I was given the gift of curiosity and the ability to extract compelling stories from people and brands. Explore my portfolio to see a few of the stories I've told. They're some of the greatest joys throughout my career. I'm proud of each one and many are award winners.
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Bethany Joy Writing
Portfolio
Arkansas Children's
"Let Them Play"
Concept development, copywriting and video direction to drive awareness to the health system's new pediatric specialty care clinic in rural Jonesboro, AR. "Let Them Play" was a multi-channel campaign. It was so successful and well received that it was extended and reworked into a larger campaign for the entire health system.
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Broan-NuTone
"Freshen Up"
Concept development and copywriting for a multi-phase, multi-channel campaign created to increase sales for Broan-NuTone bath fans and grilles/covers. When the pandemic hit, we saw a great opportunity to shift messaging to focus on healthy indoor air quality and highlight products that sanitize rooms. The campaign evolved to connect with the consumer and guide them to products that met their needs during that time.
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Alfa Laval
"Consistently Perfect"
Concepting and copywriting for a print ad campaign that ran in food manufacturing and processing trade publications. The award-winning print campaign was developed to generate awareness for their temperature and humidity controlling systems.
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North Kansas City Hospital
"Lose & Gain"
Concept development and copywriting for a series of integrated pieces. The awareness campaign was developed to introduce the community to the new Total Weight Loss Center at the hospital. "Lose & Gain" was created to inspire and connect with people who need support to reach their weight-loss goals.
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Spancrete
"Built Different"
Concepting and copywriting for a print ad campaign that ran in trade publications. The goal was to break the typical advertising clutter and raise awareness of Spancrete, its extensive experience, and the common industries it serves.
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Owensboro Health
"Highest Level NICU"
Concepting, copywriting and visual storytelling for a video, print and outdoor campaign. The goal was to generate awareness that Owensboro Health is recognized as providing the highest level of NICU care in the region.
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Meritas Health
"More Meritas"
Concepting and copywriting for a print, digital and outdoor campaign. Meritas Health wanted to showcase the services and service benefits that set them apart from other providers in their region. They chose to take a light-hearted, playful approach to further differentiate the health system in the market.
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Zoom
Product Ads
Concepting and copywriting for numerous new products. We worked closely with the Zoom creative team to develop the big idea for each new product launch. It was imperative to stay within their established and well-known voice, tone and personality.
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Concordia University
Ann Arbor
"Doers Welcome"
Concepting, copywriting and video directing for an omnichannel campaign. Concordia University Ann Arbor was looking to ramp up recruitment and applicants. The goal was to make prospective students and parents aware of the opportunities students receive because of the more tightly knit community at their smaller, faith-centered university. We told real stories from real students to drive home the power of their community and connections students can make during and after college.
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Kewaskum Foods
"Find Yourself"
Concepting and copywriting for TV and radio rebranding as well as packaging copy for their new coffee line. After purchasing, renaming and rebranding the business, Kewaskum Foods needed to make consumers aware of the revamped name and packaging. Aside from awareness, the goal was to remind past buyers that the product remains the same, inspire new buyers, and position the company to expand their growth within stores.
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PolyPipe
Capabilities Brochure
Copywriting headlines and copy for a new brochure. Polypipe is invested in their products, customers and the communities they serve. The company needed collateral that reflected the high-quality of its products and services. Working closely with design and Polypipe's SMEs, we developed a bold, informative brochure that reinforces their trusted brand.
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