See below for a sense of the quality you can expect from my work.
AI-BASED CONTENT STRATEGY
Scalable SEO Copy for Product Migration
Audience:
K–12 Learning Materials Provider
Overview:
Faced with thousands of duplicated or incomplete product listings during a major e-commerce migration, Nasco Education needed scalable, educator-friendly copy that enhanced SEO value and aligned with classroom needs. I developed subject-specific prompt templates to help internal teams generate consistent, optimized copy using AI and rewrote high-priority products to model tone, structure, and instructional relevance across categories.
Results:
Enabled Nasco teams to generate SEO-optimized copy in minutes, improved metadata across categories, and provided tools for sustainable content creation at scale.
PRODUCT LANDING PAGE
Graduation Readiness Software
Audiences:
District/School Leaders & Counselors
Overview:
This landing page launched a new graduation readiness tool with benefit-focused copy and clear calls to action. Emotive headlines address key aspirations and challenges, like improving graduation rates and reducing transcript errors. Feature sections highlight the tool’s impact, using action-oriented language to empower readers. Educator testimonials and strong metrics add credibility.
WHITE PAPER
Integrate the California MTSS Framework…
Audiences:
California District and School Leaders
Overview:
This guide demonstrates how the company’s solutions align with the California MTSS Framework to support sales and state initiatives. It opens with common district challenges, using a problem-solution approach to connect with educators. Feature-benefit pairings highlight key capabilities, with California customer testimonials adding authority and real-world success. Domain-specific language like “interventions” and “equity lens” ensures relevance, while the guide’s structure mirrors the MTSS Framework, leading readers to a final “Request a Demo” call to action.
VIDEO SCRIPT
Surveys Solution Introduction
Audiences:
District and School Leaders
Overview:
This video introduces the company’s flagship product line—research-backed, customizable surveys that support data-driven school improvement. With a requirement for a four-minute run-time or less, the brief’s goal was to quickly establish an emotional connection, create urgency, and position the surveys as essential tools for driving school improvement. To achieve this, I used a problem-agitate-solution structure, starting with the challenge of limited data needed to foster safe, engaging school environments. I then addressed core audience concerns around survey validity, accessibility, and privacy. I highlighted the power of the platform’s unique capabilities to differentiate the solution and align with the company’s bold, innovative copy tone. The script concludes with social proof—a video testimonial and current user stats—and a clear call to action encouraging viewers to set up a demo.
PRODUCT CATEGORY PAGE
Shure Wireless
Audience:
Audio-Visual Contractors, Facilities Managers (Education & House of Worship), Live Sound Professionals
Overview:
This project aims to make it easy for visitors to find the Shure wireless solution that best meets their needs. To do this, I researched common customer pain points, including the challenge of supporting an active performer or producing clear audio in environments with complex spectrum conditions. The page leads with a clear category headline and hero image, followed by a short blurb that positions the customer using benefit-rich copy. I then created short, scannable product category copy aligned to customer pain points and followed each section with a clear and direct CTA.
Keyword:
Shure Wireless Systems
Results:
Top 5 SERP ranking since creation.
NURTURE CAMPAIGN
Genre Labels
Audience:
K–12 Librarians
Overview:
I crafted the copy for this nurture campaign to engage librarians with the benefits of genrefying their collections, ultimately guiding them toward purchasing genre labels. The campaign began with a gated case study promoted via social channels and email, showcasing one library’s 30% circulation increase achieved through genrefication. A follow-up download confirmation email kept engagement high, while subsequent emails offered an ungated case study on budget-friendly genrefication and a blog post about “ditching the Dewey system.” The sequence concluded with a targeted sales email linking to five genre-related products. Each message also included strategic product ads to drive traffic, making this campaign a balanced blend of educational content and conversion-focused touchpoints.
REQUEST FOR PROPOSAL
Furniture & Interior Design Contract
Audiences:
School District Officials, School Administrators, Teachers, Architect
Overview:
In 2019, the Wauwatosa School District requested this proposal for the interior design and furnishing of their educational and library spaces. The goal was to create a compelling and comprehensive packet that stood out from any competitor submission.
Results:
After winning this $200,000 opportunity, the company awarded me their Teamwork and Support Award for my dedication to meeting tight deadlines and positioning the company to win an additional $5M opportunity.
CATALOG COVER WRAP, INSERT, AND SECTION OPENERS
2022 Library Sourcebook
Audiences/Versions:
Public Libraries, School Libraries (Shown)
Overview:
As this is the company’s flagship catalog, my copy aims to differentiate the brand and build preference for a complete offering of supplies, equipment, furniture, and learning materials. My additional objectives were to introduce new branding elements (including copy with more personality), drive customers to the web more aggressively, and improve customer experience and engagement over prior sourcebooks.
Rebranding & Product Copy Refresh
** Move the slider left to right to experience the transformation.**
Audiences :
Public & K–12 Librarians
Goal:
To bring Demco’s new brand personality into its direct mail catalogs and product copy.
