43 IMPORTANT WORDS
Dunkin’s retail coffee packaging
Client: Dunkin’ Donuts Retail Team
Goal/Challenge: The Retail Team needed copy for the Coffee By The Pound package. Coffee is critical to Dunkin’s business, so there were a lot of people paying attention to my choice of words. At Dunkin’ I did many types of writing: press releases, speeches, newsletters, advertisements, coffee and food preparation in-store kits, crisis communications, and corporate social responsibility web pages.
Results: My copy made it through the selection process and appeared on hundreds of thousands of packages. My writing skill was appreciated by Dunkin’ leaders, and the scope of my work continually grew.
GET THEM TO TURN IT OVER
Law professors tend to be skeptical of rankings marketing. I needed to be strategic.
My Role: Communications Director, Suffolk University, Office of Public Affairs
Client: Dean, Suffolk Law
Goal/Challenge: Increase Suffolk Law’s reputation as a school with top academic programs. I made this print postcard deliberately mysterious; I wanted the US News-rankings’ voters to turn the card over and read about Suffolk’s recent rankings.
Results: At Suffolk, I created a deliberate and practical communications plan to help increase the school’s U.S. News academic specialty rankings and overall reputation– including print postcards, social media, eblasts, and web pages. The effort helped allow Suffolk to become the only school in the nation ranked in the top 20% of all the legal skills specialty areas for seven years running (U.S. News Best Law Schools).
Michael Fisch 