In 2022-2023, 3M Medical began the transition to a new strategic online platform that would allow all of their products to be marketed under a single, consistent and comprehensive narrative. The new site is substantially easier to navigate and raises the profile of their innovative healthcare solutions.

Working with Minneapolis-based Schermer Agency, my role was to serve as one of two Senior Copywriters responsible for writing all of the solutions-oriented content for the new site.

NOTE: 3M Health Care is now Solventum.
Visit their new site at Solventum.com.

In 2022, Cargill asked Schermer Agency for help launching a new product called NatureCool™ to help improve the way the world cools electronics in data storage centers.

NatureCool™ is the only plant-based, biodegradable immersion cooling fluid offering improved sustainability over traditional options and superior heat transfer and dissipation for reduced energy costs and the highest levels of fire safety.

I wore multiple hats on the project including Content Strategist, Information Architect and Senior Copywriter.

Visit NatureCool™ Immersion Cooling Fluid at:
https://www.cargill.com/bioindustrial/dielectric-fluids/naturecool

In 2021, Ecolab Life Sciences (ELS) asked Schermer Agency to create a new division branding initiative that would ladder up to the Ecolab corporate brand identity while reflecting the new Life Sciences messaging strategy and aligning with the brand’s voice and tone. 

We created an innovative, high-tech and futuristic branding initiative designed around the Ecolab Life Sciences tagline:

A TRUSTED CLEAN

In 2019, Allianz Life launched a nationwide ad campaign aimed at financial professionals who sell annuities and life insurance products. We created a campaign to encourage brokers and agents to “SEIZE TODAY” and help their clients build a bridge to retirement via the top six Allianz Life products. The campaign received rave reviews from the target audience and exceeded Allianz Life's established sales goals. Campaign components included banner ads, emails, web pages, mobile and social media posts that all included messaging incorporating the “SEIZE TODAY” theme.

In 2020, I worked with Minneapolis-based Schermer Agency to create a new website experience for Dude Solutions, Inc., which has since changed its name to Brightly Software.

Our job was to explain how “The Dude/Brightly Software” provides the leading operations and asset management software to help businesses and organizations streamline operations, manage efficiencies and improve profitability.

In 2015 I worked with Wunderman Agency to create a number of ad campaigns for Best Buy. This included email, banner ad and social media campaigns for Best Buy Mobile, numerous promotions for seasonal products, and banner ad campaigns for TVs and video games.

The 2015 Best Buy Holiday Campaign featured the tagline "WIN THE HOLIDAYS." These banners showcased all the great gift ideas Best Buy offers to help you "WIN THE HOLIDAYS" and become the ultimate gift-giver, including gift cards, accessories, phones and last-minute gifts.

Developed in partnership with Harley-Davidson and Jostens, this Custom Ring Catalog lets Harley owners unleash their inner rebel and create a custom ring to match their custom ride. Just think of it as a tattoo forged in steel.

Jostens is one of the industry leaders in creating championship jewelry and sports memorabilia for professional sports franchises. I had the privilege of working with Jostens to help create marketing programs for all of their NFL, MLB and NHL clients. 

Below are elements of the various marketing campaigns we created for the teams, including campaign themes and taglines, websites, banner ads, print ads, marketing collateral and stadium signage. The teams would then use these marketing vehicles to promote the sale of officially sanctioned championship rings, jewelry, memorabilia and keepsakes to their ardent fans.

The Target.com Redesign – Site Experience Vision began way, way back in 2008 to create a visual roadmap and benchmark for the future of Target.com. The overall goal of the project was to provide Target guests with an ideal online shopping experience that was easy, intuitive, guest-centric and on brand.

In 2008 we redesigned the Target Corporate Site to make it scalable, cohesive, intuitive, guest-focused and brand-right. We streamlined the navigation and redesigned all of the page templates to create four main sections (Our Company, Careers, Investors, and Pressroom) to house all of the existing corporate site content, as well as allow scalability for future content and functionality.

My role as Interactive Creative Lead-Senior Copywriter was to manage a team of internal and external writers and editors to ensure all messaging on the 500+ page site was consistent in tone and voice while speaking to the diverse guest segments that would view the site.
 

Mobile Banking is now available to all U.S. Bank customers. Account holders can easily access their checking & savings accounts, apply for a home or auto loan, pay bills, deposit checks and make transfers using their smartphone. I provided the content strategy, information architecture and copywriting that helped make this possible. 

For the U.S Bank Small Business Mobile Site, the content strategy challenge was to present all of the information available on the full site in a manner that was easily accessible to the small business owner on the go. We made extensive use of powerful recommendation tools to help business owners choose loan products and credit cards that best suited their needs.

For U.S. Bank's Investments & Wealth Management Group, the challenge was to organize and present a large amount of complex financial information and make it accessible on smartphones and mobile devices.

As Senior Copywriter and Lead Content Strategist I was responsible for content strategy, information architecture and copywriting for the entire mobile site.  

In 2009, we redesigned the Target GiftCards Site to create a brand-right online experience that would accomplish the following:

• Showcase breadth & depth of assortment   
• Let guests purchase GiftCards quickly and easily
• Reduce the refresh workload           
• Add tracking & reporting capabilities           

 

A variety of banner ads that drove external traffic to the Target GiftCard site, Target's baby sale and the "Long Live Happy" health campaign. Also included are several miscellaneous online projects for the Bullseye Store.

Initially designed to be a supporting component of the Target Gift Registry, TargetLists quickly exceeded expectations to help guests create all manner of wish lists, gift lists, shopping lists and more. We launched in September, with the goal of having 20,000 gift lists or wish lists created by the end of the year. In the first week after launch, Target Guests created 30,000 lists. So apparently we did a few things right. The banners below showcase some of the unique things you can do with TargetLists.

For this project, I was the Creative Director and Copywriter for a branding campaign and a series of TV Ads for the Mountain West Conference. We created the tagline "ABOVE THE REST" to position the MWC as one of the top college athletic conferences in the country. The tagline had to be relevant to the Mountain West region and its member schools, and it had to be applicable to both academics and athletics while conveying a positive image for the conference, its student athletes and its fans.

The campaign theme "REACH YOUR PEAK" was chosen because of its aspirational nature that connects student athletes and fans with the unique geographic region that's home to all of the conference's member universities.