American Century Investments
Writing a white paper on smart risk-taking.
In the wake of the financial crisis, many investors avoided higher-risk investments and were slow to re-commit their assets even as the markets stabilized. American Century Investments wanted to show financial advisors how they could help their clients get off the sidelines. The mutual fund company asked Eve to write a white paper to explain why the time was right and to demonstrate to financial advisors that their clients were looking to them for guidance on taking smart risks. Adding to information provided by American Century, Eve conducted her own independent research and then made the case in a seven-page white paper entitled Getting off the Sidelines: Investing in the Smart Risk Zone. She was subsequently asked to adapt it into an article for American Century’s quarterly client magazine, a two-page sales sheet, and an advertorial.
Writing a series of case studies.
American Express Business Insights has helped many of its business partners expand their markets and enhance their sales efforts. To help the division tell its success stories, a marketing communications firm asked Eve to work on a series of case studies. Eve played a vital role in developing the tone and structure of the one-page pieces. Before writing a word, she interviewed client managers, analysts, and in some cases business partners. Then she wrote case studies that described the business challenges, the analytical findings, and how business partners planned to respond.
Merrill Lynch
Explaining the value of market-linked investments.
Because of her financial knowledge and ease with technical subjects, Eve was asked to write a series of product sheets for Merrill Lynch. After interviewing members of the products team, she wrote copy that explained how the market-linked investments worked and what role they could play in an investment strategy.
Creating a microsite.
Principal Funds wanted to mark the 10th anniversary of their LifeTime portfolios, which are one of the first target-date fund series in the financial industry. Eve was asked to write a microsite about the offering for financial professionals and investors. She created a home page plus pages about asset class selection, glide path structure, portfolio construction, and the disciplined rebalancing process.
SchoolsFirst Federal Credit Union
Fine-tuning a management communication.
With a publication deadline just days away, the SchoolsFirst FCU’s head of Strategic Marketing — who knew Eve’s work well — asked her to rewrite an important management communication. Eve turned the piece around quickly and it received swift approval.