I started my interactive career by establishing the voice of AT&T’s online monthly e-newsletter. I helped launch the company’s forward-thinking e-mail marketing program (it was 2002). Then I spent three years strategizing the program’s editorial direction, researching and writing both short and long-form articles (1,200- to 2,500-words) that blasted to their six million users. I also concepted, wrote copy and acted as the interim creative director for dozens and dozens of websites, landing pages, banner ads and more.

DSL Integrated Campaign

One of my proudest work experiences while working with AT&T was crafting the idea and message for an integrated direct mail and online marketing campaign targeted to reach DSL late-adopters. This was the first and only time in three years that AT&T approved a project without making a single change.

I convinced the client to have an “Everyman” customer asking forthright questions in the print piece; this same character then answered these questions on the online offer page in an affirmative first-person testimonial.

To this day, I feel proud to have slowly steered the “AT&T ship” toward a more customer-centered focus. The number of subscribers doubled what was expected.

Total Connections Recommender

The Total Connections website, a 2004 product configurator gave customers three ways to select a package of communications products: a pre-configured package, a recommender engine, or assembling a package through answering a series of questions.

I concepted, strategized, and wrote the copy and business rules for this 25-page website. Four months and 43 copy decks later, the site launched. Though it was only supposed to be an interim site that lasted a month, it stayed online for over a year and sold $11 million in services.

E-Newsletter

The inaugural e-newsletter program for AT&T.