Samples index page
Print and Digital
Marketing And Publicity --
The Screenwriting Expo Conference and Trade Show
Clinical Computing at Patient Bedsides In Hospitals - annual
Conferences and Trade Shows (1991-1995) sponsored by
Bill's business publication Inside Healthcare
Two very different audiences and eras,
requiring different marketing and promotional strategies
Marketing Of The Screenwriting Expo
Screenwriting Expo, executive-produced and marketed by Bill Donovan in the years
2007 though 2011, drew audiences of up to 2,500 and as many as 30
exhibitors. Its target market was aspiring screenwriters.
It offered up to 300 hour-long sessions, an on-site scene-writing
contest, a "Pitchfest" at which writers pitched their scripts to
producers and agents, and Oscar- and Emmy-winning screenwriters as
Guests of Honor. The marketing aimed to sell:
The excitement of Hollywood! Creativity! Sizzle! Career-making opportunities!
website and advertising were heavy on Hollywood imagery, the
glamor of moviemaking, and the message, "You can break into the
marketing activity for the Expo included a few printed pieces:
one direct-mail promotion in 2007 (not in later years), multiple
ads in issues of our own worldwide-circulated print magazine,
and full-page ads in other industry
Most of the advertising was digital: 15
to 20 email blasts to our lists over a period
of months, swaps of email blasts with partners, web page
advertising on our magazine and screenwriting contest websites, web
ads at other screenwriting partner sites, and Facebook, Twitter,
Here are samples of the website, email blasts, digital ads, print display ads, and the one postal mailing:
website was the core of the advertising campaign. Every
advertisement, whether print or digital, pointed to the website as the
Click on this thumbnail to see a replica of Bill's animated, interactive home page:
Bill wrote most of the email blasts for the Expo, 10 to 12 each year. Examples:
The link below goes to a file of text-only email
wrote for the 2007 Screenwriting Expo:
Print Magazine Display Ads For the Screenwriting ExpoBill wrote the text of the ads below and worked with our graphic artist on
their design. The one on the left is a four-page insert for the center of
summer 2007 issue of our magazine, Creative Screenwriting.
one on the right is a one--page ad for other magazines.
| Direct mail
promotion for the|
2007 Screenwriting Expo:
Expo Direct Mail Promotion|
was a self-mailer sent to promote the 2007 Screenwriting Expo, an
international meeting of screenwriters. The piece was designed to
be a special issue of Creative Screenwriting
Magazine in order
to take advantage of the postage discounts for media mail.
The design was Bill's idea. He guided the graphic
artist on the layout and wrote all of the content other than
vendor display ads and four articles which are bylined to other
individuals. Articles credited to "Creative Screenwriting
written by Bill. He copy-edited and proofread all the
text in this 48-page advertisement.
Google Adwords Campaign:
of the digital ad campaigns for the Expo was a series of Google Adwords ads, aimed at
screenwriters who might not be reached by other ads.
This file contains all 44
Adwords advertisements Bill wrote and used for the Screenwriting Expo from
2007 through 2011:
|Marketing The Annual Hospital Bedside Computing |
Conference and Trade Show
founded, produced, and marketed this annual meeting (1991-1995) to
bring together vendors and early hospital purchasers of information
technology for bringing computing to the bedsides of hospital
patients. It may be difficult to conceive of this today, but in
1991, barely 1% of health care facilities had ways to capture and
display patient information at bedsides, other than in ICU monitoring systems.
audience and subject matter obviously demanded a diametrically
different approach to marketing and promotion than the Screenwriting
- The subject was serious: improving patient care and saving patient lives.
- Participants were mostly well established in mid-career.
- The emphasis was on what was working and what was not working among these early enterprise information systems.
Marketing was far different back then, too.
available marketing methods were direct mail, magazine
advertising, and inserts into our own business newsletter to this
link below to a direct mailing is being posted to illustrate Bill's
promotional range. Please keep in mind when viewing the graphics
that this was 1994, and we were a small company with no budget for an
art director, so the design is quite basic. It's posted to show
how Bill could write a marketing piece
about technical/medical subject matter.