fogartypatty@gmail.com 630.930.9348
Patricia Fogarty
SEO Content
UX Writer/Content Design
Marketing Copywriting
01
Project: White paper
Audience: B2B
- Heather Rickert, Manager, Marketing
02
Project: Advertorial (print)
Audience: B2C
The Cardinal Bernardin Cancer Center decide to invest in a high-ticket advertorial spread in Cancer magazine, a consumer publication.
Interviewed patients, physicians and researchers to produce three-article spread.
(Quote from Joel Super)
03
Project: Website
Audience: B2B
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 and user experience. Assessed the entire site, remapped the content, rewrote everything including menus, CTAs, button copy, etc.
The Results: Visits? Time on site? Comments? Sales? Inquiries?
“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
04
Project: Lead Magnet
Audience: B2B
The Ask:
The Idea: Give potential clients the information they needed to feel confident enough moving forward with building a new medical/dental clinic.
The Results: Current vs. new monthly traffic; downloads; inquiries
- Jennifer Brown/Keith Anderson, Lead Designer
03
Project: Lead Magnet welcome email sequence
Audience: B2B
The Ask: Marketing push for medical/dental vertical.
The Idea:
The Results: Open rate, click-thru rates, inquiries
- Jennifer Brown/Keith Anderson, Lead Designer
04
Project: Annual Report
Audience: B2B
The Ask: Use a ‘try something different’ approach for annual report shared with faculty, staff, donors, and the public.
The Idea: A ‘design first’ report that gave an infographic treatment to much of the boring, but important data shared.
The Results: A shorter, pithier retelling of the past year’s highlights.
05
Project: Marketing brochure (print)
Audience: B2C
The Ask: On behalf of a creative services agency, 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 stairbuilding.
The Results: A very happy business owner who was thrilled that we were able to finally explain his craft in a way customers could understand and appreciate.
- Conni Treantefeles, Agency Owner
06
Project: Case study (online)
Audience: B2B
The Ask: B2B enterprise technology sales cycles are notoriously long. Maintaining connection with the many levels of individuals involved in a purchase can be difficult 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.
The Results: A succession of success stories highlighting the varied ways Siemens contributes to their clients’ bottom line by providing enterprise-wide security.
07
Project: SEO articles (online)
Audience: B2C
Generated 25 SEO articles on dental health, insurance coverage and eye care for the Fortune 500 company.
One article remains the most sought after and read article on the entire Humana site.
(Kyle Dahl quote)
08
Project: HR Orientation Video/Corporate capabilities video
Audience: B2B
The Ask: HR, ownership and C-Suite had needs they felt could best be met with videos: 1. The industry turnover rate in the Warehouse and Logistics business is typically very high; 2.The company had never produced a corporate capabilities video and its recent level of growth made it the perfect time to do so.
The Idea: 1. An orientation video that spells out how much Romark cares about their employees and their families, offered by their colleagues, including recent hires and those that have been with the company for decades. 2. Highlights of the company’s services woven within their heart-felt and mission-driven service promise.
The Results: Too early to tell, but it was well received…
- Sharon McStine, Marketing Director
09
Project: Event program (print)
Audience: B2C
Wrote __________ and _____________ for the printed program for a prestigious annual awards event attended by hundreds of prominent families, businesspeople and clergy in Chicago.
Also served as proofreader.
10
Project: SEO articles
Audience: B2C
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, create a package of 25 SEO-driven articles for consumers interested in dental and vision insurance.
The Results: Slow but steady increase in search volume due to keyword integration and internal linking. One article remains the most read on the site.
- Kyle Dahl, Business Analyst
- Brad Sidio, Project Manager
11
Project: Sales emails
Audience: B2B
The Ask:
The Idea:
The Results:
12
Project: Product funnel
Audience: B2C
The Ask:
The Idea:
The Results:
-Kyle Dahl, Business Analyst
-Brad Sidio, Project Manager
13
Project: New product funnel (online)
Audience: B2B
The Ask: Using an agile process, increase conversions via UX writing and content design.
The Idea: Create and test varying iterations of page information over time.
The Results: Small, but consistent improvement over time.
- Kunal Anand, Project Manager
- Kinchit Desai, Project Manager
- Amy Smith, Director of…
- Bridget Jordan, Project Manager
14
Project: Product sell sheet
Audience: B2B
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.
15
Project: CBCC Advertorial
Audience: B2C
The Ask: A significant investment was made with a 5-figure placement in an industry magazine that reached consumers across the U.S. There was a great need to make an impression and not waste the opportunity.
The Idea: In three separate pieces, show the breadth of the Center’s services by featuring physicians and treatments, patient experiences, and cutting-edge research available.
The Results: Unknown.
16
Project: Stritch Awards
Audience: B2C, B2B
The Ask: Annual fundraising dinner attended by elite Chicago-area celebrities, families and professionals honoring winners of two prestigious service awards.
The Idea:
The Results:
- Ann Dillon, Director of Public Relations
17
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.
The Results: Increase in physician referrals and improved relationships with formerly concerned community professionals. A handful called to congratulate the chairman on the newsletter.
- James A. Stankiewicz, M.D., Chairman
18
Project: Healthy Roselle (Website homepage)
Audience: B2B
The Ask: Nutritional consultant recognized the importance of getting her home page right when launching her new practice.
The Idea:
The Results:
- Rosell Pasetes, Nutritional Consultant
Experience
- SEO
- UX/Content Design
- Marketing Content
- Advertorials
- Video Scripts
- Websites
- White Papers
- Case Studies
- Brochures
- Lead Magnets
- Opt-in Pages
- Landing Pages
Background
- UX Writer/Content Design · 6 years
- Freelance Copywriter · 18 years
- Video Producer · 23 years
- Scriptwriter · 37 years
- Voice-Over Talent · 37 years
Industries
- Medical
- Dental
- Enterprise Security
- Legal
- Master Carpentry
- Interior Design
- Logistics
- Insurance
- Special Events
- And More