fogartypatty@gmail.com 630.930.9348
Patricia Fogarty
SEO Content
Marketing Copy
UX Writing/Content Design
B2B
01
Project: Website
Audience: Doctors and dentist
The Ask: Upscale interior design firm wasn’t getting business from their website. They knew the copy needed work but weren’t sure where to start…or whether to start over.
The Idea: Keep the design for the most part, but completely overhaul the content (which was confusing) and the user experience (which was meandering). Assessed the entire site, remapped the content, and rewrote all the copy including menus, CTAs, button copy, etc.
Our website was all over the place. Now it feels cohesive. It makes sense. It makes people want to call us. And they do.
Jennifer Brown/Keith Anderson
Lead Designer
Decca Design Inc.
02
Project: White paper
Audience: C-suite IT and Security managers
The Ask: Security & Infrastructure division of Fortune Global 50 corporation wanted to cement its position as an industry thought leader with a thematic progress of seven white papers used in print and online.
The Idea: Use deep research and extensive interviews to create a themed series of white papers demonstrating Siemens’ thought leadership in the future of cyber security by highlighting customers who have availed themselves of Siemens’ expertise. Unlike most digital material, the white papers stayed relevant and were still being downloaded two years later.
The white paper you wrote for us was another winner! The American Institute of Baking was so happy with it, they paid to have it reprinted in their main industry journal!
Heather Rickart
Marketing Manager
Infrastructure & Cities
Siemens Industry, Inc.
03
Project: Newsletter (online and print)
Audience: Internal stakeholders
The Ask: A multi-faceted, multi-regional logistics company was finding it difficult to communicate company-wide issues and share their many successes with the entire staff. There was an existing newsletter, but it was not getting results.
The Idea: Revamped the existing newsletter, creating categories that made sense, added interest and writing guidelines. Newsletter is now in print, online and translated into Spanish.
Robert or Peter or Kimberly
04
Society for Urology and Female Urodynamics: No Logo
Project: Education modules for physicians (online workbooks and videos)
Audience: Urology and Gynecology resident physicians
The Ask:
The Idea:
Patty has the unique ability to make the whole process appear relaxed and informal, and then deliver an absolutely professional product. In a project that spanned two years and several components (a curriculum, website, videos, workbooks) she led the whole process, kept timelines, and communicated consistently without a single misstep. I really could not have done the project without her expertise. She not only enhanced and completed the project, but she also role-modeled habits and behaviors that I continue to use in my career.
Elizabeth Mueller, MD
Associate Professor
Department of Urology
Stritch School of Medicine
05
Project: Lead Magnet
Audience: Doctors and dentists
The Ask: Create a lead magnet targeting medical and dental professionals who are considering opening a new practice or expanding a current one.
The Idea: Give potential clients enough information to feel comfortable reaching out to learn more from a team of talented professionals who have built hundreds of clinics. Showcased photos of their diverse designs and created a narrative that allays fears, builds confidence, trust, and excitement about moving forward.
Jennifer Brown/Keith Anderson
Lead Designer
Decca Design Inc.
06
Project: Lead Magnet welcome email sequence
Audience: Doctors and dentists
The Ask: Added a sequence of follow-up emails for doctors who opted in for a new lead magnet.
The Idea: Review each step from the lead magnet but offer additional information that would address concerns in such a way that readers felt understood. Then encourage them to reach out for a no-strings discussion with the lead designer.
Jennifer Brown/Keith Anderson
Lead Designer
Decca Design Inc.
07
Project: Case studies
Audience: C-suite IT and Security managers
The Ask: B2B enterprise technology sales cycles are notoriously long. Making and maintaining connections with the many levels of individuals involved in a purchase can be difficult, especially over many months.
The Idea: Develop a series of case studies featuring clients in differing verticals who have partnered with Siemens to improve their cyber and physical security, highlighting how they contributed to their clients’ bottom lines.
