Strategic copywriting professional with 15+ years of solid, diverse experience serving a range of clients in an agency setting. Areas of specialization include health care/urology, residential real estate/homebuilding, consumer product goods, higher education, and digital marketing. BA from Syracuse University; MA from The Johns Hopkins University.
TRI-MEDIA INTEGRATED MARKETING COMMUNICATIONS
(formerly Azzam Jordan, Inc.) Baltimore, Maryland 21204
April 15,1994 - November 1, 2012
Functioned as Senior Copywriter/Creative Director/Copy Editor/Broadcast Producer/Digital Content Producer/Social Media Coordinator/Account Executive.
[email protected]
cell 443-520-8355
DIGITAL MARKETING
Responsible for concept, copy and content management utilizing SEO best practices. Specializing in digital engagement promotions for Media, CPG and Retail brands.
° Media client/projects included promotional micro sites for: Discovery Channel: American Chopper, Dual Survivor, Shark Week, Man Vs. Wild, Myth Busters, Cash Cab; The Learning Channel (TLC): What Not to Wear, OMG Weddings, Cake Boss, Extreme Couponing, Next Great Baker, Toddlers & Tiaras, Long Island Medium, Cake Boss' Kitchen Boss, Honey Boo Boo Child; Animal Planet's Puppy Bowl VIII.
HEALTH CARE
Chesapeake Urology Associates: Functioned as Client Liaison, Creative Director and Copy Chief to develop and produce all advertising print, radio, television, brochures and industry communications on behalf of the physicians of “Maryland’s Largest Urology Practice Group”, as well as The Continence Center, The Prostate Radiation Center and the annual Great Prostate Cancer Challenge 5K. Client relationship 3+ years.
° Conceived and produced the “Our Doctors Make Us the Best” TV/print/radio campaign to generate patient leads in the areas of prostate cancer, urinary incontinence, erectile dysfunction and vasectomy.
LifeBridge Health: Teamed with Account Supervisor, Senior Designer and client to conceive, develop and manage all advertising and marketing communications for this regional health care conglomerate and its various divisions: Sinai Hospital of Baltimore, ER-7, Northwest Hospital Center, Levindale Geriatric Center, LifeBridge Health & Wellness Center. Client relationship 6 years.
° Conceived of the re-branding effort of Sinai Hospital’s new emergency center as ER-7, and created brand-making TV, print, radio, tri-vision rotary outdoor, direct mail and brochures.
° Wrote and produced print/radio/collateral campaigns for the following Centers of Excellence: Pediatrics, Stroke Center, Hear Center, Joint Center, Wound Center, Lapidus Cancer Institute, the BirthPlace, and more.
Glaser Murphy Retina Eye Care Centers: Functioned as Copy Chief and co-Creative Director in the development of all consumer communications to advertise techniques such as LASIK.
° Wrote and produced television/print campaign to motivate individuals suffering from macular degeneration to seek help.
Orthopedic Specialty Centers of Baltimore: Teamed with Art Director and co-Creative Director to conceive and develop all advertising communications aimed at motivating individuals to choose OSC.
° Wrote and produced the “Dear Doctor” print ad campaign highlighting the Center’s personal, one-on-one approach to care
CONSUMER PRODUCT GOODS/FOOD BRANDS
Snyder’s of Hanover: Functioned as Creative Director, Senior Writer and Broadcast Producer to conceive, write and produce all consumer and trade advertising campaigns for “America’s #1 Pretzel” company, its 30+ snack products and sub-brands; EatSmart Foods, MultiGrain Snacks, Grande Tortilla Chips, Kruncher’s Potato Chips, Jay’s Potato Chips and Okedoke Popcorn. Client relationship 15+ years.
° Conceived, wrote and produced the “Share the Best” print/television/radio/ online campaign for Snyder’s of Hanover pretzels.
° Conceived, wrote and produced the “Go with the Grain” print/radio campaign for MultiGrain snacks; the “Big Flavor Is Back” radio campaign for Flavored Pieces; and the “Best Thing to Happen Since Sliced Bread” print/radio campaign for Pretzel sandwiches.
Pizza Hut of Maryland: Functioned as Account Executive, Senior Writer and Broadcast Producer for regional franchise of 50+ dine-in/carryout locations. Client relationship 10 years.
° Conceived, wrote and produced the “Listen to Your Appetite” TV/radio campaign for Pizza Hut’s new Bistro dine-in locations.
° Wrote and produced the “Our Employees Love Us” radio campaign, featuring actual employees.
