Joelle Smith
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From online banking experiences to dog food bags,
​I write to engage and help people.

PNC Bank

 I'm currently a senior content designer at PNC Bank.

I'm part of the security and authentication team. We maintain several highly-trafficked experiences in PNC's online banking site and mobile app. My goal, in everything I write, is to meet customer needs and business objectives.

PetSmart

As a copywriter, I brainstormed, edited and optimized content for pet food, toys, waste care, habitats and more. I worked with designers, product developers, brand managers, quality assurance partners and lawyers to bring the most compelling story to life on packaging.

New Brand Creation 

Background

I co-led content strategy for a new dog treats brand. Our foundation was a brand persona many are familiar with – “the fun babysitter.” The kind of babysitter kids ask for and parents trust.

Process
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  • ​Edited brand concepts from the brand team that were tested with customers
  • Co-facilitated a brand name brainstorm with partners across the organization
  • Conducted a language audit and presented on-trend communication strategy to the design team
  • Strategized with the quality assurance, product development and brand teams on treat names that captured the brand persona, reflected customer preferences and complied with regulatory guidelines
  • Trademarked the brand name, 9 treat names and a tagline with the legal team
  • Honed each treat's claims alongside product development and solidified claims’ strategy
  • Wrote tone of voice and product naming sections of the style guide

​Results
​
  • ​Exceeded sales expectations in the first month
  • Helped brainstorm and clear more than 30 product names for ​core and seasonal lines
  • Won a 2021 Silver Vertex Award
Wiggles & Wags Bake Shop Blisscotti Front
Wiggles & Wags Bake Shop Blisscotti Back
Wiggles & Wags Bake Shop Oat-rageous FrontPicture
Wiggles & Wags Bake Shop Oat-rageous Back

New Brand Creation 

Background

I partnered with our brand team and an outside design agency to build a brand that offered everything needed to care for rabbits, guinea pigs, hamsters and other small pets.

Process
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  • ​Co-wrote 4 brand concepts using customer research alongside the brand team
  • Utilized the customer test results to co-develop a brand story with the design agency​
  • Honed a significant number of brand names down to a handful – sent to customer testing
  • Suggested and advocated for the “Full Cheeks” brand name
  • Provided ideas for how the agency could interweave text and design to engage and educate customers
  • Helped divide editing tasks amongst a 5-writer copy team and collaborated with the design agency
  • Documented, maintained and disseminated an evolving content checklist to ensure consistency while proofing
  • Presented the overall communication strategy to the design team
  • Presented the habitat communication strategy to leadership​

​Result
​
  • ​Submitted packaging for over 200 products and associated materials in 3 months​
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Brand Refresh

Background

I led content strategy to refresh a line of AUTHORITY dog and cat food. I worked with the brand team and design agency to hone each food’s nutritional benefits – enhancing shoppability and customer education.

Process
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  • Streamlined current claims using customer data and competitive research 
  • Build flowchart illustrating when and in what order to use new claims
  • Wove key claims into infographics alongside the designer
  • Helped divide editing tasks amongst a 5-writer copy team and the design agency
  • Documented, maintained and disseminated an evolving content checklist to ensure consistency while proofing​
  • Met tight editing deadlines for complex, content-heavy packaging, including dog food bags up to 34 lbs

Result
​
  • Submitted packaging for over 130 products in 6 months​
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Spectrum Veterinary

As a marketing associate, I developed digital campaigns about Spectrum's lab, which diagnosed and treated pets for allergies.

Email Newsletters

Background

I produced a monthly email newsletter for our client list of veterinary clinics, which grew while I was there from about 3,000 to 7,000 subscribers.

