Carol Joseph

We loved the simplicity of this for social content.

This idea for a print ad was turned into a GIF.

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I doubt that anyone ever won a Cannes Lion with a grocery store insert. But that didn’t stop us from trying to make ALDI’s the best they could be. It took a lot of hard work, but we were to develop a clean look for the weekly inserts with more personality and fewer products.

What better time than college move-in week to kick off a campaign about moving to Michigan?

Our plan was to have Michigan-branded U-haul trucks on campus handing out Michigan-branded food, beverages and swag to hungry, tired and thirsty students and parents. Trucks would also introduce the MovetoMi.org landing page and Instagram accounts.

Priority Health’s sponsorship package with the Lions included a bay at Ford Field for all of the home games. With a goal of creating brand awareness, we wanted to draw people into the bay. Fowling proved to be a huge success, drawing long lines of people before and after games.

Writing is about more than coming up with great headlines. It’s about coming up with great ideas. This campaign was created by me and executed by a freelance art director.

These are a few digital ads that were created as part of the activities/lifestyle campaign.

Fiddler’s Creek offers residents and non-residents a variety of golf memberships. This landing page was created to emphasize the breadth of membership offerings.

Ameriprise had a cumbersome statistic about client confidence that they wanted to feature in a television commercial. We translated confidence into a good night’s sleep and created this clean, simple spot to break through the clutter of financial commercials.

The spot was sold the week before Thanksgiving, shot during the Los Angeles wildfires and ready to air by New Year’s Eve.

Ameriprise prides itself on the close personal relationships advisors develop with their clients. We wanted to demonstrate this in a way we hadn’t seen done before.

While TV and video were designed to be more emotional, OLA was used to deliver on specific proof points. Clients liked these lines so much they used them repeatedly in both internal and external marketing materials.

These concepts, along with a brand manifesto and full-length video script, were part of the initial campaign pitch. The tag line was later changed to align more closely with the Pure Michigan travel campaign.

Campaign to launch a new, longer Jeep Wrangler.

My dad always thought my name should be on the ads I wrote. He got his wish.

We took an assignment for print and OLA and created a multi-channel campaign that included video, rich media, print, direct mail and a new landing page for each of our five verticals. The result was an impressive 96% increase in awareness.

We learned that site selectors were more interested in cities than industries. So, we created a direct mail campaign consisting of a teaser box, info/ swag moving box and follow-up postcards for each of our three key cities. Response was overwhelmingly positive.

One site selectors told us they loved getting socks. So, we sent them customized U of M socks. Wonder if they wore them on game days?

How do you give site selectors a feel for your city? We did it by sending moving boxes filled with info and swag for each of our key cities.

Buses ran in downtown Chicago where they could be seen by tourists and locals alike. Outdoor boards ran in different states.

Much to our clients’ delight, the People Mover went right past the Blue Cross Blue Shield building in downtown Detroit. We can only imagine how the folks at BCBS felt about seeing this go past their building for two months during open enrollment.

As part of a summer Olympic sponsorship, Priority Health had the opportunity to create a CEO salute video. But we wanted to break from the traditional corporate talking head with logo. So, we paired our CEO with PH Champions—real members dedicated to improving their health and inspiring others with their stories—and set them against larger-than-life video footage of Olympic athletes.

While living in Florida, I sent a story to the Naples Daily News and within hours was offered my own column. It was a great opportunity to share my observations on and experiences in life. I was humbled and touched by the number of people who took the time to write to me to say how much my stories meant to them.

If you’ve ever had a child graduate from high school, you’ll be able to relate to this story.

I submitted this story to this women’s magazine right around their issue’s close date. The editor contacted me the next day and ran the story, much to my daughter’s embarrassment.

To improve the content of the monthly newsletters for Fiddler’s Creek, I interviewed and wrote about some of the interesting people who lived in the community.

In addition to writing my own column and covering local events, the NDN also invited me to co-write a column about people living in and around Naples. Although the editor provided some leads, I found most of the subjects myself.

I learned a lot about what kids with diabetes and their families go through while researching and writing this story. Quietly courageous would be an apt description.

How do you promote Mother’s Day on a platform with a predominately male audience? Grab their attention with something that interests them. In this case, a cool truck.

Theme line and concepts designed to create excitement among Detroiters for the 2nd Annual Rocket Mortgage Classic.

An on-site display of an empty clothes rack was used to promote a clothing drive that McCann held on behalf of the Capuchin ministry. Over 700 articles of clothing were collected.

Clients wanted us to bring more emotion to an existing campaign while also highlighting the amenities and affordability of KOA.

One of many spots I wrote while serving as the CD on the Chrysler brand.

This was part of a project we did for Budweiser that poked fun at Corona, one of the first to promote the use of limes with beer.

In my first season at Fiddler’s Creek, we were tasked with creating a lifestyle brand campaign using existing photography. A remote freelance art director and I developed all the work that had previously been created by an ad agency.

I always loved the art direction on this ad.