CopyWebsite
Project: Bantwana Division Landing Page
Challenge: The existing website did not reflect the breadth of work of this fast-paced division. They wanted to showcase the depth of their programs in order to win new funding and partnerships, and better position themselves within a niche area of the international non-profit sector for onward funding.
Target Audience: funders, government stakeholders
Strategy: I worked alongside the in-house web services team to expand the landing page to include several new feature elements to better tell the division’s story of impact and reach. This included: a carousel featuring high-profile wins; a Voices from the Field section to reflect the perspective of program beneficiaries; a Three Programs in Focus section featuring impactful programming; and a News section to share timely developments.
Company: World Education, Inc.
PRODUCT PAGE
Challenge: Write original copy for a J.Crew product using brand voice (classy, urbane, timeless).
Target Audience: Educated and affluent 18-35-year-old professionals who enjoy dressing snappy-casual
Strategy: I studied J.Crew’s product pages and mocked up an informal tone guide. I selected a product and wrote original copy in the brand voice.
Company: J.Crew (spec)
PRODUCT PAGE
Challenge: Write original copy for a Prada product using brand voice (intellectual, daring, experimental).
Target Audience: Affluent individuals who value high-quality, luxury fashion items and seek products that convey status, sophistication, and exclusivity
Strategy: I studied Prada’s product pages and mocked up an informal tone guide. I selected a product and wrote original copy in the brand voice.
Company: Prada (spec)
Video
Project: USAID Dreams Innovations Project
Challenge: The organization delivered a highly visible program for USAID and wanted to convey its impact to gain sector influence and position (for onward funding).
Target Audience: USAID staff, government stakeholders, sector-specific international non-profit organizations
Strategy: I worked with the team to go beyond the statistics typically used to convey program impact, and created an intimate, emotional video that showed how the program changed girls’ lives. This was presented at events, on websites, and shared digitally.
Company: World Education, Inc.
Video
Project: UNICEF Life Skills' Education Project
Challenge: The organization had spent a decade developing a national program that had received little recognition. They wanted to celebrate the work and make stakeholders aware of their contributions.
Target Audience: government stakeholders, funders, sector-specific non-profits
Strategy: I pitched the idea of a short video that would cement the organization’s brand and influence within the sector, and more easily reach high-level decision-makers for onward positioning and funding. This was presented at events, on websites, and shared digitally.
Company: World Education, Inc.
contentBrochure
Project: USAID, DREAMS Innovations Challenge Project
Challenge: The organization implemented a large and complex program that reached thousands of people. The team had a lot of data that reported the number of people reached with services, but they were challenged to convey the impact of their programming on human lives.
Target Audience: funders, government stakeholders
Strategy: I developed a digital story booklet that leveraged existing data and field-based "success stories" and transformed these into a deeply personal narrative that dug beyond the numbers, showing how the program dramatically changed lives. The ease of sharing the online story booklet served as a great digital calling card to funders and government partners alike.
Company: World Education, Inc
Blog
Project: Go Girls Connect, OSI Foundation
Challenge: When COVID-19 erupted, funders pivoted away from traditional areas of funding, including girls’ education in the global south. The organization wanted to protect its funding and spotlight the increased urgency to support girls’ education.
Target Audience: funders (USAID, Global Fund, OSI Foundation)
Strategy: I wrote a blog to convey the immediate and long-lasting consequences of reduced funding for girls’ education, citing high-profile influencers in the sector, including the Malala Fund. The blog was posted on the organization’s social media sites and funders were tagged.
Company: World Education, Inc
Press Release
Project: MacArthur Foundation’s $100 Billion and Change Project
Challenge: The organization learned that their proposed program made the short-list for MacArthur's competitive and prestigious $100 Billion Challenge program. They wanted to share the news and increase their visibility across the sector.
Target Audience: funders, non-profit organizations within the sector, social media followers of the organization, board members, and staff
Strategy: I worked with the team to understand who they wanted to reach as their target audience and the most impressive elements of the proposed program. I wrote a press release to reach high-profile funders and government partners.
Company: World Education, Inc
