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Company Description: 1800flowers.com is a leading provider of floral and specialty gifts. It has a great brand and a well-known CEO, Jim McCann. 1800flowers.com is also at the forefront of e-commerce and online customer service, and was one of the first companies to begin actively selling online.
Role/Projects: At 1800flowers.com, I worked as a Public Relations Associate Manager supporting the Jim McCann brand, but my main responsibility was as the company's head writer. In that capacity, I wrote and edited press and marketing materials, on-hold and telemarketing scripts, Web content, and direct mail/email creative. I also handled a lot of the more typical p.r./communications activities, like dealing with press, acting as a spokesman, and pitching stories.
The Results: My writing helped enhance a number of internal initiatives, like a "win back" re-acquisition campaign, a key customer retention program, and a number of direct email campaigns. I also created and executed a national radio promotions program centered around the company's seasonal holidays—exchanging floral bouquets for on-air spots and interviews with content that I created. I worked with well over 100 stations in this program, achieving an average media value of $40 of air time for every $1 spent on bouquets—and my content and interviews were requested again and again by leading stations in Top 10 Arbitron markets.
The Links:
- Stop & Sell the Roses: This was the lead sell page for Jim McCann's autobiography. I wrote it and designed the layout.
- Email: Finding a Middle Ground: This is a ghost-written story I did for Jim McCann, and placed with the Kaufmann Foundation, a leading entrepreneurial organization.
- BizPlanIt Feature: This is a feature I helped write and place on BizPlanIt.com, an entrepreneurial and small business Web site.
- Jim McCann's Bio: Jim's bio, which is still in use today.
- Direct Mail/Email:
- Pierce Brosnan Letter: 1800flowers.com partnered with the Entertainment Industry Foundation and its spokesperson, Pierce Brosnan, to fight breast cancer. I wrote Pierce's letter (which he read and signed), which was sent to customers who ordered a special bouquet (and was also sent to the 2,500 partner florists in the 1800flowers.com network to get them to buy into the program).
- Fresh Thoughts: Here are two excerpts I wrote for Fresh Thoughts, a magazine-style mailer sent to the company's customer base.
- Order Confirmation Email: This is the first email marketing message 1800flowers.com sent when it launched its highly successful order confirmation feature. Nothing fancy, just cohesive and tight copy.
- Key Customer Thank You Letter: This letter was part of a program to retain the company's key customers, who accounted for the majority of its sales.
- Jim McCann Direct Mail Letters: A series of letters sent from Jim McCann to the 1800flowers.com customer base.
- Win Back Letters: After a few technical snafus, 1800flowers.com had alienated and upset a good deal of its (now former) customers. This was part of a campaign to win them back.
- Press Releases (just a few samples of what I wrote):
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