Liz Craig is an experienced advertising copywriter specializing in print, broadcast, and web media. She has created campaigns for education, healthcare, industrial, and consumer packaged goods clients. Some of her work includes developing a simple brand and messaging for an unlimited IT course card, tongue-in-cheek ads that led to significant returns for a new flowmeter introduction, and a children's honey cooking book with safety tips and recipes. Her portfolio demonstrates creative solutions across various industries and mediums.
Mehraj Dube talks about significance of creating unique experiences for a lasting marketing impact.
Session at SME Conclave Hosted by NASSCOM Jan, 2019
Despite being one of the most recognized names on the retail side of the RV industry, Lazydays faced both an economic and branding crisis in the wake of the Great Recession. The 30-year-old company had built its reputation as a dealership whose size and selection of inventory were unmatched. However, the more cautious RV consumer of the post-recession economy would not be lured by lot size and brash claims of being #1.
Lazydays's reorganization and the course that immediately followed was a delicate period for the RV dealer. With the future of the company uncertain, Grownman Brand worked closely with new management in managing Lazydays's employee and customer perception. The goal was build on the caring nature that had built Lazydays and evolve the RV dealer’s brand into one centered on customer experience. The resulting metamorphosis turned every customer touchpoint at Lazydays into an experience promising that their passion for the RV lifestyle would be welcomed. To an RVer, coming to Lazydays was like coming home.
Casper: Founded in 2014, New York-based Casper is perhaps the most well-known among new entrants likely due to its unusual and effective marketing techniques. It has raised $240 million in VC investment, including those from celebrity investors Ashton Kutcher and Leonardo DiCaprio. Since inception, its product line has expanded to include pillows, sheets, a dog bed, and beyond. Casper has more than 300 employees and in 2016 it generated over $200 million.
Mehraj Dube talks about significance of creating unique experiences for a lasting marketing impact.
Session at SME Conclave Hosted by NASSCOM Jan, 2019
Despite being one of the most recognized names on the retail side of the RV industry, Lazydays faced both an economic and branding crisis in the wake of the Great Recession. The 30-year-old company had built its reputation as a dealership whose size and selection of inventory were unmatched. However, the more cautious RV consumer of the post-recession economy would not be lured by lot size and brash claims of being #1.
Lazydays's reorganization and the course that immediately followed was a delicate period for the RV dealer. With the future of the company uncertain, Grownman Brand worked closely with new management in managing Lazydays's employee and customer perception. The goal was build on the caring nature that had built Lazydays and evolve the RV dealer’s brand into one centered on customer experience. The resulting metamorphosis turned every customer touchpoint at Lazydays into an experience promising that their passion for the RV lifestyle would be welcomed. To an RVer, coming to Lazydays was like coming home.
Casper: Founded in 2014, New York-based Casper is perhaps the most well-known among new entrants likely due to its unusual and effective marketing techniques. It has raised $240 million in VC investment, including those from celebrity investors Ashton Kutcher and Leonardo DiCaprio. Since inception, its product line has expanded to include pillows, sheets, a dog bed, and beyond. Casper has more than 300 employees and in 2016 it generated over $200 million.
Earnest Labs hosted the inaugural Brief Encounter. On offer was some wine, some cheese, and the chance to flex that big juicy creative muscle by tacking a brief on how to get more businesses to use Airbnb accommodation on their business trips.
Articles written for the Aberdeen Chamber Progress Magazine. This is a bi-monthly magazine with a close to 20,000 circulation to businesses, households, and committee members.
Motivating Students & Consumers: What WorksEric Bryning
Whether you need someone to buy into your brand of thinking or your brand's promise, a creative, engaging presentation can change minds and behavior. These case studies and executions detail how I apply insights, discovery, humor and reflection to motivate students and consumers.
Casper - Social Media Strategies (Digital Marketing Today: S18)Julian Gamboa
As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies.
CREDITS
Client: Casper
Project Director: Julian Gamboa
Project Manager: Samantha Yen
Project Team: Leona Chen, Harjot Kaur, Christina Seong, Catherine Tran, Emilie Youngs
Earnest Labs hosted the inaugural Brief Encounter. On offer was some wine, some cheese, and the chance to flex that big juicy creative muscle by tacking a brief on how to get more businesses to use Airbnb accommodation on their business trips.
Articles written for the Aberdeen Chamber Progress Magazine. This is a bi-monthly magazine with a close to 20,000 circulation to businesses, households, and committee members.
Motivating Students & Consumers: What WorksEric Bryning
Whether you need someone to buy into your brand of thinking or your brand's promise, a creative, engaging presentation can change minds and behavior. These case studies and executions detail how I apply insights, discovery, humor and reflection to motivate students and consumers.
Casper - Social Media Strategies (Digital Marketing Today: S18)Julian Gamboa
As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies.
CREDITS
Client: Casper
Project Director: Julian Gamboa
Project Manager: Samantha Yen
Project Team: Leona Chen, Harjot Kaur, Christina Seong, Catherine Tran, Emilie Youngs
Big Data for Airlines: A Digital Journey from Social Media to your Bottom LineSergio Mello
Big data plays a king role in the travel industry.
This presentation explains with a few examples how to focus on simple and small data sources to gain benefit. In fact, Big Data is by definition too big to be handled in its entirety; nevertheless the intersection of few, selected, data sets can be easily monetized.
More in detail, this presentation shows some use cases of social shopping, which is a great contemporary application of Big Data.
In conclusion, airlines face challenges when it comes to handling disparate data sources. The key to success is focussing on small and effective data sets and aligning different departments' objectives.
