Content Strategy/Copywriting
Shell Catalysts & Technologies – For SC&T, I oversaw the content strategy for the brand re-launch, as three Shell companies were merging into one. I interviewed stakeholders, developed UX strategies for their new website, and created content for every phase of their customers’ buyer journeys, from awareness to consideration to decision. This included site copy, blog posts, landing pages, and downloadable content offers, from one-sheet case studies to eBooks, as well as traditional advertising (pictured below) to raise brand awareness.
Graybar Electric Co. – For this brand, I concepted, produced, and directed a series of videos describing the comprehensive services Graybar provides to its clients before, during, and after the sale of its traditional wire service products. These services were new for the company and needed a comprehensive series to introduce it to interested contractors and other clients of the company.
On the Run Convenience Stores – I not only managed existing social media accounts, but I also created accounts on new platforms, such as Instagram, to reach their new, growing audiences. This included launching several campaigns around strategic objectives, such as an increase in followers (quadrupled Facebook followers in nine months), an increase in recruiting candidates, introducing customers to new café options, and reminding them about classic deals, such as the #YouEarnedIt campaign with the St. Louis Cardinals.
Hungry Howie’s Pizza – While freelancing for a local advertising agency, I created numerous social media posts for Hungry Howie’s Pizza. The goal was to make them both timely and original. In addition to this, I also wrote a parody version of Montell Jordan’s “This Is How We Do It,” to coincide with HH’s #ThisIsHowieDoIt campaign – which was performed by Montell Jordan himself.
STLPR Promotional Videos – Videos concepted, created, edited, and marketed to promote various marketing and fundraising campaigns. All of the art (including the piano!), editing, directing, and copy were created by me using iMovie.
Journalism Samples – Staff writing and freelance articles for print and digital publication.
Vulture – Splitsider (Articles, with original art, for the humor and humor-news website)
Tweeting As Tig Notaro (This wasn’t a journalism project, just a lot of fun!)
ZACK STOVALL 