COPYWRITING

COPYWRITING

As lead copywriter on the in-house marketing team at Bluebeam, Inc., I helped tune and amplify the voice of a complex brand for three years across all its advertising channels, from print, web, and trade show collateral to in-product content, video scripts, and product launch communication.

STATION DOMINATION

One of my last projects was to write headline copy for hundreds of printed pieces that were placed throughout a Washington, D.C. train station, directing commuters to visit the company’s exhibit booth at a large annual conference called Greenbuild.

Spun out of a yearlong marketing campaign dubbed “Imagine the Impossible”, the aim was to pair a challenging objective with a related case study result to communicate the uncommon power of the product to enable such a feat.

EXAMPLES OF FINAL MOCK-UPS

EXECUTION

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GB-PlatformRunner-1000

(Designs: Ellen Riley, Andrew Hall; All artwork owned by Bluebeam, Inc.)

PRINT ADS

Bluebeam purchased inventory in top tier trade magazines and general interest publications, including Wired, Popular Mechanics, and the Wall Street Journal.

The “Be Better with Bluebeam” campaign showcased power users who used the product to make an impact at their companies. I solicited comments from the subjects and then crafted their responses into inspirational quotes.

Be-Better-DRAFT-WIRED
Be-Better-WIRED
Imagine-DRAFT
Imagine

“Imagine the Impossible” was tied into a cross-marketing campaign with a major customer that included articles, multimedia, and a landing page. The more involved process of travelling, procuring assets, and producing robust content sowed the seeds for the creation of a digital publication that I was eventually tasked to co-create.

(Photography and Design: Heather Bruce Andrew Hall; All artwork owned by Bluebeam, Inc.)

RECRUITMENT DIGITAL AD CAMPAIGN

To communicate the value of a high personality quotient at Bluebeam, I interviewed various employees to create personalized empathetic messaging and testimonials that emphasized individuality and a communal work environment. The digital ads were directed at engineers and served on LinkedIn, Stack Overflow, and Facebook.

ROUND 2
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Recruitment-StackOverflow-2
Recruitment-StackOverflow-4
Recruitment-StackOverflow-1
ROUND 1
Recruitment-Joyce
Recruitment-Ro
Recruitment-Tony
Recruitment-Ryan

(Photography and Design: Heather Bruce Andrew Hall; All artwork owned by Bluebeam, Inc.)

BLUEBEAM CAREERS PAGE

Special attention was devoted to the Engineering department during a comprehensive update of the company careers page. I worked alone on the the lead-in and then teamed up with the Chief Technology Officer on the subsections to attempt a geeky-cool vibe (left).

The “Day in the Life” article was added later to show a kaleidoscope of perspectives on company culture. I enlisted a range of employees across different departments to write an account of a specific workday, and then edited their drafts (right).

CAREERS-PAGE
CAREERS-PAGE-UPDATE
CAREERS-ARTICLE
CAREERS-PAGE-UPDATE

As lead copywriter on the in-house marketing team at Bluebeam, Inc., I helped tune and amplify the voice of a complex brand for three years across all its advertising channels, from print, web, and trade show collateral to in-product content, video scripts, and product launch communication.

STATION DOMINATION

One of my last projects was to write headline copy for hundreds of printed pieces that were placed throughout a Washington, D.C. train station, directing commuters to visit the company’s exhibit booth at a large annual conference called Greenbuild.

Spun out of a yearlong marketing campaign dubbed “Imagine the Impossible”, the aim was to pair a challenging objective with a related case study result to communicate the uncommon power of the product to enable such a feat.

EXAMPLES OF FINAL MOCK-UPS

EXECUTION

(Design: Ellen Riley, Andrew Hall; All artwork owned by Bluebeam, Inc.)

PRINT ADS

Bluebeam purchased inventory in top tier trade magazines and general interest publications, including Wired, Popular Mechanics, and the Wall Street Journal.

The “Be Better with Bluebeam” campaign showcased power users who used the product to make an impact at their companies. I solicited comments from the subjects and then crafted their responses into inspirational quotes.

“Imagine the Impossible” was tied into a cross-marketing campaign with a major customer that included articles, multimedia, and a landing page. The more involved process of travelling, procuring assets, and producing robust content sowed the seeds for the creation of a digital publication that I was eventually tasked to co-create.

(Photography and Design: Heather Bruce Andrew Hall; All artwork owned by Bluebeam, Inc.)

RECRUITMENT DIGITAL AD CAMPAIGN

To communicate the value of a high personality quotient at Bluebeam, I interviewed various employees to create personalized empathetic messaging and testimonials that emphasized individuality and a communal work environment. The digital ads were directed at engineers and served on LinkedIn, Stack Overflow, and Facebook.

ROUND 2
ROUND 1

(Photography and Design: Heather Bruce Andrew Hall; All artwork owned by Bluebeam, Inc.)

BLUEBEAM CAREERS PAGE

Special attention was devoted to the Engineering department during a comprehensive update of the company careers page. I worked alone on the the lead-in and then teamed up with the Chief Technology Officer on the subsections to attempt a geeky-cool vibe.

CAREERS-PAGE
CAREERS-PAGE-UPDATE

The “Day in the Life” article was added later to show a kaleidoscope of perspectives on company culture. I enlisted a range of employees across different departments to write an account of a specific workday, and then edited their drafts.

CAREERS-ARTICLE
CAREERS-PAGE-UPDATE