WRITING THAT SPARKS ACTION
Good writing doesn’t just sound nice it drives results. I craft clear, concise, and conversion-minded copy that puts your audience first and speaks their language. Whether it’s a retention email, a landing page, or a well-timed text, I write with purpose. In my marketing copy, your customer will always feels like the hero of the story. As a result? They'll happily buy your product or service.
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It's not called a "call to action" for nothing...
WEB COPY
WEB COPYWRITING CASE STUDY: DAWG CAMP | UNIVERSITY OF GEORGIA
Project: Web Copy Rewrite for 5 Camp Landing Pages
Timeline: March–April 2025
Role: Messaging Strategy, UX Copywriting, Voice & Tone Optimization
THE CHALLENGE
Dawg Camp struggled with low registration numbers for their summer programs. Despite offering five unique, high-value camps designed to help new students connect before fall semester, their 2023 registration capped at 240 students — with only 32 attending "Camp Classic City."
In 2024, registrations dipped below the previous year — totaling just 212 across all camps, with 20 registered for "Camp Classic City."
THE STRATEGY
Dawg Camp hadn’t done any marketing or promotion to support enrollment. I was brought in to revamp their website content — rewriting camp descriptions, headlines, and overall messaging to:
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Clarify messaging to convey the value of Dawg Camp in easy to understand terms
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Highlight the unique vibe and benefit of each individual camp
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Simplify call to action and reduce friction points in the sign-up process
The new copy was published to their site in March 2025.
DAWG CAMP
BEFORE
WHY IS DAWG CAMP THE PLACE TO BE?
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Become a part of one of UGA's most memorable traditions by attending Dawg Camp Extended Orientation! Our programs allow you to meet other incoming students and connect with the Athens community while immersing yourself in school spirit and traditions over the course of multiple days.
Each camp has a different focus, but every new student encounters a similar small group experience, facilitated by two amazing student counselors and a faculty/staff mentor.
You'll want to discover what it means to be part of our Big Bulldog Family!
AFTER
WHY IS DAWG CAMP THE PLACE TO BE?
​
Kick off your UGA journey with Dawg Camp, one of UGA’s most unforgettable traditions. With five unique camps to pick from, each one is designed to help you find your people and have a support system before classes even start.
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No matter which one you choose, you'll gain insider tips from experienced UGA students, and a built-in community for your first year.
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Ready to start college with confidence? Come discover why students have long claimed Dawg Camp as “the place to be."
WHAT CHANGED?
POSITIONED THE CUSTOMER AS "THE MAIN CHARACTER"
WHY IS DAWG CAMP THE PLACE TO BE?
​
Kick off your UGA journey with Dawg Camp, one of UGA’s most unforgettable traditions. With five unique camps to pick from, each one is designed to help you find your people and have a support system before classes even start.
​
No matter which one you choose, you'll gain insider tips from experienced UGA students, and a built-in community for your first year.
​​
Ready to start college with confidence? Come discover why students have long claimed Dawg Camp as “the place to be."
Swapping 3rd person for 2nd person "you" and placing them as the subject of the action.
ACTIVE VOICE THROUGHOUT
REMOVED JARGON
When's the last time you used the words "extended orientation" and "facilitated" in your every day life?
ADDRESSING TARGET AUDIENCE'S CONCERNS
TOO MANY SLOGANS
They previously used both "Dawg Camp is the place to be'" and "Big Bulldog Family." We chose one signature tagline, and also provided more context.
ADDRESSING WHAT'S IN IT FOR THEM
WITH ZERO MARKETING PROMOTION
240
212
352
TOTAL SUMMER CAMP REGISTRATION
We can confidently attribute this jump in registration to new website marketing copy.
2023
2024
2025
Read more about my previous marketing campaign in 2024— when my clients came to me with their "oh crap!" moment one month before registration closed— to understand the full campaign strategy we will implement with even more success in 2025.
DAWG CAMP | CLASSIC CITY
BEFORE
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Dawg Camp Classic City is a weeklong Athens-immersion program for 20 incoming first year students per session that offers a unique understanding of Athens and what makes it “home” for students beyond the UGA campus.
Throughout the week, participants will explore the community by working alongside local nonprofit organizations, visiting local restaurants, exploring campus, and touring local music venues to learn about the city’s rich history and culture.
Campers also get the unique opportunity to meet local UGA alumni to learn more about their experiences and why they love UGA!
AFTER
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Immerse yourself like a local in our beloved “Classic City”– your new home Athens, Ga. This weeklong camp takes 20 students on an adventure to explore the city’s vibrant food scene, famous music venues, quirky culture, and our tight-knit community.
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You’ll volunteer with local nonprofits, discover your new favorite restaurant, and participate in Athens’ largest annual summer musical festival, “AthFest.” If you want to make Athens feel like home (and discover your new favorite coffee shop along the way), this is the camp for you!
WHAT CHANGED?
