Writing
Portfolio
Saint Luke's Health System - Nurse Hiring Campaign
Goal: Spend $5,000 per hire.
Everyone is hiring nurses. To rise above the noise, we wanted to showcase the freedom Saint Luke’s gives RNs to work at the top of their license.
Strategy: One adjective isn’t enough to describe a nurse. Using postcards, referral flyers, and paid ads, we invited RNs to “Find what defines you at Saint Luke’s.”
Outcome: Spent $2,266 per hire (44 hires from March to June).
Saint Luke's Employee Assistance Program
Goal: Encourage employees to use the Employee Assistance Program.
Strategy: The original list of benefits was distributed on a dozen different flyers and PowerPoint slides. Employees had to sift through a lot of content to find value.
I consolidated all the information into five digestible “buckets,” which have yielded several pieces of collateral and a video. My designer did a fantastic job color-coding each bucket with icons.
Critical Access - Skilled Nursing Campaign
Goal: Increase patient volume of skilled nursing beds inside the Medical/Surgical unit.
Strategy: To differentiate the continuum of services of skilled nursing, we opted for a cyclical design as seen in the infinity symbol throughout the campaign elements. This campaign lent itself well to Facebook carousels.
This ad has a different look than all our others, which is especially effective in a rural market.
Outcome: 12% volume increase after conclusion of two-month campaign.
Long-form Writing
Innovations | B.E. Smith
Client Spotlight | B.E. Smith
Client Spotlight | B.E. Smith
Lake Tahoe Travel Feature | Southwest the Magazine (pg. 117)
Arizona Travel Feature | Southwest the Magazine (pg. 106)