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Social Ecommerce: CorkSport

Portfolio Blog

These posts present a snapshot of some of the copywriting and branding work I've done over the past five years.

I like to think I maintain varied interests, and I hope one day my portfolio reflects a few more of them. That said, even when industries and audiences are outside my wheelhouse I love researching and learning to speak to them. Each of these projects has developed me as a writer and marketer.

Social Ecommerce: CorkSport

David Michael McFarlane

Before February of 2015, I wasn't aware aftermarket Mazda parts existed as an industry, much less a competitive one. I'd written for Jaguar, Tesla, Toyota, and Mitsubishi accounts before and can now sort photos of Mazdas by their year and model thanks to writing for CorkSport.

STORY:

CorkSport has been around for 17 years, developing and manufacturing parts that enhance Mazdas' power, handling, and style. They do good work and treat their customers well, so they've amassed a loyal fan base on social networks and in e-mail lists. They struggled monetizing those fans, so I grew their digital presence while promoting products with SEO-rich blog posts, highly targeted Facebook ads and promoted posts, and Instagram outreach. Within the first few months, sales were up, uses of the #CorkSport hashtag increased by over a thousand/month, and newly segmented e-mail campaigns had an open rate nearing 50%.

BASICS:

  • Launched an Instagram outreach campaign, sending customized thank-you-for-hashtagging notes to individual customers as private messages.
  • Aggregated e-mail list data to create segmented campaigns for owners of specific Mazda models.
  • Conceived and developed quarterly infographics with designers.
  • Increased #CorkSport uses by showcasing a daily pic sourced from recent tags.
  • Developed a launch strategy with beta testers and brand advocates for their biggest product launch of the year.
  • Leveraged automotive trends and news to increase traffic and sales.

HANDIWORK: