/screencapture-pfizergenetogether-patient-2024-05-01-20_40_02.png" data-mid="214366231" border="0" src="https://freight.cargo.site/w/1000/i/196a2f140a1d409c7eeaa481f9cc6bdd14a7cfdd48263d825f8cb46c2981dc32/screencapture-pfizergenetogether-patient-2024-05-01-20_40_02.png" />GO TO THIS PAGE ︎︎︎ Pfizer GeneTogether Healthcare Professionals Landing PageThe Pfizer GeneTogether provider portal is designed to assist healthcare professionals manage their gene therapy treatment. Users can access patient information, insurance details, patient-related updates and notifications, a secure messaging system, and information related to product ordering, billing, and coding. This landing page allows healthcare professionals to log in with their credentials and submit a referral. <img width="2822" height="6328" width_o="2822" height_o="6328" data-src="https://freight.cargo.site/t/original/i/f34481819c6bbad6ea6fcf8b73fcec2d00fd1663f1df7b2bd8f2ebab9a167466/screencapture-pfizergenetogether-healthcare-professional-2024-07-09-09_52_25.png" data-mid="214366212" border="0" src="https://freight.cargo.site/w/1000/i/f34481819c6bbad6ea6fcf8b73fcec2d00fd1663f1df7b2bd8f2ebab9a167466/screencapture-pfizergenetogether-healthcare-professional-2024-07-09-09_52_25.png" />GO TO THIS PAGE ︎︎︎VelsipityForMe Splitter PageThis main entry point serves as a way for healthcare professionals as well as patients and caregivers to learn more about VELSIPITY as well as the portals that are designed to support them in their treatment. This splitter page takes users to a separate page, and they can sign up to use the portal from there. <img width="2822" height="2524" width_o="2822" height_o="2524" data-src="https://freight.cargo.site/t/original/i/286e0b8ab2038fffea36517fb22d8c46502d1087a460add036a0c3f94bc8bc7e/screencapture-velsipityforme-pfizer-2024-07-09-09_53_26.png" data-mid="214366244" border="0" src="https://freight.cargo.site/w/1000/i/286e0b8ab2038fffea36517fb22d8c46502d1087a460add036a0c3f94bc8bc7e/screencapture-velsipityforme-pfizer-2024-07-09-09_53_26.png" />GO TO THIS PAGE ︎︎︎ VelsipityForMe Patient PortalPfizer's first patient portal is designed to assist individuals with ulcerative colitis (UC) in managing their health condition. It provides easy access to their medical subscriptions, personal health information, two-way communication tools, appointment booking, and resources. The primary users of this portal are patients and caregivers enrolled in the VelsipityForMe program. <img width="2822" height="6440" width_o="2822" height_o="6440" data-src="https://freight.cargo.site/t/original/i/630bed07e921c90cc91f9f8b31ab3d6c86c402bd0d465ad0ff75c60d6c22022c/screencapture-velsipityforme-pfizer-patient-2024-07-09-09_53_37.png" data-mid="214366294" border="0" src="https://freight.cargo.site/w/1000/i/630bed07e921c90cc91f9f8b31ab3d6c86c402bd0d465ad0ff75c60d6c22022c/screencapture-velsipityforme-pfizer-patient-2024-07-09-09_53_37.png" />GO TO THIS PAGE ︎︎︎ VelsipityForMe Provider PortalPfizer's first provider portal serves healthcare professionals like prescribers, non-prescribers, and practice managers who assist Velsipity patients. Features range from registration and login to patient management, progress tracking, and two-way communication tools. This pioneering program paves the way for future portal development at