Petplan
Amplifying Expertise: Executive Content Strategy and Storytelling
I worked closely with C-Suite executives and senior leadership to ghostwrite thought leadership articles, whitepapers, and other content that showcased their expertise and strengthened the organization’s brand authority. I translated complex industry insights into clear, engaging narratives for blogs, case studies, and executive insights, ensuring the content resonated with target audiences. By aligning each piece with organizational goals, I delivered conversion-focused materials that drove traffic, engaged readers, and generated leads across multiple channels.
Conversion-Focused Microsite: Introducing Petplan to New Audiences
I collaborated with the Chief Digital Officer, Creative Director, and Art Directors to design and deploy a four-page microsite focused on driving conversions. I developed copy that introduced Petplan to new audiences and addressed their most common questions, including:
Why do pet parents need us?
How much does pet insurance cost?
Does Petplan really pay claims?
By creating clear, engaging, and informative content, the microsite effectively positioned Petplan as a trusted resource for pet parents while driving awareness and sign-ups.
Campaign: Pet Cancer Awareness Month
I was part of a team that developed a research-intensive, four-page microsite for Petplan as the centerpiece of a campaign supporting Pet Cancer Awareness Month (May). Created in partnership with Morris Animal Foundation, the content struck a careful balance between providing valuable information—covering common types of pet cancer, symptoms, and treatment options—and encouraging pet insurance signups. I supported strategy development, conducted research, wrote all copy, and collaborated closely with art directors and developers to ensure a seamless and impactful user experience.
To maximize its reach, the campaign was bolstered by a targeted SEM strategy, an email campaign, a social media campaign, and a press release. I worked with our social media, SEM, and PR teams to create complementary assets that amplified the campaign’s visibility. Together, these efforts positioned Petplan as a trusted resource for pet parents, fostering awareness and action during Pet Cancer Awareness Month.
Microsite
Supporting Emails
Campaign: Tournament of Tails
For Petplan's annual "Tournament of Tails" campaign, I spearheaded content strategy to boost visibility for 32 competing pet shelters nationwide. The campaign reimagined March Madness as a bracket-style competition featuring shelter pets, with social media followers voting to advance their favorites. I developed engaging profiles for each animal contestant that highlighted their unique personalities and backstories while weaving in their shelter's mission and needs. The microsite copy I created drove a 45% increase in voter participation compared to the previous year. I also crafted the campaign messaging across multiple channels, including email newsletters (reaching 100,000+ subscribers), press materials that secured coverage in multiple regional outlets, and social content that generated 50,000+ engagements. Through strategic storytelling, the campaign raised over $10,000 for participating shelters.
Microsite
Emails
Press Release
Campaign: Veterinary Awards
For the Petplan Veterinary Excellence Awards campaign, I crafted compelling website copy to spotlight the heroes of pet care and elevate this prestigious program. The homepage introduced the awards as “the Oscars of the veterinary world,” guiding visitors through the nomination process and showcasing inspiring stories of finalists and winners. I collaborated closely with art directors on layout and design, ensuring the site’s visuals complemented the narrative and created an engaging user experience.
Additionally, I contributed to supporting sub-campaigns that included tailored landing pages for both pet parents and veterinary professionals. Each page was strategically designed to resonate with its audience, reinforcing the importance of celebrating veterinary excellence while driving engagement. This project exemplifies my ability to blend creative storytelling with strategic collaboration to produce a polished and impactful digital presence.
