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· Revitalized ThirdAge.com's front door through a combination of lively writing and savvy story and feature selection -- quadrupled click-through and sponsor exposure.

· Scored a publicity coup for an aerospace materials manufacturer by making an "invisible" product famous for enabling an airplane fly around the world on a single tank of gas.

· Wrote pitches for ThirdAge.com information assets that secured placements and record traffic from AOL and MSN.

· Managed campaigns that launched DHL Worldwide Express and Control Video Corp, the company that became AOL.

· Created a membership direct mail package for the San Francisco Opera Guild that pulled a 50% paid response.

·  Executive produce, maryfurlong.com, a leading resource on the web for information about the boomer/senior marketplace.  Editor of Mary Furlong's Boomer/Senior Market Report.

·  Continuing direct response copywriter for MyFamily.com, Ancestry.com and ImageWatch.com.

· Managed publicity projects for the Hong Kong Tourism Board (with San Francisco Forty Niners) and Paragon Vineyards/Seven Peaks Winery.

· Created ecommerce websites for Heritage Coin Books and ArtByNorva.com.

· Wrote beginner and intermediate "how to trace your family history" lesson series for Ancestry.com.

· Recruited to write all outbound e-mail communications for ThirdAge.com -- 2 weekly newsletters, 4 daily topical newsletters and e-mails soliciting audience attention to e-commerce offers and site features -- served more than 1 million subscribers.

· Received ThirdAge's 110% award for contributions to business and revenue.

· Wrote online health and personal-finance newsletters that averaged 15-25% click-through rates.

· Energized a moribund current events poll and discussion forum and drove it to record participation and page-views.

· Created catalog copy for ecommerce area, co-branded sponsor pages, banner advertising and other promotional vehicles including radio and magazine advertising.

· Optimized web copy and tagging that secured higher search-engine placements.

· Conducted a banner-swapping effort that multiplied the site's exposure at no cost.

· Project-managed web page, ad and banner production, worked with web designers and production staffers as well as IT at all levels.

· Hired as lead copywriter in the marketing group, promoted to online marketing manager, subsequently appointed editorial lead for ThirdAge.

· Launched MediaRing.com, the original Internet telephone company -- "free unlimited long distance calling, worldwide from PC to PC on the Internet."

· Launched GetawayZone, "the ultimate resource for vacation rental properties on the Internet," (subsequently merged with Vacationspot.com).

· Contacted journalists and industry analysts, tracked editorial calendars.

· Coached junior staff members in writing and account management skills. Wrote press releases and kits, new business proposals and communications plans for high-tech and web-based companies, developed strategies and product positioning.

· Innovated a process for enlisting a client's customer service staff to find "local angle" publicity opportunities for their company that produced reams of press clippings every year. The company made the program a national standard.

· Established an aluminum recycling program for public and private schools throughout Northern California that made money, garnered good will and widespread publicity for the client.

· Ran annual banking regulation attitudinal surveys for Western Independent Bankers Association.

· Produced a complete 12-story press kit for a new client, a transportation and logistics company -- from information gathering to finished copy -- in 3 days.

· Wrote marketing communications copy -- brochures, sales letters, print advertisements and direct mail packages -- and public relations plans, news releases, feature and bylined articles.

· Clients served included Reynolds Metals Company (Reynolds Wrap and consumer recycling services); Tektronix, Test & Measurement Group; Western Independent Bankers Association; Consolidated Freightways; TMI North America (TQM consultants); Qualix Group; San Francisco Opera Guild, and Update Newsletters (consumer hobbyist newsletters).

· Managed public relations campaigns that launched World Airways' passenger service and World Savings FSB and introduced electronic hand tools, like the Stud Finder, from Zircon International.

· Secured national press coverage and recognition for the San Francisco Fall Antiques Show.

· Developed special events and fundraising dinners for the Fine Arts Museums of San Francisco, USO and Catholic Youth Organization.

· Established one of San Francisco's largest independent public relations firms, subsequently sold to another agency.

· Clients served included DHL Corporation (worldwide courier), Hexcel Corporation (engineered materials), WICAT Systems (minicomputers and computer-based education and training), Zircon International, Inc. (electronic hand tools), Reynolds Metals Company (Reynolds Wrap and consumer recycling services), World Airways, Paragon Group (commercial real estate developer), World Savings FSB, Cabot, Cabot & Forbes (industrial park developer), Control Video Corporation (video game system), Chemical Industry Council of California and Woodward-Clyde (geotechnical engineers).

Send mail to radewey@radewey.com with questions or comments about this web site.
Last modified: April 13, 2008