Ad concepts are an important part of copywriting. A great freelance writer will be able to think not only of a great headline, but come up with great ideas for a complementary design as well.

A strong headline or lead is essential, as is brevity, to getting solid results from an ad.

TriStar Printing: Ad concept
Eye-catching ad with a touch of humour that is flexible, reusable, and meaningful. The headline,”Our First Impression is Brilliant” captures their unique selling proposition (high quality, even with first proof) but also refers back to connotations of the TriStar logo, a diamond. I delivered the copy and creative concept for the ad (design by Black Ink).

Concordia’s Alumni Travel Programme

I created this ad concept as a series for Concordia University’s travel programme for alumni. The ad series are very direct with a fun, informal feel to suit the audience. The goal was to directly impact a specific demographic by presenting in-your-face travel destinations where the viewer could easily picture themselves in.

Convene Green Alliance: “At your next meeting, take a big step – leave a small footprint. The Convene Green Alliance can show you how.”
This ad appeared in several trade magazines and urged its audience to join the organization by making a big change and go green for their next conference or event. I delivered the copy and creative concept for the ad (design by Attendance Marketing).

Concordia University Planned Giving

Planned Giving is an important element of fundraising. It focuses on specific gift types that can be funded with cash, equity, or property and has an older demographic as target market. These ads worked with the idea that everyone needs a helping hand in their youth to get established and later be in a position to give back to the community.

ACVIM – Heroes in Medicine

ACVIM is a veterinary internal medicine association that promotes and fosters scientific and professional activities to improve the lives of animals and humans. They launched through Attendance Marketing a campaign called ‘Heroes in Medicine’ to highlight the remarkable work being done by their members throughout the country. I wrote the copy for the first ad that introduced the campaign, which is still ongoing.

Mentor Programme – Flyer

The Alumni Department of Concordia University needed copy for their promotional flyer as part of a campaign to recruit new mentors and mentees for their Student Mentorship Programme. The University Marketing Department created the design based on the concept and copy I suggested.