Kourtney Puckett | Copywriting Portfolio

Eko Health sells digital stethoscopes in various limited-edition colors. I wrote email and ad copy for each color launch campaign, and also developed color name options for the executive team to select.

These examples are from various marketing campaigns across multiple channels for Eko Health, a digital stethoscope and healthcare AI company.

The welcome series is emailed to new subscribers across all 30 McClatchy properties, providing key information for readers to familiarize themselves with the content and functionality of their subscription. I wrote all copy and collaborated with email and product design teams to incorporate industry best practices.

These examples are from various McClatchy marketing campaigns for acquisition, engagement and retention efforts.

I wrote promotional copy and strategized content and visuals as part of website redesign efforts for Henderson Engineers. I also wrote thought leadership articles in collaboration with the firm’s technical experts to showcase Henderson’s knowledge of and commitment to industry innovation.

The #readlocal hashtag has been used by news staff across McClatchy’s media properties to organically champion the importance of local journalism via their social media platforms. This marketing campaign was developed to reinforce the journalists’ efforts, and to encourage readers to subscribe or continue their subscription. View a campaign landing page example at www.charlotteobserver.com/readlocal.

The McClatchy Voter Guide was created to inform readers on the upcoming races and candidate issues in their 2020 local elections. I created the tagline and all campaign copy for email, social, display ads and more.

My team was tasked with developing a hopeful, forward-looking campaign to express McClatchy’s relentless commitment to producing independent local journalism despite 2020’s challenges. This campaign effectively conveyed the value of local journalism while highlighting the stories and resources McClatchy’s newsrooms have produced. Thirty versions were created to reflect all company markets.

The #ReadLocal Squad acquisition campaign was created to highlight the various ways customers can connect with local news. The animated squad members (newspaper, tablet, cellphone and laptop) were introduced and carried out through email and digital advertisements. I wrote all campaign copy and collaborated with the design team on the visual concept.

The 2019 AAFP Family Medicine Experience (FMX) was held in Philadelphia – the City of Brotherly Love. These promotional materials were sent to prospective attendees to encourage registration.

The 2019 campaign concept “Love Your Why” encouraged physicians to reflect on the reasons they chose to practice family medicine. They initially chose it for a variety of reasons, but they continue it because of love:

· Love for the relationships they build with patients

· Love for the communities they serve

· Love for finding tangible solutions to health care issues

The concept promoted FMX as the place for family physicians to restore their spirit and connect with peers who understand their struggles and joys. It also nodded to Philadelphia’s title as the City of Brotherly Love.

The AAFP Family Medicine Experience (FMX) is the AAFP's largest annual meeting where thousands of family doctors come together for education and networking. The 2018 FMX was held in New Orleans.

Inspired by the essence of New Orleans­—a city with palpable energy and an unmatched dynamic spirit—the 2018 campaign concept Like No Other painted FMX as the exclusive event for physicians to be educated and inspired to continue providing the highest quality health care.

This concept for the AAFP student interest campaign—"Choose more. Choose family medicine."—conveys the vast scope of roles medical students can have in their future patients' lives if they choose to practice family medicine. Promotional assets were distributed in medical schools, by email and in social media campaigns.

These shirts were created as merchandise for the AAFP Family Medicine Experience.

This video was created to unveil new branding for the AAFP Foundation Partner Program–part of the philanthropic arm of the AAFP–that raises funds to advance the work of family medicine.

I wrote the script and worked with the video producer and animators to coordinate voiceover talent and ensure a cohesive brand experience.

The AAFP Membership Division actively recruits non-members with campaigns throughout the year. This campaign speaks to family physicians struggling to find the strength to navigate the ever-changing health care environment on their own, and encourages them to join the AAFP for the support they need to thrive for their patients. 

This concept for the 2016 AAFP National Conference—"Family Medicine in Motion"—illustrates how medical students and family medicine residents are the future of the family medicine specialty­. They will soon enter the field as the next wave of practicing physicians, but they are also armed with the technological, educational and visionary insight to implement transformation in a complex health care environment. This concept encourages them to register, and promises an experience centered on the forward motion of family medicine.

Because the family medicine specialty offers a wide variety of career paths (rural medicine, urgent care, pediatrics, etc.), the “Be You” concept was created to position the 2015 AAFP National Conference of Family Medicine Residents and Medical Students as an inspirational outlet for students and residents to build themselves into the future physicians they aspire to be–whatever that looks like to them. 

Inside panel of promotional pin card distributed to attendees at the Boston Red Sox Training Facility opening in Fort Myers, Florida in the spring of 2012. Fans received a souvenir pin to commemorate the new Populous-designed MLB facility.