Tracy
Johnson
Copywriter & Messaging Strategist
In a digital space filled with noise, I make sure the right voices are heard.
About Me (she/her)
I'm a professional copywriter and content strategist with a decade of experience working in content marketing. In order to help brands craft stories that connect and messages that convert, I've sharpened my skills (and my metaphoric quill) with a foundation in behavioral psychology.
I believe our words have power, and I want to help brands use that power for good. So, I choose to work with purpose-driven brands on a mission to make the world a better place.
Some brands I've worked with over the years
Sample Work:
Campaign
Strategy
Academic Work’s Young Professionals Attraction Index (YPAI)
Every year, Academic Work releases the results of their YPAI survey in the form of a report. The report is released in six markets (Sweden, Norway, Finland, Denmark, Switzerland and Germany). In 2022, I proposed revamping the entire project to turn it into a multi-channel experience focused on a core concept “What happens when the voice of young professionals goes unheard?”, positioning YPAI as “The Voice of Young Professionals”.
Here is the concept I created: YPAI Concept 2022
Here are some of the deliverables:
Previous landing page for comparison: Old landing page
Hero video (I created a storyboard in cooperation with the Creative Lead and wrote the manuscript)
I also created a full social media campaign, an outline for the new downloadable mini-report as well as the manuscript for the individual expert videos.
Results:
YPAI reached its download target in one month. Previously, it took a year to reach this target.
Sample Work:
Campaign
Strategy
Academic Work B2C Campaign Concept
Academic Work wanted to create a campaign to appeal to candidates in a way that differentiated them from the competition. The campaign concept needed to work in all six markets. In collaboration with the Creative Lead, I came up with the following concept and campaign strategy. The idea was to appeal to the emotional side of the job search and include different mediums that would resonate with young professionals (we created a breathing video, a Spotify playlist, affirmations, etc.) and combine it with practical tips utilizing existing material from our website and blog.
Here are some of the deliverables:
Landing Page - I created the layout (in collaboration with the Creative Lead), wireframes and wrote the original copy which was then translated for each market.
Social Media Campaign example - I created the storyboard and copy in collaboration with the Creative Lead and motion designer.
Results:
Traffic to the landing site surpassed targets by 160%, and sign-up for job alerts increased across all markets.
SampleWork: Brand & Messaging Strategy
Messaging framework for front-end design agency looking to reposition themselves in the market
Angela Herder Designs
Brand strategy coming soon...
SampleWork: Blogs & Brochures
"Tracy worked on the content for my website recently and I couldn’t have been happier with the result. I explained what my mission and values were and Tracy creatively wrote exactly what I wanted. I have had many compliments on my brand story since launching my website. She was professional and responsive at all times. I hope to work with Tracy again in the future. Highly recommended!"
Aisling callinan
Ash Branding Studio
“Tracy, a couple of months after starting to work together, I can only say that it’s been such a pleasure! We did it!! 🤩 We explored different paths together, and after a short, focused talk a few weeks ago, we nailed it! 🎯Thank you so much for all your help!!
Paula Sjunnesson
New Default
Reach out!
Tracy Johnson
tracy@tracyjconsulting.com
connect with me