Approach:
I advocated for a more engaging, conversational, and humorous tone. I wrote punchy headlines and benefit-forward copy to reflect the company’s refreshed brand voice.
Impact:
Customers noticed the new tone, loved it, and even called it out on social media. Social engagement on a catalog? Practically unheard of.
HOW-TO BLOG ARTICLE
Green Screen Ideas
Audiences:
Librarians, Tech Teachers
Overview:
Despite the growing trend of using green screen technology in schools and libraries, many teachers and librarians and teachers are unsure where to begin. This post offers project and lesson ideas in core subjects to help them get started. The post also includes a secondary banner to drive clicks to the company’s green screen solutions.
Keyword:
Library green screen ideas
Results:
Top 2 SERP ranking since creation.
PRODUCT CUT SHEET
Charging Carts
Audiences :
Public Admin & Librarians, K–12 Admin & Librarians
Project Overview:
This project called for a two-page sheet to help the Sales team introduce new charging solutions to accommodate student and patron devices. The front page focuses on benefits, while the back page highlights product specifications to help customers make an informed purchase.
SALE EMAIL
Mystery Offer
Audiences:
Public and School Librarians
Overview:
This project aimed to create an engaging email design that incentivized customers to discover their savings on a companion landing page that revealed their sale offer. I worked with Design to create this peel-back concept that piqued the customers’ curiosity.
Subject Line & Preheader:
Uncover Your Mystery Savings
Reveal this deal for your next order of library and school favorites. See Offer
Result:
$81,900 in Revenue
GOODWILL EMAIL
Best Wishes
Audiences/Versions :
Public Librarians, K–12 Librarians & Admin (Shown)
Overview:
The goal here was to build goodwill with customers, thank them for their patronage, and commend them for their efforts throughout a hard, pandemic-affected year.
Subject Line & Preheader:
You are amazing! Here’s to a bright 2022
Thank you for choosing Demco over the past year. We wish you all the best in 2022!
Results:
34% Open Rate
28% Click-Through Rate
FACEBOOK, TWITTER & LINKEDIN
Social Media Posts
Audiences :
Public and K–12 Librarians
Approach:
I took over all organic social media posting across Facebook, Twitter, and LinkedIn, writing copy designed to spark conversation and encourage interaction. My focus was on audience relevance, approachable tone, and timely content aligned with the brand’s goals.
Impact:
Within the first three months, average organic post reach climbed to 53%, and Facebook engagement rate jumped to 2.71% — compared to a .17% industry average. By the end of 2019, average social engagements across platforms had grown 24.34% year-over-year.
WEB BANNER AD
Brand Switching Ad
Audiences :
Public & K–12 Librarians
Overview:
This ad offers a simple, easy-to-scan message to persuade buyers of the name-brand tape to switch to the company-branded tape, which has a better margin rate. The ad ran at the top of the name-brand tape pages.
CASE STUDY
Genrefication Study
Audiences :
K–12 Librarians
Overview:
The objective of this project was to develop a branded case study for use as a lead magnet within a blog post, position the company as an expert on genrefication, and drive awareness and sales of color-tinted labels and a broader selection of genre supplies. To do this, I created a survey of librarians to help identify interview candidates, and I interviewed the head librarian from multiple schools to identify key benefits and outcomes.
BUYER’S GUIDE
Power & Charging Solutions
Audiences :
Public & K–12 Librarians, School Admin
Overview:
The goal was to create a digital guide to help customers determine the best power or charging solution for their library or learning space and increase awareness of the company’s power options. The guide was leveraged as gated content through blog posts and an email funnel.
PRESS RELEASE
Nonprofit Program
Audiences :
Citizen Scientists, Water Quality Organizations, General Public
Overview:
The goals for this release were to announce White House recognition of the nonprofit’s water quality monitoring program, grow the use of a new monitoring app, and encourage citizen scientists and other water-focused organizations to participate in the program.
TRAINING DECK
How to write product copy that sells
Audiences:
Team of eight product information writers
Overview:
Prior to my arrival, product copy was heavy on technical specs and jargon. There was also a tendency among writers to duplicate copy from vendor websites or even competitors. This two-day training focuses on helping team members with little-to-no formal copywriting training get up to speed quickly on how to create compelling, actionable, benefit-rich copy for product webpages.
Results:
I am continuing to monitor this newly implemented process.
COMMUNICATION PLAN
Nonprofit Marketing Plan
Audiences :
Nonprofit Executive Committee and Board of Directors
Overview:
The objective was to develop a marketing plan that would streamline communications with members, boost member retention to grow the nonprofit’s roster, and drive engagement in its programs.
Results:
After approval, this plan expanded digital marketing from a single message to 40 contact points over a two-year cycle. The result was a 10.5% increase in annual memberships over the first year without increasing cost per member acquisition.
Greg Arenz 