Success Stories
Copy and Content Strategy Refresh
Landing pages are the gateway to traffic and conversions for many brands. Ensuring an integrated and consistent brand experience—from the paid media campaign to the landing page—is a must. I helped one brand refresh its copy and content strategy on 200+ landing pages, leading to a 26% increase in conversions.
Membership Retention
A proactive approach helped a nonprofit membership association retain members when it sought to raise dues from its 25,000 members by 300%. The client projected it would retain just 75% of its members. To reinforce the organization’s value, I wrote an entire campaign portfolio—email, direct mail, web content, and video—which helped yield an 89% renewal rate, significantly surpassing the client’s budgeted expectations.
Special Event and Promotion Management
I administered a major on-air radio promotion, which led to sizable audience increases and significant new revenue. The promotion involved partnerships with Coca-Cola, Ryland Homes, Giant Food, and Safford Lincoln-Mercury to award one winner a single-family home and a new car. The event also aligned these partners with Children’s National Hospital to provide additional visibility for the hospital’s fundraising efforts.
SEO and Project Management
Optimizing web content can be an elusive, yet worthwhile, opportunity for brands seeking to build organic traffic. By streamlining a massive SEO writing project to ensure clarity for a writing team optimizing 80+ web pages, I helped a brand leverage an AI tool to improve page delivery efficiency by 60%.
“When Coca-Cola approached WASH-FM to create a promotion that would turn the Washington area on its ear, Terry and her colleagues delivered in a huge way. With our partners Ryland Homes, Giant Food, and Safford Automotive, WASH-FM – under Terry’s leadership – developed a Home and Car Giveaway that was a win for everyone – local radio listeners and the partners who saw tremendous boosts in brand visibility and revenue streams. The logistics were mind-boggling, and Terry made sure all the bases were covered – from the legal details to the excitement of the on-air contest to the drama of the actual giveaway event when one lucky contestant drew a key that opened the door to her dream home!“
Mary Panus, Former Marketing Director, Mid-Atlantic Coca-Cola Bottling Company
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