Digital copywriting resulted in YOY numbers increasing 300% while copywriting for award-winning social media and digital media campaigns resulted in sales improving by 35%, year over year.
In no particular order, below is a sampling of published blog posts and monthly newsletters that I wrote while with The Agency, Richardson Media Group, and/or Trampoline Advertising and Design.
The Agency
Piscataqua Savings Bank
For All the Wordsmiths Out There
January 17, 2025. Written while employed with Trampoline Advertising & Design
The importance of proofing your work before sending it out into the world cannot be underestimated. And thanks to longtime AI products like simple spellcheck (we remember you Clippy) and the newer Grammarly, we can get a quick assist in a pinch—but nothing truly replaces an eye and ear for detail and context. That’s where a proofreader (preferably human) comes in.
The proofreader has the job honor of taking a last look at everything and anything that leaves the shop to ensure that it all looks, reads, and sounds right. It means the proofreader needs to be familiar with each client’s brand standards (Oxford comma or no?), can tell the difference between except and accept, can interpret context or humor, and have a basic understanding of the goal of each project to provide the most comprehensive edits, without creating more work for the rest of the team.
When putting your best foot forward, a simple grammatical or spelling error can become a glaring mistake, reflecting a sense of carelessness or unprofessionalism. Not a good first impression, in a time in which first impressions, can be the only impressions.
Take this magazine headline for example:
Or this Health Insurance Powerpoint:
Or this makeup display:
A unique and interesting example of a typo in action is the purposeful one, something that really gets under the skin of a proofreader. Coors Light recently displayed national ads in Times Square and the NY Times, among others, in which there was a glaring typo in the word “refreshment”, later referring to the mistake as a “case of the Mondays.”
The next day, the brand unveiled its newest product, a limited edition case of beer called “Case of the Mondays,” designed specifically for the Monday after the Super Bowl. Was it all part of the plan? Seems so. People are talking.
Purposeful or not, an advantage of working with an agency like Trampoline is that you know the work will be proofed, edited, and reviewed so that the product can really sing. Now that’s “refreshing”.
The Glass is Half Full at Paradox
January 29, 2024. Written while employed with Trampoline Advertising & Design
This past year, Paradox Brewery celebrated its 10th anniversary with a new look to welcome the next chapter. The goal is to part with the ADK aesthetic and introduce a more universal look for national distribution and beyond.
Since launching the new logo and design elements, the “crowntain,” a modern nod to the mountains and the history of the place, has become a sign of the quality ingredients and incredible beer Paradox is known for, with the “impossible shape” referencing namesake Paradox Lake and its endless back-and-forth flow with the nearby Schroon River.
To coincide with the brand launch, new core can designs and recreated specialty brew labels naturally followed, in addition to updated content—photo, video, and social. New brand + updated vibe = new material to create a broader appeal.
To accompany, our team traveled to the taproom in North Hudson in summer, fall (and soon to be winter) to capture seasonal lifestyle photos, behind-the-scenes brewery content, tap pours, and more to create a library for the brewery to use throughout the year, encouraging social engagement, raising awareness, and creating a buzz (couldn’t help it).
And while the snow we’re all hoping hasn’t quite arrived yet, we created a BrewSki digital campaign to put Paradox on the map specifically for Whiteface skiers looking for a place to après off the hill. Geofencing the area around the mountain creates another element of reach and engagement, plus, who can resist a free beer post-ski? The campaign will run throughout the winter season, with people showing their passes to get the deal so that we can capture the overall success of the campaign when all is said and done for winter ‘23-24.Play
There’s much more on the horizon for this burgeoning business—with a calendar full of beer releases, upcoming partnerships and events, opportunities for growth, and a fearless attitude for bringing the brand to the people in a refreshing, bold way. We can’t wait to see what’s next—we’ll be there with a camera and a crispy boï.
The Concept Newsletter #14
September 13, 2024. Written while employed with Trampoline Advertising & Design
Q: How important is it to curate my social media content?
A: There isn’t a one-size-fits-all answer but utilizing your Instagram grid to your advantage can be a strategic chess move worth making.
In a world (said in movie theater preview voice) of ever-changing advertising tactics and ever-more-changing social media landscapes, it can feel like a bit of a slog to create exciting, trending content when that content only sees the light of day for 24 hours or less. While social media can essentially act as free advertising, it can be time-consuming if not used to the best of a business’s ability, especially if there isn’t a social media person on staff.
The solution is not a one-size-fits-all but it can be a path to curating a social media presence in a way that is manageable, forward-facing, and professional. Between Instagram stories, Facebook feeds, TikTok’s, tweets, and LinkedIn fodder, the reigning champ for ongoing content curation with staying power is the Instagram grid.
With the ability to act as a portfolio of sorts, the Instagram grid can be curated to become an ongoing ad for a business, agency, or personal aesthetic—giving the browser an instant, visual preview into the vibe being represented through color, photography, and language. In this way, the effort that goes into the grid is a worthy endeavor and can even make or break whether a person visits or engages with a business.
