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Ethicon Endo-Surgery / A division of Johnson & Johnson Master Site Ethicon Endo-Surgery is a surgical device manufacturer and a division of Johnson & Johnson. The company offers a variety of surgical devices for a large range of procedures, which are sold directly to healthcare providers around the world. Over the years, the company had acquired a number of different brands and technologies that were marketed across different specialties and user groups. As a result, the company had over 30 different websites that needed to be consolidated into a master site. The goal was to unify the different product groups and offerings, while incorporating the company’s new brand voice. Attention also had to be paid to the unique requirements for each user group and medical specialty. I worked with the user experience team, several creative agencies as well as the client’s internal digital division to help develop and execute the creation of a site that would offer 5 distinct “views” aimed at different user groups (patients, doctors, hospital managers, insurance companies) as well as a general-purposed corporate view. As content strategist for the project, I developed matrix, audit and inventory spread sheets for content and also ran content gap analysis, created writing templates and developed the taxonomy for each section of the site. I was also tasked to bring in and oversee a staff of writers for all content creation as well as copy writing. I worked with several different creative agencies to help maintain editorial guidelines and a uniform brand voice as well as to assist in the SEO and tagging process. |
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GE Fanuc / A division of General Electric Website Renovation GE Fanuc is the industrial automation, embedded and control systems arm of GE – the division that provides manufacturing control hardware and software solutions for industries across a wide spectrum. The company required a complete reorganization and rewriting of the site several layers deep with additional videos, brochures and overviews intended to educate and draw from a cross section of their customers, from the C-level to engineering to the factory floor. Their goal was to completely overhaul their site to better compete in the various industry sectors and be able to utilize the new site as tool for their sales force in the field. I worked closely with an information architect and GE’s internal design team to develop and create the site, interviewing key leads in each sector and consulting throughout the course of the design. I developed a content strategy and a content matrix, which I was then tasked to execute with a team of designers and an agency. Later, during phase two, I was contracted as a consultant and strategist for the site’s expansion. I worked with the company’s design team and developed an online marketing strategy, and assisted with SEO and tagging. I was also responsible to hire resources and oversee a writing team for the project, which included full-length articles around products, scripts for flash videos, and additional production descriptions. |
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Microsoft “Your potential, Our Passion” Web Microsite As part of its “Realizing Potential” marketing Campaign, Microsoft sought to create a microsite highlighting the company’s vision and record since it was founded. The site would require story-driven vignettes that offered fictional scenarios of how their technology was used to positively impact three key areas: family, workplace and education. The goal was to build on the existing marketing campaign by providing deeper, more empathic connections between the company’s products and their customers. I was hired to write all scripts for the different narratives, which were performed by award-winning actor William H. Macy. I was also a writer for supplemental product descriptions. After the success of the microsite, I was retained to write for additional projects in other divisions of the company. |
