ALISA SHINECreative. Analytical. Strategic Copywriter.

WORK EXPERIENCEDiMassimo Goldstein – Research Associate/Digital Strategist/CopywriterNew York, NY – 2014-current

New York Academy of Medicine – Research Associate New York, NY – 2012-2013

Columbia University – Project Coordinator New York, NY – 2011-2012

EDUCATION

Adhouse Copywriting New York, NY - May 2015 !Columbia University MA in Clinical Psychology New York, NY - February 2011 !Manhattan College BS in Psychology Bronx, NY - May 2009

CREATIVE + ANALYTICALVersatility = Effectiveness

Creative

Analytical

Alisa

CREATIVEArtwork for College Class, 4/2009

SOCIAL POSTS

CEO and Agency Twitter Accounts, 8/2014

SOCIAL POSTS

CheapOAir on Pinterest, 9/2014

SOCIAL POSTS“Welcome to Astoria, Queens, where the young and the single live in affordable-for-two-tax-brackets-up apartment buildings where it always smells like curry down the hall. If you’re hungry, there’s nine Greek and five Halal places across the street, and if you’re situated ideally, one lone food cart when wanting food on the cheap. In the mood for tasty smoke? There’s a whole row of hookah bars on Steinway just waiting to serve you via an old Egyptian man. Getting drunk more your thing? Be sure to pub crawl the assorted nationalities bars and beer gardens or do brunch at a sidewalk cafe. Looking for something sweet? Try the countless bakeries offering delicious baklava and “chocolate mouse” cake. In Astoria, we like our food and our lifestyle authentic. Come be a part of the neighborhood that’s just as trendy as Williamsburg without the hipster influence.”

ASTORIA“Ahh, Morningside Heights, home of Columbia students, ex-Columbia students, and displaced poor people. Columbia University is the most prominent landmark for the area and it never gets old to overhear the new students talk about how frightening it is nine blocks away in Harlem - at least the Apollo and drugs are right up the street. Need religion or just a nice view? Head to Riverside Church right near the water. There you will also find Grant’s Tomb, but no one knows who’s buried there. Ever heard of that show Seinfeld? If so, take a trip to Tom’s Restaurant, the backdrop for the show’s Tom’s Diner, and enjoy lackluster food and an unsettlingly different interior. Remember to stay clear of Appletree and avoid paying $5 for milk. Not into gentrification? As said, Harlem is right next store to fulfill all your Little Caesar and hair braiding needs.”

MORNINGSIDEHEIGHTS

“Honest Neighborhood Reviews” for StreetEasy, 11/2014

CAMPAIGN IDEASFresh  Direct  Social  and  Experiential - Campaign was based on breaking up with your grocer !• “Just  Grocery  Things”  –  Just  Girly  Things  parody  • “So  fresh  and  so  clean  clean”  -­‐  lyric  from  an  Outkast  song,  in  response  to  grocery  stores  being  uncleanly  • Grocers  aren’t  fresh  nor  exciting;  instead,  partner  with  Fresh  Direct,  who’s  always  fresh!    FD:  Looks  like  someone  hasn’t  had  a  popsicle  in  awhile…why  not  try  this  brand?    • E-­‐cards  (to  go  along  with  “Dear  Grocer…”  • A  “Thought  Catalog”-­‐inspired  piece  on  breaking  up  with  your  grocer  • Screenshots  of  the  breakup  with  the  grocer  posted  on  Twitter  (maybe  a  breakup  by  meme)  • Cartoon  about  a  breakup  between  grocer  and  customer  –  BitStrip  competition  • Walk  from  grocery  store  =  walk  of  shame  • “Keep  Calm…”  meme  –  “Keep  Calm  and  Get  Fresh”  • Memes:  

But  instead  of  “men”  and  “women”,  have  “grocer”  and  “You”  Fresh Direct Campaign Ideas, 7/2014

CAMPAIGN IDEAS

Campaign Ideas for RSI, 1/2015

CAMPAIGN IDEAS

Campaign Ideas for Taste of Home Online Cooking School, 12/2014

IDEA GENERATION

“New Yorker Cliches” for StreetEasy, 11/2014

SOCIAL GUIDELINES

Wrote Guidelines for CheapOAir Twitter Account, 12/2014

CHEERY BUOYANT HELPFUL/“HELPFUL”

Does Mean

Happy-Go-Lucky

Unconcerned, Resilient

Accessible, Supportive

Doesn’t Mean Disingenuous Vapid Infallible,

Omniscient

VOICE

ENGAGEMENT

WRITE POSTS THAT ARE PERSONAL TO THE TARGET WHILE MENTIONING A CHEAPO AIR OFFERING.

