Selected Portfolio
Selected Portfolio
Below you'll find a sampling of my copywriting (and a bit of graphic design work). Click on any of these projects to skip straight to that section:
Project: AMC Maine Wilderness Lodges 2-Page Magazine Ad
Client: Appalachian Mountain Club
This 2-page spread appeared in the November/December 2015 issue of AMC's member magazine, AMC Outdoors. The headline, "Find Your: Kindred spirits" connects beautifully with the warmth and friendship depicted in the photograph, and the romance copy builds a picture of the exhilaration of exploring the Maine Woods in wintertime and the warmth and hospitality that AMC's Maine Wilderness Lodges offer their guests.
I wrote the copy, designed the layout, and directed the photo shoot for this ad.
Headline:
Find Your: Kindred spirits
Copy:
In the heart of Maine's 100-Mile Wilderness lies a hidden paradise. A winter wonderland with miles of snowy trails where the only other tracks you'll cross have four paws. A place where the air is cold but the fire is warm, and a hearty, home-cooked meal and good conversation wait for you at the end of your adventure. This winter, escape and reconnect at AMC's Maine Wilderness Lodges.
Project: Kids Outdoors Drip Campaign
Client: Appalachian Mountain Club
AMC's Kids Outdoors online community is a fantastic, free resource for families looking for ideas and tips on how to get their kids outdoors close-to-home in the Boston, New York City, Philadelphia, and northern New England regions. The site offers local expert advice and hundreds of outdoor activities, many close to public transportation.
To get the word out about this great resource, AMC created a Google pay-per-click campaign to drive targeted traffic to a landing page about Kids Outdoors, which includes a sign-up form for an automated "drip" email series.
For the landing page and email copy, I tried to keep the tone light, fun, and friendly to engage parents and families and get them excited about getting outdoors with their kids.
Landing Page
Landing Page: Getting Outdoors With Your Kids Just Got a Whole Lot Easier
You know your kids are like flowers—they need sunshine and fresh air to grow healthy and strong (and don’t they just grow like weeds?). You know that spending time together in nature brings families closer together. And you know your kids love playing outdoors! But it’s no easy task to get the whole family outdoors if you’re not sure where to go or what to do. How do you even get started?
We can help! Join our FREE Kids Outdoors online community to get:
- Family-friendly trip ideas to get outdoors, anytime, in YOUR community
- A family event calendar for upcoming outdoor activities in your area
- Tips on getting kids outdoors, keeping them happy, safe, and entertained, and preparing the ever-important Plan B.
There’s so much to explore, and you don’t have to travel far to find it. The Kids Outdoors community is your gateway to unlimited, close-to-home, family adventures—and did we mention that it’s FREE? What are you waiting for? Let's get outdoors!
Email #1
Welcome to Kids Outdoors! Let's play!
Hi Ryan,
Welcome to the Kids Outdoors community!
We are so excited to help you get outdoors and start exploring with your family. We’ve got lots of free trip ideas, local events, and tips on getting your kids outdoors, all lined up and ready to go for you.
Go ahead, jump right in >>
Email #2
Even more great ideas for getting the family outdoors
Hopefully you’ve had a chance to explore our free Kids Outdoors community and found some great ideas on how and where to get outdoors with your family. Did you know we also have a great assortment of books available for families looking to spend more time in the outdoors?
From the outdoor experts at AMC, the Outdoors With Kids guidebook series is jam-packed with destinations for low-cost adventure in and around Boston, New York City, Philadelphia, and northern New England. Explore family-friendly parks, reservations, islands, woods, beaches, sanctuaries, and more in your own community, and get loads of tips and tricks, safety and planning info, and educational activity ideas. Plus, each trip has a Plan B for when the weather—or the kids—won’t cooperate.
Looking for even more ideas for getting the family outdoors? Browse our selection of outdoor books for families.
Shop books now >>
Email #3
Stay and play at AMC's family-friendly destinations
Looking for a longer outdoor getaway with your family, a little farther from home? Many of our Lodges and Huts are ideal for families and feature a variety of fun outdoor programming, just for kids and families!
- AMC’s Cardigan Lodge, in the Lakes Region of New Hampshire, offers nature trails, waterfalls, and nearby Mount Cardigan for tackling that first “big mountain” hike.
- At AMC’s Highland Center Lodge, in the heart of the White Mountains, kids will delight in our Big Mountain Playscape, kid-friendly meals, and activities galore, like animal tracking, nature journals, star-gazing, and so much more.
- Ready to tackle your first backcountry experience? AMC’s Lonesome Lake Hut, situated on a pristine glacial lake with sweeping views of Franconia Ridge, is an easy 1.6-mile hike from the trailhead, perfect for first-timers and families.
