Role
Title:
Senior Writer
Period:
Q1 2015 – Q2 2016, Q2 2016 – Q3 2018
For whom:
Graphic Policy, Continuity Products, LLC
Responsibilities:
Patrick created marketing strategies for clients leveraging video and web content. He wrote content, edited videos, hired talent, and directed commercials. Patrick mentored new writers, teaching them the skills to develop a marketing plan, write strategically, and deliver on time.
Leadership responsibilities:
One direct report and one seasonal creative intern, hiring vendors and freelance talent as needed.
Skills
Marketing Personas:
Patrick’s most frequent task was to write scripts for Lipozene. This meant creating an entirely new voice and tone in an attempt to reverse negative sales trends. To do this, Patrick had to identify who his reach market was and who among them would be benefited from using the product. By understanding this persona, he identified which aspect of the current messaging might not be working. The result was a 75% increase in sales volume.
Video Production:
Patrick spent a great deal of time recording the studio, whether filming commercials or capturing new testimonials for later use. He learned to set a mic, set up proper lighting, and direct on-screen talent. In order to decrease production time, he learned to edit video using Premiere Pro and Final Cut Pro and supplementing it with additional creatives from Pond5 and other sites.
Copywriting:
Patrick’s commercials use his “three act structure” approach create a clear sense of drama and interest. It begins by connecting to the audience, deactivating barriers, and incentivizing and directing action. Often writing for diet and weight loss products, Patrick created scripts that made change more obtainable for others.
Hard skills:
Communication, Content Marketing, Scriptwriting, Directing, Video Editing, Brand Management, Television, MS Office Suite, Adobe Creative Suite, Asana, Harvest, Creative Problem Solving, Microsoft Sharepoint, Final Cut Pro, Mailchimp, Adobe Premiere Pro, Adobe Illustrator, Adobe Photoshop, PowerPoint, Proofreading, WordPress, Facebook Ads Manager
Video Production and Direct Marketing
75% Lift in Sales Volume
Short-Form Direct Marketing
Short-Form Direct Marketing
Product Demonstration Video
Short-Form Direct Marketing
Product Demonstration Video
Short-Form Direct Marketing
Product Demonstration Video
Content Strategy
37% Increase in Social Media Following
Lifestyle Supplement Website
Graphic Policy
Graphic Policy was a comic book and pop culture review website that brought a social and political perspective to the stories. Driven by ad revenue, they needed someone who could drive clicks and teach the team a few things. Patrick’s experience with Ascension Comics, San Diego Examiner, and IDW Publishing made him an ideal choice for Senior Writer as he’d already created content marketing plans for this audience.
Patrick onboarded new writers, helped them adopt the brand’s voice and tone, taught them how to create content calendars, and supported them as they built a publishing cadence. He networked with other entities in marketing, elevating the brand’s status and recognition.
Continuity Products, LLC
Continuity Products built its fortune selling subscription products on late-night television commercials, namely Lipozene. In 2016, they decided they needed a new direction. Patrick was hired as his work showcased his marketing expertise and his humor. As Senior Writer, he would be in charge of revitalizing the brand, writing direct-response commercials for subscription-style products in weight loss and fitness markets. Developing scripts with the Marketing Director allowed him to gain new market insights, which he synthesized into improved messaging with a softened voice and tone.
Patrick learned to edit video using Premiere Pro and Final Cut, properly light a set, capture audio, cast, and even direct commercials. He worked with seasonal in-house marketing interns who filled the “Junior Writer” role, giving them feedback on script submissions, teaching the blog and SEO strategies, and how to work behind the camera.
