Maryannfabian Portfolio

maryann fabian

wordsmith

copy sample

maryann fabiant e l e p h o n e : 6 7 8 . 7 7 7 . 6 2 4 2

e m a i l : m a f 2 3 7 5 @ a o l . c o m

www.l inkedin.com/in/fabianwil lwriteit

Director-level writer/editor offers 15+ years

of leadership experience in crafting the voice

of a national brand. Big-picture thinker with

an eye for design and an ear to the ground.

Change agent who determines vision,

impacts strategy and delivers quality creative.

fashion • internet • corporate • broadcast

wordsmith


e m a i l : m a f 2 3 7 5 @ a o l . c o m

www.linkedin.com/in/fabianwillwriteit

fa s h i o n

One of my favorite campaigns was called “Desires.”

It featured backlit, sun-drenched photography and

dreamy, handwritten copy to describe spring fashions.

I want to feel as light and delicate as butterfly wings.

I want pants the color of the moon in the afternoon sky.

I want a top made from the kimono of a Shogun’s bride


e m a i l : m a f 2 3 7 5 @ a o l . c o m


fa s h i o n / g r a n d o p e n i n g

Created a direct mail catalog featuring the heroes of Katrina as models. Each

celebrity was matched with a vendor who made a contribution to charity.

So copy was key with this vehicle to explain the model’s story as much as

the merchandise.

Dr. Karen De SalvoWhen others fled, she stayed.

The current Vice Dean for Community Affairs and Health Policy at Tulane University worked

with colleagues to start makeshift clinics on the streets of New Orleans, often using just an

ice chest and a card table. One site became a permanent neighborhood health center that

has served over 30,000 people to date without other access to primary

care. Dr. DeSalvo and her team are using what they learned on the street to teach

a new crop of doctors and change the healthcare system.

miCHAel miCHAel KOrS

A. Chocolate shift dress with goldtone chain trim. misses 2-12, Petites 2P-14P.

made in USA. 129.50.Available only at macy’s

lakeside Shopping Center.

“When I saw the dress, I said ‘wow!’ It’s very wearable...professional...and from one of my favorite designers.”

-Dr. Karen DeSalvo

Dr. Karen De SalvoWhen others fled, she stayed.

The current Vice Dean for Community Affairs and Health Policy at Tulane University worked

with colleagues to start makeshift clinics on the streets of New Orleans, often using just an ice chest and a card table. One site

became a permanent neighborhood health center that has served over 30,000 people

to date without other access to primary care. Dr. DeSalvo and her team are using what they

learned on the street to teach a new crop of doctors and change the healthcare system.

miCHAel miCHAel KOrS

A. Chocolate shift dress with goldtone chain trim. misses 2-12, Petites 2P-14P.

made in USA. 129.50.Available only at macy’s

lakeside Shopping Center.

“When I saw the dress, I said ‘wow!’ It’s very wearable...professional...and from one of my favorite designers.”

-Dr. Karen DeSalvo


e m a i l : m a f 2 3 7 5 @ a o l . c o m


c a m pa i g n : l e v i ’ s j e a n s

Co-created a campaign called “We’ve Got Your Number.” Levi’s said we

captured the essence of their brand better than their ad agency, and doubled

the amount of co-op dollars for us to produce a unique direct mail piece.

meet the new lineup from

levi’s® jeans 4 hot little numbers you should know.

Confident and comfortable.

Attitude-infused with

just the right amount of edge.

Cut it close with nothing but style to spare.

Scoot your boots into a modern low rise.

Hang loose & low in an old-school favorite.

Or make your new go-to the slim and straight.

Go ahead. Game on.

levi’s® low rise Boot Cut 527™ JeansA modern take on a great five-pocket jean. low rise hits at the hip, fits straight through the thigh and eases over your boots. 29-40. Shown in indie blue. imported. $44.


e m a i l : m a f 2 3 7 5 @ a o l . c o m


c a m pa i g n : c l i n t o n k e l ly

Reinvented Macy’s Wardrobe Sale by bringing in Clinton Kelly as the national

spokesperson. Co-created comp. Sold the idea to Macy’s Marketing in New York.

