jasmineportfolio1091

[jasmineportfolio1091]

Whole Foods Market_SPEC_Tone Guide

Assignment Description: I used a real company to create a mock brand tone guide for this assignment. Below is an example of how I would craft your brand’s voice and tone in a guide that will be used for consistency across all forms of communication. 

Brand: Whole Foods Market

Positioning Statement: Whole Foods Market’s products consist of fresh, natural, organic produce, holistic home & self-care essentials, artisan-style delicacies, and deliciously nutritious on-the-go meals. Busy, health-conscious shoppers can depend on receiving high-quality foods that will increase their overall health and wellness while improving the environment. Whole Foods Market is the only USDA-certified organic market in the United States.

Descriptors:

Reliable

Inspirational

Mindful

Altruistic 

Innovative

Explanation:

Whole Foods Market is reliable because it consistently provides high-quality groceries and goods for its shoppers. WFM is not inconsistent with its quality standards.

Embrace: WFM would say reliable things like “quality checked, farmer trusted, brands you can rely on repeatedly.”

Avoid: WFM would not say things that sound like “occasionally farmer checked” or “brands that sometimes meet the mark.”

Whole Foods Market is inspirational because it compels shoppers to take time to invest in their physical and environmental well-being. WFM is not boring or mundane.

Embrace: WFM would say that "true fulfillment comes from knowing what's on your plate."

Avoid: WFM would not say things that sound like, “Come eat the same foods you’re used to”

Whole Foods Market is mindful because it is responsible, thoughtful, and attentive. WFM is not careless or flighty.

Embrace: WFM would say things that sound like “sustainably sourced,"; "fair trade made"; "responsibly crafted to your satisfaction."

Avoid: WFM would not say, "Don’t check the labels, eat at your own risk.”

Whole Foods Market is altruistic because it embraces community partners and has an impactful social awareness to better the environment. WFM is not arrogant or individualistic.

Embrace: WFM would say things that sound like "locally harvested,"; "supporting the ones who do it right,"; **"our purpose is to nourish people and the planet."

Avoid: WFM would not say things like, “great value for massed produced meats”; or “Let’s keep all of the good stuff just for us.”

Whole Foods Market is innovative because it is the first exclusively organic market in the USA with a modern take on holistic living and sustainable farming practices. WFM is not gimmicky or casual.

Embrace: WFM would say, "customer-centered, sustainably driven, since day one."

Avoid: WFM would not say things like, "the OG of organic grocery giant, servin' up fresh ones on the daily" or “Since it’s never been done before, we’re not going to be the ones who try first.”

BRAND KEYWORDS AND PHRASES: **“SOURCED FOR GOOD: PRODUCTS THAT TASTE GOOD — AND DO GOOD.”; **“RAISED RIGHT”; “NOURISHMENT FOR THE MIND, BODY, AND SOIL”; "FAIR TRADE"; "ORGANIC"; "ALL NATURAL"; "HIGH-QUALITY STANDARDS": "HIGH-QUALITY PREMIUM FOOD AND GOODS"; "MODERN ORGANIC"; "RESPONSIBLY GROWN AND SOURCED";

**cites from Whole Foods Market website

Written by Jasmine Joseph

[jasmineportfolio1091]

SPEC Website_About Page

Project Title: About Page for Kensington Cat and Dog Home (fake company, fake about page)

Creative Review Date: 8/19/23

Owner: FRW

Copywriter: Jasmine J.

Problem: A fictitious animal shelter (Kensington Cat and Dog Home) relaunching its website was looking for donors and signing up people for their newsletter. They need an “About Us” page to reintroduce themselves to their audience and solicit donations from caring donors who cannot house pets. 

Solution: I created an About page that focuses on the history and accomplishments of Kenginston Cat and Dog Home. The page also includes interactive buttons for donors. I’ve also created an interactive popup page for interested website visitors to sign up for the monthly newsletter. The tone of this page is friendly, sincere, and caring.

[ABOUT PAGE] 

IMAGE 

Banner of old-school pictures of the home blended/gradient to modern-day home with cats and dogs with the latest prosthetics running and happy with volunteers outside of the home 

HEADLINE

Who We Are: A History of Kensington Cat And Dog Home 

SUBHEAD 

Our impact through the century 

BODY

Since our inception in 1901, we’ve made it our mission to help every cat and dog that has experienced hardship at some point in their life. We believe our furry friends deserve to live healthy, happy, thriving lives. For the last 122 years, we have been able to provide the following:

Match over 3 Million cats and dogs to loving owners and stable housing.