° Conceived, wrote and produced the “Family Meal at a Family Deal” musical radio campaign.
Esskay Meats: Functioned as Senior Writer and Broadcast Producer on annual “Cal & the Kids” radio campaign featuring Cal Ripken, Jr. Client relationship 7 years.
HOMEBUILDERS/REAL ESTATE
Anderson Homes at Darley Green: Developed “The Excitement Is Building” construction-phase campaign for master-planned residential/retail community in Wilmington, Delaware.
° Produced eight graphically coordinated signs/banners posted around perimeter of construction site. Call-to-action drove traffic to interim micro-site to register for early-bird information and capture leads for future Consumer Relationship Marketing.
Commonwealth Group, Henson Ridge: Conceived, wrote and produced the “Hello Henson Ridge” multi-media campaign for new home community in Washington, D.C.
° Wrote and produced campaign of :60, :30 and :10 radio spots, banner ads, direct mail and a micro-site with streaming video which tracked leads and captured information for continued Customer Relationship Marketing.
The Keelty Company: Functioned as Account Executive, Creative Director, Media Planner and Sr. Writer to produce all advertising communications for Mays Chapel, Mays Chapel North, Dunloy, RoundWood Ridge, Rockland Ridge and rental properties in Baltimore County; and Turf Valley and Cider Mill in Howard County. Current/client relationship 20+ years.
° Created and managing the “Best Locations in Baltimore County” print/Search Engine Marketing campaign for Keelty apartment communities, including creation of micro-site.
° Created and managed the “Last Chance in Mays Chapel” print/direct mail/outdoor/ broker communications/referral program/Search Engine Marketing campaign, including creation of promotional micro-site.
Jim Walter Homes: Teamed with co-Creative Director and Sr. Designer to conceive, write and produce all advertising communications for “America’s Largest On-your-land Homebuilder” based in Tampa, Florida with regional offices in 30 U.S. markets. Ancillary home brands included Neatherlin Homes and Fresh Ideas Homes. Client relationship 6+ years.
° Wrote and developed :60 DR-TV “Can You See It?” campaign that drove leads to an online tracking program. Result was a 21% increase in sales that quarter.
Beazer Homes: Teamed with Account Executive to conceive, write and produce all multi-media communications for the Maryland, Virginia, New Jersey and Delaware divisions. Client relationship 7 years.
° Directed and wrote the “Celebrity Chef Kitchen” campaign in print/ radio/interactive.
° Wrote and produced the successful “72 Homes in 72 Hours” campaign in print/radio/ interactive.
Neumann Homes: Teamed with Sr. Art Director to conceive, write and produce all marketing/ advertising communication for the Chicago region’s third largest homebuilder. Client relationship 6 years.
° Created the “Neu Way of Living” print/radio/direct mail/interactive/corporate campaign that brought awareness to the brand and helped bring them to market in southern Wisconsin
Winchester Homes: Teamed with co-Creative Director and Account Executive to conceive, develop and manage all advertising communications for Maryland/Virginia homebuilder. Client relationship 7 years.
° Created all branding materials for the Your Home, Your Way program which positioned Winchester as the only luxury production builder to customize to customer’s desire. Result was the creation of a new homebuilder niche that elevated and differentiated the brand.
M/I Homes: Teamed with Sr. Art Director to conceive, develop and produce all advertising communications for M/I Homes’ community, Sawgrass, in Rehoboth Beach.
° Wrote and produced the “Sawgrass Way” print/radio/direct mail/interactive campaign.
° In March 2009, the “Sawgrass Way” campaign was re-sold in to Piccard Homes, another builder in the Sawgrass South portion of this Rehoboth community.
EDUCATON
University of Tampa: Led the creation of all communications aimed at generating undergraduate, transfer and evening college applications. Wrote and directed the production of the "You Could Be Getting Your Degree Right Now" campaign executed across multiple media channels, including radio, print and online. Wrote and directed the "Know No Bounds" campaign for the University of Tampa's John H. Sykes College of Business.
MISCELLANEOUS
Baltimore Washington International Airport, Martin State Airport, Tate Automotive Group, The University of Tampa, Saab of Baltimore, Acura dealers of Baltimore/Washington, Belgard Architectural Pavers, Harbor Court Hotel, Knouse Foods’ Musselman’s and Lucky Leaf Apple Sauce brands, Wampler Foods.
