B2C Copy
Direct Response
Creative Campaign
Client: “For The People” Car Dealers (Nationwide)
My Role: Campaign Concept Lead, Copywriter, & Creative Collaborator
Challenge: Each month, our creative team developed a fully themed direct-response campaign used by car dealers nationwide. The goal? Create original, high-performing campaigns that could drive leads, build trust, and feel fresh—month after month.
Solution: For this campaign—and many other monthly creative packages—I led brainstorms, pitched the concept to leadership, and wrote all core assets, including direct mail, print ads, and radio scripts. I collaborated closely with designers to ensure the visuals matched the tone and told a cohesive, story-driven message. Each campaign was part of a 30+ piece plug-and-play package, including website copy, emails, showroom posters, banners, and more. Once Upon A Dime leaned into fairy tale nostalgia and wordplay to keep things both charming and conversion-focused.
Result: The campaign became one of our most well-loved and widely adopted monthly themes. Dealers praised its emotional appeal, clever copy, and how easily it connected with their customers—proving once again that a great story sells.
Campaign Copy
:60 Radio Spot
Direct Mail Letter
Community Engagement
Campaign Toolkit
Client: “For The People” Car Dealers (Nationwide)
My Role: Content Strategist, Lead Copywriter, f& Campaign Architect
Challenge: Our dealers were looking for meaningful ways to connect with their local communities outside of a traditional sales push. The goal was to build trust, deepen brand loyalty, and give back—while still keeping their “For The People” brand voice and energy front and center.
Solution: I led the development of the Community Appreciation Month campaign—a plug-and-play resource packed with ideas and assets dealers could use to create goodwill in their neighborhoods. I handled everything from initial concepting and research to content planning, copywriting, and providing design direction. The booklet included press releases, flyer templates, radio scripts, event ideas, and social content—organized to make it easy for any dealership to activate the program quickly and effectively.
Result: This campaign gave dealers a fresh way to show up in their communities—and clients responded with increased engagement, stronger local awareness, and a deeper emotional connection to their brand. It remains a go-to example of how creative strategy can drive impact beyond the sale.
Lead Collection
Digital Campaign
Client: HBI (Home Builders Institute)
My Role: Creative Strategist, Lead Copywriter & Messaging Collaborator
Challenge: HBI, a free trades training program, was struggling to enroll new students due to outdated perceptions of trade work. The client needed a campaign that could reframe the trades as a smart, respectable career path—especially for young adults weighing alternatives to traditional college. With branches across the country offering slightly different programs by region, the messaging had to be flexible enough to serve multiple markets while staying cohesive.
Solution: I partnered with the digital team to shape the campaign’s positioning, then worked with my creative team to craft headlines and body copy for a suite of Facebook ads and a landing page. We led with pride, opportunity, and the promise of a faster, tuition-free path to a meaningful career. I also guided designers on how to push creative boundaries within strict brand guidelines, ensuring consistency across markets while still standing out.
Result: Since launching, the campaign has driven a 60%+ increase in class signups. HBI programs across the country are now filling faster than ever, often with waitlists forming before the deadline. It’s a scalable, story-driven campaign that proves great messaging can shift perceptions—and fill seats.