Administer crucial medical treatments to sick and lonely animals 

Provide essential rehabilitation services so that felines and canines can resume playful and active lives 

Remain one of the only shelters that do not (and will not) practice animal euthanasia 

SUBHEAD 

Setting our sights high for the future 

BODY

We plan to expand our reach to help 100,000 animals each year as we continue growing. With such an ambitious goal, we must secure funding to further our cause. Since our founding, we have not taken any government-sponsored funds. We have relied on the love and passion of generous our most incredible partners, you! Loving, compassionate, and generous donors like yourself have been the pillars of our great success. If you are unable to house any more furry friends in your home, being a monthly sponsor will be just as impactful in helping us continue our mission.  

SUBHEAD

Purrfect perks for our sponsors!

BODY

Exclusive access to the monthly newsletter 

Receive your pick of KCDH apparel 

Sponsor a cat or dog pal and receive picture updates on their progress 

Special invitations to volunteer at holiday events and special gatherings 

CTA to donations page: Sponsor A Furry Pal Today

[NEWSLETTER POPUP]

IMAGE

Cute picture of a cat and dog looking like newsies with a megaphone and newspaper stack 

HEADLINE

Extra, Extra, Read All About Us! (newspaper and paw emojis) 📰🐾

SUBHEAD

Subscribe to our monthly newsletter to get the latest scoop on our furry friends! 

FORM

FIRST NAME 

EMAIL ADDRESS 

CTA to thank you for subscribing page: Subscribe for Newsletter 

[include language to ensure the safety of email addresses. “Kensington Cat and Dog Home will not use your email address for third-party purposes. You will be able to unsubscribe from the newsletter at any time.] 

Written by Jasmine Joseph

[jasmineportfolio1091]

Johnson&Johnson SPEC Email

Project Title: Spec Email from Johnson’s Baby Conditioner (real company – Johnson & Johnson –and product)

Creative Review Date: 8/14/23

Owner: FRW

Copywriter: Jasmine J.

Problem: Johnson & Johnson created a new Conditioner for children ages 0-2 and wants to market it to parents of this age group. Parents of 0-2-year-olds are looking for an affordable, high-quality product for their children’s hair that will ensure moisture and hydration to their child’s hair and scalp. 

Solution: I crafted an introductory email that would be sent to parents on the mailing list. This email uses a friendly, knowledgeable, and sincere tone that empathizes with parents who may have challenges washing their baby’s hair. The email also provides the benefits of the new product and allows parents to save 10% on their first purchase. 

FROM

Johnson’s Baby 

SUBJECT LINE 

Introducing Johnson's Baby Conditioner - Say Goodbye to Hair-Washing Woes!

SNIPPET 

Claim 10% off Your Purchase of Our New Nourishing Conditioner 

IMAGE

Laughing baby in the tub with hair in a swirl from soap and sudds reach up to a parent, with caregiver bending down next to the tub smiling.

HEADLINE

Nurture Every Strand: Introducing Our Gentle Baby Conditioner for Tender Locks

BODY

Dear [Customer's Name],

Ensuring the health and wellness of your little one is always your top priority. Bath time fosters a special connection between parents and babies, and establishes lifelong healthy habits. We understand that bath time can sometimes pose challenges, especially when washing your precious one's hair. Don’t throw in the towel yet – we have the perfect solution with our latest innovation: Johnson's Baby Conditioner.

When paired with our trusted Johnson's Baby Shampoo, our new conditioner offers the following:

Essential hydration to your baby's scalp

Provides much-needed relief for conditions like cradle cap or dryness

Containing gentle ingredients adhering to our signature "no-tears" quality standard, this conditioner ensures a comforting and tear-free experience.

Create delightful bath routines that will have you and your baby splashing, laughing, and cherishing these precious moments together. 

CTA: Learn More About Our New Baby Conditioner | Visit Our Website www.johnsonsbaby.com/conditioner to Download Exclusive Offers

CTA to the website: DOWNLOAD YOUR COUPON 

Written by Jasmine Joseph

[jasmineportfolio1091]

DoorDash SPEC Landing Page

Project Title: Landing Page for DoorDash Small Restaurants (real company, fake landing page)

Creative Review Date: 8/14/23

Owner: FRW

Copywriter: Jasmine J.

