Tag: copywriting

Astute Mobile CX Buyer’s Guide

Astute Mobile CX Buyer’s Guide

by Leigh Hoopes

As much as I enjoy the ups and downs of agency life, I really like being able to dive deep into a specific industry with a niche audience and very targeted needs. This is one of things I enjoy most about B2B organizations–we’re not just selling something to a consumer, we’re helping businesses be better so their customers can thrive.

As a Senior Copywriter for Astute Solutions, I loved creating in-depth, solutions-focused content for lead generation campaigns, like this Buyer’s Guide for Mobile Self-Service CX Technology:

This was a concise gated Consideration/Comparison download for IT Decision Makers ready to start narrowing down their options. Instead of simply selling the company’s technology, we wanted to create valuable, useful content that the audience would be glad to share their information to receive and learn more about how they could assess and select a solution that works best for their needs.

BlueStar White Paper: Opportunities for VARs in Cannabis Point of Sale (POS)

BlueStar White Paper: Opportunities for VARs in Cannabis Point of Sale (POS)

by Leigh Hoopes

There are a lot of acronyms in the business technology solutions industry, but the most important one to know is VAR: value-added reseller. These resellers are the core customers for BlueStar, Inc., a leading global distributor of B2B technology solutions, and even after my employment with BlueStar ended, I was so glad to work with them to craft this white paper on a niche subject in order to drive leads to their one of their key Point of Sale (POS) brands, Zebra Technologies.

For this white paper, I interviewed the Senior Channel Manager to understand his goals and perspectives, and conducted research on the then-growing cannabis industry and key features & benefits for VARs working with their own customers in the industry as well. This was fun and interesting collaboration, and I’m always down to work with BlueStar Marketing Team friends again any time.

Ascension Health – Channel Best Practice Guide

Ascension Health – Channel Best Practice Guide

by Leigh Hoopes

In tandem with the Primary Care Content Strategy created for Ascension Health, the client also needed an in-depth best practice guide for their internal marketing team. This 180+ page guide included an overview, best practices, additional considerations, writing & design guidelines, and measurement approach for 12 different channels (physical and digital) and six different types of content.

The excerpts below are just a small sample of everything that was included in this document, which was created in GoogleDocs for the client and their team to be able to update themselves as needed. This was a big labor of love, and I worked closely with an editorial team, copywriters, and production designers to craft a really solid foundational guide for the Ascension marketing team.

Digital Channels

Excerpts from the Blog, CRM, Email, Display, Native and Website sections of the Ascension Channel Best Practice Guide.

Content Types

Excerpts from the Content Types & Formats section of the Ascension Channel Best Practice Guide.
Excerpts from the Social Channels section of the Ascension Channel Best Practice Guide.
Graeter’s Holiday Print/OOH

Graeter’s Holiday Print/OOH

by Leigh Hoopes

Growing up in Northern Kentucky, I loved Graeter’s Ice Cream well before it spread out across the region and eventually the country. So I was beyond thrilled to write and design holiday print/OOH advertisements as one of my first agency projects.

These are more than a decade old now, so I’m including here as a more of a point of pride than an official sample.