I speak to the audience’s experiences with accessible and informative content.
Award Magic
Website Redesign
Award Magic offers premiere awards travel planning service for booking flights with credit card points and airlines rewards.
Their service has earned high degree of trust from clients and they have many returning clients. They relied heavily on repeat clients and word of mouth. Additionally, the site was developed without UX design principles, creating friction points in the user journey.
Approach
The redesign strategically reconstructed the website’s navigation and content structure, developed new interfaces for key pages with the aim of providing an accessible and informative user experience without detracting from the streamlined experience repeat customers enjoy. I also created a new informational introduction page that doubles as a pillar page for future content expansion.
The redesign’s discovery phase informed the copywriting strategy with key insights:
Client needs can be divided by their level of award redemption knowledge.
Clients with only novice redemption knowledge are often overwhelmingly confused when trying to make the most of the redemption system themselves.
Finding the best value in the reward redemption system is time consuming, even for clients with advanced award redemption knowledge.
Their primary challenge is either redeeming for the best value or the inconvenience of booking.
BRAND MESSAGING
Award Magic has the experience and knowledge to maximize your points and miles when booking business class award flights.
Copy Example: Home Page
The new copy needed to address several issues found in the old site:
Award Magic’s unique value proposition and unique selling points were not communicated well.
The website suffered from weak SEO performance, limiting organic traffic and potential customer acquisition.
Award Magic relied heavily on repeat clients and word of mouth. Organic visitors quickly left the site.
The copy didn’t speak to the buyer’s journey or offer information to novice users in the earlier stages of the customer lifecycle.
The new copy reflects the buyer’s journey, communicates Award Magic’s value proposition and is designed to boost SEO. We also added a carousel to draw the eye directly to easily digested value propositions.
Navigation that leads to the information page and booking page. And sections for other services.
The reworked pages include:
Home page
The ANA ticket booking page
A new informational page, the How It Works page, for top of the funnel users.
Service page
We also launched a paid ad campaign promoting the ANA booking service.
RESULTS
Major SEO success, including doubling organic traffic, capturing multiple new SEO rankings, and the How It Works page captured the snippet for a targeted search query. Our paid ad campaign informed future SEO strategy.
I write content that bridges complex ideas with audience perspectives.
In video writing, the opening line is your make-or-break moment. Videos have mere seconds to establish connection, requiring an opening line that directly addresses the audience’s core challenge or pain point. The rest of the script will work to sell a product with multiple complex features, the script needs to loop from a real-world struggle to the way out the product offers. When an audience feels seen, then offered clear steps that feel achievable, the video creates a conversation where viewers nod along, thinking, “Yes, that’s what I’m dealing with,” followed immediately by, “Oh, this might actually help me.”
Water Treatment Package
Water Treatment Is Vital
Opening Lines
Water treatment is vital. To us, to the world we’ve created here.
By making the treatment process more sustainable, life becomes more sustainable.
Concept
The Aqualog is a spectrometer that uses A-TEEM, a new technique that creates molecular fingerprints of its sample. A-TEEM makes it possible to use the Aqualog instead of mass spectrometers for QC screening during the water treatment process, which would reduce costs and save time .
The video needs to not only sell the Aqualog, but convince decision makers that this new technique is reliable and easy to incorporate into their existing processes. The script creates an emotional hook by opening with the critical role water treatment plays in our daily lives. It then combines an authoritative voiceover narration with a knowledgeable scientist in order to balance the complex science with the real-life benefits the instrument offers.
Water and wastewater treatment and monitoring is all about organics. We’re looking for dissolved organic fractions, specifically colored dissolved organic matter. We have the Aqualog set up for quick spot-checking from different stations throughout the treatment process; predicting and identifying organics for removal.
Voiceover: Water treatment is vital to us, to the world we’ve created here.<br>By making the treatment process more sustainable, life becomes more sustainable. HORIBA Scientific’s Aqualog Water Treatment Plant Analyzer, the only fluorescence and absorbance spectrometer for quality control and process monitoring, is the gold standard of early detection of validated automatic organic analysis.
