Every company has its own brand voice and personality, but that voice should ultimately be designed to build trust and relationships with customers.
I believe the simplest way to do this is by understanding the customer and focusing on their wants, needs, goals, aspirations, and even their worries and fears. It is the copywriter’s job to show them we understand them — and we’re here to help.
Software One-Pagers
Audience: Public Librarians
Demco had been serving public libraries with tangible supplies for over 100 years. As the way people use and access their services continued to evolve, public libraries needed a way to stay in front of their patrons. Through acquisition of multiple software providers, Demco was able to help libraries stay relevant in an increasingly mobile world.
I worked on the positioning of each software product to ensure consistency in our messaging both internally and externally.
STEM Products RFP
Audience: STEM organization & curriculum partner
Nasco Education staff had been responding to Requests for Proposals with Word documents and spreadsheets, which didn’t fully communicate our capabilities.
I collaborated with our Copy Manager and Sr. Art Director to write and create a formal Request for Proposal packet to present our services and capabilities in the areas of Science, Technology, Engineering, and Math (STEM), which saw immediate return on bid awards.
Furniture Products RFP
Audience: District administrators, board of education
To help Demco expand its furniture business beyond the classroom to full installs in new and renovated schools, my team and I collaborated with the sales team, our interior design team, and our logistics team to create a formal RFP packet that outlined our capabilities and could easily be adapted for each school district.
This enabled us to quickly respond in short time frames and provided the sales team with a formal, professional response to RFPs. With this sales enablement tool, we were able to win more bids and grow our furniture segment to become one of the largest areas of the business.
Art Education Catalog
Audience: Art Teachers and Program Leads
Due to an influx of art education funding in California schools, we were heavily prospecting with this catalog. Our strategy included detailing our value prop and providing an offer to entice first-time buyers to convert.
Along with making the offer the main message on the front cover, I choose to highlight the value of Nasco Education with social proof in the form of a customer quote, which detailed the reasons art educators love working with us. I carried this concept through to the inside front cover, where I expanded on our value with additional customer quotes that supported the services we offered.
Health Sciences Catalog
Audience: Health Science Teachers and Program Leads
Our competitors in the Health Science area included companies that sold to clinics and hospitals. We often heard feedback from customers that these organizations did not understand the K–12 purchasing process and could not supply the training tools needed for the classroom.
To differentiate Nasco Education, I highlighted that fact that our tools were designed for classroom use and that we offered a variety of ways to support classroom instructors. These instructors often came from the healthcare field and lacked teaching experience, so ready-to-go kits, free lessons, and easy ordering were all key points of our value proposition.
Family & Consumer Sciences Catalog
Audience: FCS Teachers and Program Leads
Nasco Education had heavy competition in the Family & Consumer Sciences (FCS) Market from major retailers and eCommerce stores like Amazon, Kohls, and Walmart. It was easy for teachers to pick up a blender at Walmart while also shopping for the groceries they needed for their cooking labs.
In order to differentiate ourselves, we needed to highlight the added value we provided with free teaching resources, teaching tools designed specifically for the classroom, and personalized school-based services.
On both the cover and the inside front cover, I highlighted the fact that our materials were specifically designed for the classroom and that we could make the complicated school purchasing process easy and seamless for educators.
Stress-Reduction Techniques Download
Audience: Educators
Educators have been leaving the profession in droves due to low pay and intense stress.
To help our customers feel supported, we created multiple pieces of content focused on their well-being. I leveraged one of the webinars we did with a mental health expert to create this piece, which was featured in multiple blog posts and emails.
Social-Emotional Learning (SEL) Program Postcard
Audience: District administrators
After Nasco Education became an approved vendor with the Houston School District, we wanted to make sure school administrators knew they could use their funds to purchase our social-emotional learning program.
As part of our sales campaign, I wrote this postcard that tapped into administrators’ urgent need to implement SEL supports in their schools.
STEM/STEAM Email
Audience: Cold email list: California art educators and curriculum leads
Subject Line Email 1: Maximize Prop 28 funding with expert help!
Preheader: Get personalized support to make every dollar count this year.
Subject Line Email 2: Turn Prop 28 funds into thriving arts programs
Preheader: Easy tools and expert help for your arts program.
This cold outreach initiative grew our California email audience by 2,345 contacts.
STEM/STEAM Email
Audience: District administrators, STEM teachers, curriculum leads
Subject Line: Less prep. More STEAM.
Preheader: Save time and simplify planning with ready-to-go STEAM lessons.
SEL Email
Audience: District administrators, teachers, school counselors
Subject Line: Decrease behavior referrals
Preheader: Offer safe ways to help students get back on track during the school day
Family and Consumer Science Email
Audience: FCS teachers
Subject Line: The affordable way to upgrade your FCS kitchen
Preheader: Premium cookware for any budget takes students’ skills to the next level
Biology Email
Audience: Science teachers
Subject Line: 5 engaging biology lessons
Preheader: Make connections from in-class activities to future careers with these ideas
Health Science Email
Audience: Career and technical education teachers
Subject Line: Have your students discovered this career path?
Preheader: Physical therapists are in demand — give your students the real-world tools to succeed
SEL Guide Social Post
Audience: School counselors, teachers, and administrators
Social media is one of the ways we promoted our SEL Funding Guide, which I created to promote thought leadership, showcase our solutions, and grow our email house file.
This post entices prospects to download the guide to gain helpful information, including products that will help them achieve their goals.
Custom Kit Services Social Post
Audience: School administrators, curriculum directors
Nasco Education worked with many schools and organizations to create custom supply kits for learners. One of our key company objectives was to grow this business.
This social media post highlighted the benefits of this service to educators, including not having to spend time sourcing materials from multiple vendors.
Liz Bowie 