Literary Cauldron

Last spring, I helped lead efforts to optimize Reliant Energy’s Plugged In eNewsletter. The objective was to position Reliant as a thought leader in home energy. The client also sought to capture new email opt-ins, leverage reliant.com content and drive traffic to the site, and invite customer participation. Our solution involved a comprehensive overhaul of the newsletter—we recommended that it serve as an aggregate of relevant news in the industry and invite conversation with customers and prospects

We began by defining content opportunities and their sources, and later applied taxonomy and a template structure to illustrate how the content would work from month to month. I also established a year-long editorial calendar to outline themes and potential content for each issue.

The result was a dynamic newsletter that boosted the subscriber base to 46,000, an increase of more than 10k since April 2009.

For nearly three years, I served as the ghost-editor for serafina, a petite fashion blog created by my friend, Lisa. Our usual dynamic included her providing a rough draft or list of copy points, a desired word count, and a deadline.

The National Cooperative Grocers Association reached out to Milkshake Media in Austin for a complete redesign and rewrite of go.coop. They wanted to reintroduce coops as locally minded, sustainable organizations with a rich history. So I started from scratch, weaving bits of history with facts, using a conversational tone to match the blog-style design.