enjoy portfolio 2011

PORTFOLIO

Because standing out

is outstanding.

3

5 FEATURE ARTICLESAt first glance, it’s a Pablo Picasso painting come to life through a canvas of greenery...

7 TAGLINES Quench your Earth...

8 ADVERTISEMENTSProof. It’s in the details...

9 CASE STUDIESOur invitation was as straightforward as a snowball to the head...

11 CHILDREN’S EDUCATIONThe pea-sized pituitary (say “puh-too-uh-ter-ee”) gland releases special hormones that make you grow big and tall...

13 EVENT COLLATERALWe’re celebrating three revolutions...

15 ADVERTORIALSFrom the day the submarine slipped under the Atlantic Ocean, to the day it was resurrected 137 years later, it has inspired individuals and organizations alike...

20 NEWSLETTERSIf it’s sights, scenery and Southern charm you’re looking for, take a guided tour of historic Charleston...

22 WEB SITESNestled on the shoreline, thrives a community like no other...

25 CREATIVE PRESENTATIONSBecause dinner can’t be served until the table is set...

s y c h o l o g i s t a n d r e n o w n e d Pmotivational speaker,

Sean Stephenson, once said: “Words are more than just let ters squeezed together: they’re packages o f e m o t i o n s . ”

enjoy (hence the company name: Enjoy).

As you’ l l read in the proceeding pages, I’ve had s o m e p r e t t y a m a z i n g experiences as a writer. I’ve learned lessons of pride and

A s a persistence from an artist

copywriter, these are the struggling with segregation

words I work and live by.in a small southern town. I’ve

Choreographing a positive discovered the power of experience between brand laughter from a breast and reader begins with cancer survivor. And I’ve emotions. It begins with the witnessed the rebirth of a choice of words. brand after enduring a

century of turmoil. Out of the 250,000 words in the English language, And now I’m sharing those you’re sure to encounter experiences with you. Page choices. But which one by page.r e s o n a t e s phonosemantically with its

Enjoy...neighbors? Which one is associated with a current social trend which could further enhance the desired emotion? Selecting the right word is an experience in itself.

As a writer, researching the subject, interacting with others involved, and going through “the process” is an experience. An experience I

Joy Hulse is a f reelance copywriter with over seven years of experience in developing copy that engages the reader and enhances the brand relationship.

For raves and more about Joy, please visit www.enjoycopy.com.

4

5

15

12

Managing IT with integrity

Tap that.I’m a dime short of a poptart.

a joyism... tagline for IT company

tee shirt copy for bartenders

7

CONTENTS WRITER’S NOTE

5

{Bright lights, big city? Think again. This

South Carolina Vacation Guide article

encourages tourists to step off the

beaten path and discover something

(and someone) special in a small town.

Special FindFEATURE STORY

*EDITOR’S FAV

6

7

Elevate your style.

We’ve got you covered.

Clariti Financial

Quench your

Earth.

Managing IT with

integrity.

Some strings become pretty little dresses. Our’s have a

different destiny.

Tap that.I’m a dime short of a poptart.

We just had

quintuplets!

campaign slogan for an all- natural energy drink

new name for b2b merchant services

group known for skipping the fine print

billboard announcing five branch openings for an

Orlando bank

tagline for manufacturer of life-saving

materials and reliable customer service

a joyism... just thought I’d throw it in here

tagline for IT company with a record of honest work, products and

relationships

tee shirt copy for bar focusing on increasing draft

beer sales

print ad copy for industrial weaving company

tagline for clothing boutique with

“loft” in name and a specialty service in updating

wardrobes

Made to Stick

{ As a vital piece in the rebranding

of a long-standing manufacturer,

this ad was published in an

international trade publication to

reach out to deflected customers.

Double TakeB2B PRINT ADVERTISEMENT

8

bounce creates a campaign so hot it

thaws a citySouth Carolina Parks, Recreation and Tourism: Time To Thaw

THE RIGHT CHALLENGE out and attract additional visitation from Last winter, when South Carolina's our frozen friends up north, we knew Department of Parks, Recreation and that meant we'd need to turn up the Tourism was looking for ways to reach heat.

THE RIGHT IDEA the “Time To Thaw” message and The freezing and unsuspecting Windy directing them to visit the program's City commuters were experiencing dedicated website: timetothaw.com. record-setting cold. Meanwhile in South And once our audience reached street Carolina, the warmer climate meant that level, the messaging blitz continued the beautiful beaches and amazing golf with two double-decker buses wrapped courses were ready and waiting. Our for three-dimensional props and a invitation was as straightforward as a wrapped trolley serving as a mobile snowball to the forehead: “Time to visitors' center and a sample of Thaw!” For one fun, frosty month, the southern hospitality. In addition, live-four busiest below-ground parking read radio spots designed to reach garages in downtown Chicago were Chicagoans at their desk and in their warmed by highly engaging and truly cars brought the message home. It was unexpected messages driving home Time To Thaw.

