REEF: Branded Writing and Finding the Right Voice

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As an intern within the marketing department at Reef, I had the opportunity to harness the light-hearted, fun energy of the “Beach Freely” brand mantra and devise brand stories featured on Reef.com, email marketing and social media. After my internship ended, I was hired as a freelance copywriter for Reef due to my brand knowledge, adaptability and writing proficiency.

Explore my blog contributions at Reef here:

  • NINE SIGNS YOU’RE A BEACH BUM

    This email and blog duo was a way for the team to repurpose influencer content and merch selected products. This email resulted in the most revenue of any influencer email sent by Reef in 2018. The success of this content lives in the fact that we were focused on selling a lifestyle rather than a product.

  • MAKING WAVES IN THE LGBTQ+ COMMUNITY: REEF + PFLAG

    Helping as many people as possible feel the fun, freedom and spirit of the beach is a major CSR initiative at Reef. To celebrate Pride 2019, Reef pledged to donate 100 percent of proceeds from their Pride collection to PFLAG National, the first and largest LGBTQ+ non-profit. My job was to educate consumers by tying in the corporate sponsorship with Reef’s “beachy” brand voice and larger mantra of “Beach Freely.”

  • HOW YOU KNOW YOU'RE #FRIENDSHIPGOALS, AS TOLD BY REAL BESTIES

    Sometimes, it’s best to let other people tell the story for you. By asking a few of our influencers questions about their best friends and repurpose the answers into blog content, we were able to leverage their established communities and consecutively tell the “best friends” product story that aligns with the Escape collection.

  • BEACH FREELY DIARIES: SAN FRANCISCO, CA

    A priority when creating influencer content was getting the most bang for our buck. Repurposing the content they produced for our campaigns into longer form blog and email content was one way we accomplished this.

  • WE BROUGHT THE BEACH TO NYC

    After engaging in a guerrilla marketing pop up in New York City, we wanted people around the nation and world to experience the magic of that day. Creating a blog and email was how we accomplished that.

  • SEVEN WAYS YOU CAN BEACH FREELY IN THE CITY

    Bringing the beach to NYC resulted in a lot of compelling photo content. We utilized this content by creating a blog and email campaign all about helping people adopt a beach mindset away from the beach.


Journalism and Reporting: Back to my Roots

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Although marketing is where I have put a lot of my energy, journalism was the seed that sprouted everything I have accomplished thus far. Learning how to write engaging copy, create high-quality videos and graphics and even understand audience behavior all started in my undergraduate degree of journalism.

As a multimedia journalist, I had the chance to put together many published works. Read them below:

Center for Innovation and Entrepreneurship: Crafting Stories to Drive Engagement

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At the Center for Innovation and Entrepreneurship (CIE), blogs empowered us to tell the stories of the many budding entrepreneurs in our programs. Showcasing the journey of both student and community entrepreneurs helped us create a feeling of accessibility to our programming, as well as bolster our programming’s credibility. Needless to say, the stories of student entrepreneurs doing incredible things served as prime social media content, too.

Even those these entrepreneurial stories engaged some audiences, we found that some audiences were more attracted to lifestyle content. I began sprinkling in blogs with a greater value-add to students to attract them to our site and socials.

Read some of my CIE blogs here:

iCatch Marketing: Writing to Build Agency Credibility

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At iCatch Marketing, I wrote a lot of blog content that lived on the iCatch agency website. This not only boosted our search engine optimization, but built credibility with clients and provided us with engaging social media content. These blogs required extensive research, as one week I would be writing about the best web hosting solutions for different types of businesses, and the next, I would be writing about the best way to build a website as a realtor or doctor.

Check out a few of my published pieces here: