McGraw-Hill implemented a new promotional-code feature on its eCommerce site. In order to do this successfully, it required the latest and most effective language, while maintaining brand identity. Knowing the audience — which, in this case, was students who already know which products they’re buying — is key to generating user-friendly copy.
I conducted research to develop the proper language and tone for the promo-code feature, and reviewed the marketing team’s objectives to ensure that I delivered the best product.
Reinventing McGraw-Hill’s eCommerce site increased digital product sales by 30 percent for both its Connect and LearnSmart products.
The slideshow below is a copy deck that contains all the new language I proposed. This copy deck is not traditionally annotated because the copy was new.
