Pasquale RUSSO
A PORTFOLIO
Pasquale RUSSO
A PORTFOLIO
Digital Marketing Copy
Large Web Projects
Site Redesign (Prudential)
The design and the wireframes were finished. What Prudential needed was content -- and quickly. The ambitious timeline gave me only a few months to write value propositions for one consumer and three business-to-business (B2B) landing pages (institutional, advisor, and employer), their multiple sections, and get them approved. I thrive on deadlines; it was an enjoyable few months of writing.
Policy Claims (Prudential)
It was hard to believe, but many firms had no online claim service for life insurance then (I checked). Prudential planned to pair an online service with a site that addressed the practical needs of beneficiaries. I planned and wrote content on funeral planning, emotional support, and other helpful items. Only wish it had a better name.
Large Site Redesign (Wells Fargo)
When Wells Fargo merged its mortgage and home equity businesses, I led a small team rewriting 500-plus pages. We struggled toward an overly ambitious deadline while learning new design templates and new style and voice guidelines. Along the way, I contributed a baker’s dozen of these tutorials providing guidance for a customer’s home-financing journey.
Refinancing an Adjustable-Rate Mortgage
Short-Form Web Content
The Loan Arranger (Wells Fargo Home Equity)
Too many people applying for home equity loans didn’t seem to understand what a lender looks for in an application. The solution -- which we tested and revised over time -- stopped the application process, explained the requirements simply, and offered helpful tools. It worked.
Mortgage Payment_Options (Wells Fargo Mortgage)
Too many ways to pay the mortgage together with product names that didn’t help to tell them apart. Having confused customers made life difficult for the new servicing team. After working on copy for each program page, I came up with a needs-based comparison tool. Using this content to introduce the programs made a difference.
Electronic Newsletter (AT&T)
I planned and wrote AT&T Quickbits, a monthly newsletter that informed AT&T customers about promotions, new services, and gave a glimpse of emerging technologies.
July_ issue October issue November issue
Product Descriptions
Online Directory Service (AT&T)
When AT&T launched its oddly named AnyWho service, I wrote this piece describing exciting features like reverse number lookup for the company’s website. The content was eventually adapted into a brochure.
Home Equity Credit Line (Wells Fargo Home Equity)
The wealth of options on this complicated line-of-credit took time to grasp -- time we didn’t have with a looming launch deadline. The most satisfying part of simplifying a product with multiple fixed-rate advances and interest rates? Coming up with the graphic.
Other Promotional Content
A local painting company wanted to attract business from general contractors by running a promotion. They had some ideas about what to say, but words failed them. They hired a ghostwriter.