Marina May / Creative & Copy

Project Recap: 2024 Q1 Instagram Campaigns for Kodner Gallery

Date: 2024 Q1

Client: Kodner Gallery

Task:

Cultivate a distinct online presence for Kodner Gallery that upholds brand values, while curating engaging content tailored to a broad social audience

Solution:

Carefully selected pieces, artists, and programs at the gallery to be featured at least twice a week

Photograph high resolution images, edit for color and quality using Photoshop

Create Reels that convey complex stories or ideals in a compelling visual format (like mini documentaries!)

Built social campaigns around timely events that would appeal to a wide variety of users, including: Met Gala, Beyonce, major retrospectives in New York, tie-ins to local exhibitions

Developed copy that could hold attention, while transmitting key information

Response & Metrics:

Increased our reach by 97.4% with 94,314 overall impressions
Increased engagement by 36.9% among followers and 20.5% among non-followers

Increased our followers by 28.1%, adding 423 new followers in just three months

Project Recap: 2024 Q1 Email Campaigns for Kodner Gallery (Mailchimp)

Date: 2024 Q1

Client: Kodner Gallery

Task:

Develop bi-weekly e-blasts to enhance B2C communication, drive sales, and increase awareness of Kodner Gallery

Scroll through the gallery to click to full campaign links

Solution:

Developed concepts, copy, and visual assets for two weekly emails

Create custom templates for visual assets to streamline design process and optimize for both web and mobile viewing

Strategically tailor subject lines and previews to grab attention

Increase click rate by including more links to complementary social posts, our website, and other informational sources

Increase open rates by selecting engaging and timely topics that link to our current inventory and larger art-news related stories/trends

Improve skimability by developing clear and concise copy, without compromising tone or informational impact

Response & Metrics:

Increased open rates to an average 37% open rate (well above the industry standard of 30%)

Increased our click rate by 1.8%

Decreased unsubscribe rate by 17%

Increased the frequency of our emails by 50%

Our recent "Iconic Modern" E-Blast had 581 opens, a 41% open rate

Project Type: Press Release for Cooperative Purchasing Agency targeting Fire and Rescue Leadership

Date: 2024

Client: RedFlash Group; Sourcewell

Task:

Develop copy announcing Sourcewell’s support for fire and rescue agencies attending the 2024 FDIC.

Solution:

Drafted copy specifically targeting leadership in the fire and rescue industry, highlighting the overall benefits of cooperative purchasing and the specific resources Sourcewell provides to agencies

Pulled compelling evidence from recent seminar targeted at leaders in the field

Sourced testimonial from experts that bolstered claims about cooperative purchasing

Emphasized Sourcewell’s history of supporting fire and rescue leadership.

Strong call to action that clearly redirected readers to visit the Sourcewell booth at the 2024 FDIC Conference.

Response & Metrics:

This press release was picked up by six media outlets, with an audience reach of over 343,658 (as of April 12, 2024).

Both the agency and client were pleased with its success and traction.

Project Type: Landing Page Targeting Supply Chain, Logistics, and Transportation Enterprise Clients

Date: 2024

Client: Designli

Task:

Develop copy and outline framework for a custom landing page targeting enterprise clients working in the SLTM field.

Solution:

Drafted copy specifically targeted SLTM clients through language that was compelling, efficient, and accessible for busy leadership within the industry

Pulled compelling testimonial and developed framework for content centering evidence-based client success stories

Highlighted how Designli’s services directly benefit enterprise-minded clients, hammering the economical benefits of hiring on-demand development teams

Keen focus on SEO, utilizing keywords for both the development and SLTM industries

Strong call to action that clearly redirected readers to the SolutionLab

Project Type: E-Blast Campaign with Copy for Tech Client in Public Safety Sector

Date: 2023

Client: RedFlash Group

Task:

• Develop body copy for an e-blast campaign linking to a detailed Case Study for client

  • Tech company rooted in public safety sector with strong customer testimonials

• A/B Subject & Preview lines, Headlines, and Sub-headlines

• Optimize for MailChimp best practices

Solution:

• Drafted copy teased the Case Study through language that was compelling, efficient, and accessible for busy leadership within the industry

