— PROJECT NAME

When Memories Matter

— ROLE

Copywriting

Concept Ideation

Marketing Strategy

— DATE

07/2020

As copywriter and marketing strategist, I was responsible for creating a yearlong marketing strategy comprised of a series of campaigns dedicated to specific aspects of hospice care. For each campaign, I developed the creative concept and wrote all targeted messaging, including ad headlines and digital ad, eblast, and landing page copy. I collaborated with the agency’s lead graphic designer, Harley Lake, to ensure synchronicity between the copy and imagery across all assets.

The first of these campaigns was titled “When Memories Matter.” Rather than focus on symptom management services, we focused on hospice’s emotional and spiritual benefits to patients and their loved ones, highlighting opportunities for continuation of family traditions and making new memories, as well as resources for spiritual support and grief counseling. Each campaign featured video testimonials from family members of hospice patients.

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