ALEXANDER SMITH

71 Lisbon Street, Providence, RI 02908 ▪ (401) 243-3492 ▪ CopywriterSmith@gmail.com

Writing Portfolio

Table of Contents

1. Store Experience: “Health Innovation Beacon” at CVS Pharmacy

2. Store Experience: “the value spot” at CVS Pharmacy

3. Signage: Trend Zone at CVS Pharmacy

4. In-store radio for CVS Pharmacy

5. Social media posts for CVS Pharmacy

6. Viral social media article

7. Facebook and email marketing for podcast

8. 11-chapter authority blog post

9. Blog post

10. Landing page

11. Self-published book

Alexander Smith

LinkedIn: www.linkedin.com/in/alexandertsmith

1: HEALTH INNOVATION BEACON To promote new innovative health offerings and drive sales on premium products, we

created a health innovation beacon in select CVS Pharmacy locations. I wrote copy for the beacon sign, category headers, signage, and more than a dozen product touch-and-learns.

2: THE VALUE SPOT The value spot is an in-store destination within CVS Pharmacy. The value spot offers great

deals on everyday essentials. As the lead copywriter on this project, I partnered with the senior designer to develop the brand. I created the destination’s name and all signage.

Exterior Signage

Interior Signage

Out-of-Home Signage

3: TREND ZONE: SIGNAGE & SOCIAL Three times per year, the Trend Zone features “trending” healthy snacks with the same

benefit. I served as the lead writer for these four iterations of the project.

Global flavors

Protein power

Probiotic snacks

Non-GMO snacks

4: IN-STORE RADIO FOR CVS PHARMACY I’ve written radio scripts for “the value spot,” “Trend Zone,” as well as other promotions in

the store.

The Value Spot radio spot The Value Spot radio spot: 0:15 seconds

ANNCR: (Female. Mid 30s-Mid 40s) ANNCR: “Wow! Nice! Yes!” When you shop The Value Spot, you’ll cheer, too. With so many products starting at just one dollar, you’ll save time and money on everyday needs. So, grab a basket and discover the unexpected deals. Explore The Value Spot aisle today!

Trend Zone radio spots

Probiotic snacks radio spot: 0:30 seconds ANNCR: (Female. Mid 30s-Mid 40s) ANNCR: Psst. Hey, you. The one with the to-do list as long as a CVS receipt. You’re trying hard to stay healthy, but snacking right can be tough. Support your immune system and overall digestive wellness with guilt-free probiotic snacks! Nosh on good-for-your-gut indulgence with Lola Granola’s Dark Chocolate Almond bars. Or, try Vegan Robs Probiotic Cauliflower Puffs. Want to replenish “good” gut bacteria? Live cultures in GoLive! Coconut Water may help. Grab a gut-healthy probiotic bite or beverage today and give your stomach a reason to smile.

Non-GMO snacks radio spot: 0:45 seconds Radio spot is written in a Talk Show format. It opens with applause. Talent should read the script as the talk show host, speaking to her live studio audience. MUSIC: Upbeat/Lively ANNCR: (Female. Mid 30s-Mid 40s. Conversational tone) SFX: APPLAUSE – :02-:03 SECONDS ANNCR: Now, let’s chat how non-GMO snacks can shape up your health! A quick lunchbox win, KIND Kids Chewy Chocolate Chip bars, part of CVS Pharmacy’s limited-time-only expanded assortment of non-GMO goodies, taste so good kids won’t care they’re 100% whole grain. Hippeas barbecue-flavored Organic Chickpea Puffs, another yummy non-GMO snack, are high in fiber and protein-packed. But what’s life without some chocolaty goodness, right? Treat yourself to Bark Thins Dark Chocolate Pretzels for an anytime pick-me-up. Shop our array of non-GMO snacks before it’s gone. Now that’s how CVS Pharmacy helps you snack right. SFX: APPLAUSE to FADE OUT

5: CVS PHARMACY SOCIAL MEDIA POSTS I wrote content for the CVS Pharmacy posts for Facebook, Instagram, and Pinterest. To

engage the customer as much as possible, I worked closely with the social media designer.

