CLIENT: Genworth Financial (Through Ariad Custom Communications)

SERVICE: Newsletter Copywriting

THE BRIEF: Ariad approached McNamara Communications to write the feature article for Genworth Financial's inaugural newsletter targeted at mortgage brokers and lenders. With no experience in the industry, McNamara conducted primary and secondary research to get up to speed quickly on the issues facing the target audience. Then, using clear, straightforward language, McNamara wrote a concise educational article on the major business challenges facing brokers and some concrete ideas on how to overcome them. The entire project, from concept to completion, was finished in less than a week. McNamara wrote the next issue's feature article as well.

Issue 2: Continuing Education

CLIENT: Catalyst Paper (Through McMillan)

SERVICE: Newsletter Copywriting

THE BRIEF: McNamara worked closely with Catalyst to develop the editorial strategy for its new online communications vehicle, Unfold Online (now called "Paper Matters"). Inspired by the award-winning print version, the online edition opened up Catalyst's products and practices to a new audience. McNamara wrote the inaugural issue and edited the second one.

CLIENT: Oracle (Through McMillan)

SERVICE: Magazine Copywriting

THR BRIEF: Oracle needed a feature case study for Profit, their flagship business technology publication, which is distributed to over 110,000 C-level executives. After interviewing the client, Sun Microsystems, McNamara wrote an in-depth account of how Sun was using Oracle products and services to drive efficiences in its business. The case study went on to form the basis of a prolonged marketing campaign at Oracle OneWorld conferences and executive seminars.

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