Karen Goldfarb, Copywriter » portfolio

Salesforce.com Integrated Campaign

Karen — Wed, 01 Jul 2009 06:38:40 +0000

This project for Salesforce.com featured an expandable rich media banner (shown above), an interactive CD presentation, plus offline printed materials. I was copywriter.

SAP Service-Oriented Architecture Interactive Presentation

Karen — Tue, 30 Jun 2009 05:53:17 +0000

To detail an intricate B2B enterprise software story such as service-oriented architecture, it helps to have a simple concept. That’s ultimately what sold SAP on the straightforward metaphor of using a whiteboard presentation for this story of SOA. It’s an elegant way to tell the story without getting in the way of the detail. I created the concept and was the copywriter for this interactive presentation.

SAP and Cisco Conference Opening Video

Karen — Tue, 09 Jun 2009 22:43:54 +0000

I wrote the script for this video which was the cornerstone of the announcement of a new partnership between tech giants, Cisco and SAP. It was shown before the keynote speech to an audience of 18,000 at the Cisco Global Sales Conference in August of 2007.

Apple Rethink Direct Marketing

Karen — Sun, 07 Jun 2009 00:34:27 +0000

I know talking about working on Apple is like breaking the first rule of Fight Club, but so what. Here’s an example of direct marketing copy writing I did for Apple Education.

PHH Arval Brand Launch

Karen — Fri, 05 Jun 2009 20:58:55 +0000

When a fleet management company’s brand needs to kick it into gear

Problem

Thirty years ago, there were more than 300 fleet management companies in the US. Today, it’s down to 10, vying for the same customers. And the second largest player, PHH Arval, was facing monumental challenges.

Their competition was taking potshots at their messaging after a merger with GE didn’t happen. What’s more, PHH needed to refresh their story of industry firsts in the marketplace and add their new advances to the mix.

“We were the first guys to be on the Internet, but that’s yesterday’s news. It’s all about what you’re doing for me today,” says Jim Halliday, Senior Vice President & General Manager at PHH Arval. “We confronted the brutal facts. Now we’re reestablishing ourselves.”

Solution

Working with agency MarketBridge, we developed The Art and Science of Fleet Management, a brand concept that brings PHH Arval’s value proposition to life. PHH chose this direction from a spectrum of concepts we presented showing them everything from highly traditional to extremely contemporary approaches. This enabled them to select a direction that felt true to the spirit of the company.

One of the keys to developing this brand was interviewing key players throughout the company—from senior executives to customer service representatives. Getting employees to talk directly let them tell the story in ways that are impossible to achieve when facing a blank computer screen.

We also used the opportunity to rebuild PHH Arval’s innovation message. By bringing current innovation initiatives to the forefront and putting them in context of the company’s history, we enabled them to reclaim their reputation.

Result

The new brand gives employees a rallying cry that is consistent with PHH Arval’s personality and philosophy. It also crystallizes the company’s future objectives.

“We’ve always positioned ourselves as a combination of capabilities. Data and technology with our people’s experience of and the relationships they develop with our customers,” says George Kilroy, CEO. “The brand does a good job of describing what we do and does it better than we’ve done in the past. It also helps us decide where we’re going to invest in the future. I think we’ll get a lot out of it.”

eBay Direct Marketing Catalog Concept

Karen — Wed, 03 Jun 2009 06:00:15 +0000

eBay asked us to rethink their direct marketing catalog, to create something that showed the true spirit of the eBay experience. Our concept—a series of postcard packs that put you in the moment of discovery. I was copywriter and conceptual developer.

Sanrio Website

Karen — Tue, 02 Jun 2009 19:47:03 +0000

When you get to play website copywriter for Hello Kitty, Badtz Maru and Chococat, what else could you ask for?

Google TV Ads

Karen — Sun, 31 May 2009 05:59:40 +0000

Quick and dirty copywriting for Google TV. It was fun. Sometimes the best projects as a copywriter involve being as creative as possible with tight constraints, such as budget and time. Related posts:7 superior alternatives to Google Adwords Related posts:

7 superior alternatives to Google Adwords

Lipton Pyramid Tea Website

Karen — Wed, 20 May 2009 19:33:24 +0000

Lipton Pyramid Tea is a great example of structuring a brand to its target audience. Lipton wanted to attract urbane 20-somethings interested in health and partying. I was website copywriter.

Beaulieu Vineyard Website

Karen — Wed, 20 May 2009 18:10:57 +0000

I was the Creative Director and website copywriter/managing editor on this project. We had three weeks to do this site from concept to runtime, and the client literally handed me a book on BV’s history to use for copy. But I like a challenge.