WORK SAMPLE
The Textron Aviation Customer Newsletter
As a content editor for the world’s largest private aviation company, I was responsible for developing messages for a variety of the corporation’s audiences. One of the broadest-reaching pieces of content was the official quarterly newsletter, which shared everything from current events, to resource-based content focused on tech maintenance and customer service.
The newsletter required me to curate a collection of content for our ownership audience, relying on pre-existing assets (videos, photos, etc.) to bolster the pieces developed exclusively for each issue.
I created the editorial calendar and guided layout of this email series, which was developed in collaboration with the corporate communications, and email automation teams.
Upon its launch, the first issue generated a click-through-rate of 15 percent.
Tap on each image to view the newsletter.
WORK SAMPLE
Your Guide to Ownership Nurture/Awareness Email Stream
The aircraft purchase cycle is significantly slower than other buying cycles, and the industry heavily relies on the in-person/sales representative model to identify prospects.
But, what if a prospect raised their hands to express interests before they ever spoke to a salesperson? Those questions led to the development of a newsletter-format email nurture stream titled “Your Guide to Ownership.”
Tap on an email below to view.
I led messaging and copywriting for the soft launch of this project, aimed at generating new top-of-the-funnel leads for Textron Aviation’s sales team. Prior to message development, I worked with email automation developers to craft a backend email workflow with lead scoring built in. By collaborating with Textron Aviation’s CRM team, we were able to define a clear list criteria to ensure recipients would be receptive to the messages, which ranged from business travel to leisure aircraft use.
WORK SAMPLE
The Citation Report Newsletter
The Citation Jet Pilots Association (CJP) approached Textron Aviation, makers of the Citation family of jets, to create messaging specifically for its members. The group, made up of pilots and aircraft owners, operates independently from Textron Aviation, but maintains a close relationship.
During my time as content editor of Journey, Textron Aviation’s content hub, I wrote a number of pieces focused on the company’s customer service division. It proved to be perfect content for CJP members, many of whom remain connected to Textron Aviation through its maintenance and technical support service network.
I developed a content plan and editorial calendar, then worked with the company’s graphic designer to create a digital newsletter distributed to members. The newsletter contained a variety of content relevant to the audience:
Stories and testimonials featuring CJP members
How-to articles and videos
News about new services and technical resources
Promotional items related to technical service