SL Dumas
Content Strategist
The Museum of Contemporary Art (MOCA) in Tucson was founded in 1997 to showcase local and national contemporary art in downtown Tucson, AZ. I executed the Content Strategy for a multi-channel brand awareness campaign called: MOCA IS. Gathering local influencers to create a campaign that made the viewer add their own imagination to complete the image. The results were amazing. This fostered an increase of city wide brand awareness for MOCA and a 100K jump in donation revenue in 2019.
Unlocking Savings: Google Pixel Accessories Promotion
AT&T recently joined forces with Google to offer an exclusive online promotion: a 50% discount on Google Pixel accessories with the purchase of a Pixel Smartphone. This enticing deal aimed to generate $88.5K in sales, drawing inspiration from past similar offers and the anticipated boost in website traffic following the device's launch. The primary objective of the online portfolio was to showcase AT&T's array of Google Pixel accessories and drive both new and existing wireless customers to take advantage of this limited-time offer. The target audience primarily comprised tech-savvy individuals interested in purchasing a Google Pixel Smartphone and its associated accessories.
A Captivating Showcase: Design and Marketing Strategy
To achieve this objective, the online portfolio was meticulously designed to spotlight AT&T's selection of Google Pixel accessories and emphasize the exclusive 50% discount. It featured detailed product descriptions and high-quality images to enhance the appeal of the accessories. The portfolio's user-friendly design included clear calls to action aimed at encouraging visitors to purchase these accessories alongside their Pixel Smartphone. Simultaneously, AT&T executed a targeted digital marketing campaign encompassing social media ads, email marketing, and display ads on relevant AT&T landing pages. This comprehensive campaign successfully captured potential customers' attention and directed them to the online portfolio to explore the offer and available accessories.
Developing a Winning Content Strategy
As a content strategist, my task was to develop a content strategy for the launch of new accessories to support the anticipated four different form factors of iPhones and lay the groundwork for the possible release of new AirPods. This also presented an opportunity to feature the offer on the "Upper Funnel" or main landers within the AT&T online ecosystem. In this case study, I'll outline some of the key strategies and initiatives I implemented to boost awareness, engagement, and conversions.
Driving Sales and Excitement
Our primary goal was to drive sales of the new accessories while simultaneously creating awareness and excitement around the potential launch of new AirPods. To achieve this, we crafted a content strategy targeting Upper Funnel audiences, providing them with valuable information designed to guide them toward making a purchase. Our approach involved two key elements: first, creating content that offered comprehensive details about the new accessories, optimizing it for search engines to attract organic traffic. Second, we strategically placed this content on upper funnel landers to engage users and generate enthusiasm for the new accessories and the potential AirPods launch. The strategy yielded impressive results, including forecasted sales of 52.7K units with a $1.58M ROI within the first week alone, showcasing the strategy's effectiveness in driving conversions and achieving our goals.
EXPEDIA
As a UX writer at Expedia, I was responsible for creating and managing the content on two of the three most heavily used lines of business (LOBs) on the platform: Cars, Cruises, and Flights. This included Shopping, Post Booking, and Airline "add-on" Merchandise on both the mobile app and desktop versions of the website. In this case study, I will highlight some of the key projects and initiatives I worked on to enhance the user experience for millions of Expedia customers.
Activity Design:
One of my most successful projects at Expedia was helping to redesign the shopping and post shopping activity for flights, cruises and cars on the mobile app and desktop versions. I worked closely with the design team to create clear and concise copy that guided users through the booking process and helped them make informed decisions.
The redesign was a significant success, resulting in a 10% increase in conversion rates and generating over $10 million in revenue per month. Flights, Cars and Cruises now serves approximately 4.4 million monthly active users, making it one of the most heavily used features on the platform..
App Downloads:
Finally, I collaborated with the product and marketing teams to increase app downloads by using personalization. By analyzing data on user behavior and preferences, we were able to create targeted messaging and content through the customer journey that resonated with potential users. This approach helped to increase app downloads by 4x, resulting in a significant increase in user engagement and revenue
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HOTEL
CONGRESS
A Century of Legacy: Hotel Congress's Digital Transformation
The historic Hotel Congress has been an anchor to downtown Tucson for 100 years. With two restaurants, a club, multiple event spaces, and an array of hip rooms, they needed an effective website experience that was easy to maintain and integrated with all the various booking and event systems.
Revolutionizing User Experience: Mobile-First Design and Content Strategy
Developing a stunning mobile-first website built on a reworked content strategy, the new experience gave users multiple ways to explore all the businesses and events available on the Hotel Congress grounds. The non-technical event and marketing staff at the Hotel have successfully maintained a daily rotation of content through their new headless CMS and now use the website as the primary source for selling event tickets and booking reservations.
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Writing Examples
UX Writing
Long Form writing
The Digital Transformation
Businesses have been making their own digital transformations in the last decade, with companies reinventing themselves in the wake of new technology. With more and better opportunities for competition on the horizon, businesses are faced with a difficult question: How far should they go down this path?