Problem: B2B copywriting; DoorDash is looking to partner with small, independently owned restaurants not yet added to the platform. The target audience already uses takeout and has a strong customer following, but they are skeptical about using new technology or services. 

Solution: I created an attractive, user-friendly landing page that speaks to the potential DoorDash partner’s wants while promoting DoorDash’s appeal to help these businesses grow. Casual, friendly, and informative tones are used to give business owners confidence in the DoorDash brand and the concept of becoming a partner. 

Designer notes: 

Hero Area: 2 different designs with the same sectional information 

The CTA in caps should be a button (you do not have to create those referred pages)

 HERO AREA

IMAGE 1

Photo of storefront shop with an older man (grandfather or dad) outside of the store locking the doors and passing the keys to his son (younger man); both smiling 

HEADLINE #1

Join the DoorDash Partner Revolution: Start Your Journey to Success Today

SUBHEAD #1

Unlock up to 60% Profit Increase with DoorDash: Your Pathway to Enhanced Earnings and Success!

CTA to account setup page: BECOME A DOORDASH PARTNER TODAY

IMAGE 2

The cashier at the restaurant, smiling, handing back to DoorDash driver, zoom in on Dasher’s phone, text alert blown up with the text “You’ve got another order on the way.”

HEADLINE #2

Grow. Reach. Prosper. Repeat. 

SUBHEAD #2

Are you interested in growing profits and reaching new customers? It pays to be a neighborhood DoorDash Partner. 

CTA to account setup page: PARTNER WITH US TODAY

FORM

Partner with DoorDash to boost revenue and increase customer engagement – both within the app and via your website.

BUSINESS NAME

BUSINESS ADDRESS 

BUSINESS EMAIL 

BUSINESS PHONE NUMBER 

DROP DOWN: SELECT YOUR BUSINESS TYPE 

CTA to account setup page: GET STARTED 

SECTION 1

Driving Success: Supercharge Profits and Attract More Customers with DoorDash Partnership

BODY

You’ve made the brave step of stepping out on your own by creating a business. You have your culture, community, and family behind you. Share your food with the world; it deserves it. Here’s how we will help you do just that:

Guaranteed up to 60% profit increase 

A surefire way to attract and engage new customers 

Keep current customers coming back for more 

Let us be your team member if you’re ready to achieve your wildest dreams. 

CTA to account setup page: GET STARTED TODAY

SECTION 2 

Effortless Growth for Your Business: Amplify Success with DoorDash Partner Accounts

BODY 

You pride yourself on delivering a quality dining experience. We at DoorDash share that same passion. As a partner, you will gain complete access to:

Quick and simple account setup and operations 

24/7 expert support (just in case you get a little stick)

Improving ways to train your staff, so you can continue to build and grow your thriving business 

Still, need more info? No problem. We’ve got you covered! 

CTA to sign up support page: TALK WITH AN EXPERT

Written by Jasmine Joseph

[jasmineportfolio1091]

Education Philosophy Statement By. Jasmine Joseph

The African symbol of Sankofa comes from the Akan people in Ghana. It can be depicted in different variations; 1) as a bird craning its neck to place a pebble on its back, and 2) as a decorative curlicue heart. The English translation of Sankofa means “to go back and gather.” These two visual representations symbolize the notion of reflecting and honoring one's history to move forward to build a stronger future. It is this symbol that I look to as a depiction of my educational philosophy. I believe it takes a faithful community with confident and well-equipped educators to empower the next generation of children who will learn and become inspired agents of change. 

Understanding my students and their families heritage and background enables me to be a trusted partner and resource. The literacy practices of parents are essential to their child’s development. Family and school partnership is paramount to creating a positive experience for all educational stakeholders. I aim to teach the whole child and empower them with the knowledge and life skills they will need to improve their lives as they reach adulthood. Working with parents to recognize and nurture their child’s spiritual, emotional, physical, and intellectual gifts will help foster a happier and healthier generation of people who believe in living mercy and seeking justice for their fellow man.

As an educator, I am committed to assisting my school in developing school-wide initiatives that celebrate and incorporate the culture of all students. I believe that schools should be well equipped with established policies and curricula that are easily accessible so teachers are prepared and empowered to teach students who come to school from varying home, spiritual, and cultural backgrounds. As an educational leader, I believe in providing practical and relevant professional development opportunities for teachers to obtain the necessary resources to keep them aware of the cultural diversity within their student body. This includes providing teachers with effective lesson-planning strategies, mindful classroom management methods, and appropriate assessments that guide instructional decisions. 

