|
P R O F I L E P O R T F O L I O |
Site: Freeride.com Initial launch: 1995 Role: Senior writer, 1998-99 Project: Create new content (refreshed on a daily basis) for incentive marketing program, supporting member recruitment, e-commerce transactions, and product sales. Develop and populate lively, club-like environment for members, initially mostly experienced web surfers, later mainly newbies. The site needed to appear trustworthy, competent, and familiar. Strategic approach: The initial metaphor for FreeRide was a game board--members traveled around in a taxi. As the site evolved, the offer pages, where members performed transactions to gain or redeem points, became less game-like and more ad-like. I refined and adapted the established editorial tone to reflect changes in membership and the need to be more inclusive. Specific content types: Offer pages, seasonal and holiday catalogs, special promotions Result: Freeride was consistently in the top 10 most-visited sites throughout 1999. |
 |
 |