THE RIGHT ANSWER Timetothaw.com had over 1.2 million As a result of the Time To Thaw effort, views on its Hot Deals page alone and the goal of generating buzz and PR over 135 million additional impressions. around South Carolina tourism and And by funneling visitors to the state's increasing web traffic met and far m a i n p a g e , t r a f f i c t o exceeded expectations. As soon as the DiscoverSouthCarolina.com increased campaign broke, commuters began by 22% over the same time the year interacting with the installations, prior with total unique visits up 24% and sparking a wildfire of photographs, blog total repeat visits up 28%. Inquiries to postings and magazine articles, South Carolina were up 51% from our spreading the campaign exposure chilly Chicago friends and 53% from IL. across the world. This buzz went global, And by the way – we came in under resulting in almost a half million dollars budget. Now that's a hot campaign!i n a d d e d p r o m o t i o n a l v a l u e .

{ With a record of successful

campaigns, this ad agency had me

put the proof to paper for use in their

new business marketing collateral.

Bringing the HeatCASE STUDY

9 10

{

To a readership with some of the highest breast

cancer rates in the country, this community

outreach piece brought not only awareness, but

it also offered hope and compassion.

Supporting the GirlsHOSPITAL SYSTEM NEWSPAPER INSERT

attack

11

{

{

These fun and functional (say “funk-

shun-uhl”) tidbits were provided to

tots by the local hospital system in

effort to improve the community’s

health and wellbeing, beginning at

the elementary (school) level.

KidspeakPUBLIC SCHOOL NEWSLETTER

My Brain Weighs

12

attack

11

{{

These fun and functional (say “funk-

shun-uhl”) tidbits were provided to

tots by the local hospital system in

effort to improve the community’s

health and wellbeing, beginning at

the elementary (school) level.

KidspeakPUBLIC SCHOOL NEWSLETTER

My Brain Weighs

12

When the client is an ad

agency and the audience

is full of those quirky

creative types, you know

you’ve got to produce

something a little wack-

a-doodle just to get

them to read it.

Creativity Unwound

EVENT INVITATION

{

FRONT

BACK

Our HQ is not your

usual cubical farm

producing your usual

cubical concepts.

Instead, it's a century-

old loft built on the

heritage of solid

c r a f t s m a n s h i p ,

flooded with bountiful

sun l igh t . I t ' s an

environment that

nourishes creativity,

stimulates the growth

o f i d e a s a n d

cultivates strategies

that will stand the test

of t ime. I t 's this

g a r d e n - l i k e

a t m o s p h e r e t h a t

enables us to take

brands from...

14{

This web site copy conveys a sense of creativity, along with a strong

sense of direction toward successful strategies. It’s the perfect message

coming from a creative ad agency.

Talking the TalkAD AGENCY’S WEB SITE COPY

tosurviving thriving.

13

When the client is an ad

agency and the audience

is full of those quirky

creative types, you know

you’ve got to produce

something a little wack-

a-doodle just to get

them to read it.

Creativity Unwound

EVENT INVITATION

{

FRONT

BACK

Our HQ is not your

usual cubical farm

producing your usual

cubical concepts.

Instead, it's a century-

old loft built on the

heritage of solid

c r a f t s m a n s h i p ,

flooded with bountiful

sun l igh t . I t ' s an

environment that

nourishes creativity,

stimulates the growth

o f i d e a s a n d

cultivates strategies

that will stand the test

of t ime. I t 's this

g a r d e n - l i k e

a t m o s p h e r e t h a t

enables us to take

brands from...

14

{

This web site copy conveys a sense of creativity, along with a strong

sense of direction toward successful strategies. It’s the perfect message

coming from a creative ad agency.

Talking the TalkAD AGENCY’S WEB SITE COPY

tosurviving thriving.

13

15

{As a vital role in a

comprehensive brand

overhaul, this

advertorial not only

highlights the

company’s history of

providing quality

products, but the

organizational strength

that comes with age

when competing on a

global scale.

Making a ComebackB2B COVER STORY

16

15

{

As a vital role in a

comprehensive brand

overhaul, this

advertorial not only

highlights the

company’s history of

providing quality

products, but the

organizational strength

that comes with age

when competing on a

global scale.

