Marketing
Camstar hired me to develop marketing success stories that could increase the company's visibility and would be used as sales tools. I wrote the following two pieces, which have not only increased Camstar's visibility with the press, but also with other major companies: Microsoft currently has a version of the Corning document on its website. |
"Agilent Technologies: Speeding the Manufacture of Bio Tech Research Tools"This piece outlines how Agilent is able to develop and deliver customized research tools more quickly than competitors because Camstar's software not only manages and automates the entire process, but it also allows for changes on the fly and connects to Agilent's business systems. |
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"Corning Inc.: Using the Virtual Factory to Improve Productivity and Response Time"Corning's Specialty Materials Division has implemented Camstar's suite of manufacturing tools across several of its plants. The division makes specialized products for the photonics and semiconductor industries, and Camstar's software allows Corning to develop products across several plants and track each part of the process.This piece was written originally for Camstar, but a version of it that highlights the use of Microsoft components in the solution is now also on Microsoft's site. |
Content Strategy
A major part of my role at Razorfish was developing content strategies for intranet and corporate site projects. The creative team for each project would develop an overall vision of the project with the client, and I would write a strategy that could contain any number of components, but often included:- Audit and Recommendations: Once I know what content will be used on the site, I review it carefully and determine what can be used, what needs editing, what needs to be written, and by whom. In addition to a listing of this data, I often provide examples of what's existing and how it can be improved through tone, style, or messaging.
- Content Mapping: After working with the Information Architect to determine how the content will be laid out and what will be needed, I create a list of what goes where. This may or may not include data on when each piece should be ready for the site.
- Style and Voice Guidelines: By the time this document is written, the team knows who the audience is and what the goal of the site is. I outline how that specifically relates to content, often with samples.
- Writing Guidelines: If the project is to be handed off to the company without an experienced writer managing content, I include guidelines for writing on the Web to ensure a seamless transfer of site content ownership.
- Future Possibilities: Projects are often laid out in stages, and there are always plans that don't get incorporated into the actual site immediately. I add these ideas and others to the strategy document to make sure they're documented and outlined in the context of the overall project.
Articles
Below is a sample of the articles I've written over the years. Unfortunately, UPSIDE has apparently disappeared entirely from the World Wide Web, so the articles listed below are no longer available.
Thacher Proffitt & Wood Heads Home, February 2003
A law firm that's been part of Lower Manhattan for 200 years moves back to the area after September 11.
Reactions to the New WTC Designs, February 2003
Passersby weigh in on the proposed designs for the new World Trade Center.
The Truth is Out There, September 2000
Standardizing issues of trust on business-to-business marketplaces.
PC Industry Gets a Lot of Respect, March 2000
Investor confidence levels in the PC industry reach their highest point in five years.
Big Blue Redo and It Don't Always Click, August 1999
Book reviews on a profile of IBM's Lou Gerstner and an Arthur Andersen book about putting businesses reluctant businesses online.
Auctions for Grownups, August 1999
Profile of business-to-business marketplace Moai and the company's CEO, Anne Perlman.Open Source's Renewed Ambitions, August 1999
Interview with analysts from Gartner Group, Jupiter Communications and Forrester Research on whether Open Source had viability.
Four-way Servers Hit the Sweet Spot, February 1999
New server technology perfect for small- to medium-size businesses after Intel released the Pentium II Xeon chip.