Orlando Premier Collection

Challenge: Tie four luxury vehicles into one print campaign. Concepted "Forces of Nature" campaign to symbolize vehicles as a force of nature. Directed designers, wrote and edited copy. It boosted monthly sales volumes by 8%. Enlarge image

Orlando Premier Collection

The "Phenomenon" campaign. This follow-up effort typified each vehicle as a natural phenomena. Drove concept development and art direction, wrote/edited print ad copy. It helped enhance brand awareness and sales volumes. Enlarge image

ADT Monthly eNewsletter

Challenge: Increase customer engagement. I revamped the defunct monthly eNewsletter. Piloted editorial calendar, content and strategy. It achieved record open and click through rates under my ownership: 40% total open rate. 28% unique open rate.  Enlarge image

ADT Pulse Upgrade Email

Challenge: Increase customer upgrades and retention. Managed program, creative direction, wrote/edited content. Subject lines reached a 58% total open rate. 39% unique open rate. Record call volumes. 123K new installs. Up 50% YoY.  Enlarge image

The Palm Beach Post

Challenge: Revamp restaurant's image to revive sales. Concepted, directed designers, wrote and edited copy for print campaign, spotlighting renowned chef and latest menu creations. Sales soared and has since become a dining destination. Enlarge image

Nissan Altima "Reborn"

Challenge: Devise creative way to promote latest features and lift sales. Developed concept, directed video editors and wrote script. It strengthened brand awareness within dealership's local market and drove sales volumes. Watch video

TheBeautyBeast.com

Challenge: Increase brand footprint and subscriber growth for online coupon site. Developed concept, directed designers and wrote/edited print ad content. It helped build brand awareness and boost paid subscription conversion rates. Enlarge image

JFK Medical Center

Challenge: Showcase technology to increase exposure of cardiac facility. Led ideation process and creative direction, wrote/edited copy to run in The Palm Beach Post. It enhanced brand awareness and local market penetration. Enlarge image

Mercedes "Uniquely You"

Challenge: Establish market dominance and promote staff. Conceived, wrote and directed :30 commercial. It reinforced location as the area's premier luxury dealership, differentiated them from competitors and drove sales volumes. Watch video

ADT Pulse Holiday Email

Challenge: Upgrade customers to remote video monitoring services to increase retention. Delivered creative direction for digital marketing team and wrote content. Achieved 12.5% attriton rate and record installations-123K. Enlarge image

FloridaWise Magazine

Challenge: Cover Palm Beach Fashion Week for magazine. Provided extensive coverage of gala events and area trunk shows. The spread increased reader engagement and drove paid subscription growth for the publication. Enlarge image

Ford "Now is the Time"

Challenge: Produce hard-hitting commercial that promotes savings and selection. Created concept, wrote script, directed voice talent and video editors. The bombastic spot delivered a 20% lift in sales volumes for the dealership. Watch video

Pathfinder Awards

Challenge: Maximize exposure for newspaper’s scholarship program. Conceived testimonial campaign featuring former award winners and how it helped them. Directed designers, wrote/edited copy. Elevated market awareness and donations. Enlarge Image

ADT Welcome Series Email

Challenge: Improve customer journey. Developed email series for positive onboarding experience. Delivered creative direction for email and design teams. Crafted content. CSAT scores improved, achieving a greater customer experience. Enlarge image

Mercedes "Too Pricey"

Challenge: Grow pre-owned vehicle sales and convince audience that Mercedes is affordable. Concepted and wrote this :30 spot. It generated leads, call volumes, traffic and increased sales volumes for the luxury dealership. Watch Video

ADT Pulse App Email

Challenge: Execute national rollout to convert Pulse users to new app. Led Product team meetings. Created email, managed creative process, directed designers and email team, wrote/edited content. Reached over 1 million downloads. Enlarge Image

The Palm Beach Post

Challenge: Optimize reader retention and acquisition. Envisioned "Single Words" print campaign to promote paper as best local news source. Directed designers, wrote and edited ad copy. Gained incremental revenue and subscriber growth. Enlarge Image

Jeep "Opportunity Knocks"

Challenge: Create aggressive commercial that promotes sales event and used vehicle selection. Concepted, wrote script and directed voice talent. Delivered increased sales volumes for the Jeep dealership. Watch Video

ADT Phone Sale Validation

Challenge: Deliver positive customer experience for sales center. Drove 14 emails from concept to execution. Provided segmentation, led creative process, wrote dynamic content. Delivered enhanced CSAT scores. Enlarge Image

ADT Banner Ad

Challenge: Create loyalty offer and content that drives tenured customers to upgrade to smarthome security services. Managed UX team, directed designers, wrote and edited copy. Achieved record-setting 33.5% click-through rate. Enlarge Image

VW "Drum Beats"

Challenge: Create unique way to promote sales event and maintain strong brand identity. Concepted, provided creative direction and wrote commercial spot. Delivered increased sales volumes for dealership. Watch Video

Testimonials

  • C. DiCiccio

    Marketing Specialist, ADT Security

    "There is not enough room on the internet to sum up Michael’s creative abilities. I worked with Michael for more than a year—and saw him bring creative concepts to life each day. His eye for detail and remarkable gift for writing compelling copy transformed 'good' campaigns into 'great' campaigns."

  • C. Gonzmart

    Customer Lifecycle Mgmt., ADT Security

    "I was impressed with both his ability to create concepts and copy under pressure, and also to drive and manage projects. Michael worked well with team members and leaders alike and successfully kept a positive attitude, despite the sometimes frenetic environment."

  • M. Davis

    On-site Print Project Manager: ADT Security, RR Donnelly

    "Michael's ability to produce highly creative results while balancing an extraordinary amount of time-sensitive projects is unmatched. He is one of the most reliable and dedicated team players I have worked with - Always on time, focused, sprinting to the finish line while being simultaneously invested in each and every project."