Shop.FamilyHandyman.com
Shop.FamilyHandyman.com is the eCommerce site for the Family Handyman brand. The site sells DIY project plans, DIY University online courses and affiliate products. This is a collection of items I wrote for the site, as well as marketing pieces promoting the site.
Ultimate Summer Collection Page▸
For the launch of Shop.FamilyHandyman.com, we created collection pages to help optimize SEO and target the categories of products sold on the site. The first page we created was the Ultimate Summer Collection. I wrote the copy to promote each of the four categories housed on this collection page, as well as the banner ad at the bottom of the page.
◂Father’s Day Gift Guide
In order to increase sales around Father’s Day, we created an online gift guide that helped customers find the right gift for the handyman in their life. I developed four types of personas to categorize our products under: the DIYer, the Griller, the Outdoorsman and the Techie.
The gift guide was very well received throughout the company, and after Father’s Day we morphed it into an evergreen gift guide for year-round use.
Family Handyman Project Plans
These are promotions I wrote for the Family Handyman Project Plans. The plans never rarely go on sale, so I tried to use puns, rhymes and clever sayings to get customers excited about the projects featured in every email or ad.
Static Ads▾
◂Emails
These are two different email templates I wrote for the project plans.
◂ On the left is an example of an email that sells a project bundle.
▾ Below is an email I wrote that sells multiple projects centered around a single theme.
Facebook Video Ad▾
This is an ad campaign I wrote to sell storage project plans. I ended each headline on one, big benefit word to make the projects seem attainable.
This is a video ad promoting how you can get everything you need to complete your project with the purchase of this one package—from the plans to the materials & tools.
DIY University is an online learning program where do-it-yourselfers can take instructor-led courses that teach them how to complete advanced-level projects & builds.
◂Free Trial Ad
This is a video ad I art directed for use on Facebook. We were first given a series of random clips that didn’t really go together. I went back to the marketing team and asked for content from the same project that we could edit together to create a story. The result was a quick overview of how to get started and the end result.
Facebook Post Copy:
LEARN FROM THE EXPERTS! Start your FREE trial of DIY University and access 100+ Instructor-Led home improvement courses.
Class Bundle Ad▸
This is an ad we created to quickly promote a class bundle. I wrote the video captions and the post copy.
Facebook Post Copy:
Upgrade your bathroom! Our instructor-led Remodel a Bathroom Bundle features 10 courses that’ll show you how confidently.
Social Media Video Ads
Email▸
This is an email template I wrote that sells a single course. The hero image and copy work together to display the main purpose of the email. The middle section focuses on the benefits of the course, and the bottom boxes highlight other courses available.
Static Ads▾
These are a few static ads I wrote for Instagram. For the copy, I focused on the most important pieces of information: the discount and the discount code.
