Corporate Naming: Scotts All-American Lawns Tour

Scotts LawnService took a campaign public that I worked on. For their customer appreciation sweepstakes, Scotts will be sending a winner and the guest of their choice to famous American lawns (i.e.: The White House, Golden Gate Park, The Biltmore Estate).

I was hired by an agency to contribute corporate naming ideas to their overall sweepstakes design. Based on the elements of the prize package, I came up with 'The All-American Lawns Tour', which has now been turned into this lovely logo below.

Scotts All-American Lawns Tour

Over 42,000 people entered in just over 2 weeks, making this a high-exposure campaign that I named. The high yield wouldn't be possible without an eye-catching name that clearly communicates the prize while simultaneously linking it to the Scotts brand.

Corporate naming and branding are some of my favorite things to work on. They're high-concept projects that usually involve a lot of research and whiteboard sketches. Sadly, I didn't have a whiteboard for this one. Paper got a big dose of love from me, though.

Simple Copy Sells

Simple Copy Sells

Keep your copy simple.

People don't want to read excerpts from To the Lighthouse or Pride and Prejudice in their daily lives. I do, but I love words. That's why I write copy. Most of your audience does not like words. How often have you picked up a product (like a razor, for example) and attempted to understand what the box is actually saying?

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Why You Need a Content Calendar

Why You Need a Content Calendar

Every content manager, account manager, and social media guru has been under the gun on a deadline before. Some of them more frequently than others. Though it's frustrating, these deadline daredevils aren't necessary the ones to blame. Lack of cohesive team strategy can lead to workload pile-ups. Once one image is past due, then blogging falls behind and social media has to scramble to push out new updates.

All of this means that some poor account manager is left high and dry. 

A content calendar helps the entire team to: 

  • stay ahead of deadlines
  • work collaboratively
  • keep the project team accountable for delivering assets
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The Onion Theory of Copywriting

The Onion Theory of Copywriting

How do you get online browsers to read more of your blog and move on to reading different pages of your website?

In Google Analytics, this is called the Visitor Flow. It's a helpful tool for understanding how readers move through your website. You can see which pages naturally lead to others by what percentage of people choose to click on more links.

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3 Reasons Why The Chicago Manual of Style Should Be Every Content Marketer's Bible

3 Reasons Why The Chicago Manual of Style Should Be Every Content Marketer's Bible

Consistent standards and clear communication in your brand's copywriting are very important. Potential customers don't like to shop in sloppy stores, and they won't like to buy from online brands that use varying standards of grammar. Essentially, your marketing department won't look like it has any clue what it's doing. By adhering to a single grammatical style, your marketing will look infinitely more professional.

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