6: VIRAL SOCIAL MEDIA ARTICLE

I wrote this article for AWM.com, which has 20-25 million monthly viewers. My story was promoted to its 6.3 million follower Facebook page. It got 84,200 reactions, 12,900

comments, and 16,300 shares at the time of the screenshot

7: FACEBOOK AND EMAIL MARKETING FOR PODCAST

To engage listeners of the Creative Writing Outloud podcast, which I founded and edited, I created and operated a Facebook page and an email marketing list. My email list averaged

a 30-35% open rate, which was more than twice the industry average.

8: 11-CHAPTER AUTHORITY BLOG POST This 8,000-word, 11-chapter authority guide on direct mail response rates boosted brand

recognition and drove organic search traffic. I conceived and created this piece from start to finish. Every section was optimized for SEO.

http://www.ballantine.com/ultimate-guide-boosting-direct-mail-response-rate/

SECTION I : PLANNING YOUR HIGH RESPONSE

DIRECT MAIL CAMPAIGN

Chapter 1: Direct Mail Basics What is Direct Mail?

In its most simplified state, direct mail is marketing through the US Postal Service. This includes a wide variety of

marketing materials such as sales letters, postcards, brochures and catalogs. A direct mail campaign is used by

businesses and corporations to target the individuals who are most likely to take advantage of a mailed offer. A great

direct mail campaign can help companies maximize their marketing dollars by only mailing to the most highly

probable prospects and sending nothing to those unlikely to be interested.

As corporations, have long known, direct mail marketing is a highly profitable marketing channel that, when executed

properly, delivers great returns and high response rates. Whether you’re looking to reach out to your existing clients

or seek new customers, direct mail is a proven way to reach the exact person who has been looking for what you have

to offer. This guide aims to help you take full advantage of direct mail and optimize your direct mail response rate.

Direct mail is a lucrative form of marketing for businesses advertising to other businesses as well as customers. It

allows companies to target decision makers directly and get a piece of mail into their hands, radically increasing the

possibility of making a sale.

Does Direct Mail Still Work in the Digital Age?

Digital marketing is all the rage but, contrary to popular opinion, direct mail is not dead. It’s thriving. How many

people actually read their direct mail? According to 2013 statistics from the Direct Mail Association (DMA) , 65% of

consumers across all ages have bought something from a direct mail piece. That’s a lot of people!

Although the evidence is there, is it possible for direct mail to outperform digital marketing? Actually, according to

the DMA , the average response rate for direct mail marketing was 4.4% in 2012. This response rate includes both

business-to-consumer (B2C) and business-to-business (B2B) marketing . This is much greater compared to electronic

mailing which garnered an average response rate of only 0.12% in the same year. Also, according to a USPS

study, households that earn $150,000 or more per year respond to an average of 2.2 pieces of direct mail each week.

That’s more than 700 each year (on average) for this demographic.

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Chapter 2: Identifying Your Business’s Target Audience to Maximize Your Response Rate

Conducting Effective Market Research

Any great direct mail campaign always begins and ends with research. Right from the start, begin learning everything

you can about the market, your industry, and any and all competition. Plus, get to know any customers you’ve already

identified. Start by diving into research other people have already conducted and read the latest news stories and

blogs. This free information is very insightful and saves your company money.

…Read the entire piece online - http://www.ballantine.com/ultimate-guide-boosting-direct-mail-response-rate/

9: BLOG POST

Fun, engaging blog post written for Lang’s Bowlarama in Rhode Island. I am contracted to write monthly blog posts. Visit https://langsbowlarama.wordpress.com/ for more.

10: LANDING PAGE I wrote the copy and collaborated with the web designer to create this landing page.

11: SELF-PUBLISHED BOOK I wrote all the poetry in this book, formatted it as an eBook, published the book through

CreateSpace, and promoted it to my followers on social media.