LYNN K SCHWEIKART
MARKETING COMMUNICATIONS WRITER AND STRATEGIST; BRAND STORYTELLER; NEW PRODUCT AND CONTENT DEVELOPMENT EXPERT
I specialize in helping companies define, develop, and implement brand strategies and stories that are meaningful, distinctive, and compelling. I’m experienced in branding, strategy, and positioning, as well as concept and new product development.
I’m also a versatile, collaborative copywriter skilled in all media – both new and traditional: web, collateral, print, broadcast, direct mail, blogs, and other marketing communications.
My experience spans a wide range of industries, including financial services, retail, food, foodservice, high technology, education, healthcare and nonprofits.
I collaborate directly with corporate clients and by partnering with select design groups, advertising agencies, marketing firms, and branding consultants.
SOLE PROPRIETOR, BRAND STORYTELLER, COPYWRITER
LKS CREATIVE COUNSEL, BOSTON, MA, 1995 to present
Barefoot Books: Developed web content based on archetype analysis and brand storytelling.
Bose Corporation: Created content for corporate brand book to communicate standards and guidelines for global marketing materials.
Edgewater Marketing: Helped develop brand positioning, advertising, and collateral to build awareness and spark growth of firm’s food and food service clients, including Joseph’s Gourmet Pasta, Nordic Group, and Cirelli Foods.
Favor: Collaborated on brand positioning, advertising, and web projects to enhance brand awareness of The Catered Affair, a top Boston-area catering firm.
Fidelity Investments: Helped develop web content, sales materials, case studies, and white papers to introduce company’s recruiting division, Veritude.
Garelick Farms: Spearheaded radio projects to support expansion of one of New England’s top dairies.
Harvard University, John F. Kennedy School of Government: Helped develop lead generation projects for Executive Education programs.
H.J. Sims: Helped client translate a brand specialist firm’s work into web and advertising communications.
Hatch Marketing: Collaborated on web content development for Glenmede Investment Management and Alkermes.
John Hancock Financial Network: Collaborated on rebranding, collateral, web, promotional work, and blog ghostwriting to support nationwide recruiting efforts.
Marquis Design: Utilized positioning and brand storytelling techniques to collaborate on branding, positioning, and web copy for Health Advances, Catlin & Cookman Group, Sharkansky & Sons, Lighthouse Point, Saphire Estates, and Lakeview Pavilion. Provided collateral system development assistance and newsletters for the Massachusetts Convention Center Authority (MCCA).
Ocean Spray: Assisted with naming, positioning, and creative concepts to help company meet new product development goals.
Putnam Associates: Developed print brand advertising for a new product introduction.
Santander Bank: Utilized brand storytelling techniques to assist on a wide range of projects for major re-brand, including internal and external communications efforts.
TJX Companies: Responsible for print, collateral, web, POP, and radio projects to boost sales for T. J. Maxx, Marshalls, and HomeGoods.
Tomlinson, LLC: Provided web content development for The Cardinal Cushing Schools.
Tracy-Locke/BBDO/DDB: Worked on new product development projects for Pizza Hut.
Willis-Works: Utilized positioning and brand storytelling techniques on work for Salvation Army, Northeast Women in Public Finance, and Gen-Sights. Copywriting and editing for The Leadership Studio.
ASSOCIATE COPY DIRECTOR, DESIGN
HILL, HOLLIDAY, BOSTON, MA, 2004 to 2008
Developed targeted branding solutions and creative content for clients of the design department of a global communications firm.
John Hancock Retail Lead creative team that developed award-winning sales promotion and customer communications materials for Life, Long Term Care, and John Hancock Financial Network divisions
Bank of America: Developed brand architecture/guidelines and employee/consumer communications for BRS Retirement Group and updated marketing materials for PB&I to align with and strengthen the overall brand,
Beacon Academy: Developed positioning and guidelines establishing a brand for an education start-up.
Boston University: Collaborated on communications audit and re-positioning effort to enhance BU’s reputation as a global brand
CVS: Assisted with naming projects for both employee- and customer-focused programs that built on new branding initiative.
Covidien: Helped develop web content to launch former Tyco unit as a stand-alone brand.
Rockport: Assisted in the development of brand guidelines and in-store promotional materials in support of global rebranding launch.
Massachusetts General Hospital: Created an integrated, story-based web, advertising, and radio campaign to increase awareness of hospital’s cancer center.
ASSOCIATE CREATIVE DIRECTOR, COPYWRITER
INGALLS, QUINN &JOHNSON/BBDO-BOSTON, BOSTON, MA, 1973 to 1994
Created television, radio, print, collateral, promotional/POP and direct response advertising that built brands and generated sales for a wide range of clients, including:
• T. J. Maxx • Friendly Ice Cream
• Ocean Spray • Carter’s Children’s Wear • Gillette • Fidelity Mutual Funds
• Teradyne • Raleigh Bicycle • Steinway & Sons • Harvard University Press
• Columbo Yogurt • Worcester Telegram
One Show and Hatch Awards for the Worcester Telegram; Hatch Award for Harvard University Press; NEBA Awards for T. J. Maxx; ECHOs for Steinway & Sons; and Readership Awards for Teradyne
B.A. in sociology: Northwestern University, Evanston, IL
ACTIVITIES AND AFFILIATIONS:
Author: Peaceful Places Boston: A Guide to 121 Tranquil Places in the City and Beyond
Board member: The Art Connection; L.A.N.E.S (League for the Advancement of New England Storytelling)
Cooking, singing, bird watching, watercolors, storytelling, photography, and travel.