Customer notice of rate increase from the CEO
A notice to customers that AppointmentPlus would be increasing its rates actually received positive feedback! Click here to read positive comments from TWO customers. Click image below to read the email.
American Airlines AAdvantage Program e-newsletter
For more than five years, I was the writer of the American Airlines AAdvantage newsletter. Initially, I wrote the monthly U.S./Canada edition plus four of the airline's international editions. In 1999, the newsletter received an InsideFlyer "Freddie" Award: Best Frequent Flier Program Newsletter!
Around that same time, I was given the remaining four international editions. Running this project meant ensuring that the verbiage in the UK/Ireland edition was properly anglicized, and that the translated versions--Spanish, French, Portuguese, Japanese, German, and Korean--were translated correctly. Aside from a little French, I don't speak or read the other languages, but I would check every detail I could, including brand-name references, place names, times, dates, mileage amounts. My team and I did manage to catch a few errors in those versions.
I have samples of the newsletters in the other languages; if you'd like to see them, let me know before we meet and I'll be sure to bring them along.
Working on this piece was truly enjoyable and a privilege. I worked with great people internally, and our clients at AA were the best.
See the internal email about our Freddie Award.
Around that same time, I was given the remaining four international editions. Running this project meant ensuring that the verbiage in the UK/Ireland edition was properly anglicized, and that the translated versions--Spanish, French, Portuguese, Japanese, German, and Korean--were translated correctly. Aside from a little French, I don't speak or read the other languages, but I would check every detail I could, including brand-name references, place names, times, dates, mileage amounts. My team and I did manage to catch a few errors in those versions.
I have samples of the newsletters in the other languages; if you'd like to see them, let me know before we meet and I'll be sure to bring them along.
Working on this piece was truly enjoyable and a privilege. I worked with great people internally, and our clients at AA were the best.
See the internal email about our Freddie Award.
ADT Security Services letter to former customers
This was a letter I wrote to ADT customers who had recently canceled their contracts, letting them know to expect a survey call. Opt-out instructions were provided.
When I worked there, ADT was deeply invested in understanding the customer journey and customer pain points, and in implementing solutions to address them. The company was surprisingly agile and responsive for its size. I've worked at smaller places that were not nearly as invested in the customer experience. I was proud to be an ADT employee.
When I worked there, ADT was deeply invested in understanding the customer journey and customer pain points, and in implementing solutions to address them. The company was surprisingly agile and responsive for its size. I've worked at smaller places that were not nearly as invested in the customer experience. I was proud to be an ADT employee.
System maintenance email to customers
This email went to customers who might have experienced some system issues as a result of a software update. From the tone and content of this letter, I can tell this was a small issue that likely impacted only a small number of clients. Anything significantly disruptive elicited a more detailed email written in a more urgent tone.
American Airlines letter to new AAdvantage Platinum members
In early 2000, American ran a promotion that offered AAdvantage Gold members at a specified level of distance from attaining Platinum status a six-month trial of Platinum benefits. The thinking was that these customers were close to attaining it, and perhaps they had just missed it due to having booked a few flights with a competitor. Once they experienced the additional benefits that came with Platinum status, AA hoped these frequent fliers would be motivated to maintain it, channeling additional business to AA.
American Airlines, post-9/11 letter from Don Carty, website version
Following the terrorist attacks on 9/11, American Airlines wanted to quickly issue a communication to let its customers and the general public know about the cascade of security measures that were rolling out in response. What they sent over to our agency was the bare-bones facts about new procedures. Their ask was simply to make it better.
My boss's boss, our group creative director, brought the letter to me, knowing that letters were my strong suit. His advice to me was to warm it up and add an intro and a closing. I also softened the factual portion where I could. This is the web version, which appeared on AA.com. A printed letter and email version went to AAdvantage members, and a full-page ad featuring the letter was printed in major-market newspapers.
My boss's boss, our group creative director, brought the letter to me, knowing that letters were my strong suit. His advice to me was to warm it up and add an intro and a closing. I also softened the factual portion where I could. This is the web version, which appeared on AA.com. A printed letter and email version went to AAdvantage members, and a full-page ad featuring the letter was printed in major-market newspapers.
Noesis customer discount offer
This email was my own experiment in using a promotion to drive additional business. It offered former customers a transferable 20% discount in exchange for a testimonial and approval to use it on my website. The promotion netted me three usable testimonials.
Bally's Las Vegas Blackjack Tournament invitation
I got to work on the Bally's/Paris/Flamingo account during my last year or so at TM, and it was a lot of fun. This self-mailer went to frequent Bally's guests who were known blackjack players.
Bally’s Las Vegas Tournament Invite, cover
Bally’s Las Vegas Tournament Invite, inside
Separation announcement to ADT business customers
Click each page to enlarge.
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