POSITIONED THE CUSTOMER AS "THE MAIN CHARACTER"
Swapping 3rd person for 2nd person "you" and placing them as the subject of the action.
ACTIVE VOICE THROUGHOUT
REMOVED JARGON
Weeklong Athens-immersion program is just a fancy way of saying "camp."
BETTER CONVEYING THE VALUE
ADDRESSING WHAT'S IN IT FOR THEM
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Immerse yourself like a local in our beloved “Classic City”– your new home Athens, Ga. This weeklong camp takes 20 students on an adventure to explore the city’s vibrant food scene, famous music venues, quirky culture, and our tight-knit community.
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You’ll volunteer with local nonprofits, discover your new favorite restaurant, and participate in Athens’ largest annual summer musical festival, “AthFest.” If you want to make Athens feel like home (and discover your new favorite coffee shop along the way), this is the camp for you!
This camp is a foodies and music buffs' paradise.
COLLOQUIAL BUT STILL ILLUSTRATIVE
WITH ZERO MARKETING PROMOTION
32
20
40
SOLD OUT
TOTAL SUMMER CAMP REGISTRATION
We can confidently attribute this jump in registration to new website marketing copy.
2023
2024
2025
Read more about my previous marketing campaign in 2024— when my clients came to me with their "oh crap!" moment one month before registration closed— to understand the full campaign strategy we will implement with even more success in 2025.
THE IMPACT
The updated web copy alone helped drive an immediate boost in engagement and conversions:
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195 total registrations within a month — already surpassing half the previous year’s total
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Camp Classic City at 34 campers within a month.
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Why it worked? Clearer messaging means less confusion, more action. Emotional storytelling reframed the camps as exciting, essential first-year experiences. Personalized language helped students see themselves there.
SMS MARKETING
WELCOME UGA | UNIVERSITY OF GEORGIA
An SMS campaign promoting 11 signature events through 11 individual text messages optimized to send 24 hrs - 4 hrs before an event, resulting in huge surges of attendance.
11
Messages in campagin
30,230
Individuals reached
6,806
Total Replies
26%
Total Event Attendance Increase from Year Prior
LEADERSHIP CONFERENCE
An SMS campaign promoting University Leadership Conference resulting in record number of registration totals
29K
Individuals reached
318
Total Replies
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Those who replied but did not register were tagged as high interest and sent a follow up message sent two weeks later.
HIGH INTEREST TAG
197
Follow up
475
Total Conference Registration
27%
Reply rate
BEFORE
2021
TOTAL REGISTRATION
LEADERSHIP CONFERENCE
AFTER
2022
REGISTER
AWARENESS
29,000
???
475
1.6%
211
CONVERSION RATE
26%
YIELD
Read more on my marketing campaign to address this the following year.
42%
YIELD
SMS CAMPAIGN
ATTEND CONFERENCE
90
125
EMAIL MARKETING
THE CHALLENGE
After successfully addressing low conference registration, the next challenge that arose was a high melt rate between the time of registration and the day of the event. Three obstacles were unavoidable:
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Free attendance: With free conference attendance, those who registered had little motivation to attend the day of if they already had low to moderate interest.
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Fall Saturday event: We were competing with Georgia football and participants having to "give up" their Saturday to attend.
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Simply forget: If someone registered in August, they simply risked forgetting about the event in October.
CASE STUDY: STUDENT LEADERSHIP CONFERENCE
UNIVERSITY OF GEORGIA
Project: Drip Email Retention Campaign
Timeline: August–October 2023
Role: Messaging Strategy, UX Copywriting, Voice & Tone Optimization
THE STRATEGY
Once registered, participants were put into an email journey to:
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Convey the value of attending professionally
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Better showcase how fun the event was
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Stay top of mind to prevent participants forgetting about the event.
I studied previous emails they sent and determined they were too long, too convoluted, and didn't highlight value. Together with my team, we made them short, simple, and convey one "carrot"— one value offering— of the conference. I also edited subject lines to gain stronger subject lines.
BEFORE
FOCUS IS ON HIGHLIGHTING THE BRAND MORE THAN HIGHLIGHTING THE PARTICIPANT
SADLY SHOWCASING PRESENTERS ALONE, IS NOT ENOUGH OF A "VALUE ADD" TO CONSUMERS
PASSIVE VOICE
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LOTS OF JARGON AND CONVOLUTED LANGUAGE
ENTIRELY TOO LONG, BOTH THE EMAIL ITSELF BUT ALSO EACH PARAGRAPH
78%
OPEN RATE
7%
CLICK
RATE
AFTER
LEADERSHIP CONFERENCE
We focused on making emails short, conveying the value of attending, better showcasing fun elements of the event, and staying top of mind. The ultimate goal was not to get participants to read and click every email, but to increase event yield.