Pfizer. <img width="2822" height="7526" width_o="2822" height_o="7526" data-src="https://freight.cargo.site/t/original/i/7efc83324141f316320c07892b2c2f51c548c1e5b96babb83e55bc3a591ad4ec/screencapture-velsipityforme-pfizer-provider-2024-07-09-09_54_01.png" data-mid="214366299" border="0" src="https://freight.cargo.site/w/1000/i/7efc83324141f316320c07892b2c2f51c548c1e5b96babb83e55bc3a591ad4ec/screencapture-velsipityforme-pfizer-provider-2024-07-09-09_54_01.png" />GO TO THIS PAGE ︎︎︎ https://katekliner.com/Walgreens Sun, 06 Jun 2021 21:47:10 +0000 Kate Kliner https://katekliner.com/Walgreens Walgreens My role: Lead UI/UX Copywriter Collaborators &nbsp; &nbsp; Lead Designer: Prajakta Kadam &nbsp; &nbsp; Copy Director: Matthew Schreiner &nbsp; &nbsp; Art Director: Akemi Hong Cross-functional partners: Colorectal Cancer Alliance stakeholders, Product Owner, UX Manager, Engineering Team, Spanish Translation&nbsp; Tools: Figma, Microsoft Teams, Jira Challenge: Colorectal cancer is the third most commonly diagnosed cancer in the U.S. As Walgreens Find Care serves to&nbsp;connect customers with in-person and online health services, we had an opportunity to spread awareness about this cancer and preventive measures.My process: I started by taking an audit of both the CCA website and referencing the Walgreens style guide. Ultimately, we wanted this page to feel visually like it was a collaboration between Walgreens and the CCA. The tone of voice should strike a balance between our materials (warm, compassionate, gregarious) and theirs which was more educational. I started with a copy doc that included some of our main points we wanted to include, especially educational materials.&nbsp;Then, I had a brainstorming session with the lead designer to start hashing out the look and feel of the page and the heirarchy of information. Since CCA wanted to drive to a quiz on their site, we included an overview and CTA at the top of the page. We also included the red thread to make it feel like Walgreens branding. After our initial Figma design, we gathered feedback from our copy and art director to fine tune both the wording and the visual language of the page. After the page was live, we performed A/B testing on some of the headlines and CTAs to see which performed best. We found that short and direct CTAs paired with a compassionate tone of voice received the best feedback. &nbsp; Solution: The&nbsp;Colorectal Cancer Alliance&nbsp;is a non-profit organization that provides its services nationwide and has the largest reach/broadest lifesaving impact of any colorectal cancer organization. We provided access to their screening quiz as well as educational materials, certified patient navigators, and more. Additionally, a huge initiative for our team was adding accessibility tags to ensure an optimal experience for all users on our site and app.Results: After launching the page, Walgreens observed: A 30% increase in traffic to the Colorectal Cancer Alliance page, indicating growing awareness of the topicUsers spent 40% more time on the page, reflecting increased engagement with the contentA/B testing favored a warm, compassionate tone of voice with short headlines and direct CTA copy&nbsp;Screening quiz submissions increased by 15%, indicating the effectiveness of clear CTAs Find Care homepage <img width="2400" height="1949" width_o="2400" height_o="1949" data-src="https://freight.cargo.site/t/original/i/d7a698d636674e1d695ed720e1a944365c658ae34b891a9aed60bc5fec1e10dc/screencapture-walgreens-findcare-services-2023-02-10-14_45_01-edit.png" data-mid="167992048" border="0" src="https://freight.cargo.site/w/1000/i/d7a698d636674e1d695ed720e1a944365c658ae34b891a9aed60bc5fec1e10dc/screencapture-walgreens-findcare-services-2023-02-10-14_45_01-edit.png" /> Partner tile <img width="956" height="620" width_o="956" height_o="620" data-src="https://freight.cargo.site/t/original/i/0f073d6c3abbcac5d0ca80edf4d8b94ebe276e6f498af1e68fe7e87db65e68eb/Screen-Shot-2023-02-10-at-3.20.33-PM.png" data-mid="167993901" border="0" src="https://freight.cargo.site/w/956/i/0f073d6c3abbcac5d0ca80edf4d8b94ebe276e6f498af1e68fe7e87db65e68eb/Screen-Shot-2023-02-10-at-3.20.33-PM.png" /> Partner details <img width="850" height="1024" width_o="850" height_o="1024" data-src="https://freight.cargo.site/t/original/i/2f6705c22813657fd1ed29c772988fdba324f581a4968378ff6fb49ef3755a80/Screen-Shot-2023-02-10-at-2.48.01-PM.png" data-mid="167992005" border="0" src="https://freight.cargo.site/w/850/i/2f6705c22813657fd1ed29c772988fdba324f581a4968378ff6fb49ef3755a80/Screen-Shot-2023-02-10-at-2.48.01-PM.png" /> Partner resource page <img width="1889" height="4990" width_o="1889" height_o="4990" data-src="https://freight.cargo.site/t/original/i/77834c92a15c691de71b4602d4a9a8de751f0a821cd5d119d0a696106abb95a1/screencapture-walgreens-findcare-service-colorectal-cancer-alliance-2023-02-10-14_50_34-edit-1.png" data-mid="167992235" border="0" src="https://freight.cargo.site/w/1000/i/77834c92a15c691de71b4602d4a9a8de751f0a821cd5d119d0a696106abb95a1/screencapture-walgreens-findcare-service-colorectal-cancer-alliance-2023-02-10-14_50_34-edit-1.png" /> Tablet, desktop and mobile breakpoints <img width="1607" height="788" width_o="1607" height_o="788" data-src="https://freight.cargo.site/t/original/i/d6564aa2caa106b93312938f8e1762483f4d7cb1fcfaf0c5a6cede7527b5216a/Devices.jpg" data-mid="168297816" border="0" src="https://freight.cargo.site/w/1000/i/d6564aa2caa106b93312938f8e1762483f4d7cb1fcfaf0c5a6cede7527b5216a/Devices.jpg" /> Accessibility tags <img width="1084" height="1312" width_o="1084" height_o="1312" data-src="https://freight.cargo.site/t/original/i/72f5fccd61ae68c6079a72e84a76cacbdd63d0164cd4b98980d6c1cf4b749184/Screen-Shot-2023-02-10-at-1.33.14-PM.png" data-mid="167992526" border="0" src="https://freight.cargo.site/w/1000/i/72f5fccd61ae68c6079a72e84a76cacbdd63d0164cd4b98980d6c1cf4b749184/Screen-Shot-2023-02-10-at-1.33.14-PM.png" /> GO TO THIS PAGE ︎︎︎ https://katekliner.com/Ralph-Lauren Sun, 23 Aug 2020 20:02:19 +0000 Kate Kliner https://katekliner.com/Ralph-Lauren Ralph Lauren My role: Brand Copywriter Collaborators:&nbsp; &nbsp; VP / Editor-in-Chief: Tyler Thoreson&nbsp; &nbsp; Copy Director: Paul Coco&nbsp; &nbsp; Graphic design team&nbsp; &nbsp; Women’s Polo garment design team&nbsp; Tools: Linux content management system, Mailchimp, Wordpress Challenge: While RL is well-known to those who grew up with the brand, we found that some of the owned brands were struggling to make an impact and achieve recognition. Additionally, at certain touchpoints the digital experience were not aligning with the in-person experience.