Making a ComebackB2B COVER STORY

16

19 20

{

This SC tourism e-newsletter

was written to entice readers to

get out this fall to “discover

South Carolina.”

News WorthyTOURISM E-NEWSLETTER

21

{This newsletter article not only

promoted the hospital’s qualified

doctors and innovative technology,

but also offered hope in recovery

to a readership with some of the

highest breast cancer rates in the

country.

Words that HealMEDICAL HEALTH ARTICLE

Redefining a sense of community

estled on the shoreline of Lake Marion in Santee, South Carolina, thrives a community

like no other. One that is vibrant with the colors of life. One painted with nature in the Nforeground, not the background. One warmed by the rays of southern hospitality and

lulled by the scent of fresh pine and cedar. It's a down to earth community brought together by a

common appreciation for nature.

It's Lakewilde….. where the road is less traveled.

Serenity is the lay of the land at Lakewilde. Of the 380 gently rolling acres, over 100 acres are

dedicated to wildlife conservation and community gathering space. Charming homes, crafted with

efficiency and sustainability in mind, are tucked away in the privacy of the organic setting and their

residents are drawn to the surrounding natural beauty during all seasons of the year. A gazebo is

perched high on a hill featuring a panoramic view of the lake, offering an idyllic place to sip on wine

and share stories with friends.

Other great amenities like a covered pavilion for cooking out and entertaining with friends and a

community garden, along with winding trails, sunny docks, and abundant ponds, enable residents

to partake in activities like walking, hiking, fishing, horseback riding, wildlife viewing, kayaking,

canoeing and simply enjoying the company of like-minded souls. At Lakewilde you can experience

the peacefulness of being alone in the ornamental garden or participating in the many varied

events planned such as yoga and health workshops, kayaking classes, and live music at the

community pavilion.

22

{

How does one describe a

real estate development that

is still being developed? You

do it by painting a picture

with the right words to move

the target buyers.

A New WorldREAL ESTATE WEB SITE

21

{

This newsletter article not only

promoted the hospital’s qualified

doctors and innovative technology,

but also offered hope in recovery

to a readership with some of the

highest breast cancer rates in the

country.

Words that HealMEDICAL HEALTH ARTICLE

Redefining a sense of community

estled on the shoreline of Lake Marion in Santee, South Carolina, thrives a community

like no other. One that is vibrant with the colors of life. One painted with nature in the Nforeground, not the background. One warmed by the rays of southern hospitality and

lulled by the scent of fresh pine and cedar. It's a down to earth community brought together by a

common appreciation for nature.

It's Lakewilde….. where the road is less traveled.

Serenity is the lay of the land at Lakewilde. Of the 380 gently rolling acres, over 100 acres are

dedicated to wildlife conservation and community gathering space. Charming homes, crafted with

efficiency and sustainability in mind, are tucked away in the privacy of the organic setting and their

residents are drawn to the surrounding natural beauty during all seasons of the year. A gazebo is

perched high on a hill featuring a panoramic view of the lake, offering an idyllic place to sip on wine

and share stories with friends.

Other great amenities like a covered pavilion for cooking out and entertaining with friends and a

community garden, along with winding trails, sunny docks, and abundant ponds, enable residents

to partake in activities like walking, hiking, fishing, horseback riding, wildlife viewing, kayaking,

canoeing and simply enjoying the company of like-minded souls. At Lakewilde you can experience

the peacefulness of being alone in the ornamental garden or participating in the many varied

events planned such as yoga and health workshops, kayaking classes, and live music at the

community pavilion.

22

{

How does one describe a

real estate development that

is still being developed? You

do it by painting a picture

with the right words to move

the target buyers.

A New WorldREAL ESTATE WEB SITE

23

It’s not easy being green and this article

demystifies the eco-friendly features of

Southern Living’s Showcase Home.

Home Green HomeGREEN LIVING ARTICLE

{24

25

{When a national non profit

organization approached me

to help with their annual

letter of appeal, I quickly

threw out the idea of a

letter. Instead I developed

this concept to keep the

copy to a minimum and,

instead, graphically highlight

the accomplishments of

previous donations. It ended

up being much more

appealing and successful.

Fresh Appeal LETTER OF APPEAL

26

he writer who breeds more words than he needs, is making a chore for the reader who reads.

~Dr. SeussT

http://www.enjoycopy.com

enjoy portfolio 2011

Documents

o t i o n s

r e s o n

o g i s t

t e s phonosemantically

e p r e t t y

theyre packages o f

s y c h o

years of experience