13
Retention emails
318
Avg. Open Rate
318
Avg. Click Rate
DATE
SUBJECT LINE
RECIPIENTS
OPEN
CLICKS
n/a
​9/19
9/21
9/24
10/1
10/7
10/9
10/11
10/14
10/16
10/17
10/18
10/19
Thanks for registering
Good Leaders Need Others
Congrats! You get a free t-shirt!
Need help posting on LinkedIn?
Did someone say prizes?
Sweet treats & photobooths at closing social
Need help posting on LinkedIn?
EMPOWER: Unleashing your leadership potential
You need free breakfast
Choose your own adventure
Free food and prizes!
Get Ready! SLC is TOMORROW!
SLC is HERE!
486
174
147
186
424
451
468
486
484
484
483
482
481
80%
68%
89%
57%
65%
64%
53%
63%
71%
58%
62%
67%
70%
104
25
16
20
28
43
25
40
72
19
64
209
157
CONGRATS! YOU GET A FREE T-SHIRT!
<<First Name>>, congrats on being one of the first 150, you get a free conference t-shirt!
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We are one month away from the most exciting day of the year, the Student Leadership Conference of course! Have some friends you'd like to tag along with you? Invite them by sending them the link below!
Once you check-in at the conference, you'll be directed to pick up your t-shirt. We can't wait to see you sporting the conference around campus!
You'll also have an opportunity to win additional prizes at the closing social! Don't miss out on the chance to win these awesome items:
YOU NEED FREE BREAKFAST
<<First Name>>, we know that leaders need energy.
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Because of that, we will have an energy packed breakfast to start off the conference with coffee from Jittery Joes and build your own Flying Biscuit! Don’t miss out on these tasty treats – save the date for the Student Leadership Conference below!
484
Recipients
71%
Open Rate
9%
Click Rate
147
Recipients
89%
Open Rate
6%
Click Rate
TWO BIRDS, ONE STONE
We needed email content and we wanted to continue to spread awareness about the conference. So why not offer a valuable service to our audience? We created branded LinkedIn posts to help them brag about their upcoming attendance. Helps them look good to future employers, and helped us be exposed to their networks. Plus, they might have even been more peer pressured to attend.
NEED HELP POSTING ON LINKEDIN?
<<First Name>>, we know that posting on LinkedIn can be stressful...
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We’re here to help! LinkedIn is a great way to showcase your skills to potential employers and can be used to open endless opportunities.
You’re registered to attend the Student Leadership Conference, the perfect event to talk about with future employers!
_edited.jpg)
1. On this email, we attached different graphic options for you to choose from. Simply download the folder, select your favorite design, and upload it to your LinkedIn profile! Click here to download the designs.
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2. Need help writing the caption? We also included two different prompts to help get you started:
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This Fall, I am attending the Student Leadership Conference to collaborate with other leaders at the University of Georgia. As leaders, it’s so important that we empower each other by sharing experiences, giving advice, and encouraging our peers. I am so excited to further my leadership skills through this event!
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I am honored to join UGA’s best and brightest at the Student Leadership Conference this Fall. Not only will this experience equip me for future leadership opportunities, it will also give me the opportunity to empower my fellow student leaders. I cannot wait to share what I learn at this conference with you soon!
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The Student Leadership Conference is meant to equip you for your future career. You don’t have to wait until you attend the conference to start – post about it now!
2x
Sent
327
Avg. Recipients
55%
Avg. Open Rate
4.5%
Avg. Click Rate
BEFORE
2022
TOTAL REGISTRATION
LEADERSHIP CONFERENCE
AFTER
2022
REGISTER
AWARENESS
30,200
490
1.6%
CONVERSION RATE
43%
YIELD
SMS CAMPAIGN
SMS CAMPAIGN
29,000
1.6%
CONVERSION RATE
475
26%
YIELD
ATTEND CONFERENCE
209
125
PRESS RELEASES | UNIVERSITY OF GEORGIA
UGA students raise more than $500K for cancer research at Jam in the Streets Festival
On March 29, Jam for Cam, a local Athens music festival, welcomed more than 15,000 attendees to the streets of downtown Athens to celebrate the life and legacy of Cameron Fearon, a University of Georgia student who passed away at age 19 after a brave battle with metastatic melanoma.
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Graduating student veteran accepts job at Lockheed Martin
After Brennen Sanders graduates this May, he’ll be headed straight into the work world. He recently accepted a job at Lockheed Martin as a level two electrical engineer where he’ll work primarily on the company’s military transport planes.
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The job requires security clearance so he hasn’t been able to get a lot of in depth information about the job yet, but he’s excited about the position. “I wanted to be connected to the military in some way..."
New UGA students volunteer in Athens-Clarke County
Early on Saturday, Aug. 27, nearly 200 University of Georgia first-year and transfer students gathered at the Tate Student Center to participate in the inaugural “New Student Day of Service”– a spinoff of UGA’s largest annual community volunteer event, “Dawg Day of Service.” This year’s twist offered incoming first-year and transfer students a unique opportunity to serve the Athens-Clarke County community together. While mingling over breakfast, an excited energy...