Cheryl B. Gill
Copywriter & Editor
Projects
Watermelon Board Media Kit
Challenge: Promote the incredible versatility of watermelon to consumers who mostly eat watermelon by the slice.
Research: Watermelon recipes can be easily incorporated into the popular Sunday food prep idea of chopping, packing up, and storing food for a week’s worth of meals.
Solution: Create a media kit featuring a family preparing multiple watermelon dishes, the inside of a “prepped” refrigerator, health benefits, and recipes.
BAMF Zine
Challenge: Introduce the surrounding community to an “all are welcome” comic bookstore/coffeehouse with a loyal, although niche, following.
Research: Customers repeatedly return because this is their third place, and they love the owners. Many non-comic fans, including a knitting circle, meet here weekly. The coffee and food just happen to be outstanding.
Solution: Mail/hand out an alternative piece (zine printed on newsprint) that promotes the humble owners, shows off the café drinks and food offerings, and highlights a few of their audiences and events.
Doug Scaletta Photographer
Email Campaign
Challenge: Garner the attention of architects, interior designers, and interior decorators for a well-established photographer interested in shooting for these markets.
Research: Thanks to some of his hotel and lifestyle clients, Doug already has a collection of architecture and interiors photography. He simply needs to leverage this experience to officially break into these markets.
Solution: Directly reach busy architects, designers, and decorators already working with their go-to photographers, with a short and snappy and yet still attention-grabbing email campaign to show off a portfolio of real estate photography.
Scholastic Book Fairs Sales Brochure
Challenge: Convince elementary school principals that a book fair is more than a way to raise much-needed funds but a vehicle for boosting literacy by giving kids choice in what they read.
Research: Fairs perform better when chairpersons have the support of their principals, which in turn equals increased teacher and family participation. Children read more when their families are involved in their reading lives, they have choice in what to read, and their community rallies around literacy.
Solution: Create a brochure summarizing extensive literacy research that sales consultants could personally share with principals during scheduled meetings.
Viviana Venters Interior Design Website
Challenge: Officially launch an interior design business’s traditional and e-design services, while increasing its online presence and adding credibility.
Research: Viviana Venters’ Instagram account is gaining traction with a millennial market attracted to her minimalistic style, but she desires a more organized approach to collecting her follower’s design inquiries.
Solution: Build a website that not only reflects Viviana’s casual, attainable design but captures her laid-back personality with a carefree bio, concise explanation of services, and a contact hub for potential clients.
Coke or Pepsi? Series
Challenge: Create a companion book for a previously-released fashion journal for tween girls.
Research: Discovering that fashion-themed books have actually waned in popularity, the project takes a sharp turn. Considering our culture’s social media obsession, a micro social network in a book form is dreamed up.
Solution: A modern version of a slam book—a homemade book full of personality questions that girls used to pass around to each other—is created. Paired with a more teenage-looking cover and interior pages, it becomes the number one selling book at Book Fairs and is developed into an equally popular series.
Dude Diary Series
Challenge: Write a version of Coke or Pepsi?, the bestselling book for girls, that would appeal to tween boys.
Research: Most tween boys are not overly excited about reading and writing and parents and teachers struggle to engage them in these activities. Believing boys would not be as interested in “pass journals” as girls, we lean into the idea of a diary—a secret place for an individual.
Solution: Design a guided diary for boys full of questions about everyday life but also about silly, over-the-top scenarios and popular subjects such as superheroes, cryptids, aliens, and cars.
