Copywriting

Writing Requirements

  • Audience
    • Consumer/physician/donor/corporate
  • Campaign
    • Current campaign look vs. new
  • Key Messages
    • The focal point of the campaign
      • Team vs. specific physician vs. patient vs. technology vs. services vs. events
    • Main message needing to be relayed
    • Secondary messaging
  • Call-to-action (CTA)
    • Website vs. phone
    • Schedule vs. learn more
  • Tactic list
    • Articles
      • For what publication (native vs. promotional vs. Sanford Health News)
      • Word length
      • Interview needed
      • Contact info highlighted
      • Quoted vs. ghost-written
    • Web assets
      • Dimensions
    • Print
      • Size
    • Video
      • Length
      • Featuring
        • Physician/patient/clinic/service/general branding
      • Interview/voice-over/mix
      • Platform
        • Social/TV/internal/corporate
    • Radio
      • Length
      • Voice talent
    • Special items (save the date, invites, direct mail)
      • Budget
      • Page number
      • Size

Writing Process

  1. All writing requests are reviewed by the Managing Editor and assigned to a writer.
  2. Writing requests have at least a five-day turnaround time, depending on priorities and workload.
  3. Writers will proof copy directly to requestor.
  4. Work with writer to reach final copy approval.
  5. If any copy changes are made during the design process, the writer should be notified and will assist in the editing.