&nbsp; Solution: We created a seamless digital identity and brand experience for Ralph Lauren customers—an online extension of the iconic lifestyle company. From divisional landing pages to blog articles, we tailored content to our customer base and pushed the evolution of their favorite brand. Results: When generating customer feedback, we heard that people were reacting positively to the synergy of the online-to-in person shopping experience. Click-through rates increased by 18% on the RL site, and the blog articles I wrote for the mobile app generated record views. Divisional landing pages <img width="1024" height="496" width_o="1024" height_o="496" data-src="https://freight.cargo.site/t/original/i/c85ec5626d76c0fef04338e61cd9b881e9c8049aef7125b854d670a92fd275e4/Screen-Shot-2018-02-27-at-4.10.27-PM-1-1024x496.png" data-mid="167972097" border="0" src="https://freight.cargo.site/w/1000/i/c85ec5626d76c0fef04338e61cd9b881e9c8049aef7125b854d670a92fd275e4/Screen-Shot-2018-02-27-at-4.10.27-PM-1-1024x496.png" /><img width="1024" height="429" width_o="1024" height_o="429" data-src="https://freight.cargo.site/t/original/i/954527416f85abb833dc096f0fc456002f7e3a5f3e434988e3456178fa7611bc/Screen-Shot-2018-04-25-at-3.48.01-PM-1024x429.png" data-mid="167972094" border="0" src="https://freight.cargo.site/w/1000/i/954527416f85abb833dc096f0fc456002f7e3a5f3e434988e3456178fa7611bc/Screen-Shot-2018-04-25-at-3.48.01-PM-1024x429.png" /><img width="1548" height="897" width_o="1548" height_o="897" data-src="https://freight.cargo.site/t/original/i/f211a80a7d20af3e9ee544f1caa00cc53e97920eaf869e455697a02cb135bbd2/Screen-Shot-2018-04-11-at-1.37.55-PM.png" data-mid="167972098" border="0" src="https://freight.cargo.site/w/1000/i/f211a80a7d20af3e9ee544f1caa00cc53e97920eaf869e455697a02cb135bbd2/Screen-Shot-2018-04-11-at-1.37.55-PM.png" /><img width="1293" height="581" width_o="1293" height_o="581" data-src="https://freight.cargo.site/t/original/i/7ca468e6c9dc7fc51cebb3a4e0069c9f23ab74bb7209c3b3c8d903e4687ba1ed/Screen-Shot-2018-04-14-at-5.06.14-PM.png" data-mid="167972089" border="0" src="https://freight.cargo.site/w/1000/i/7ca468e6c9dc7fc51cebb3a4e0069c9f23ab74bb7209c3b3c8d903e4687ba1ed/Screen-Shot-2018-04-14-at-5.06.14-PM.png" /> <img width="1234" height="575" width_o="1234" height_o="575" data-src="https://freight.cargo.site/t/original/i/b453f58ea96f0b334e5a1fda694aee87faaea4429563835e4c3786fed47c2514/Screen-Shot-2018-04-14-at-5.05.16-PM.png" data-mid="167972096" border="0" src="https://freight.cargo.site/w/1000/i/b453f58ea96f0b334e5a1fda694aee87faaea4429563835e4c3786fed47c2514/Screen-Shot-2018-04-14-at-5.05.16-PM.png" /> Blog article <img width="2400" height="7602" width_o="2400" height_o="7602" data-src="https://freight.cargo.site/t/original/i/364f0cd549d2add0776d0b0bbb7679512cdd2fbaada6fa86fe9c84a46a51cd68/screencapture-ralphlauren-rlmag-ralph-lauren-pyeongchang-2018-olympic-athletes-html-2023-02-10-11_24_26-edit-copy.png" data-mid="167971589" border="0" src="https://freight.cargo.site/w/1000/i/364f0cd549d2add0776d0b0bbb7679512cdd2fbaada6fa86fe9c84a46a51cd68/screencapture-ralphlauren-rlmag-ralph-lauren-pyeongchang-2018-olympic-athletes-html-2023-02-10-11_24_26-edit-copy.png" /> KEEP READING ︎︎︎ Email marketing <img