EDUCATION
MA, The Johns Hopkins University, The Writing Seminars, Baltimore, Maryland, 1990-1992
BA, Syracuse University, SI Newhouse School of Public Communications, Syracuse, New York, 1986-1990
SKILLS
Strategic marketing expertise. Conceptual thinker. Smart, fast writer and broadcast producer—solid follow-through from concept to finish. Big idea person. Excellent presentation, client relationship management and supervisory skills. Serious work ethic.
References furnished upon request.
Responsible for concept, copy and content management utilizing SEO best practices. Specializing in digital engagement promotions for Media, CPG and Retail brands.
° Media client/projects included promotional micro sites for: Discovery Channel: American Chopper, Dual Survivor, Shark Week, Man Vs. Wild, Myth Busters, Cash Cab; The Learning Channel (TLC): What Not to Wear, OMG Weddings, Cake Boss, Extreme Couponing, Next Great Baker, Toddlers & Tiaras, Long Island Medium, Cake Boss' Kitchen Boss, Honey Boo Boo Child; Animal Planet's Puppy Bowl VIII.
HEALTH CARE
Chesapeake Urology Associates: Functioned as Client Liaison, Creative Director and Copy Chief to develop and produce all advertising print, radio, television, brochures and industry communications on behalf of the physicians of “Maryland’s Largest Urology Practice Group”, as well as The Continence Center, The Prostate Radiation Center and the annual Great Prostate Cancer Challenge 5K. Client relationship 3+ years.
° Conceived and produced the “Our Doctors Make Us the Best” TV/print/radio campaign to generate patient leads in the areas of prostate cancer, urinary incontinence, erectile dysfunction and vasectomy.
LifeBridge Health: Teamed with Account Supervisor, Senior Designer and client to conceive, develop and manage all advertising and marketing communications for this regional health care conglomerate and its various divisions: Sinai Hospital of Baltimore, ER-7, Northwest Hospital Center, Levindale Geriatric Center, LifeBridge Health & Wellness Center. Client relationship 6 years.
° Conceived of the re-branding effort of Sinai Hospital’s new emergency center as ER-7, and created brand-making TV, print, radio, tri-vision rotary outdoor, direct mail and brochures.
° Wrote and produced print/radio/collateral campaigns for the following Centers of Excellence: Pediatrics, Stroke Center, Hear Center, Joint Center, Wound Center, Lapidus Cancer Institute, the BirthPlace, and more.
Glaser Murphy Retina Eye Care Centers: Functioned as Copy Chief and co-Creative Director in the development of all consumer communications to advertise techniques such as LASIK.
° Wrote and produced television/print campaign to motivate individuals suffering from macular degeneration to seek help.
Orthopedic Specialty Centers of Baltimore: Teamed with Art Director and co-Creative Director to conceive and develop all advertising communications aimed at motivating individuals to choose OSC.
° Wrote and produced the “Dear Doctor” print ad campaign highlighting the Center’s personal, one-on-one approach to care
CONSUMER PRODUCT GOODS/FOOD BRANDS
Snyder’s of Hanover: Functioned as Creative Director, Senior Writer and Broadcast Producer to conceive, write and produce all consumer and trade advertising campaigns for “America’s #1 Pretzel” company, its 30+ snack products and sub-brands; EatSmart Foods, MultiGrain Snacks, Grande Tortilla Chips, Kruncher’s Potato Chips, Jay’s Potato Chips and Okedoke Popcorn. Client relationship 15+ years.
° Conceived, wrote and produced the “Share the Best” print/television/radio/ online campaign for Snyder’s of Hanover pretzels.
° Conceived, wrote and produced the “Go with the Grain” print/radio campaign for MultiGrain snacks; the “Big Flavor Is Back” radio campaign for Flavored Pieces; and the “Best Thing to Happen Since Sliced Bread” print/radio campaign for Pretzel sandwiches.
Pizza Hut of Maryland: Functioned as Account Executive, Senior Writer and Broadcast Producer for regional franchise of 50+ dine-in/carryout locations. Client relationship 10 years.
° Conceived, wrote and produced the “Listen to Your Appetite” TV/radio campaign for Pizza Hut’s new Bistro dine-in locations.
° Wrote and produced the “Our Employees Love Us” radio campaign, featuring actual employees.
° Conceived, wrote and produced the “Family Meal at a Family Deal” musical radio campaign.
Esskay Meats: Functioned as Senior Writer and Broadcast Producer on annual “Cal & the Kids” radio campaign featuring Cal Ripken, Jr. Client relationship 7 years.
