Agency M | Copywriting for Targeted Campaigns
At Agency M, I supported two primary clients with very different audiences: Xfinity and AARP. For Xfinity, I developed direct mail campaigns targeting multi-dwelling property owners and managers, creating messaging that positioned built-in connectivity as a competitive selling point for attracting renters and buyers. For AARP, I concepted and wrote a range of acquisition-focused direct mail pieces promoting the AARP Rewards Visa card — from seasonal holiday campaigns to incentive-driven mailers and introductory materials that highlighted everyday value. Across both accounts, my work centered on understanding niche audiences, articulating clear benefit-driven messaging, and developing concepts tailored to highly targeted campaigns.
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Making Connectivity a Selling Point for Multi-Dwelling Properties
This bi-fold direct mail piece targeted property managers and developers, positioning pre-wired high-speed internet and TV as a competitive advantage for attracting prospective buyers and renters. The messaging focused on convenience, modern connectivity expectations, and the value of offering move-in-ready technology as a differentiator in multi-dwelling properties.
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Highlighting Everyday Rewards for AARP Members
This accordion-fold mailer introduced the newly launched AARP Visa Rewards card with a simple, compelling message: “give a little, get a lot.” The concept highlighted how everyday spending could translate into meaningful rewards, using a clear, inviting narrative to drive interest and enrollment among AARP members during a key acquisition window.
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Promoting a $100 Sign-Up Bonus for AARP Members
This bi-fold direct mail piece promoted the $100 sign-up bonus for new AARP Rewards Visa cardholders. The concept focused on delivering a clear, immediate value proposition—highlighting the upfront incentive while reinforcing how the card continues to reward members long after enrollment.