BE REACTIVE – MONITOR MENTIONS OF CHEAPO AIR THROUGH @ REPLIES THAT AREN’T ASSOCIATED WITH CUSTOMER SERVICE.

GET ATTENTION BY INTERACTING WITH OTHER BRANDS ON TWITTER.

GUARDRAILS

NOTHING CONTROVERSIAL

AVOID SLANG AND JARGON

USE SOUND JUDGEMENT AND COMMON SENSE

ADHOUSE CLASS

Spec Ads for Resolve Written for Copywriting Class, 3/2015

ADHOUSE CLASS

Spec Ads for Yankee Candle Written for Copywriting Class, 3/2015

TV SCRIPTSVideo Script for Sallie Mae !

Cut scenes between real parents and children swearing a pledge over student handbooks with one hand up. !Kid: I am proud to be a college student and I pledge… !Parent: I am a proud to be a college parent and I pledge… !Kid: …not to dye my hair a primary color while away !Parent: …not to call you more than 8 times a week. !Kid gives dirty look. !Parent: 6 times a week! !Kid: …to also ask how you’re doing too !Parent: …not to write you private messages on your Facebook wall !Kid: …not to catch some Z’s during class time !Parent: …to do your laundry when you come home as long as you do your own underwear !Kid: …to do my own underwear !Parent: …to do my best in researching scholarships for you !Kid: …to keep my grades up for my scholarship !Parent: …to make sure your financial future is secure !Voiceover: It’s not just a college education. It’s a promise for the future. And Sallie Mae can help you keep those promises with online resources and tools for saving, seeking financial aid, grants, scholarships and loans. Take the pledge at SallieMae.com !Kid: …to eat a balanced diet of easy mac and pizza. !Kid gives sheepish grin. Parent: rolls eyes. Sallie Mae TV Script, 12/2014

BLOG POSTS“Research Associate Reworked” http://digobrands.com/research-associate-reworked/

Once upon a time but not too long ago, I received my masters in clinical psychology and was subsequently hired as a biomedical informatics research associate right after. ‘Biomedical what?’ I thought at first, and which countless people have asked me as well. So I learned about the interdisciplinary world of biomedical informatics, and it was…meh. Just meh. I soon became dissatisfied with academics overall, and so I left, unsure about what to do next career-wise.

So I tried being a lay-about, then a club promoter, and then a growth analyst at a startup. Nothing seemed to be working out. I felt rather dejected, but what I think was really happening was I just didn’t know what I wanted to do when I grew up, and NYC prices told me I better grow up fast.

A friend of mine working at an ad agency called DiMassimo Goldstein suggested I intern under him thinking I would be a good fit for some research work. I thought, ‘Why not? I’ll have no idea what I’m doing but I’ll learn.”

…and learn I did. I’m still learning new things everyday here. However, now, I feel like I’m some big shot digital strategist instead of just a research associate. I am the master of Twitter and mother of finding the latest ad tech, and that’s definitely a step above being a lay-about. More importantly, I feel part of something larger and more harmonious, which was missing from my previous experiences. At DiMassimo Goldstein, the only time I’m truly dissatisfied is when I’m looking for more work to accomplish.

Since working here, I’ve been able to clear my head of lackluster academics and insecurities about what to do next on my career path. Finally, I feel like a grownup, and that I know what I want to do in life (for which my rent and bills thank me). Now I just reflect: ‘Biomedical what?’

Blog Post for Agency Blog, 8/2014

ANALYTICALPresentation on Technology, 7/2014

RESEARCH DOSSIERS

Dossier for Potential Client, 2/2015

RESEARCHRelated  hashtags

Appropriate Hashtag Research for National Jewish Health Contest, 2/2015

#breathe  • Used  to  mean  “calm  down”  or  “relax”  after  the  announcement  of  

an  exciting  or  trying  event  • Used  in  posts  about  meditation  • Not  recommended  due  to  differing  context  from  what  we  want

NEW APPS

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CHAM

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Bracketeers App Used in CheaoOAir Facebook Contest, 9/2014

NEW APPS

Result in CheaoOAir Facebook Contest Using the Bracketeers app, 9/2014

NEW APPSMYSTERY WORD

The entrant must guess the mystery word to enter the sweepstakes

CAPTION CONTESTCustomize entry categories, voting properties,

submission and voting timeframes Add a customizable submission form to collect

valuable fan data

App Ideas for L’Auberge, 8/2014

NEW APPS

Scheduling App used for Play Legendary Challenge for L’Auberge, 6/2014

SOCIAL FLOWEngagement

creates social

Drives awareness

Both L’Auberge sites, Facebook pages, and cross-property social posts all drive to the Challenge Schedule.

