Shereé Whiteley
Creative Copywriter/Copy Director
Naming/Branding — ROADMAP by ICA
Situation: The International Car Wash Association had a clear vision for its new live event series targeting industry executives, but the team needed a name, tagline and foundational messaging to shape the event brand's identity. It all had to be polished, professional, but not too suit-and-tie. Different from the flagship event, but not too different — and maintain the straightforward, conversational tone used across ICA's publication and event brands.
What I Did: Following a brief workshop with the client, I developed the name for the event series (ROADMAP by ICA), the tagline ("Your guide to a stronger car wash business"), the names for each of the event's three days (People, Products, Projections) and a messaging platform to guide how we talk about the series and it components. Later on, I developed a video script and registration announcement email.
National Restaurant Association Ads
These digital and print ad examples were part of a creative concept I developed for the National Restaurant Association Show. I leveraged attendee survey results, post-show feedback from previous years, industry research, and my own experience in the foodservice industry to create headlines that play on owners' and operators' motivations, connecting them to the benefits of attending the event.
Spotify Ad, American Marketing Association
I developed this script for a Spotify ad as part of the American Marketing Association's membership campaign.
SuperZoo REO Speedwagon Email Graphic
Nothing like using a clever pet pun to sell concert tickets.
National Restaurant Association Mailer
This mail piece gave restaurant owners and managers an easier way to attend the largest foodservice trade event, with a code for free registration.
Agency Marketing: Are You & mdg Meant to Be?
I developed this interactive quiz as a delight tactic for mdg's clients. Members of the marketing agency's account team included a link to the quiz in a Valentine's Day themed email to their clients.
The Car Wash Show 2024 Sizzle Reel
The Car Wash Show is so well-known in the car care community that it's commonly referred to as just "the show." I leveraged its notoriety and language used in attendee interviews to develop the concept seen in this video: "the __ show." The words seen between "the" and "show" highlight the benefits of participation and position The Car Wash Show as the ultimate destination for industry professionals, using their own words.
InfoComm 2024 Social Ad
I created the messaging for this "last chance" paid social post for InfoComm, the largest pro AV event.
IBIE 2022 Trailer
I created the script for this promo video, for the International Baking Industry Exposition. It uses the campaign concept (which I also developed), Baked In, as a framework for highlighting key features of the triennial show.
One Found Sound: Meet the Upstart S.F. Orchestra That Wants a Boisterous Crowd -- And Doesn't Have a Conductor
Q&A article created for SFWeekly.
Just a few of my favorites.
Website Copy & Brand Development — Partenza Travel, a Virtuoso Agency
The Situation: Before launching her luxury travel agency (my No. 2 dream job), Partenza Travel's founder needed some words for her website. I was brought on board to shape the brand voice and develop copy for a variety of webpages. These destination-focused landing pages were some of my favorite parts of this project, and they inspired some of my own, far-less-luxurious travels.
What I Did: I started with a short exercise to get a feel for how my client wanted Partenza Travel to sound, then sent some short copy samples so she could see how I'd interpreted her requests for the brand's personality. After wrapping up copy for the homepage and contact us page, I combined her notes on what to feature for different travel destinations with my own research and keywords from her SEO consultant. The result is this series of travel-inspo-laden landing pages.
American Marketing Association, TikTok video script
SuperZoo 2024 Social Ad
InfoComm 2024 Sponsorship Sales Email
An email to registered exhibitors for InfoComm 2024 (the largest pro AV trade show in North America) upselling sponsorship opportunities.
MINExpo 2024 Social Ad
Video ad for Facebook and Instagram promoting MINExpo 2024. Intro copy: "Every mining innovation. Professionals in all sectors. Suppliers from across the globe. That’s what you’ll find at MINExpo."
Display Ad Examples
A little taste of some of the display ad suites I've created.
Segmented emails, AIAA 2023 campaign
World Pet Association, SuperZoo Attendee Email
This email was sent to pet industry professionals (primarily chain and independent pet store owners) who had registered for SuperZoo, North America's largest pet retail event, as a "delight" tactic to drum up excitement/boost attendance rates.
Attendee Brochure, BOMA
This comprehensive brochure was mailed to prospects as part of BOMA's 2020 attendee acquisition campaign.
Local Prospects Postcard, XPONENTIAL
This postcard was mailed to local attendee prospects as part of the XPO attendee acquisition campaign.
Print Ad, The MedTech Conference
This print ad was developed as part of the concepting process for The MeddTech Conference.
Save the Date Postcard, Digestive Disease Week
This postcard was mailed at the beginning of the 2022 Digestive Disease Week attendee acquisition campaign.
VIP Program Invitation Mailer, SuperZoo
This folding mailer was sent to VIP buyer prospects as part of the SuperZoo attendee acquisition campaign. Panels connect to form headlines that tout program/show benefits, and all the central words form "You are the top dog" when the piece is completely unfolded. The center design and message accompanied a tear-off card with show info, so that recipients could hang the center piece on their wall.
Blog Post, PicMonkey
I created this post for the PicMonkey blog to help users explore the company's photo editing and design tools. By collaborating with our customer success and engineering teams, I was able to address common pain points and provide insider tips to help our audience get more out of the tools while crafting trendy birthday cards.