Trust-Building Member Communications
Senior Copywriter | Creative Strategy
Birthday Campaign | General Brochure | Hub Brochures | Welcome Journey
TL;DR
I led the messaging strategy and full copywriting for Cityblock’s core trust-building materials — including a new Birthday campaign, an updated general brochure, hub-specific brochures, and a refreshed Welcome Journey. These assets created a unified, human-centered narrative grounded in clarity and emotional trust, helping members understand who we are and how we support them.
Highlights
- Wrote net-new foundational collateral used across all markets and member touchpoints
- Supported 8 hub launches in 2024 and 2 more in 2025
- Contributed to 192,903 messages delivered across print, email, and SMS in 2025
- Established a consistent brand voice now used across onboarding and clinical programs
- Strengthened member trust, comprehension, and engagement through clear, empathetic language
Overview
Cityblock needed a cohesive suite of materials that could build trust, explain our model clearly, and support members across multiple markets and life stages. Existing assets were outdated, inconsistent, or written in language that didn’t reflect our member-first approach.
I created net-new assets from scratch, ensuring each piece aligned with our brand’s emotional center: you’re seen, supported, and never navigating care alone.
I collaborated closely with Design, Market Operations, and Behavioral Insights to create materials that could scale nationally but still feel personal and accessible.
My Role
As Senior Copywriter, I led:
- Narrative development and message hierarchy
- Tone and voice foundations for trust-building materials
- Copywriting for all brochures, onboarding assets, and celebration campaigns
- Cross-functional alignment with Design, Care, Engagement, and Behavioral teams
Creative Approach
1. Make Cityblock feel human and relatable
Clear, warm language replaced clinical explanations or system-heavy descriptions.
2. Reinforce trust through consistency
Created a unified narrative woven through every piece — brochures, onboarding, birthday mailers, and hub materials all spoke the same emotional truth.
3. Elevate comprehension across diverse member needs
Used plain language, step-by-step clarity, and culturally neutral, supportive messaging.
Key Deliverables
Birthday Campaign
Wrote a completely new celebratory mailer designed to build rapport and make members feel seen on their birthday.
General Brochure
Rewrote Cityblock’s flagship brochure for both digital + print use. Delivered a clear, friendly narrative explaining:
- what Cityblock is
- how our care model works
- what members can expect
- the real-life ways we help
This became the default national brochure distributed across hubs.
Clinic-Specific Brochures
Created location-specific brochures for Cincinnati, Columbus, and additional markets. These materials introduced Cityblock in a hyper-localized, approachable way while keeping the national voice consistent.
Results & Impact
Supported 10 hub launches across 2024–2025
Contributed to 25+ clinical + operational campaigns
Helped deliver 192,903+ messages across channels in 2025
Established a consistent brand storytelling framework used across onboarding and care programs