Author Archives: ben

Soapnet.com

Even stringers get to have some fun now then. See what happens when I get in touch with my fem-side.

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At Play Studios

I helped At Play Studios pin down what they do and why they do it so well. You could call it branding, but it was more like helping them find their own, true selves.

After I figured out that, writing the copy for their site was a piece of cake.

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VCA Animal Hospitals

This was my first gig with The Designory. They were kind enough to bring in me in to craft site nomenclature and write the site’s initial copy. They must have liked my work: they asked me back to concept and write ads that rotate all 500 sites in the VCA network.

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Vaughan Company Realtors Television Spots

What do you when your neighbor starts trimming the hedges with a flame thrower? Call a Realtor. Fast.

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ZOO Digital Group

When ZOO Digital Group needed a new website, their agency Locus New Media brought me in to help position the ZOO brand, develop their look, and define their voice. Once we locked down the brand, I developed a content strategy for the site and wrote all the copy.

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EduNation Radio Spots

Smart, funny with a gentle emotional tug. These prophetic ads could run today.

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Lovelace CIGNA Newsletters

I served as editor in chief and lead (okay, sole) copywriter on these high-end corporate newsletters.

I translated dense medical texts and regulatory information into copy that targeted a wide range of markets from independent sales reps, to network doctors and patients.

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Lovelace / CIGNA Healthcare Brochures

I wrote dozens of long-form healthcare brochures, each of which required its own branding and voice to target a precise population.

Then, at the end of the fiscal year, we did it all over again!

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FSI Logistics Identity and Branding

How do you maximize dead head routes with real-time LTL logistical precision? I had no idea either, and neither did anyone else outside the trucking industry.

To build their business, FSI logistics needed to explain their services in terms laymen could understand.

I helped FSI position their brand with a new look, clear copy and a bedrock statement of how their customers could benefit from FSI’s expertise.

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Valor Healthcare Television Spots

Thirty-second healthcare spots I wrote for a visionary (and defunct) state-sponsored insurance plan. Funny how this subject keeps coming back around, isn’t it?

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