HOMEBUILDERS/REAL ESTATE
Anderson Homes at Darley Green: Developed “The Excitement Is Building” construction-phase campaign for master-planned residential/retail community in Wilmington, Delaware.
° Produced eight graphically coordinated signs/banners posted around perimeter of construction site. Call-to-action drove traffic to interim micro-site to register for early-bird information and capture leads for future Consumer Relationship Marketing.
Commonwealth Group, Henson Ridge: Conceived, wrote and produced the “Hello Henson Ridge” multi-media campaign for new home community in Washington, D.C.
° Wrote and produced campaign of :60, :30 and :10 radio spots, banner ads, direct mail and a micro-site with streaming video which tracked leads and captured information for continued Customer Relationship Marketing.
The Keelty Company: Functioned as Account Executive, Creative Director, Media Planner and Sr. Writer to produce all advertising communications for Mays Chapel, Mays Chapel North, Dunloy, RoundWood Ridge, Rockland Ridge and rental properties in Baltimore County; and Turf Valley and Cider Mill in Howard County. Current/client relationship 20+ years.
° Created and managing the “Best Locations in Baltimore County” print/Search Engine Marketing campaign for Keelty apartment communities, including creation of micro-site.
° Created and managed the “Last Chance in Mays Chapel” print/direct mail/outdoor/ broker communications/referral program/Search Engine Marketing campaign, including creation of promotional micro-site.
Jim Walter Homes: Teamed with co-Creative Director and Sr. Designer to conceive, write and produce all advertising communications for “America’s Largest On-your-land Homebuilder” based in Tampa, Florida with regional offices in 30 U.S. markets. Ancillary home brands included Neatherlin Homes and Fresh Ideas Homes. Client relationship 6+ years.
° Wrote and developed :60 DR-TV “Can You See It?” campaign that drove leads to an online tracking program. Result was a 21% increase in sales that quarter.
Beazer Homes: Teamed with Account Executive to conceive, write and produce all multi-media communications for the Maryland, Virginia, New Jersey and Delaware divisions. Client relationship 7 years.
° Directed and wrote the “Celebrity Chef Kitchen” campaign in print/ radio/interactive.
° Wrote and produced the successful “72 Homes in 72 Hours” campaign in print/radio/ interactive.
Neumann Homes: Teamed with Sr. Art Director to conceive, write and produce all marketing/ advertising communication for the Chicago region’s third largest homebuilder. Client relationship 6 years.
° Created the “Neu Way of Living” print/radio/direct mail/interactive/corporate campaign that brought awareness to the brand and helped bring them to market in southern Wisconsin
Winchester Homes: Teamed with co-Creative Director and Account Executive to conceive, develop and manage all advertising communications for Maryland/Virginia homebuilder. Client relationship 7 years.
° Created all branding materials for the Your Home, Your Way program which positioned Winchester as the only luxury production builder to customize to customer’s desire. Result was the creation of a new homebuilder niche that elevated and differentiated the brand.
M/I Homes: Teamed with Sr. Art Director to conceive, develop and produce all advertising communications for M/I Homes’ community, Sawgrass, in Rehoboth Beach.
° Wrote and produced the “Sawgrass Way” print/radio/direct mail/interactive campaign.
° In March 2009, the “Sawgrass Way” campaign was re-sold in to Piccard Homes, another builder in the Sawgrass South portion of this Rehoboth community.
EDUCATON
University of Tampa: Led the creation of all communications aimed at generating undergraduate, transfer and evening college applications. Wrote and directed the production of the "You Could Be Getting Your Degree Right Now" campaign executed across multiple media channels, including radio, print and online. Wrote and directed the "Know No Bounds" campaign for the University of Tampa's John H. Sykes College of Business.
MISCELLANEOUS
Baltimore Washington International Airport, Martin State Airport, Tate Automotive Group, The University of Tampa, Saab of Baltimore, Acura dealers of Baltimore/Washington, Belgard Architectural Pavers, Harbor Court Hotel, Knouse Foods’ Musselman’s and Lucky Leaf Apple Sauce brands, Wampler Foods.
EDUCATION
MA, The Johns Hopkins University, The Writing Seminars, Baltimore, Maryland, 1990-1992
BA, Syracuse University, SI Newhouse School of Public Communications, Syracuse, New York, 1986-1990
SKILLS
Strategic marketing expertise. Conceptual thinker. Smart, fast writer and broadcast producer—solid follow-through from concept to finish. Big idea person. Excellent presentation, client relationship management and supervisory skills. Serious work ethic.
References furnished upon request.