EPIC-Network
As part of the Playbook Studio team, I collaborated with the shareholders and team members of the EPIC-Network (EPIC-N), a nonprofit association advocating for university-community partnerships, to help them discover their brand identity. The problem they were facing before our involvement, as stated by shareholders, was that their content and marketing materials was too "academic," that it was both sterilized and lacking of voice. By conducting interviews with association shareholders, researching past projects EPIC-N was involved with and organizing a workshop with the EPIC-N team to identify their brand character, we (Playbook Studio) gathered the necessary materials to restructure EPIC-N's copy, case stories, graphic design and overall website.
My primary role in this project was as a copywriter, brand strategist, and content manager.
Making a long story short
The goal of EPIC-N is to bring communities and universities together, wherein the ingenuity and talent of universities can be utilized to create solutions for local problems—governmental, social, environmental.
For this reason, we wanted to create a headline for the landing page of the website that explained to both communities and universities how the network would benefit them.
Engaging a user
The right design can tell a story better than aparagraph.
We created a sliding, animated gallery with text that simply explains how EPIC-N, and the EPIC-N Model, works. It was our intention to ensure that the visitor, no matter their affiliation, would understand how the EPIC-N model functions.
Finally, if the web page visitor is affiliated to either a community or university that could benefit from the EPIC-N model, we wanted to provide them with a basic CTA that would then allow for them to continue reading about the network and how they could become involved.
Personalized conversions
My primary concern as a copywriter is to speak for my audience, not to speak at them.
Since we were driving toward conversion, I wanted the reader to feel as if the content was written for them. In doing so, EPIC-N could present itself as an earnest company who wanted to extract the best out of everyone, employing the strengths of the entire community to enrich the lives of everyone involved.