Co-created toolkit for divisions to follow. Assisted at photo shoot.

Interviewed Clinton Kelly for wardrobing tips.

“say yes to a vest”30% off Alfani vests. Only at macy’s.

reg. $00, sale 00.00.

“Here’s my top 5 picks for fall, plus

some surefire tips.”

(left) “to create a long, slim line, go monochromatic”30% off Alfani suit. Only at macy’s. reg. $00, sale 00.00.


e m a i l : m a f 2 3 7 5 @ a o l . c o m


c a m pa i g n : e a r t h d ay

Co-created Macy’s Earth Day campaign 2009.

Here is a newspaper ad that ran nationally.

Happy Earth Day.Macy’s is turning over a new leaf.

At Macy’s, we are operating in ways that are more sensitive to the environment, from reducing energy use and adopting renewable energy sources, to recycling more of the waste generated by our own operations.

In doing so, we pledge to reduce our impact on the environment and join our customers in taking a turn for the better.

Reusable Tote, 1.95Beautifully designed and created for you to use over and over again as you help conserve our precious resources. $1 from the sale of each tote at 1.95 will be donated to the National Park Foundation.

One Good Turn Saturday the 25th, our Charity Shopping Day.For $5, you get 2 great offers: $5 off* a one-time $15 purchase AND an all-day shopping pass worth 20% off* most purchases storewide. 10% off* select home purchases. Macy’s will donate 100% of every $5 donation to the National Park Foundation and local participating organizations that conserve and protect our environment. *Exclusions apply. See details below.

*EXCLUDES: Cosmetics and fragrances, fine and fashion watches, designer and bridge handbags, designer and bridge shoes, Polo/Ralph Lauren/Lauren, Tommy Bahama, Lacoste, 28 Shop, Oval Room, Louis Vuitton, Martha Stewart furniture, Lauren Ralph Lauren furniture, Waterford, Lalique, Baccarat, Tempur-Pedic, All Clad, Henckels and Wusthof. Not valid on Everyday Values, Macy’s Gift Cards and Gift Certificates, special orders, previous purchases, restaurants and nonmerchandise-related services, Gift Registry kiosks, gift wrap, selected licensed departments or as payment on credit accounts. Discount will be deducted from the current price (regular, sale or clearance, as applicable). Cannot be combined with another savings pass or discount offers.

Valid Saturday, April 25, 2009.

Hey Kids! Get Your Free Activity Book at Macy’s TodayThe first 150 customers at Macy’s today will receive a free copy of “Kid Power,” a First Bloom-inspired activity book that’ll teach you about native plants and how they help the environment. Available in our Children’s Department.

Happy Earth Day.Macy’s is turning over a new leaf.

At Macy’s, we are operating in ways that are more sensitive to the environment, from reducing energy use and adopting renewable energy sources, to recycling more of the waste generated by our own operations.

In doing so, we pledge to reduce our impact on the environment and join our customers in taking a turn for the better.


e m a i l : m a f 2 3 7 5 @ a o l . c o m


t o o l k i t / b e s t p r a c t i c e m a n u a l

Provided creative direction to corporation regarding campaigns

to ensure brand alliance. Shown here is a “how to” guide for

corporate gift card managers, with approved language for

client correspondence, banner ads and print ads.

print

client correspondence

online

• banner ads for trade publication websites and e-newsletters

OVERVIEWThe purpose of this toolkit is to provide you with an easily accessible, central resource for corporate gift card creative. It all reinforces our message that Macy’s Gift Card is the preferred gift for rewarding and motivating B2B employees and clients.

Messaging Hierarchy1. We have the gift solution – Macy's Gift Cards are ideal for any business gift giving occasion, and we can create an incentive program tailored to your needs. 2. The essentials: • Macy's Gift Cards never expire. • There's never a fee and they never lose value. • Redeemable anytime at over 800 locations nationwide or online at macys.com.3. Volume discounts are available.4. Call to action. Provide phone number and web address.

