Brad Dunn
Copywriter
PROJECTS
Project |01
Dance Catalog | Copywriting
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A successful D.C.-based apparel company needed a catalog for a specific target market: Leaders in the dancing community. The company wanted to communicate passion and excitement to dance classes, troupes, and schools. I worked with the Creative Director, the Director of Marketing, and the company dance specialists to ascertain the audience, style, and suitable dance language for the pages. Appealing headlines and body copy produced a winning catalog.
Website/SEO | Copywriting
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​This client, an apartment complex in Los Angeles, CA, had a website for many years. However, the website was not an effective marketing tool, since the previous copy was not persuasive - or optimized for the Internet. The vacancy rate suffered greatly as a result. I personally rewrote the copy for the entire website, and then found the strategic keywords for the Search Engine Optimization (SEO) pass. In this particular case, we chose the keywords and long-tail phrases targeted for this San Fernando Valley neighborhood, rather than the general L.A. metro area. The client reported a decrease in vacancies, and most of the newer tenants reported to have found the complex via the Internet.
User Guide | Technical Writing
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A software company had produced some proprietary RSS software/program with a unique function: It exploited the RSS feed phenomenon by allowing the user to send the feed via email. Also, the user was able to set up a sophisticated email schedule to send to a targeted list of recipients. The software allowed the user a dynamic set of variables for the schedule, but the client wanted the guide to be concise, as well as user-friendly. However, the client had no source content or material to work with. I immersed myself in the program for several days, and then interviewed the appropriate SMEs. The result was a readable, handy, and effective guide for the software.
Just a sample of my work. To see more or discuss possible work >>
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Project |03