My name is Jessica McKeown, and I am a communication, branding and marketing specialist who has worked with a variety of companies to help them find their voice. Here is a sample of my recent work for website copy, emails, community building, and branding.
WEBSITE
The content for the homepage of Webshots.com focus on the brand’s voice to inspire people through its community of professional and member (or user-generated) photographer’s pictures.
The landing page for the digital photo postcards on Webshots.com. For Valentine’s Day, the copy and imagery was changed to focus on the holiday.
The Webshots.com Desktop Application download page informs users of the features of the application and is written in the brand voice, which is focused on inspiring photos.
The landing page for Webshots.com’s 15th anniversary features the story of Webshots, photo collections, marketing for the paid subscription and a timeline of the site through the years.
A contest landing page for a Crest and Webshots.com photo contest with copy that focuses on holiday moments that make one smile.
A contest landing page and integrated co-branded advertisement for a SONIC photo contest with fresh, fun copy to match the SONIC target audience as well as the Webshots.com users.
A contest landing page for Glade with copy to encourage the reader remember the scents of the holidays and enter related photos.
A contest landing page for HP to encourage users to upload colorful photos of the holidays; the idea of colorful photos tied in to HP’s campaign to drive people to print their photos on HP printers.
EMAILS
An email written with a focus on the value proposition to entice free Webshots.com users to upgrade to a paid account; included is top subscription-driving imagery.
An email written to generate excitement about the launch of the new Webshots.com digital photo postcards for the holidays with copy to show the many ways one can greet or send messages with the product.
An email written to announce the launch of the new Webshots.com digital photo postcards for the holidays with a step-by-step on how to use the product.
An email written for the Webshots.com 15th anniversary campaign aimed at getting free users to subscribe to a paid account at the special anniversary price of $14.99.
A Halloween-themed email featuring fun, seasonal copy and images to engage the Webshots.com users to view photos and purchase prints.
A Webshots.com e-commerce email focus on the one-day sale of photo books for Cyber Monday (the Monday after Thanksgiving).
COMMUNITY BUILDING
Engaging, community-building copy for Webshots.com’s Facebook page, relating the photos to fun, on-brand questions.
Comments from Webshots.com users on an album created for the celebration of Webshots’ 15th anniversary.
Comments from Webshots.com users on a blog post about the staff’s favorite Valentine’s Day photos.
pinkreflections……..for Jessica from Webshots…Happy Valentines Day.
Photo a member created for me for Valentine’s Day!
A sceenshot taken by a member who was featured in the Webshots blog, with the caption thanking me for featuring her.
BRANDING
Webshots.com brand presentation features brand identity (core and extended), value proposition, industry curve, brand personality, brand narrative, and brand personas.
A micro site for Fosters Australian beer to create a community and webisode featuring brand-profile characters around the company’s new identity of having fun with friends.
An integrated advertising campaign for A&E’s Tattoo Highway TV show with Webshots.com that focused on a “skinning” of the Webshots homepage.
Short copy written for American Greetings PhotoWorks inserts that were placed in order of photograph prints and gifts to encourage additional sales of merchandise.
WEBISODES
Wink! is a weekly webisode that I helped curate and produce, and featured quirky San Francisco talent Leah Culver. The goal of the webisodes was to encourage Webshots users to upload more videos as part of the overall launch of the new video feature.
To see what I am up to right now, visit my blog.