Scientist: The Aqualog’s dynamic versatility, completed with the Aqualog Sipper and Datastream software, can be staged at any point in the treatment process for snapshot inspections and real-time process monitoring reports. The analyzer package is powered by A-TEEM, HORIBA Scientific’s patented molecular fingerprinting technique that quickly identifies the chemical components of your sample. A-TEEM simultaneously measures the absorbance, transmission and fluorescence emission and excitation matrices of a water sample, giving you a more accurate representation over a broader, more usable concentration range of organics.
Voiceover: With the multichannel CCD detection,the Aqualog Water Treatment Plant Analyzer becomes the faster, more sensitive analytical tool capturing atoms in minutes or even seconds rather than hours. Adding an analyzer this quick and this versatile creates a less costly water treatment process.
Scientist: Water and wastewater treatment and monitoring is all about organics. We’re looking for dissolved organic fractions, specifically colored dissolved organic matter. We have the Aqualog set up for quick spot-checking from different stations throughout the treatment process; predicting and identifying organics for removal. Implementing this quick optical technique mitigates risk while minimizing runtime of the expensive and time consuming mass spectrometers. Know the problem before there is a problem. No sample prep or column separation also saves us on chemical dose expenses. Just a simple optical measurement that can be run as often as necessary or for fun. The novel approach the Aqualog uses combines two simultaneous spectroscopies into the one A-TEEM analysis. Capturing fluorescence and absorbance measurements simultaneously, which the Aqualog does, provides real-time inner-filter effect correction allowing for rapid A-TEEM data acquisition and a true molecular fingerprint. With an analytical measurement in the fraction of the time, adding A-TEEM is proving to be faster and more economical than conventional methods for organics monitoring.
Voiceover: A Benchtop Instrument for versatility and reliability. The Aqualog creates an early warning system for disinfection byproducts formation and for detection of source water contamination without using regents, columns, or solvent extraction. Adding the Datastream dashboard to the package provides the pushbutton HTML interface, allowing the user to set parameters and thresholds for exceptional control, speed, sensitivity, and value.
Scientist: We have the HORIBA Aqualog Sipper connected to various water sources within the plant and it handles automatic extraction of the samples. The software automatically rinses sample cells, cleans and drains for up to four sample tubes. The Datastream dashboard makes water quality analyzing and reporting simple and really hands free. Highly specific, distinct A-TEEM fingerprints report a wide variety of our user-specified parameters. To name a few of these parameters, we have DOC, SUVA, THM species and its formation potential, algae, and time series for trends and analysis. We set up the Datastream dashboard to track these parameters and alert us when the threshold is exceeded.
Voiceover: The Aqualog Water Treatment Plant Analyzer and complete package; the simple, fast and affordable early warning sentinel for water treatment plants. Reduce your cost and improve your process. Ask for a demonstration today.
HandScope Laser
Simplified Evidence Processing
Opening Line
At a crime scene or in the lab, evidence processing needs a light source that won’t slow down the investigation.
Concept
The HandScope Laser was designed to specific needs of forensic investigators and lab technicians. There are pros and cons to using lasers as light sources during investigations. Having 3R safety classification makes the HandScope more versatile than nearly all other laser light sources.
The script needs to appeal to investigators, lab technicians, and department decision makers, three audiences with very different media preferences and considerations. The script opens on the importance of speed, accuracy, and ease of use in evidence detection to appeal to common needs of instrumentation and evoke the common frustrations with safety protocols during an investigation. The script creates authoritativeness and applicability by appearing in a crime lab and at a crime scene.
We all know a clear mind is as vital as the best forensic tool for fast and successful investigations…
With continuous illumination and remote operation we get fewer complications during setup and use.
Voiceover: At a crime scene or in the lab, evidence processing needs a light source that won’t slow down the investigation. A laser-based alternate light source with 3R classification makes following laser safety protocols simpler and less time consuming. The uniquely capable and simple to operate Class 3R HandScope Laser is the most versatile handheld laser on the market.
