Holly McGurgan: Writer/Editor/Content Strategist in Oaklyn, NJ

Writing: Research, write and edit SEO articles, product descriptions, long- and short-form blog posts, press releases, newsletter articles, reports and brochure copy for a variety of clients, including Transfast, Livestrong.com, Healthline.com, eBay.com, FerrigonoFit.com, USAToday.com, Nonprofit Communications Report and Volunteer Management Report. Editing: Line and content edit blog posts, white papers, press releases and other materials following AP and in-house style guides.

Marketing: Created marketing strategies that increased pet adoption and strengthened brand awareness. Multi-pronged summer cat adoption strategy increased adoptions by 30 percent, while the Silver Paw program decreased length of stay for older dogs by two weeks. Writing: Generated story ideas and interviewed adopters, supporters and employees to create compelling content that promoted the Society and its services. Created press releases, PSAS, position statements, reports, speeches, social media posts, advertisements, brochures, biographies and media kit information. Media Relations: Successfully addressed the criticism that the Society was abandoning Philadelphia with its move to Bucks County. Adoption rates increased by 50 percent after the move. Issue was covered by Philadelphia Inquirer, Bucks County Courier Times, NBC10, 6ABC, CBSPhilly and the Associated Press. Served as media spokesperson and coordinated publicity efforts when the Society’s air-conditioning system failed. As a result of media coverage, $45,000 was raised in two weeks to replace the system. Digital Marketing: Supervised redesign of the Society’s website, worked with designers and photographers, and created content for the site. Page views increased by 40 percent after the new site’s launch. Initiated social media marketing program (Facebook, Twitter, blog) that engaged and informed potential adopters, veterinary clinic clients and donors. Newsletters: Edited The Guardian, a newsletter distributed to 30,000 members nationally, and WHS News, an employee newsletter. Used Constant Contact to inform subscribers of news, events and promotions. Desktop Publishing: Used Microsoft Publisher and InDesign to create newsletters, brochures, advertisements and flyers. Event Coordination: Planned Family Fun Day, an event that drew 3,000 visitors and featured vendors and performances. Acted as the liaison between vendors and Society, and coordinated advertising and publicity for the event, which was covered by the local media.