That’s not the case for everyone, understandably, and every person engages with social media in a unique way. But, in this age of 2-3 second impressions, why would you miss a chance to engage even 1 or 2 more people by having a well-curated, brand-centric grid when it speaks volumes to your business and your attention to detail and the consumer?
At Trampoline, one of our services is conducting a brand audit to assess brand consistency across all platforms. During the process, we encourage the client to ensure that typography is consistent, in addition to logo usage, language, voice, style, and colors, among other things. With social media, we take the same stance, encouraging our clients to think about the grid as an extension of their marketing, as a way to stand out and draw people in—it’s the little pictures that create the big picture.
The Concept Newsletter #16
October 14, 2024. Written while employed with Trampoline Advertising & Design
Q: Can Social Media be my Main Marketing Strategy?
A: It’s Not That Simple.
Lately, as more and more clients seek guidance on how to best wrangle the behemoth that is social media, we have been assessing our approach, and how to strategize in a way that meets goals and provides clear KPIs (Key Performance Indicators).
This isn’t always easy and it certainly isn’t a one-size-fits-all. First, social is a fickle beast. The channels are always changing, they are powered by mercurial algorithms, and used by people seeking instant gratification or pleasing uber-specific interests (no judgment here).
Take a moment and think about what fuels your desire, if you have one, to browse social media. If you are a business owner, what do you think your customers are seeking when they follow you? What KPIs are you seeking when you are putting content out there? Are you achieving those goals and can you connect them directly to your social media presence?
Admittedly, one of the main purposes of social media is entertainment, awareness, and repeat impressions. However, to use social as a part of a strategic marketing plan, you’ll need more than views to convert into dollars.
So, what does one do?
- Decide on clear KPIs. Without setting KPIs or goals for your social media strategy, you’re spending money to put messages into the ether without a plan on ROI. Once you decide on KPIs, you can customize your message, track results, target key demographics, and test your messaging.
- Set expectations. It takes effort and time to create a plan that works, fits your customer base, and provides results. Understand that while social media is a free resource available to everyone, that doesn’t mean you have the time to dedicate to it to be successful.
- Use tools that are at your disposal. Setting up Meta Business Suite, using insights, and building your following organically—these are all steps you can take to educate yourself and start to understand what is it you seek from social media to grow your business.
- Organic social media doesn’t cut it. While organic is the shiny thing, especially when you’re engaging with your audience with likes and comments, it may not be what you need to grow your business, convince people to visit your store, or buy your product. Investing in paid media, boosted posts, and targeting ads provides a more comprehensive bang for your buck in reaching a new audience and increasing market share.
- Invest in your strategy. Working with an agency that can provide guidance in addition to the tools you need to create engaging ads will only help meet your KPIs and embolden your strategy.
Adirondack Theatre Festival
Written while employed with Trampoline Advertising & Design
There was a time, not too long ago when the theatre and its very existence were in jeopardy of never being the same again. Doors were shuttered, costumes stored, and performers, producers, and audiences alike retreated to the safety of their homes to ride out the pandemic wave. The lights, as we knew them, were going out on Broadway. Times were bleak, as we all know.
But then, almost 18 months after the initial lockdown, Broadway and subsequently other theatres reopened their doors in September of 2021—a much-needed beacon of hope for the arts. Not until 2023 did the ubiquitous lifeline of the New York City theatre scene see the sign they had been waiting for—for sales to bounce back to pre-pandemic levels—but it had come.
Almost 200 miles north of Broadway in Glens Falls, NY, Miriam Weisfeld, Producing Artistic Director of the Adirondack Theatre Festival is gearing up for the 30th season of the long-running series bringing renowned talent to the stage of the Charles R Wood Theatre. Hired in 2022, Miriam was faced with the task of reintroducing the Festival post-pandemic and breathing new life into the organization and its subscribers.
And that she has done. Announced just this past weekend, the Festival will present tour de force performances this summer, ranging from a Tudor-inspired historical drama infused with pop ballads to a classic Hitchcockian thriller investigation into a murder with a queer twist.
Just down the street from the Charles R Wood Theatre sits the Trampoline Design office, led in part by two self-proclaimed theatre nerds, who met at the Williamstown Theatre Festival and went on to form an advertising and design firm, along with a family, in Glens Falls.
With a sincere mission to give back to both the theatre world and local nonprofits in the community, Trampoline has donated time and design work to create posters for 4 of the headlining shows (above) as well as Pep Rally-themed graphics for fundraising and events.
To bring these shows to life through another medium, graphic design, we put the spotlight on the diversity of the shows, the force of community in the arts and beyond, and the resurrection of the magic of theatre. We hope that through art, both printed, performed, or otherwise, we can reconnect, learn, be inspired, and come together as a community and as people.
Paradox Brewery
Written while employed with Trampoline Advertising & Design
This past year, Paradox Brewery celebrated its 10th anniversary with a new look to welcome the next chapter. The goal is to part with the ADK aesthetic and introduce a more universal look for national distribution and beyond.