width="671" height="2350" width_o="671" height_o="2350" data-src="https://freight.cargo.site/t/original/i/4ecd6d0ce9b2b62b573091860b122564c9804a6154e4e446c36454bd52f16158/screencapture-view-e-ralphlauren-1507202419561.jpg" data-mid="167972095" border="0" src="https://freight.cargo.site/w/671/i/4ecd6d0ce9b2b62b573091860b122564c9804a6154e4e446c36454bd52f16158/screencapture-view-e-ralphlauren-1507202419561.jpg" /> Product copy <img width="1499" height="1095" width_o="1499" height_o="1095" data-src="https://freight.cargo.site/t/original/i/3c477628d70186220a0473d5252e5040a4cb17c99c13e068bb79841d9fc6330f/Screen-Shot-2018-08-31-at-3.30.04-PM.png" data-mid="167972093" border="0" src="https://freight.cargo.site/w/1000/i/3c477628d70186220a0473d5252e5040a4cb17c99c13e068bb79841d9fc6330f/Screen-Shot-2018-08-31-at-3.30.04-PM.png" /><img width="1503" height="1065" width_o="1503" height_o="1065" data-src="https://freight.cargo.site/t/original/i/5e6d4899e015be47a2254ac53b5d8e0076818aaaceef3a9b97d6e072313ffe43/Screen-Shot-2018-08-31-at-3.30.52-PM.png" data-mid="167972090" border="0" src="https://freight.cargo.site/w/1000/i/5e6d4899e015be47a2254ac53b5d8e0076818aaaceef3a9b97d6e072313ffe43/Screen-Shot-2018-08-31-at-3.30.52-PM.png" /> <img width="1444" height="1045" width_o="1444" height_o="1045" data-src="https://freight.cargo.site/t/original/i/a0133505bbc8dbdf064df86ce7644b470bb90e2491053eeec2fd14e7d58e8f62/Screen-Shot-2018-09-26-at-3.24.35-PM.png" data-mid="167972092" border="0" src="https://freight.cargo.site/w/1000/i/a0133505bbc8dbdf064df86ce7644b470bb90e2491053eeec2fd14e7d58e8f62/Screen-Shot-2018-09-26-at-3.24.35-PM.png" /><img width="1487" height="997" width_o="1487" height_o="997" data-src="https://freight.cargo.site/t/original/i/84fd6710376464898ae39bece04785e662cb986139967a1864d5732271e7e650/Screen-Shot-2019-02-21-at-11.44.22-AM.png" data-mid="167972091" border="0" src="https://freight.cargo.site/w/1000/i/84fd6710376464898ae39bece04785e662cb986139967a1864d5732271e7e650/Screen-Shot-2019-02-21-at-11.44.22-AM.png" /> https://katekliner.com/Portland-Community-Cycling-Center Tue, 01 Sep 2020 23:28:20 +0000 Kate Kliner https://katekliner.com/Portland-Community-Cycling-Center Portland Community Cycling CenterMy role: Lead CopywriterCollaborators:&nbsp; &nbsp; Retail Manager: Allison Kozik &nbsp; &nbsp; Communications &amp; Marketing Coordinator:&nbsp;Cole Lalomia&nbsp; &nbsp; Agency partnership Challenge: The PCCC seeks to broaden access to bicycling and its benefits for everyone in the community—regardless of income or background. However, their website was difficult to navigate and didn’t reflect their mission and full range of community services. Solution: We created a digital hub to showcase everything they offered, championing inclusivity and evolving the concept of “Pedals to the People.” We reorganized the site architecture and added content that let community members know what was available to them at-a-glance.