Copy ToneMacy's copy tone is informative and conversational, always highlighting how Macy's gift cards mean business.The copy should be tailored to your client's needs. Get creative and suggest how Macy’s Gift Cards can be used in many different business applications.

Dear _________________,

I wanted to tell you how much we’ve appreciated your past business. Your company’s success means a lot to us, so I thought I’d touch base and offer a simple solution that will help you meet all of your company’s gift giving needs.

Macy’s Corporate Gift Cards can• boost employee morale• thank valued customers• celebrate company successes & holidays• help with budgeting• attract new business • increase revenue via cross-marketing promotions

They’re perfect for employees & business partners because• Macy’s Gift Cards never expire• There’s never a fee & our Card never loses value• They can be redeemed anytime, at over 800 Macy’s nationwide and online at macys.com

I will personally facilitate the entire process for you, from selection to delivery, to make this the easiest business decision you’ve come across this year. Call me soon…as a valued corporate client, you can qualify for a discount on volume orders.

Sincerely,

877-MACYS-B2B • www.macys.com/corporategifts


Motivate, inspire, congratulate.The possibilities are endless with the card that never expiresfrom the store that’s beenbringing you great ideas for over 150 years.

Call our team today & we’ll customize a program just for you. Ask about volume discounts, too.

One Card.

Millions of Ideas.

A Macy’s Gift Card...


e m a i l : m a f 2 3 7 5 @ a o l . c o m


c o n c e p t

Collaborate with designer to create a gift card

campaign that would tie into Macy’s celebrity-driven

TV commercials.

Celebrity Gift Card Proposal

celebrity: marthaIllustrated Photograph with a quote from the celebrity

suggested technique: 4/C

celebrity: carlosIllustrated Photograph

suggested technique: 4/C, Sound bite of guitar

celebrity: mariahIllustrated Photograph

suggested technique: 4/C, Sound bite of her singing, or scent strip with fragrance

celebrity: donaldIllustrated Photograph with a quote from the celebrity

suggested technique: 4/C

* Cards could become autographed collectibles

It’s a good thing

Hope you got a pre-nup


e m a i l : m a f 2 3 7 5 @ a o l . c o m


b r o a d c a s t

Produced national radio for Dockers.

Event: Dockers PantsLength: :30

female announcer:

Macy’s introduces a pair of pants with a quite impressive list of features.

They’re from Dockers.

And they’re made with carbon extracted from coconut shells.

This tropical punch of nature and technology

helps you stay cooler, odor resistant and UV protected...

with a wrinkle-free, spot-lifting finish

that’s remarkably stylish and comfortable, too.

Wow.

Definitely who I’d want to be standing next to after a long, hot day.

That’s the Magic of Macy’s.

radio script


e m a i l : m a f 2 3 7 5 @ a o l . c o m


b r o a d c a s t

national radio for Dockers - humorous version when

buy was intended for ESPN.

Event: Dockers PantsLength: :30

Denis Leary-type announcer:

Macy’s introduces a pair of pants that performs better naturally than...

well, when’s the last time you heard of anything performing better

naturally?

It’s Dockers new pants with Cocona.

I think it’s a Hawaiian word meaning Mother Nature’s still got some tricks

up her pant leg.

Dockers found a way to extract carbon from coconut shells

and turn it into a pant with some impressive features.

Bottomline is: you stay cooler, odor resistant and UV protected.

Quite the 1 - 2 - 3 punch.

And definitely what you’ll want to be wearing at the end of a long work day.

That’s the Magic of Macy’s.

radio script


e m a i l : m a f 2 3 7 5 @ a o l . c o m


e - m a i l b l a s t

internet campaign aimed at junior customer

using a blogging approach.

trend watch

This Valentine’s Day, it’s all about you—regardless of whether you have a date or are flying solo.