Patty is like an extension of my team. She is diligent about learning our business first so she can produce high-quality and relevant work. She is professional, dependable, responsive and a pleasure to work with.
Heather Rickart
Manager
Employee & Leadership Communications
Siemens Industry, Inc.
08
Project: HR Orientation Video/Corporate capabilities video
Audience: B2B
The Ask: A multi-faceted, multi-regional logistics company identified two urgent needs they wanted to address with video. 1. Improving the employee onboarding experience; 2. The recent addition of new facilities made it the perfect time to produce a corporate capabilities video.
The Idea: The company prides itself on its family-oriented culture and investment in employees, but that wasn’t coming across in a way that highlighted the benefits of working at and staying at Romark. I interviewed dozens of employees to find out what working at Romark was really like and created a script that emphasized those benefits, offered by actual front-line workers.
With customers, Romark’s priority is providing personalized service, always, within its family-orientated culture. To make that point with sincerity, we again, let staff speak about how they think and feel about their work and their customers, woven together with voice-over in a logical and moving way.
Robert Becker
President
Becker Guerry
09
Project: ENT Newsletter
Audience: B2B
The Ask: Help address the false assumption that referring patients to an academic medical center would result in those patients abandoning community physicians in favor of university professionals. Also show donors how their gifts are benefitting the public.
The Idea: Develop a quarterly newsletter to highlight the deep medical knowledge and experience of the academic physicians while continually reassuring physicians that there was no desire to steal patients.
- James A. Stankiewicz, M.D., Chairman
10
Complete Logistics Company - No Logo
Project: Brochure
Audience: Companies seeking logistics solutions
The Ask: The company had been without a brochure of any kind for many years and the owners decided it was time to create a new one.
The Idea: Highlight all of the company’s capabilities.
- None
11
Project: Article for print publication
Audience: Alumni, donors
The Ask: Interview benefactor of medical school scholarship and write an article for the medical schools’ alumni magazine.
The Idea:
- Anne/Joel
12
Project: Product sell sheet
Audience: B2B
The Ask: A manufacturer of XXXXXXXX wanted to promote both a new size and improved design of a XXXXXXXX. They also wanted it to be less stiff and corporate as most industry collateral can be, without overdoing it.
Client requested a document that could be used to presell a new product line, but done in a way that was different, more entertaining than usual.
The Idea: Using idioms and just a little bit of sass, developed a two-sided sell sheet that proudly promoted the products and the company while offering a bit more personality.
No testimonial
B2C
- None
02
Project: SEO articles
Audience: Consumers
The Ask: Fortune 500 insurance company wanted to strengthen their Google rankings with additional educational articles in their online library.
The Idea: Using recently discovered keyword phrases, created a package of 25 SEO-driven articles for consumers interested in dental and vision insurance.
One article remains the most read on the site.
- Kyle Dahl, Business Analyst/-Brad Sidio, Project Manager
03
Project: CBCC Advertorial
Audience: Potential patients
The Ask: The client had decided to invest in a high-ticket advertorial spread in Cancer magazine, an annual newsstand publication.
The Idea: Using interviews as a springboard, created three separate pieces showing the breadth of the Center’s services by featuring physicians, novel treatments, patient experiences, and cutting-edge research.
- Anne/Joel
04
Project: Online instructional video for Cancer Center
Audience: Patients and their families
The Ask:
The Idea:
In working with Patty Fogarty for many years, I am continually impressed with her writing abilities. She has a talent for turning complicated material into something the audience can understand. And she can tackle any medium, video scripts, web pages, anything. She is always very accommodating to her clients, always working closely with them to create impressive results.
Carole Banasiak
Manager
Video Development Center
Loyola University Health System
05
Thirty-Seven West: No Logo
Project: Blog article
Audience: Consumers
The Ask: Ecommerce site specializing in personalized products…
The Idea:
None
06
Hillcrest: No Logo
Project: Blog article
Audience: Families of current and potential residents
The Ask: Administration wanted to share more details about the daily activities at local nursing facility.