As a descendant of three generations of teachers, I have been called to be an educator. It is my passion to look back and uplift future generations ascending into the subsequent phases of leadership. Culturally sensitive and appropriate pedagogy must become a model that is more prevalent in the field of education. The socio-political climate of this century thus begs the fact for our children to be more culturally engaged than ever before. It is up to educators to advocate for their students so that they become culturally competent citizens and well-rounded individuals.

[jasmineportfolio1091]

SPEC Brand Voice Product Descriptions

TRAVEL Assignment:

Directions: I wrote a brief hotel description suitable to appear in different travel destination brochures for this task. The description should be between 100 and 150 words and describe the hotel in a compelling way that encourages visitors to stay. Hotel 1 is Disney’s Animal Kingdom Lodge Hotel 2 is Sandals Grande, St Lucia. 

Brand: Disney’s Animal Kingdom Lodge

Tone Descriptors:

Adventurous 

Enthusiastic 

Welcoming 

Target Persona: Daring Dan (a veterinarian) (42) is married to his wife (a teacher) and has two children ages 9 and 11. Dan’s household annual income is $130K+ (average upper middle class family). Dan and his wife are a two car household, Subara is their choice of brand. Daring Dan loves animals and the environment. He also wants to share his passion of adventure and love for nature with his wife and children. He has worked hard to make this year’s family trip one to remember! Dan has wanted to take his family to Disney’s Animal Kingdom Resort and Theme park for some time. The Disney brand sparks nostalgia for Dan and his wife that they want to share with their two children. They appreciate the family friendly atmosphere and endless opportunities for entertainment while at Disney. Although this might not be the most intimate vacation that Dan and his wife would want, they are thrilled to spend quality family time at one of the most magical places on Earth.

SPEC Product Description (125 words):

Imagine awakening to a majestic symphony of birds and stepping onto your balcony to see friendly giraffes and zebras roaming in the courtyard below! You and your loved ones will create lasting memories as you venture to the African plains at Disney’s Animal Kingdom Lodge. Take a once in a lifetime safari ride through 4 wondrous savannas, where over 200 animals of 30 different species reside. 

Relax and cool off at radiant pool areas, experience fine dining with African, Mediterranean, and American cuisines at our award-winning restaurants — and discover fun-filled animal programs that will ignite the inner adventurer within each family member. Playgrounds, arcades, and movies for kids — lounges, wine bars, and spas for grown-ups: there's truly something here for everyone. Cultural immersion, relaxation, and magical adventure await!

Time: 1 hr

Brand: Sandals Grande, St. Lucia

Tone Descriptors:

Romantic

Alluring

Attentive 

Target Persona: Sophisticated Sarah (25) is planning her dream wedding and honeymoon with her college love, Matt (27). Both Sarah and Matt make a combined income of $90K+. Sarah is a fashionista and enjoys shopping luxury brands like Kate Spade, Coach, and MAC. She gains inspiration for her style from magazines like Elle, Cosmopolitan, and allure. She drives a BMW Gran Coupe. Her parents are so excited for Sarah and Matt to be married. They are gifting them with their honeymoon excursion. Matt is from the Caribbean (Jamaica) and enjoys spending time in nature and trying new flavorful foods. Sarah also enjoys the outdoors and stamping her passport with as many destinations as she can. She is looking forward to spending the rest of her life with her true love.

SPEC Product Description:

You are in the season of saying, ‘yes!’ Say yes to the cake, say ‘yes’ to the dress (or tux), and say ‘yes’ to sharing the rest of your life with your soulmate. Now, say YES, to Sandals Grande Saint Lucian, the Caribbean's leading honeymoon destination. The island of Saint Lucia will captivate your heart with its breathtaking beaches, picturesque landscape adorned with volcanic mountains, and lush tropical greenery. As you and your partner swoon over the wonders of the Caribbean our staff will ease your worries as we ensure you enjoy your luxury getaway in blissful relaxation. Adventurous ocean activities, 5 luxurious pools, 2 top-tier golf courses, and 12 all-inclusive restaurants with delicacies from around the world encapsulate the true lovers’ escape. Let us be the first stop on your forever journey of romance, passion, and love.

-Jasmine Joseph