Lab Technician: It’s a multi wavelength laser designed for in the field conditions like light interference and limited power supply. We have an ALS with four wavelengths controlled from the LCD screen and a rechargeable three hour battery. No deadman’s switch, no door interlocks, no laser safety officer, and all you need is the unlock code and you’re good to go.
Investigator: Of everything to consider at a crime scene, evidence detection accuracy and operator safety are paramount. We all know a clear mind is as vital as the best forensic tool for fast and successful investigations. The HandScope Laser light source is engineered to be the safer forensic tool for detecting all types of trace evidence and modern dye stains like RAY and RAM. With continuous illumination and remote operation we get fewer complications during setup and use.
Lab Technichian: The R in class 3R stands for reduced requirements; meaning reduced safety protocols, reduce precautions and reduce time getting the investigation underway. Lasers are the brightest light source on the market and they reduce background fluorescence to become the most specific light source on the market, as well. We should add reduced fluorescence background as an R for reduced chance of missing evidence. All the good Rs and no reduction in performance.
Voiceover: The HandScope Laser, the forensic light source for single hand operations of four wavelengths and all day performance. Engineered to get the job done. Find out how scene processing is simplified at Spexforensics.com.
A-TEEM Compliance Package
Fit For A GMP Environment
Opening Line
Imagine a biopharma lab process with the sensitivity of separation at the speed of spectroscopy.
Concept
A-TEEM is a patented molecular fingerprinting technique developed by HORIBA using fluorescence spectroscopy. The A-TEEM Compliance Package is A-TEEM’s first introduction to the pharma industry.
The video has to accomplish a lot in a short time. The audience needs to know what A-TEEM is and how it’s different from fluorescence spectroscopy, a method that, until now, has been dismissed as not practical for pharma manufacturing. The video also needs to present its applications in a pharma setting while establishing the package as meeting GMP regulations.
The script opens with a compelling vision, positioning A-TEEM Spectroscopy as a groundbreaking tool with several applications. The script goes on to establish A-TEEM’s applications and benefits. It then reassures GMP labs that this package has been designed to meet their compliance needs before explaining the science behind the product.
When production depends on precise analysis of complex mixtures, A-TEEM is the spectroscopic tool for speed, sensitivity, and low detection limits.
Imagine a biopharma lab process with the sensitivity of separation at the speed of spectroscopy. A-TEEM Spectroscopy is the new tool for GMP environments that accelerates the characterization of complex samples in QC screening, contaminant detection, and the mixture predictions of your applications. A-TEEM characterizes relevant fluorescent components and complex matrices to sub-pbb levels. This makes it a natural fit for the characterization of many biopharmaceutical products.
With the A-TEEM Compliance Package, you have multivariate analysis of complex mixtures as well as solutions for record keeping, method validation, and instrument verification to meet regulatory requirements around the world.
A-TEEM Direktor Multivariate Analysis software includes a seamless path for method development to model prediction to trend monitoring for process control. It enables part 11 compliance for data analysis.
Developed under OPC UA protocols, the EzPAT Server provides connectivity to common PAT enterprise platforms, enabling Part 11 compliance for data acquisition.
IQ/OQ documentation and qualification following U.S. pharmacopeia test methods and acceptance criteria ensure your data is reliable, reproducible, and meets expected performance standards.
Current PAT spectroscopic solutions are limited. A-TEEM is more sensitive, has lower detection limits and does it faster.
How?
Because an A-TEEM fluorometer captures a full fluorescence spectrum at every excitation wavelength while simultaneously collecting the absorbance spectrum, it will automatically correct for inner-filter effects, turning your data into truly accurate and quantitative fingerprints. Now you have a spectroscopic solution that can be used to identify low level components in complex mixtures or identify contaminants and out of spec product.
When production depends on precise analysis of complex mixtures, A-TEEM is the spectroscopic tool for speed, sensitivity, and low detection limits. And now, with this new compliance package, A-TEEM is fit for a GMP environment.
So give it a try, thirty day software trials are available. Contact your local HORIBA representative or find out more online.