Conférence Availpro - Nouvelles tendances de distribution hôtelièreAvailpro
Lors de la dernière conférence Availpro du 21 novembre dernier, Antojne Buhl, directreur technique d'Availpro a dévoilé les tendances de fond de la distribution hôtelière pour les prochaines années. L'hôtellerie va vers une distribution plus sociale, plus directe mais aussi et surtout plus mobile et donc local.
Découvrez comment prendre la mesure de tous ces changements. Pour suivre l'actualité Availpro, suivez-nous sur Facebook : http://www.facebook.com/availpro
Availpro et les nouvelles tendances de distributionAvailpro
Availpro est intervenu au lycée hôtelier de Gascogne (Talence) pour présenter aux étudiants et professeurs la distribution hôtelière en ligne. Cette deuxième partie présentait les nouvelles tendances et opportunités en distribution hôtelière.
1. CreativeWriting
A Print Advertising Portfolio
by Liz Craig
913-236-7595 • liz@lizcraigwriter.com • http://lizcraigwriter.com
2. A little about me
Senior writer/producer for Kansas City and Omaha ad agencies
Specialty: results-oriented creative for print, broadcast and Web
Advertising copy for consumer packaged
goods, healthcare, banking, industrial products and more
New product concept development for national companies
3. Centriq University
Centriq University offered a card that
allowed a student to take an unlimited
number of IT classes for one year for
one fee. A simple idea. So for the ads,
direct mail and posters, we gave the card
a simple name and tag:
The KnowIT Card:
One card. One year. One fee.
4. Micro Motion, Inc.
A corporate repositioning
(humbler, more responsive)
combined with the introduction
of a new type of flowmeter
(one that Micro Motion
customers had long been
requesting).This tongue-in-
cheek campaign included
trade ads, DM, Web, key
customer presentations,
and a Harley sweepstakes.
The results:
a 1400% ROI and a Silver Omni.
5. Micro Motion, Inc.
Micro Motion customers had
made it crystal-clear they
wanted straight flowmeters for
some applications. At last, Micro
Motion’s advanced flowmeter
technology gave the customers
what they demanded. And
Micro Motion scored another
successful product introduction.
6. The Freelance Exchange
of Kansas City
The Freelance Exchange wanted
a new name for their annual creative
awards (formerly “the Freebes”).
“The ICE Awards,” or “Independent
Creative Excellence Awards” (my
suggestion) won. ICE theme included
a penguin (wonderfully illustrated
by Laurie Chipman) and chillin’ copy
for the Call for Entries and the ICE
Awards invitation. Both pieces
explained the name change:
What the heck are the ICE Awards?
The Freebe Awards, only a whole lot cooler.
7. Methodist
Richard Young
Here’s one way to make a big impact
without a photo. A companion ad
addresses too-busy women:
“If you’re trying to be Superwoman,
you probably don’t have time to
read this ad.”
8. AES
Speaker Systems
“Enjoy superb sound
wherever you want it.”
That’s what AES promised
customers in this 4-page
brochure. Their “hideaway
systems” (my suggestion, which
they liked), can be concealed
behind fake cold air intake vents,
heat registers and other clever
devices. Like Mr. Lizard there,
they blend invisibly into your
environment.
9. Sue Bee Honey
If kids learn to make yummy
recipes with honey, they’ll be
honey customers for life. That was
the idea behind this colorful kids’
cookbook. I wrote safety tips, an
introduction to cooking terms and
measurements, and selected easy,
bee-licious recipes from Sue Bee’s
huge collection.
10. Sue Bee Honey
Good thing I hung out in the
kitchen with my mom a lot as a
kid. She taught me the basics
I needed to write about the
measuring equivalents and
the safety tips.
To further emphasize kitchen
safety, each recipe features two
little bear faces if the recipe is easy
enough for kids to make by
themselves, and two little bear
faces plus a Mama bear’s face if
they should ask for some help
from an adult.
11. Blue Cross and
Blue Shield of
Kansas City
One of several Blue Cross and
Blue Shield brochures I’ve
written. “A Healthier You” is an
innovative program that teams up
employers and employees to
improve employees’ health -- and
their company’s bottom line.
This brochure introduced what
turned out to be a very successful
one-year pilot program. Now,
many KC area employers
have signed on.
12. Armour Food
Ingredients
A star-spangled tomato takes an
uncompromising stand for
all-American ingredients free
of nasty chemicals foreign
products might contain.
13. DST, Inc.
DST demands uniquely creative
invitations to their fabulous annual
parties. An action-packed comic
book invites guests to a WWII-
themed bash to be held at an
ersatz French farmhouse located
beside a landing strip.
14. DST, Inc.
Writing the comic book was easy.
Visuals in the left-hand column,
audio in the right, just like a TV
script. Isn’t it fun when a
client asks you to
be imaginative?
15. DST, Inc.
Another year, another stunning
event. This time, a safari party
featuring an exotic jungle motif
and Rhino beer.
The invitation was designed
and written in the style of a
19th-Century British
gentleman’s safari journal. In it,
he anticipates the pleasures of a
nice hot shower before
attending DST’s elegant soiree.
This piece appeared in
Print Annual, won several
awards, and garnered a great
turnout for the party.
16. Epilogue
Thanks for taking the time to view
some of my print work.You can hear
and see radio and TV samples
on my website.
When you’re planning your next
advertising or marketing project,
please keep me in mind.
Better still, call or send me an e-mail.
I look forward to talking with you.
Liz Craig
913.236.7595
liz@lizcraigwriter.com
http://lizcraigwriter.com