If you’re coupled up, use your feminine wiles to get the celebration of your dreams—a nicely dressed date and a bouquet of roses to boot! Simply point your guy in the direction of Macy’s young men’s streetwear department...where he can peruse the latest looks from Sean John, Rocawear, Coogi and more...and just casually drop the fact that if he spends $100, he gets a dozen roses—free!†

Or get your brother the outfit he’s always wanted. Save it for his birthday or for Christmas next year. You get the dozen roses to enjoy now!

Who says a girl can’t have her cake and eat it too?

Posted by: Rosebud


e m a i l : m a f 2 3 7 5 @ a o l . c o m


c o m m u n i t y a f fa i r s

Program ads with copy representing

Macy’s core values.

Giving on the GreenFathers and sons, thank you for sharing your Father’s Day. Your time spent on the course helps support programs that foster leadership skills, self-discipline and self-esteem through the game of golf. Today, everyone wins.

“There can be hope only for a society which acts as one big family, not as many separate ones.”-Anwar el Sadat

Congratulations on a history full of firsts, and now a tenth. Macy’s is proud to sponsor the 10th Annual Dining For A Difference Gala.


e m a i l : m a f 2 3 7 5 @ a o l . c o m


b u s i n e s s - t o - b u s i n e s s

Created an ad for Delta Airlines’ Sky Magazine

to promote corporate gift card sales in time

for holiday gift giving.

Macy’s, a name synonymous with shopping, now shines coast to coast with the star power of over 800 stores. Whether your goal is to recognize performance, increase productivity or commemorate a special occasion, Macy’s can help.

Motivate. Congratulate. Shine.Recognition and incentive programs encourage increased sales, improve morale and strengthen customer loyalty. Macy’s Gift Cards provide access to the best names in fashion, cosmetics, accessories and home furnishings. They are truly a “one size fits all” gift, allowing your recipients to decide how they want to reward themselves for their hard work and dedication.

Your Star PotentialHere are just some of the creative ways that companies nationwide are using Macy’s Gift Cards to grow their business: • A renowned national car rental company provides employees with

Macy’s Gift Cards quarterly to promote their professional dress code. • One of Fortune® magazine’s “100 Best Companies to Work For”

implemented a “perks at work” program where employees can purchase Macy’s Gift Cards at a discount, and have them deducted from their paychecks.

• A leading Southern home builder gives Macy’s Gift Cards to welcome new homeowners to the neighborhood.

Our Five-Star ServiceWith convenient ordering, complimentary shipping, volume discounts and personalized service, we invite youto discover the benefits of Macy’s Gift Cards. Learn more about how Macy’s Corporate Services can assist your organization. Call 1-866-378-7524 or visit us online at www.macyscorporategifts.com.

Macy’s, a name synonymous with shopping, now shines coast to coast with the star power of over 800 stores. Whether your goal is to recognize performance, increase productivity or commemorate a special occasion, Macy’s can help.

Motivate. Congratulate. Shine.Recognition and incentive programs encourage increased sales, improve morale and strengthen customer loyalty. Macy’s Gift Cards provide access to the best names in fashion, cosmetics, accessories and home furnishings. They are truly a “one size fi ts all” gift, allowing your recipients to decide how they want to reward themselves for their hard work and dedication.

Your Star PotentialHere are just some of the creative ways that companies nationwide are using Macy’s Gift Cards to grow their business: • A renowned national car rental company provides employees with

Macy’s Gift Cards quarterly to promote their professional dress code. • One of Fortune® magazine’s “100 Best Companies to Work For” implemented

a “perks at work” program where employees can purchase Macy’s Gift Cards at a discount, and have them deducted from their paychecks.

• A leading Southern home builder gives Macy’s Gift Cards to welcome new homeowners to the neighborhood.

Our Five-Star ServiceWith convenient ordering, complimentary shipping, volume discounts and personalized service, we invite you to discover the benefi ts of Macy’s Gift Cards. Learn more about how Macy’s Corporate Services can assist your organization. Call 1-866-378-7524 or visit us online at www.macyscorporategifts.com.