&nbsp; Results: The rebraded site saw a 30% increase in traffic, reflecting easier navigation and mobile-friendly designs&nbsp;The promotional video got 180 views on Vimeo and thousands of plays on their site, highlighting the stories of individuals positively affected by the center's initiatives&nbsp;DIY workspace membership increased by 22%, reflecting increased awareness in the community and a more modern website with clear CTAs<img width="1313" height="2619" width_o="1313" height_o="2619" data-src="https://freight.cargo.site/t/original/i/7113fd0048330e36ad4f591d4272a2a10e582c2e6410a1719ea132c67cdbb48b/screencapture-communitycyclingcenter-org-about-1496763650647.png" data-mid="83847835" border="0" src="https://freight.cargo.site/w/1000/i/7113fd0048330e36ad4f591d4272a2a10e582c2e6410a1719ea132c67cdbb48b/screencapture-communitycyclingcenter-org-about-1496763650647.png" /> <img width="1313" height="2691" width_o="1313" height_o="2691" data-src="https://freight.cargo.site/t/original/i/b9905de572688142c68e6e529fca6b41bc99a6a514983a7abc488f3dededdb0e/screencapture-communitycyclingcenter-org-bike-shop-1496698657572.png" data-mid="83847836" border="0" src="https://freight.cargo.site/w/1000/i/b9905de572688142c68e6e529fca6b41bc99a6a514983a7abc488f3dededdb0e/screencapture-communitycyclingcenter-org-bike-shop-1496698657572.png" /> <img width="1313" height="4654" width_o="1313" height_o="4654" data-src="https://freight.cargo.site/t/original/i/efccabd27bdee2b68f958cd3e47493f976d9442e44a38097121a024d32e6583c/screencapture-communitycyclingcenter-org-bike-shop-bikes-for-sale-1496698966012.png" data-mid="83847838" border="0" src="https://freight.cargo.site/w/1000/i/efccabd27bdee2b68f958cd3e47493f976d9442e44a38097121a024d32e6583c/screencapture-communitycyclingcenter-org-bike-shop-bikes-for-sale-1496698966012.png" /> <img width="1313" height="2585" width_o="1313" height_o="2585" data-src="https://freight.cargo.site/t/original/i/c4bf4623c70d9a166062d4c8b4c684b679ebceb4a7744714b4fdf5de38d8cf5b/screencapture-communitycyclingcenter-org-bike-shop-parts-accessories-1496699016739.png" data-mid="83847851" border="0" src="https://freight.cargo.site/w/1000/i/c4bf4623c70d9a166062d4c8b4c684b679ebceb4a7744714b4fdf5de38d8cf5b/screencapture-communitycyclingcenter-org-bike-shop-parts-accessories-1496699016739.png" /> <img width="1313" height="3041" width_o="1313" height_o="3041" data-src="https://freight.cargo.site/t/original/i/56a4ce44d280e5980edb9ca4b02593362dd7616f84dfe0e61d81378cf9c408ed/screencapture-communitycyclingcenter-org-bike-shop-repairs-1496698995948.png" data-mid="83847854" border="0" src="https://freight.cargo.site/w/1000/i/56a4ce44d280e5980edb9ca4b02593362dd7616f84dfe0e61d81378cf9c408ed/screencapture-communitycyclingcenter-org-bike-shop-repairs-1496698995948.png" /> SEE THE SITE ︎︎︎ https://katekliner.com/Nordstrom-Trunk-Club Sun, 23 Aug 2020 19:38:24 +0000 Kate Kliner https://katekliner.com/Nordstrom-Trunk-Club Nordstrom Trunk Club My role: Lead CopywriterCollaborators:&nbsp; &nbsp; &nbsp; Senior Designer: Alec Maduza&nbsp;&nbsp; &nbsp; Producer: Anam Ather &nbsp; &nbsp; Associate Creative Director: Kelly MacDowell &nbsp; &nbsp; Senior Marketing Director: Maureen Boyle Challenge:&nbsp;Nordstrom’s in-house brand, Zella, was struggling with name recognition in the marketplace. They also were championing sustainability in their production process, but didn’t have any marketing materials explaining that to customers.