Process
  • Wrote, designed and produced 15 campaigns
  • Prepped and tested campaigns with HubSpot
  • Researched and pitched studies to showcase
  • Wrote or edited 10 featured blog posts and landing pages
  • Collaborated on blog posts with laboratory, marketing and sales directors
  • Tracked metrics to understand what clinics were responding to​
​
Result
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  • Increased open rates across that time by 27%​
  • Drove 1,900+ clicks to Spectrum's site and associated materials
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Subject Line
 Are the FDA's new grain-free warnings concerning you?
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Preview Text
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We understand the incoming findings can make treating patients with food sensitivities tricky. We're here to help navigate.
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Subject Line
Could your patient's Christmas tree be housing offending allergens?
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That tree may be delivering more than holiday cheer. A study from Upstate Medical University investigated.
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Subject Line
Pollen season might be getting longer.
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​Preview Text
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A new study analyzed two decades worth of pollen and temperature data – examining the length and potential severity of the season.

Prevention magazine

As a social media editor, I planned and scheduled 40+ posts a day to Facebook and Twitter. I identified the type of content our audience was gravitating towards in weekly reports for our print and digital team. They helped inform our content development and social strategy.

Instagram Franchises

Background

I helped brainstorm on-brand franchises to enhance engagement and grow our audience. 

Process
  • Re-shaped posting strategy based on performance metrics
  • ​Posted 2 - 3 videos or images a day
  • Managed 5 franchises for our feed and 3 for Stories
  • Increased engagement with poll and survey style posts
  • ​Collaborated on brand-centric franchises like this seasonal series featuring Mrs. Claus

Result
​
  • Raised Instagram following by 40%+​
View this post on Instagram

The great debate. ?

A post shared by Prevention (@preventionmag) on Oct 28, 2017 at 1:19pm PDT

View this post on Instagram

What are your NYE plans? ✨

A post shared by Prevention (@preventionmag) on Dec 31, 2017 at 3:10pm PST

View this post on Instagram

Mrs. Claus doesn’t just walk the reindeer to get her steps in — she also keeps a steady lifting regime ?? to cut her risk of a slew of health conditions like diabetes, stroke, and heart disease! Click the link in our bio for some of her favorite moves. And check back to see what else Mrs. Claus does to stay healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 14, 2017 at 7:17am PST

View this post on Instagram

Yoga doesn’t just give Mrs. Claus the strength to help load gifts into Santa’s sleigh. Those moves also keep her memory sharp, so she can remember if you’re on the naughty or nice list this year. ?? Find out more about yoga’s cognitive benefits via the link in our bio! And stay tuned for more ways Mrs. Claus stays healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 17, 2017 at 11:05am PST

View this post on Instagram

The holidays are a hectic time—and no one knows that better than Mrs. Claus herself. That’s why she takes time out for self-care, like drawing a bubble bath and reading the latest issue of Prevention. Want a copy of your own? Check out the link in our bio! And check back to see more ways Mrs. Claus stays healthy during the holiday season. ✍️ by David Brunell-Brutman

A post shared by Prevention (@preventionmag) on Dec 20, 2017 at 10:44am PST

Men's Health magazine

As an assistant editor, I translated research on diabetes, weight loss, nutrition and more into everyday language.

Content Creation and Promotion

Background

I pitched, reported on and promoted stories targeted to our audience's interests. 
​
Process
  •  Tracked university sites and audience behavior to find leads
  • Pitched 130+ stories – 1 in 4 picked by senior editors
  • Read latest studies, interviewed researchers and translated their findings into layman's terms​
  • Interviewed notable doctors, subject matter experts and an "Ice Road Truckers" star

Result
​
  • Built and published 35 articles – including a profile driving 32,000+ clicks
  • Helped promote the articles on Facebook, Twitter and Instagram
4 Guys Who Actually Achieved Their New Year’s Resolutions Tell You How They Did It
5 Nasty Skin Conditions You Can Pick Up At the Gym
You Could Be Wasting $300 a Year With This Gas Station Mistake
How to Lose Your Gut, According to 6 Regular Guys
What to Do to Make Sure Your Car Survives the Rest Of Winter
Researchers Put the 5-Second Rule To the Test. Here’s What Happened
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