Gifts That Mean Business

Give Them The StarsMotivate. Congratulate. Shine.Macy’s Gift Cards are the perfect choice for all of your company’s star employees and clients, no matter where they are. With more than 800 Macy’s locations coast to coast, your gift is good virtually everywhere, including macys.com.

We off er• volume discounts• convenient ordering• complimentary overnight delivery• personalized customer service

Let us help you make a lasting impression. call: 1-866-378-7524 email: [email protected]: www.macyscorporategifts.com

Macy’s gift cards are your solution for• employee rewards• company dress code programs• customer recognition• fundraising• holiday and thank-you gifts

Macy’s Gift Cards off er a one-of-a-kind shopping experience for every person on your list.

Let Macy’s Corporate Services be your personalconcierge for gift giving.

Macy’s team will tailor a gift card program to meet your needs.

866.378.7524 • [email protected] • www.macyscorporategifts.com

Oct_2006_EGC_DeltaSky.indd 1-2 8/29/06 12:42:18 PM


e m a i l : m a f 2 3 7 5 @ a o l . c o m


b r o c h u r e s

Business-to-business tool used as a way to sell gift cards

to corporations: have HR departments give gift cards to

employees to upgrade their dress code.

macy's gift cards can handleall of your gift-giving needs

• Choose any amount from $10 on up• Volume discounts are available

For more information aboutMacy's Corporate Gifts Services, please visit:

macyscorporategifts.com

or call1.866.378.7524


Dress to Impress


invest inquality...Think of your work wardrobe as investment dressing—pieces you'll keep for a long time. Go for timeless, tailored wool classics in always-appropriate black, navy or gray. Choose pre-matched suits, or suit separates that come pre-hemmed so no alterations are needed. Add color via accent pieces, like ties and tops.

businesscasual...Dressing for a relaxed business setting tends to be the trickiest skill to master. Good taste is key, so you project an image that's confident & approachable with the right balance of style and comfort. Try pairing khakis with a button-down or knit shirt. Or add personality with a trendy top.

addressyour options...Dresses make life easy, especially wrap dresses which flatter just about every figure. Add a few well-chosen accessories and you'll be out the door in no time in the morning.

make agreat impressionevery day

People form an opinion the instant they see you:93% is based on appearance & body language,7% has to do with what you actually say.So appearance says a lot about you...your intelligence, confidence, power, credibility.It also speaks for the organization you represent...its philosophy, culture and standard of service.Take a look in the mirror and see what others see.

Luckily, what to wear and how to wear it is aneasily learned skill. Some tips:

• emulate the rising stars in your organization.

• dress as you want to be seen: professional, promotable.

• it's better to be overdressed than underdressed.

Remember, clothing also cues your self image. Feeling good about how you look can help you feel good about yourself. It can change your mindset. You'll be ready to take on the world!

invest inquality...Think of your work wardrobe as investment dressing—pieces you'll keep for a long time. Go for timeless, tailored wool classics in always-appropriate black, navy or gray. Choose pre-matched suits, or suit separates that come pre-hemmed so no alterations are needed. Add color via accent pieces, like ties and tops.

make agreat impressionevery dayPeople form an opinion the instant they see you:93% is based on appearance & body language,7% has to do with what you actually say.So appearance says a lot about you...your intelligence, confidence, power, credibility.It also speaks for the organization you represent...its philosophy, culture and standard of service.

Luckily, what to wear and how to wear it is aneasily learned skill. Some tips:

• emulate the rising stars in your organization.

• dress as you want to be seen: professional, promotable.

Remember, clothing also cues your self image. Feeling good about how you look can help you feel good about yourself. It can change your mindset. You’ll be ready to take on the world!


e m a i l : m a f 2 3 7 5 @ a o l . c o m


pa c k a g i n g

Private label product that was tied into

Macy’s holiday campaign.

INDOOR AMARYLLIS GROWING INSTRUCTIONSAmaryllis are extremely easy to grow. Just follow these instructions and use the professional planting mix provided.