The Challenge Schedule is the gateway to engagement while outlining the steps necessary for participation

Social Flow for Play Legendary Challenge for L’Auberge, 6/2014

PRESENTATIONS

Examples and Recommendations on Using Social Media for National Jewish Health, 9/2014

SURVEYSFrustrations with Ad Agencies Questionnaire !Where do you think your company stands today considering the pressures of regulation and growth?

1. We are still primarily focused on regulation and less focused on growth 2. We are focused on regulation mostly and growth somewhat 3. We are focused equally on regulation and growth 4. We are more focused on growth today while still adhering to regulatory guidelines.

!How much do you agree or disagree with the following statements about social media? Strongly agree, Agree, Neither agree nor disagree, Disagree, Strongly disagree

• I personally have a good understanding of how social media can promote my brand • My company has a good understanding of how social media can promote my brand • We optimize the possibilities of social media in my company • We are too highly regulated to optimize social media • I personally think social media is important to promote my brand • My company thinks social media is important to promote my brand !How much do you agree or disagree with the following: Strongly agree, Agree, Neither agree nor disagree, Disagree, Strongly disagree • I believe that any communications campaign should be focused on a big differentiated idea • I believe that my company has a big idea at its core • I believe that my company extends this big idea to all customer touch points consistently • I believe that my company has a working integrated traditional and digital campaign • I believe that my company stands out from the competition

Used for a Financial Client, 10/2014

SOCIAL LISTENING

Review of National Jewish Health’s Social Media, 11/2014

INSIGHTS FROM SOCIAL DATA

Affinity-Based Social Data for Spaghettio’s, 11/2014

INFORMATION RESOURCES

http://www.slideshare.net/markdimassimo/how-to-slay-the-amazoncom-giant-at-ecommerce?from=ss_embed

Wrote “How to slay Amazon.com in e-commerce”, 6/2014

INFORMATION RESOURCESBuilding on momentum of good posts/good tweets

!Connect. Be able to identify some of your influencers. Follow them and comment on their post. !Digital Influencers. The first step to bolstering your brand’s digital image via social media is identifying and engaging key “digital influencers” in the industry. These social media users are regularly active in a particular sphere or industry, and have become trusted, authoritative sources—usually by publishing credible, resourceful content. They're like a large-scale, digital version of a trusted friend who offers advice or recommendations — and typically they aren't trying to sell anything. Everyday social media users follow digital influencers on Twitter, Facebook and the like to get traffic updates, the latest basketball scores or energy-saving tips on winterizing homes. !Identify Your Advocates and Feed Them. The key to any community is the full engagement of its members. Early on in your campaign you will discover those advocates who are willing to share your message and push that message to their respective networks. With every Facebook post, tweet, or blog post your advocates wait to share what your campaign is providing. Gaining the trust of your online advocates and providing them with a continued stream of shareable content provides ever expanding reach; in turn pulling in more campaign advocates from their respective networks. Reward their efforts. Recognize and identify your advocates publicly. Thank them whenever, wherever, and however you can. These individuals are the backbone of your campaign’s success. !Grow your potential audience. You need to build your audience the old-fashioned way by paying attention to people, providing great content, and being authentically helpful.

Used to Inform National Jewish Health Campaign, 11/2014

HOW I CAN HELP YOUR COMPANY

• I’ve worked in four different departments: strategy, digital, new business, and creative as a copywriter, so I know how to utilize as many facets of the advertising business as possible in my approach to copywriting.

• My creativity comes from the insights I’ve derived from my thorough research and the various tools I’ve had access to, and so I’ve artfully aligned these insights to client business priorities and objectives.

• I’ve had experience writing and managing posts on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Wordpress and have recommended and used different apps and social listening tools to optimize the social media strategy I’ve employed. I have many tech recommendations to suggest if you are interested.

• I do not have much formal training as a copywriter, but my gift for writing and ability to crack “insight nuts” gave me the opportunity at my current position to explore this area.

LET’S CHAT

Email: ashine33@gmail.comMobile: 646.856.9371Blog: http://sososocialmania.blogspot.com/ Twitter : @ShineOnShineOff LinkedIn: https://www.linkedin.com/in/alisabethlshineFacebook: https://www.facebook.com/alisa.shine333