• Developed framework for content based on Case Study

• Pulled compelling testimonial

• Distilled Case Study details to just “the gist” - without revealing too much information

• Included options for relevant headings and subheadings tailored to the client’s target audience

• Revised and edited all A/B Subject & Preview Lines, Headlines, and Sub-headlines for impact

• All copy was optimized for MailChimp best practices

• Strong call to action that clearly redirected readers to the Case Study

Project Type: SEO Long Form Content Blog Post for Technical Industry

Date: 2022 

Client: V-Digital Services 

Task:

• The client wanted a long form blog post optimized for search, using keywords and geo tags to target homeowners with malfunctioning air conditioners.

• While the piece needed to be informative and useful, the call to action ultimately should advise contacting the company for their HVAC repair services.

Solution:

• Research the issue, how to solve it, and then translate technical verbiage into accessible language for the average homeowner.

• I developed a framework for the content which included relevant headings and subheadings tailored to the client’s target audience.

• These subheading were designed specifically to organically increase SEO rankings and boost performance across auxiliary searches and among geographical competitors.

• The content provided resourceful information while distilling technical HVAC jargon into user friendly terms.

• It included a strong call to action that avoided prescriptive solutions and repair claims.

PROJECT TYPE: Creative Direction and Copywriting for Weekly E-Mail Marketing Campaign

Date: 2023

Client: Kodner Gallery

Task: An ongoing project to develop weekly email campaigns centered around an artist, relevant topic in the arts investment sphere, holiday, event, or to respond to the marketing of other competitive galleries

Solution:

• Establish an informative tone that prioritizes the art as a high value asset

• Campaign should be accessible while providing quality resources

• Speak to a diverse audience of both seasoned and new collectors - should be approachable and dynamic, not exclusive

• Distill and translate the work and give context and provenance to the artist

• Ensure accuracy of research

• Design a colorful format with excellent images

• Guide readers through information by giving visual space to sift through text and digest content

• Include various calls to action and/or actionable items

PROJECT TYPE: Creative Consulting and Copywriting / Global Brand and Product Launch

Date: 2022

Client: 12 Pentagons by @jonpaulsballs

Task: An ongoing creative consulting project to develop assets and establish brand tone of a new, luxury ball company 12 Pentagons.

• Challenge Priority: Develop digital photo assets for an initial soft launch

• Challenge Priority: Concept and style a photoshoot, including location scouting

• Challenge Priority: Establish tone for nascent brand with international appeal

• Challenge Priority: Build hype, while maintaining exclusivity, luxury

Solution:

• Successfully brainstormed, developed, and produced the campaign within a week

• Drafted specific copy to meet strict launch deadline

• Copy and creative work with 12 Pentagons is ongoing — visit the site to browse more assets from the campaign 12p.com

PROJECT TYPE: Original Television Script

Date: 2022

Client: Kodner Gallery, Nine PBS

Task: Create custom television script for limited run ad buy covering a special exhibition

• Challenge Priority: Build excitement while keeping relevant information to 30 seconds

• Challenge Priority: Appeal to a broad audience while maintaining integrity of fine art

• Challenge Priority: Curate works, photograph and edit for camera readiness and color accuracy

Solution:

• Wrote script in under one week to meet deadline

• Delivered information specs, such as exhibition title, run time, location, and synopsis in under 30 seconds

• This advertisement was integral in driving foot traffic and converting subsequent sales

• After it’s multiple airings, we received telephone inquiries and brought new visitors to the gallery during the entire run of the exhibition

PROJECT TYPE: Create Original Digital Assets Optimized for Social Media

Date: 2023

Client: Kodner Gallery

Task: Create custom social assets for Kodner Gallery

• Challenge Priority: Distill long form information for quick engagement on social

• Challenge Priority: Artwork should not get lost in asset

Solution:

• Designed custom assets in Photoshop that can be easily edited for different artists and artworks

• Assets deliver informational copy content in an aesthetically appealing way

• Dense content is optimized for social — both copy and biographical information are segmented and digestible

• Slides designed to showcase artwork and display tombstone information