Whatever size getaway you’re dreaming of, AMC’s Lodges & Huts offer everything you need for your family to get close to nature—and to each other.
Learn more about our family-friendly options >>
Email #4
Connect with nature, connect with your family
Hiking with your kids to a spectacular peak for jaw-dropping views. Pausing along the trail to identify a songbird’s call. Cooling your toes together in a crisp mountain stream. There is nothing so rewarding—and exciting—as watching your kids fall in love with the outdoors. When you become a member of AMC, you join a community of families that thrive on the excitement of connecting with each other—and with nature.
An AMC Family Membership gives you a year of adventure-packed benefits:
- Access to more than 8,000 outdoor activities each year, including hiking, paddling, biking, camping, and all kinds of family-friendly activities in your area and beyond.
- BIG savings on AMC offerings, like 20% off family-friendly lodging, 10% off gear and merchandise in the AMC Store, and 20% off books and maps, including our popular Outdoors With Kids guidebook series.
- A subscription to our members-only magazine, AMC Outdoors, packed with inspiring articles, spectacular photography, and tips to get outdoors.
Plus, your membership directly supports our mission to protect the Northeast outdoors for you and your kids, and for generations of families to come. What could be more rewarding than that?
For even more family fun in the outdoors, join AMC today >>
Email #5
Family vacations made easy
Whether you’re up for short walks to waterfalls and pond exploration with your preschooler, want to do that first hike to a mountain hut with school-aged kids, or ready to take on a more exhilarating multi-sport vacation with older kids, we’ve got an adventure that’s just right.
AMC takes the hassle out of vacation planning with fun, guided family adventures in some of the Northeast’s most spectacular settings. Families with kids of all ages and experience levels will fall in the love with the outdoors on these weekend- and week-long programs, featuring activities ranging from nature trail exploration to rock climbing, from GPS treasure hunts to backcountry hiking trips.
Plus, each program includes lodging, meals, and all of your guided activities, so you can relax and focus on what matters most—spending time connecting with your family. Planning an outdoor family vacation has never been so easy! Learn more about our guided Family Adventures—for kids of all ages—and find the program that’s right for you.
Learn more about our Guided Family Adventures >>
Project: Winter Welcome Email Series
Client: Appalachian Mountain Club
AMC wanted a way to introduce new site visitors to their destinations and wide array of winter program offerings in New Hampshire with a six-part series of quick, easy-to skim emails. The goal for this copy was to keep things light and playful, truly giving readers a sense of warm welcome.
Below is the completed copy for each email, along with an image of the completed design.
Email #1
Trade Rush Hour for Hush Hour in New Hampshire this Winter
Hi Ryan,
Picture yourself walking along a quiet, snowy trail, past frozen waterfalls that sparkle like glass in the sunlight. Your breath forms a cloud in the frosty air as you take in the view from a breathtaking ridgeline blanketed in snow. This winter wonderland is closer than you think—just a few hours’ drive from most major cities in the Northeast. Our two roadside White Mountain lodges are tucked between some of the most spectacular high peaks in New England, in the legendary notches of New Hampshire.
Learn more at outdoors.org/whitemountainwinter.
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Email #2
C'mon and Make Yourself at Home
Hi Ryan,
Wake up at AMC’s Highland Center at Crawford Notch or Joe Dodge Lodge at Pinkham Notch and you’ll be greeted by a hot, homemade breakfast and a friendly smile. Our welcoming, knowledgeable staff will give you the weather report, answer any questions you have, and point you on your way to the day’s big adventure.
Forgot an important piece of gear, or want to try out some new equipment? Visit the Gear Room for a free loaner. And after an invigorating day in the crisp mountain air, we’ll have the lodge warmed up for you and a hot, delicious dinner on the table, all included with your stay.
Learn more at outdoors.org/whitemountainwinter.
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Email #3
Find Endless Adventures with AMC this Winter
Hi Ryan,
You’ll never be at a loss for exciting things to do when you stay with AMC. Our extensive trail network offers endless options for cross-country skiing and snowshoeing, right from the front door of our lodges. Take a serene trip around a frozen lake or past an icy waterfall, or try a challenging ascent for the reward of a breathtaking summit. If you’re really looking to get away from it all, trek to a backcountry hut for a truly remote experience, where the only tracks other than your own have four paws.
Explore more winter activities at outdoors.org/whitemountainwinter.
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Email #4
Stay and Save with Us this Winter
Hi Ryan,
Just beyond our big backyard lie countless more opportunities for fun and adventure with AMC’s local partners. The Highland Center is a stone’s throw from downhill or cross-country skiing at Bretton Woods, while our Joe Dodge Lodge guests are just minutes from downhill skiing at Wildcat or Attitash.