Planting Instructions1. Place fiber disk in the pot and add lukewarm water.2. Remove approx. 2/3 of the planting mix from the pot.3. Set the amaryllis bulb in the pot, roots down and nose up. Gently

spread out the roots. (Roots must remain undamaged.) Spread the rest of the planting mix around the bulb, packing soil firmly. Leave the top third of the bulb above the soil line.

4. Place the pot in a sunny, warm location.

Watering HabitsWater once with lukewarm water when you first pot up your amaryllis bulb, then sparingly until you see the tip of the bud appear. Water regularly (do not overwater) and you will soon be rewarded with spectacular blooms.

Additional Facts and Tips:• If the bulb has already started growing, plant as soon as possible and the bulb will straighten itself out.• Spread some pebbles or marbles over the mix for a nice appearance.• Keep from drafty doors and windows.• Cut off spent stalks, additional stalks will appear as others fade.• Amaryllis are tropical bulbs and prefer temperatures around 70°F ( 20°C )• All plants grow towards the light, turning the pot regularly will ensure straight stems.

AftercareWhen blooms fade, cut off the tubular flower stems near the top of the bulb, leaving the foliage to continue growing. Water as usual and apply a water-soluble fertilizer every four weeks. Once the danger of frost has passed place your amaryllis pot outdoors in your garden where it can enjoy the summer sun. Be sure to continue your fertilizer program every four weeks as this is necessary for the next round of indoor forcing. Bring your amaryllis inside at the end of summer and allow the bulb to completely dry out bystoring it in a cool dry place. Now repot your amaryllis in fresh potting soil and start the growing cycle all over again.

Growing kit contains:

• 1 Amaryllis bulb, size 24/26 cm

HOLIDAY AMARYLLISHOLIDAY AMARYLLIS HOLIDAY AMARYLLIS$999

WHITE WHITE WHITEPINK PINK PINKRED/WHITE RED/WHITE RED/WHITEREDRED RED

INDOOR AMARYLLIS GROWING INSTRUCTIONSAmaryllis are extremely easy to grow. Just follow these instructions and use the professional planting mix provided.

Planting Instructions1. Place fiber disk in the pot and add lukewarm water.2. Remove approx. 2/3 of the planting mix from the pot.3. Set the amaryllis bulb in the pot, roots down and nose up. Gently spread out the roots. (Roots must remain

undamaged.) Spread the rest of the planting mix around the bulb, packing soil firmly. Leave the top third of the bulb above the soil line.

4. Place the pot in a sunny, warm location.

Watering HabitsWater once with lukewarm water when you first pot up your amaryllis bulb, then sparingly until you see the tip of the bud appear. Water regularly (do not overwater) and you will soon be rewarded with spectacular blooms.

Additional Facts and Tips:• If the bulb has already started growing, plant as soon as possible and the bulb will straighten itself out.• Spread some pebbles or marbles over the mix for a nice appearance.• Keep from drafty doors and windows.• Cut off spent stalks, additional stalks will appear as others fade.• Amaryllis are tropical bulbs and prefer temperatures around 70°F ( 20°C )• All plants grow towards the light, turning the pot regularly will ensure straight stems.

AftercareWhen blooms fade, cut off the tubular flower stems near the top of the bulb, leaving the foliage to continue growing. Water as usual and apply a water-soluble fertilizer every four weeks. Once the danger of frost has passed place your amaryllis pot outdoors in your garden where it can enjoy the summer sun. Be sure to continue your fertilizer program every four weeks as this is necessary for the next round of indoor forcing. Bring your amaryllis inside at the end of summer and allow the bulb to completely dry out bystoring it in a cool dry place. Now repot your amaryllis in fresh potting soil and start the growing cycle all over again. Growing kit contains: • 1 Amaryllis bulb, size 24/26 cm • Growing container • Professional planting mix Inspected by : Supplied by: United States and Dutch Departments of Agriculture The Rose Company Grown from cultivated stock 119 South Main Street Product of Holland Fairfield, IA 52556

BULBS ARE GROWN FROM CULTIVATED STOCK AND ARE NOT FOR HUMAN CONSUMPTION.

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chocolate shift dress