The Idea:
None
07
Project: Product funnel
Audience: Consumers
The Ask: Improve user experience for the dental primary funnel.
The Idea:
- Kyle Dahl, Business Analyst/-Brad Sidio, Project Manager
08
Project: Annual Report
Audience: Faculty, alumni, donors and the public
The Ask: The marketing department wanted to ‘try something different’ for the annual report shared with a large and varied audience.
The Idea: A trendy infographic treatment was adopted, transforming much of the usual (boring) data into something out of the ordinary.
Your perseverance is amazing. Thanks.
Joel Super, PhD
Associate Director
Publications Marketing
Loyola University Health System
09
Project: Brochure
Audience: Home builders and homeowners
The Ask: A master stair building company specializing in show-stopping staircases needed new marketing collateral but was having difficulty expressing the craftsmanship and intricate detail involved in creating feature staircases.
The Idea: Created a theme that addressed both the ‘art’ and the ‘science’ of stair building. The business owner was thrilled to see his company’s craftsmanship and dedication explained in a way customers could understand and appreciate.
From describing elegant architecture to incredibly clever taglines for wacky pet products, Patty always guides you through the story with thoughtful precision. She’s smart, asks the right questions and pays attention to detail.
When she completes the task, more often than not, I find myself shaking my head. But for good reason! I read her copy and say to myself, ‘I would NEVER have come up with that in a million years.’ That’s why Patty Fogarty has been, and always will be, my go-to person when I need to dazzle my clients.
Conni Treantafeles
Creative Director
Q Creative, Inc.
10
Project: Executive bios
Audience: Gala attendees
The Ask: Annual fundraising dinner attended by hundreds of prominent families, businesspeople, celebrities, and Catholic clergy in Chicago, honoring the winners of two prestigious service awards.
The Idea: Researched and created biographies for the awardees that focused not only on their business accomplishments but also on their dedication to helping others and serving God.
I call Patty 'the Swiss Army Knife of writers.' She has the talent and skills to produce whatever I need. I have relied on her for news releases, brochure copy, video scripts, web content. She can do it all.
- Anne Dillon
Director of Public and Media Relations
Loyola University Health System
11
ChiTown Productions: No Logo
Project: Video script
Audience: B2C, Non-profit
The Ask:
The Idea:
Patty is the only copywriter we will ever use. Period.
Paula Marr
President
ChiTown Productions, Inc.
12
Department of Otolaryngology-Head and Neck Surgery
Project: Quarterly newsletter
Audience: Referring physicians
The Ask: Increase physician referrals and improve relationships with community physicians who may assume that referring patients to an academic medical center would result in those patients abandoning community physicians in favor of university professionals. Also show donors the important work being done by the department, as well as how their previous gifts were benefitting the school, the students, and patients.
The Idea: Develop a quarterly newsletter that highlights the extensive knowledge and experience of the academic physicians while continually reassuring community physicians that patients would return to them.
- Gina or Jackie
13
Department of Otolaryngology-Head and Neck Surgery
Project: Complete restructure and rewrite of website
Audience: Patients, potential patients, referring physicians
The Ask:
The Idea:
- Gina or Jackie
Formats
- SEO content
- Marketing copy
- UX content/microcopy
- Content mapping
- Articles/blogs
- Websites
- Lead magnets
- Opt-ins
- Landing pages
- Emails
- Video scripts
- White papers
- Case studies
- Advertorials
- Brochures
Background
- UX Writer/Content Designer · 6 years
- Freelance Copywriter · 18 years
- Video Producer · 23 years
- Scriptwriter · 25+ years
- Voice-Over Talent · 25+ years
Industries
- Medical
- Dental
- Enterprise Security
- Legal
- Master Carpentry
- Interior Design
- Logistics
- Insurance
- Special Events
- And more