Since launching the new logo and design elements, the “crowntain,” a modern nod to the mountains and the history of the place, has become a sign of the quality ingredients and incredible beer Paradox is known for, with the “impossible shape” referencing namesake Paradox Lake and its endless back-and-forth flow with the nearby Schroon River.P
To coincide with the brand launch, new core can designs and recreated specialty brew labels naturally followed, in addition to updated content—photo, video, and social. New brand + updated vibe = new material to create a broader appeal.
To reach a younger, family-friendly audience for both the taproom and the beer distribution audience, we focused on elevating the beers, giving them each their moment in the sun with photography sessions to highlight both the new label and the beer inside. Same beer customers love, new look.
To accompany, our team traveled to the taproom in North Hudson in summer, fall (and soon to be winter) to capture seasonal lifestyle photos, behind-the-scenes brewery content, tap pours, and more to create a library for the brewery to use throughout the year, encouraging social engagement, raising awareness, and creating a buzz (couldn’t help it).
And while the snow we’re all hoping hasn’t quite arrived yet, we created a BrewSki digital campaign to put Paradox on the map specifically for Whiteface skiers looking for a place to après off the hill. Geofencing the area around the mountain creates another element of reach and engagement, plus, who can resist a free beer post-ski? The campaign will run throughout the winter season, with people showing their passes to get the deal so that we can capture the overall success of the campaign when all is said and done for winter ‘23-24.
There’s much more on the horizon for this burgeoning business—with a calendar full of beer releases, upcoming partnerships and events, opportunities for growth, and a fearless attitude for bringing the brand to the people in a refreshing, bold way. We can’t wait to see what’s next—we’ll be there with a camera and a crispy boï.
Dempsey Center
Written while employed with Trampoline Advertising & Design
Over the last couple of years, we’ve been fortunate to forge a relationship with The Dempsey Center, an organization based in Portland, Maine working tirelessly to provide comfort, care, and compassion to those whose lives are affected by cancer. Partners Paula and Derek Slayton have been involved with the Center for some time, participating in the Dempsey Challenge in honor of friends and those who can’t participate themselves.
Since becoming involved with the Challenge, we’ve worked with Katelynn Davis, Marketing Director for the Center, to build a set of videos sharing the stories of people whose lives have been impacted by the services of the Center. An emotional and sensitive project that our team poured themselves into, hoping to capture the immensity of the people who were willing to bare their souls to us.
To share the stories of these people and their journeys is a crucial aspect of the Center’s work—not only caring for people impacted directly by a cancer diagnosis but also caregivers, partners, support people, family, and children—anyone who needs support.
Of that video work, Katelynn went on to say,
When we approached Trampoline about the idea of a video storytelling project, they were quick to dive in with support from start to finish. Working with their team to bring our vision to life was a dream.
What impressed me the most working with the Trampoline team was their compassion as we moved through the logistics of the filming and the interviews themselves…They compassionately helped move the interviews forward and crafted beautiful videos that appropriately told the stories of our clients’ journeys with cancer.
Over this last year, we also worked with the Center to assist in its social media outreach efforts, building content and lending a hand where we could ease the pressure of ongoing marketing in the digital fundraising era. As if these organizations didn’t have enough on their plates with sometimes limited staff and funds—feeding the social media content cycle can be a task that gets left behind when more important duties take precedence.
“With a marketing staff of one, having their creative team, partners, and crew to bounce ideas off of was incredibly helpful. Today, our videos continue to help us spread the word about our mission to make life better for people impacted by cancer and provide our potential partners and donors with real connection to those we serve.” —Katelynn Davis
In the first 3 months alone, we created 30 content posts for Instagram, Facebook, and LinkedIn, all to be used at any time, making it easy on the organization’s end to schedule out posts without worrying about a timeframe. Our goal was to create templates for the Center, images, illustrations, reels, and captions that could be used on varying platforms, all to educate the public on the services that the Center provides. In addition, creating another avenue for people to donate to the Center who may not have been familiar with it before.
We continue to be honored to work with an organization like the Dempsey Center and hope that any of the work we’ve done can help move the needle for anyone impacted by cancer in Maine and beyond.
Spotlight on Sustainability
May 17, 2023. Written while employed with Trampoline Advertising & Design
Walking the walk as a company that values sustainability is a practice in reflection— working to redesign processes and practices in a way that elevates our expertise in graphic design and creativity. Through this effort, we look to the internal to ask the tough questions: who do we seek business from, how do we conduct our organization, and in what ways can we do better?
A silver (sustainable) lining to the pandemic was how it forced us into our homes, saving the emissions of 295,948 miles of driving as well as the light, water, and energy use of an office space. We learned that we could function nimbly and effectively while remote, and through that learning, we chose to downsize our footprint, keeping a small office space for gathering and connection while being more intentional about our use.
As we collectively move forward, we’re constantly asking ourselves how we can make commitments that matter, in addition to work that breaks through the noise. Our membership with 1% for the Planet is a start, an ongoing effort to lessen our footprint and do more for good.
We seek out brands that ignite change, pursue companies that value our natural resources, and, where possible, aim to keep it local and support our neighbors and our communities. We take this work seriously and are a passionate group of individuals who value our environment in unique ways.
When you work with us, we hope this shines through—through our work and through our relationships with our clients. We can do more together.
Michele Vidarte 