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nDash Writer Profile for William Annett

William Annett

Headline

Copy & Content Pro

About Me

For more than 15 years I’ve helped companies build brands and create loyal customer connections. From strategy and project management to down-in-the-trenches creative, I offer a complete package of marketing content capabilities. My services include:

During my career, I’ve been a journalist, project manager, and director of communications. Because I’ve worn so many hats, I have a deep understanding of how your goals, strategy, and tactics drive and shape creative projects.

For me, words are much more than ink on a page or pixels on a screen. They’re the flesh and blood of your brand, and the first best impression it makes in the world. Whatever your industry, I’m ready to help you reach your branding and communication goals.

When not hunched over a keyboard, I enjoy running, biking, hiking, and studying Kung Fu. Passionate about cooking, I roll my own pasta, bake bread, and am often coated in a thin film of flour. I own more books than I will ever read, binge-watch more movies than I should admit, and play my guitars far less often than I’d like. Born and bred in New Jersey, I reside in Minneapolis, MN with my wife, two children, and a very naughty cat. 

Industries I Write About

Health & Wellness

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Lifestyle

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Science & Medicine

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Business

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My Writing Samples

Fitness

In a competitive industry, Welcyon, Fitness After 50, needed a way to stand out to its target audience of older adults. This page includes a newspaper insert, strength-training guide, and Facebook ads promoting the club's unique approach to health and fitness.

https://willannettcontentpro.com/portfolio/get-fit/

Medical & Healthcare

Today's physicians are busier than ever, and have little time to create the informative websites they need to attract new patients and compete. Working with the practice, I research clinical topics, and create easy-to-understand content for a lay audience. The sample shown here includes the doctor's bio, and an FAQ about hypertension.

https://willannettcontentpro.com/portfolio/get-a-doctor/

Bike Industry Advocacy

From chain pins to fully built bicycles, QBP (Quality Bicycle Products) sells all things bike to shops across America. In a fiercely competitive industry, QBP needed to show bike dealers that its advocacy efforts are growing retailer’s bottom lines, and its fair trade practices are helping impoverished people across the world. The samples shown here include a video about fair trade, plus ads and catalog pieces promoting the company's advocacy efforts.

https://willannettcontentpro.com/portfolio/get-biking/

Marketing Campaign for Civia Cycles

There’s bikes for kids, racing, mountaineering, and cruising along a beach. Why not a bike for everyday transportation that’s comfortable as a sedan, speedy as a road bike, and way classier than that 1983 eggbeater you’ve been riding to work? Civia Cycles, a new bike brand, answered that question with a line of sophisticated and elegant commuter bikes. Through print and media campaigns, our we showed retailers and riders how Civia offered an exciting new way to get from point A to B.

https://willannettcontentpro.com/portfolio/get-going/

Film Reviews and Interviews

Several movie reviews from my film column, including an interview with the actress, Joey Lauren Adams.

https://willannettcontentpro.com/portfolio/get-popcorn/

Fitness Blogging

In a market saturated with health clubs, Welcyon, Fitness After 50 needed a way to spotlight their expertise in delivering safe and effective exercise programs for older adults. Drawing on interviews with Mark Richards, our resident fitness and physical therapy guru, I created a series of blogs exploring different aspects of fitness.

https://willannettcontentpro.com/portfolio/get-blogging/

Journalism, Corporate Newsletters, and PR

Earlier in my career, I worked as a journalist in the arts, entertainment, and healthy-living beat. In the world of marketing, I still use that training by telling human-interest stories for organizations. Published in newsletters, catalogs, event guides, and websites, these pieces inspire company pride for employees, and build deeper, more meaningful relationships with customers.

https://willannettcontentpro.com/portfolio/get-newsy/

Experience

Director of Communications

Strategized, conceived, and managed all communications for Welcov Healthcare and its network of more than 60 transitional, long-term, and assisted-living communities. Projects included managing design and development of new corporate website, and writing all content. Also created print ads, brochures, flyers, and a corporate newsletter. Handles all media requests and press releases, and coordinated contract resources and print vendors.

Company: Welcov Healthcare

I worked there from 9/2016 until 9/2017

Marketing Communications and Content Director

Managed all external and internal communications for Welcyon, a chain of health clubs with locations in seven states. Created content across multiple platforms: website, social media sites, email campaigns and collateral materials. Wrote advertisements for print, web, and social media; health & fitness blogs; member testimonials; promos for new club launches and events; monthly emails targeting prospects, members, and former members; and training videos.

Company: Welcyon, Fitness After 50 (a division of Welcov Healthcare)

I worked there from 10/2014 until 9/2016

Freelance Marketing Content Creator

Offered a comprehensive suite of marketing services, from ads and tweets to fully integrated marketing campaigns.

Company: Self Employed

I worked there from 7/2013 until 10/2014

Marketing Communications Supervisor

Developed national ad campaigns, B2B communications, and branded corporate content that targeted over 5,000 independent bike and outdoor retailers; played an integral role planning and executing a major rebranding effort designed to build and retain customer loyalty; built thriving video group that produced ads, educational videos and short-form documentaries; wrote press releases that spurred frequent coverage from industry trade publications and local media

Company: Quality Bicycle Products

I worked there from 11/2005 until 7/2013

Senior Creative Writer

Wrote web content and B2B communications for an IT services company; this required clear, jargon-free overviews demonstrating the business benefits of technologies and services; served as project lead for rebranding corporate website: wrote new content, developed writer's guidelines, edited work of freelance writers, and collaborated with art director and technical staff; created content for corporate website, brochures and other marketing collateral for CRM, IP telephony, and other technologies

Company: Analysts International

I worked there from 1/2002 until 9/2005

Senior Instructional Designer

Researched, wrote and edited medical courses for nursing and med students, and physicians. Extensively interviewed physicians, nurses, and other subject matter experts on a wide range of complex topics including subarachnoid hemorrhage, ectopic pregnancy, ECG interpretation, and techniques for detecting myocardial infarction in ER settings. Conceived interactive pieces including tests, interactive scenarios, animations and games, and collaborated with artists, editors and programmers.

Company: Digital Med

I worked there from 1/1999 until 8/2001

Content I Write