challenge
Local businesses want to use Google to find customers, but their products and services are only available offline.
solution
We launched Google Offers, a prepaid deals product that drove online-to-offline traffic to local businesses via email and national social media marketing campaigns.
my contributions
Managed editorial copy and photography across 5 key markets. Businesses included: American Museum of Natural History, Bronx Zoo, Clinton St. Baking Co., Fat Witch, Matilda the Musical, New York Aquarium, Sleep No More, Zabar’s
Trained, mentored, and managed workflow of 10 writers, designers, and sales editorial captains
Oversaw editorial testing for local thematics, bundled offers, digest emails, cross-promotions, and reruns
Developed content standards for terminology, voice, and tone (from straightforward offer highlights to more playful descriptions about the businesses)
impact
Campaigns increased sales and net rev in key markets
Sales teams closed deals because of content quality, which was often cited as a reason that businesses used our product
Content standards reduced confusing and vague language, increased consistency in writer-submitted drafts, and decreased editing time