&nbsp; Solution:&nbsp;Our team created an omni-channel campaign, starting with a storyboard I created that shaped our photo shoot and marketing assets. We used bright, bold colors and highlighted all of the features of the athleisure collection. Results:&nbsp;The Zella brand microsite received a 14% increase in traffic, and our blog articles helped drive customers to specific product pages to learn more The video we created got 1.4k views&nbsp;Our Instagram Tap-to-Reveal received&nbsp;2.5k views and funneled customers to product pages, and within a week the designs we featured sold out Blog post <img width="1313" height="2508" width_o="1313" height_o="2508" data-src="https://freight.cargo.site/t/original/i/9b0d7ed3e47359560c741cc484224740ebd577b812c603b41d70f3e7f4e92209/screencapture-trunkclub-womens-style-zella-workout-clothes-2020-01-18-09_49_03-edit.png" data-mid="167969687" border="0" src="https://freight.cargo.site/w/1000/i/9b0d7ed3e47359560c741cc484224740ebd577b812c603b41d70f3e7f4e92209/screencapture-trunkclub-womens-style-zella-workout-clothes-2020-01-18-09_49_03-edit.png" /> Email marketing <img width="421" height="556" width_o="421" height_o="556" data-src="https://freight.cargo.site/t/original/i/d8d89fb6572b63163878e952ee320914d9cd7fe533dcca65e1b9bc2ea91effa5/Screen-Shot-2020-05-14-at-4.58.20-PM.png" data-mid="167969688" border="0" src="https://freight.cargo.site/w/421/i/d8d89fb6572b63163878e952ee320914d9cd7fe533dcca65e1b9bc2ea91effa5/Screen-Shot-2020-05-14-at-4.58.20-PM.png" /> Pinterest posts <img width="315" height="552" width_o="315" height_o="552" data-src="https://freight.cargo.site/t/original/i/10415436d34d69af22550ad53af3b6689cc4a478ed479fe775e837fd70383b2f/Screen-Shot-2020-05-14-at-3.35.51-PM.png" data-mid="167969684" border="0" src="https://freight.cargo.site/w/315/i/10415436d34d69af22550ad53af3b6689cc4a478ed479fe775e837fd70383b2f/Screen-Shot-2020-05-14-at-3.35.51-PM.png" /><img width="301" height="550" width_o="301" height_o="550" data-src="https://freight.cargo.site/t/original/i/a72a1a2d72a7e08c920c31552a6861afc5f6d4ba07f0212b8023a8600042a2c6/Screen-Shot-2020-05-14-at-3.36.07-PM.png" data-mid="167969679" border="0" src="https://freight.cargo.site/w/301/i/a72a1a2d72a7e08c920c31552a6861afc5f6d4ba07f0212b8023a8600042a2c6/Screen-Shot-2020-05-14-at-3.36.07-PM.png" /><img width="310" height="545" width_o="310" height_o="545" data-src="https://freight.cargo.site/t/original/i/a6671f26b1c1c32bb23b316458f71e486e14dd53f4ff4602eb52477bc86a95eb/Screen-Shot-2020-05-14-at-3.36.14-PM.png" data-mid="167969680" border="0" src="https://freight.cargo.site/w/310/i/a6671f26b1c1c32bb23b316458f71e486e14dd53f4ff4602eb52477bc86a95eb/Screen-Shot-2020-05-14-at-3.36.14-PM.png" /><img width="305" height="554" width_o="305" height_o="554" data-src="https://freight.cargo.site/t/original/i/ed189825dba9d4f8ffd00e0994572663bc00c539e9880d55028d5f7ea55a1034/Screen-Shot-2020-05-14-at-3.36.20-PM.png" data-mid="167969685" border="0" src="https://freight.cargo.site/w/305/i/ed189825dba9d4f8ffd00e0994572663bc00c539e9880d55028d5f7ea55a1034/Screen-Shot-2020-05-14-at-3.36.20-PM.png" /><img width="307" height="548" width_o="307" height_o="548" data-src="https://freight.cargo.site/t/original/i/b5483fa5b1c82a2621a1a9ec702b11bfde66d60034bc16e1f2e14fc1b3a27be3/Screen-Shot-2020-05-14-at-3.36.27-PM-1.png" data-mid="167969689" border="0" src="https://freight.cargo.site/w/307/i/b5483fa5b1c82a2621a1a9ec702b11bfde66d60034bc16e1f2e14fc1b3a27be3/Screen-Shot-2020-05-14-at-3.36.27-PM-1.png" /><img