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Sample Results

(web video producer)

Challenge: Create web site content for start-up Web design firm with no established client base.

Action: Work with principals and subcontractors to identify the company's target audience, establish the business's credentials, and create a brand identity.

Results: Project completed in 5 weeks with rave reviews from the client, prospects, and new customers.

Interactive Advertising Bureau
(web advertising and standards association)

Challenge: With 5 weeks to go before a major annual conference, IAB had only 850 registrations, out of a goal of 1,500.

Action: Created a marketing plan, negotiated list and ad placement barter arrangements, and wrote a series of targeted e-mails, banner ads, and newsletter ads.

Results: Registration increased by 285% to over 2,400.

(software company)

Challenge: eServeWeb was a new startup selling software that tracks business courtesy (food and gift) expenses for the pharmaceutical industry. They needed a Web site fast to attract financing and launch the company.

Action: Worked with the CEO to pinpoint the company's target audience, identify their customers' problems, and demonstrate how eServeWeb software can solve those problems.

Results: A web site that showcased how the company's software could help pharmaceutical companies save time and ensure regulatory compliance. The restaurants got a fast, easy way to build their business, increase exposure, and take orders even when they weren't open.

Global Gateway Communications
(software company)

Challenge: Global Gateway had been working on their new product brochure for months. The company's staff were experts on software, but not on marketing. The designer had worked on clothing, but not brochures. It was due to be presented to the company's CEO in 2 weeks, and the Executive Director was frustrated with the slow progress and the poor results. They needed a fresh start (and fast turnaround) in order to meet their deadline.

Action: Two weeks of intense consultation with the director and staff to identify the company's target audience, determine the benefits of using their software, and overhaul the brochure's design.

Results: The new brochure emphasized how the company's security software protected users from hackers, identity theft, and interception of audio/video transmissions. Design changes reduced clutter, made the brochure easier to read, and drew more attention to the product photos, headlines, and benefits. Plus, it was completed on time!

Industrial Cleaning Products LLC
(food processing and cleaning chemicals)

Challenge: ICP needed fast work on a brochure highlighting its products, a Web site, and posters for an industry trade show.

Action: Wrote copy for brochure and web site, contracted with a graphic designer, and trafficked materials between the client, the designer, and the printer.

Results: All materials produced and delivered in time for the show (in 6 weeks).

Westchester Region of Hadassah
(nonprofit medical research)

Challenge: The Westchester, New York chapter of Hadassah (an organization that funds medical research to find cures for cancer, MS, and other diseases) had a problem. The economy was tanking and their annual gala was coming up. They count on that money to fund programs, events, and research throughout the year.

Action: Rewrite their fundraising letters to tell stories, about the people the organization helps, rather than list the organization's knowledge and expertise. The letters now emphasized a human connection, explained what donors would receive, and described exactly how donations would be used. Plus, we added honorees, who were encouraged to invite their friends. It was a great way to publicly acknowledge the contributions of existing donors, as well as reaching out to new people.

Results: Despite the recession and the poor economy, the event raised a record-setting amount of money. I can't share the exact numbers, but it was into six figures. It was the the most successful gala the chapter has ever run!

Direct Marketing Association
(marketing trade association)

Challenge: Limited budgets and other factors were adversely affecting registration for DMA b-to-b events.

Action: Wrote new brochures, e-mail campaigns, and Web site copy. Created marketing plans, revamped production processes, and changed list selection.

Results: Production and postage costs reduced by up to 50%, attendance increased by up to 40%.

What Clients Say

AVdrive first hired Ms. Kaplan to write copy for our Web site... We were so pleased with her work, that we retained her to write our presentation/pro‐motional materials.

She demonstrated ability for innovative thinking and we can trust her to finish her projects in a timely manner and on budget. She was instrumental in clarifying our new business thinking. —Ricardo Smith-Hoffman, Principal, AVdrive, Inc.

We hired Jodi Kaplan, of Kaplan Copy, to promote IAB's Interactive Advertising World and awards show.

In short order, she created a marketing plan and e-mail schedule, wrote copy for numerous e-mails, banner ads, and newsletter ads promoting both events, and worked out barter arrangements with newsletter and list owners...

Thanks to Jodi's efforts, registration far exceeded our original budget estimates [budgeted attendance of 1,500; actual attendance of 2,418].

The IAB, the event sponsors, and the exhibitors were all delighted with the results and we highly recommend using Jodi.— Sheryl Draizen, SVP, General Manager, Interactive Advertising Bureau

For years we've been doing the same old, same old, and getting diminishing returns...
You knew immediately that our fliers were pointed at ourselves — instead of our donors.

You realized that the letter we had written...had too much about what Hadassah does and not enough about why our donors care so much about that work. — Karen Everett, President, Westchester Region of Hadassah

I like what you did with the text on our website. The job was done very well and swiftly too. The result certainly exceeded expectations. — Igor Asselbergs, CEO, Colorjinn

Thank you for taking us where angels feared to tread. We'd never done any outside marketing before. Thanks for taking us into the 21st century!— Assistant Director, Executive Programs, international business research and conference organization

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