Purchase discounted lift tickets and touring passes right from our front desk so you can skip the lines and get right to the good stuff. Plus, guests at Joe Dodge Lodge can cross-country ski or snowshoe for free at nearby Great Glen Trails.
Check out our winter deals for great savings!
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Email #5
Reach New Heights with an AMC Expert Guide
Hi Ryan,
Want to learn something new? AMC’s expert outdoor guides are always on hand to bring you to new and exciting heights. There’s something for everyone, whether it’s summiting a 4,000-footer in winter or picking up a new outdoor skill. We offer loads of activities from beginner to challenging, including animal tracking, cross-country skiing, winter mountaineering and lots more. If one of our many scheduled programs aren’t quite what you’re looking for, plan your own custom adventure with one of our expert guides.
Find out more about our winter guided programs!
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Email #6
The Adventures Don't Stop when the Snow Melts
Hi Ryan,
So what if snow-bound winter wonderlands aren’t really your thing? Never fear—our White Mountain Lodges are open yearround for whatever adventure suits you. Tap into your wild side with a heart-pumping mountain bike ride or sit quietly by a serene lake and spy a moose in the morning mist. Summit a 4,000-foot peak or relax by one of Crawford Notch’s pristine waterfalls. Hike to spectacular views along trails as easy or challenging as you choose. Whatever your pleasure, AMC’s White Mountain Lodges have the outdoor adventure you’ve always dreamed of.
Check out this New Hampshire Lodges and Huts Video to get a feel for AMC's year round outdoor opportunities.
See you outside,
Rondi Stearns
Director of Occupancy
Appalachian Mountain Club
Project: Maine Winter Postcard
Client: Appalachian Mountain Club
AMC wanted to reach out past guests of its Maine Wilderness Lodges to encourage them to book another trip. This postcard tapped into the exhilarating memories of their past adventure to get them excited about planning a new one. The "Find Your _____" campaign was established for AMC in 2014 and has been incredibly successful at engaging their audience with the emotional pull of the outdoors.
Front side copy
For the front side, I chose "Find Your Exhilaration" to capitalize on the energy in this fantastic cross-country skiing image. The back side copy further engages the audience with vivid, enticing imagery, drawing the imagination into the perfect winter getaway.
Back side copy
"Schussing along a quiet, snowy trail. Snowshoeing up a spectacular mountain for jaw-dropping views. Discovering a trail of animal tracks. Warming up in a hot sauna or by a toasty woodstove. Re-energizing with every frosty breath of mountain air… Moments like these feel far off the beaten track, yet they’re closer than you think. Find your perfect escape with AMC Maine Wilderness Lodges."
Project: Solicitation Letter
Client: Perkins School for the Blind
It can be challenging to keep the holiday Annual Fund solicitation letter fresh when you're asking the same people from year to year. This letter went out to the school's Board of Advisors, known as the Corporators, and was very well received for its warmth and vivid imagery. The tone was meant to be light and familial, but not too casual for the professional audience who received it.
Mr. John Q. Doe
Perkins Corporation Member
123 Main Street
Anytown, MA 01234
Dear Mr. Doe,
The holidays are all about celebrating family, and I couldn’t be more thankful for ours. There are our wonderful students who are the motivation for all that we do, the talented faculty and staff that never stop striving for excellence, the dedicated volunteers that give abundantly of their time, and the devoted parents that believe wholeheartedly in their kids and in the power of Perkins’ programs. But I am especially grateful today for generous and supportive friends like you, without whom none of this would be possible.
In this season of gratitude, I want to thank you for being a part of our family. I am awed and humbled by the ongoing support provided by each Corporator. So much of what we are able to accomplish on campus, in the community, and around the world is a result of your leadership.
As you well know, the Annual Fund is the lifeblood of Perkins, providing for the essential daily operations of our programs. Teacher training, assistive technology, individualized instruction, and adaptive devices for students with special needs are all made possible by the Annual Fund. Please consider making a gift of any amount in support of these critical programs, and help us to reach our goal of 100% Corporator participation in the Annual Fund.
Mr. Doe, thank you for your dedicated service and support as a Corporator. We could not provide the caliber and quantity of services we do today without friends like you.
Wishing you health and happiness this Thanksgiving and throughout the holiday season, from our family to yours,
Sincerely,
Steven M. Rothstein
President
Project: Product Descriptions for Print Ad
Client: Appalachian Mountain Club
AMC wanted to highlight the new products they developed in the summer of 2015 for the holiday retail season. New and exciting products included gifts for "peak-baggers" (hikers who attempt to summit or "bag" all 48 of New Hampshire's 4,000+ foot mountains), AMC-branded playing cards and cribbage board, and a selection of etched glass drinkware and accessories. In keeping with AMC's brand and tone, I kept the copy light and fun, with a focus on the "giftable" nature of each product.
I also designed the layout for this ad.