width="306" height="556" width_o="306" height_o="556" data-src="https://freight.cargo.site/t/original/i/abf752ea2cdfe26e90f83c456374b18101cc0459d07afd3e07867436faa30f1b/Screen-Shot-2020-05-14-at-3.36.33-PM-1.png" data-mid="167969686" border="0" src="https://freight.cargo.site/w/306/i/abf752ea2cdfe26e90f83c456374b18101cc0459d07afd3e07867436faa30f1b/Screen-Shot-2020-05-14-at-3.36.33-PM-1.png" /> Instagram posts <img width="427" height="564" width_o="427" height_o="564" data-src="https://freight.cargo.site/t/original/i/4f6b9053fb88ac4a2b611317bc8995f03081ac35bb8ab6a6bca8976cd3e9f29d/Screen-Shot-2020-05-14-at-4.58.05-PM.png" data-mid="167969678" border="0" src="https://freight.cargo.site/w/427/i/4f6b9053fb88ac4a2b611317bc8995f03081ac35bb8ab6a6bca8976cd3e9f29d/Screen-Shot-2020-05-14-at-4.58.05-PM.png" /><img width="422" height="559" width_o="422" height_o="559" data-src="https://freight.cargo.site/t/original/i/a2c31df384f639dee233dc18f4e59f2312bd9e8a2639617fd36e79affa50a085/Screen-Shot-2020-05-14-at-4.58.12-PM.png" data-mid="167969682" border="0" src="https://freight.cargo.site/w/422/i/a2c31df384f639dee233dc18f4e59f2312bd9e8a2639617fd36e79affa50a085/Screen-Shot-2020-05-14-at-4.58.12-PM.png" /><img width="421" height="556" width_o="421" height_o="556" data-src="https://freight.cargo.site/t/original/i/582b8c75e9451620444153167e38be40253b0126f31c4b447dca355626593419/Screen-Shot-2020-05-14-at-4.58.20-PM.png" data-mid="167969683" border="0" src="https://freight.cargo.site/w/421/i/582b8c75e9451620444153167e38be40253b0126f31c4b447dca355626593419/Screen-Shot-2020-05-14-at-4.58.20-PM.png" /> Instagram tap-to-reveal <img width="935" height="658" width_o="935" height_o="658" data-src="https://freight.cargo.site/t/original/i/542383e7dbbbf32af648c2d3c8b9bd738b3c6376ced723a472ed6ee73bc6449e/Screen-Shot-2020-05-14-at-3.35.16-PM.png" data-mid="167969677" border="0" src="https://freight.cargo.site/w/935/i/542383e7dbbbf32af648c2d3c8b9bd738b3c6376ced723a472ed6ee73bc6449e/Screen-Shot-2020-05-14-at-3.35.16-PM.png" /> Affiliate marketing <img width="352" height="294" width_o="352" height_o="294" data-src="https://freight.cargo.site/t/original/i/01d5ecac0b56b1c4ec339899104c558f10f87244ea579b2df066fced83d9b37d/Screen-Shot-2020-05-14-at-3.35.33-PM.png" data-mid="167969681" border="0" src="https://freight.cargo.site/w/352/i/01d5ecac0b56b1c4ec339899104c558f10f87244ea579b2df066fced83d9b37d/Screen-Shot-2020-05-14-at-3.35.33-PM.png" /> https://katekliner.com/Craftsman Sun, 06 Jun 2021 21:47:07 +0000 Kate Kliner https://katekliner.com/Craftsman CRAFTSMAN+ My role: CopywriterCollaborators: &nbsp; &nbsp; Voiceover Actor: Jessica Maiuro&nbsp; &nbsp; Creative Director: Ludi Wang Challenge: Our agency was tasked with creating a Valentine’s Day campaign that honored the time-tested legacy of the FTD brand but also mixed in a more playful, modern approach. I wrote scripts and worked closely with our illustrator and creative director to ensure our work was on-brand and delivered on time.Solution: Our team produced videos for FTD and ProFlowers, tailoring them for different social media channels. While we employed a more classic and timeless tone of voice for FTD, their subsidiary ProFlowers had a more youthful and whimsical approach to differentiate between these two brands and customer types.&nbsp;Results: Our YouTube ad got 1.2 million views, and aired on Jimmy Kimmel LiveSales for FTD saw an increase of 21% after our assets went live