The client:
inTulsa
Background
With the pandemic shutdown in full swing in 2021, you’d expect it to be impossible to promote economic growth. But people were moving to the middle of the country, coming back home, changing up their lives—and giving cities like Tulsa a unique opportunity. That’s what sparked the birth of the inTulsa initiative, a nonprofit program to promote local workforce development by drawing talented people and companies to the city. The goal was to lean into everything that makes Tulsa a wonderful place to live, work, and innovate. And that aim to build up my city is exactly what drew me to this collaboration.
The challenge
As a nonprofit sponsored by a local philanthropic organization, inTulsa had funds—but it didn’t have name recognition. Its ability to match tech companies with job seekers, companies with grants, international talent with specialist roles in the US, and more was impressive. But inTulsa needed to establish its name and its expertise to gain a foothold in the local environment.
Tailored Solutions
We decided to showcase inTulsa unique approach to growing the workforce, its personalized attention to making great matches, and its support for people of varied backgrounds to build a richer base of talent. This process included, among other efforts:
- A pitch deck and one-sheets to promote inTulsa’s curated talent connections with employers across the country
- Boilerplate to capture the mission of inTulsa for marketing and press releases
- Radio ad scripts to broadcast inTulsa to local talent who could benefit from its human resource services
- Practical educational articles to help people new to the workforce or in job transition be successful in their career moves
- Taglines, ads, landing page, and other assets for City Year Tulsa program that encourages people to use their gap year between high school and college to serve in Tulsa schools
- Employer series of articles to provide education on hiring and retention best practices
- Interview-based articles to promote the Visa Network, which matches international candidates with employers and provides in-depth support throughout the visa process
The Writing By Michele Difference
As with so many nonprofits, inTulsa needed “all hands on deck” to pull off their next big promotion. Success meant fast turnarounds along with thoughtful engagement—not an easy combination. My personalized approach, skilled interviewing, and focused problem-solving ensured the inTulsa team received high quality results on every project.
Wins and Achievements
- 1 full City Year Tulsa promotional campaign — 90+ AmeriCorps members participating, 9000+ students served and empowered to succeed in their classes
- 5 years of website and SEO building to increase views and reach potential candidates
- 60+ career building articles to serve tech talent, mid-career talent, and those transitioning into new careers
- 30+ interview-based features to highlight talent success stories and the incredible staff that made inTulsa and the Visa Network happen
- Greater name recognition and successful matches between talented job seekers and tech companies
The client:
MotionPoint
The challenge:
MotionPoint, a global website translation company, was in the process of shifting its content marketing to pivot its business to a different clientele. The work needed to be done quickly and precisely to help the small in-house communications team accomplish their enormous new shift in content needs without getting overwhelmed.
The solution:
Writing By Michele interviewed subject matter experts and collaborated with the Content Marketing Director to reframe existing content as well as craft new content to more precisely appeal to the company’s newly reframed ideal client profiles. Deliverables included ghostwritten thought leadership articles, infographics, landing pages, email campaigns, and social media posts.
The result:
With content like the short list of samples below, Writing By Michele made it easier for the in-house content team to handle huge assignments on-time, on-budget, and with confidence in the quality of the work being turned in.
Samples of the work done on this two-year project:
- How to Avoid Making Translation Faux Pas in Your Marketing – article
- Striking the Right Balance – article
- Benefits of the Proxy Approach for Website Translations – article
- Website Translation vs. Localization – article
- Localization and Customization of Global Websites – article
- The Technologist’s Guide to Choosing a Website Translation Solution – landing page
- U.S. Healthcare Organizations Shouldn’t Ignore Spanish Speakers – infographic
- Word Growth and How It Impacts the Customer Experience – infographic
- The Value of Translating Omnichannel Content – infographic
The verdict:
Michele has provided writing and editorial services to my company for two years. During that time, she’s proved to be cordial, adaptable and professional at every turn. More importantly, her talents have made her indispensable in key stages of our content marketing efforts, especially in regard to writing sharp, impactful content under tight deadlines. A terrific writer and editor, Michele has always been a joy to work with. I look forward to continually working with her in the future!
— J.C. Hutchins, Director of Content Marketing