Creative Writing by Mark Schulte
I turn brands into stories that people remember and campaigns that perform.
Freelance • Contract • Full-time
What's your brand's story? As a senior copywriter with more than 20 years of experience, I've developed narratives for brands just like yours. My copywriting portfolio includes video scripts, digital, emails, print, out-of-home and more for a wide range of industries–most likely including yours.
Anything for Cats Month TV
This video was created for PetSmart's cat-focused promotional month. By taking the idea of a cat's superiority to the extreme, I use humor to showcase the feline's love of having a month for themselves. I served as the writer and co-producer for this project. Watch it here: https://www.behance.net/gallery/188124259/Anything-for-Cats-Month
Conway Regional "Anthem" Video
The request was to not only enhance the image of this community hospital, but also to boost morale among employees, especially with a competing hospital opening in town. The production involved a five-day shoot with a large cast of real people. I was writer and producer for this spot: https://www.behance.net/gallery/54973371/Conway-Regional-Internal-Anthem-Video
Arkansas Tech University TV Campaign
Students aren’t just test scores and this campaign made sure they weren’t treated that way. Aimed at high schoolers looking for a college that see and develops the whole person, the work reframed applicants as complex, evolving adults. It also marked the only time Tech allowed us to use actors instead of real students. I led the creative across roles—copy, direction, and video production. See the campaign:https://www.behance.net/gallery/52523113/Arkansas-Tech-University-Television-Campaign
Conway Regional After Hours Clinic
Our client was launching a new After Hours Clinic and needed to highlight the extensive range of hours available for services during nights and weekends. As a senior copywriter and creative director on this project, I focused on effective brand storytelling to connect with the audience. You can view the complete campaign here: https://www.behance.net/gallery/53123449/After-Hours-Clinic-Campaign
Specialty Pet Email
While many emails focus on dogs and cats, this was targeted to pet parents known to have a reptile, bird, fish or small pet in their home. It was also sent to dog/cat pet parents in case they had specialty pets that were not included in the PetSmart database. This not only allowed parents of all pets to feel included, it offered great deals on wild bird food, specialty pet treats, betta fish and more.
Claudia's Canine Cuisine
Dog cookies that resemble human cookies? Everyone will love them, but they need to notice them first. These posters were part of a comprehensive campaign that included brand storytelling, digital ads, and social media marketing. The result? Very happy dogs and a happy client, too!
Texarkana High School
The school district received grant money aimed at enhancing the school's image and reversing the trend of declining enrollment numbers. Each school was set to receive environmental graphics that aligned with the school's magnet theme. As the 'Design' school, we provided College Hill with a range of optical illusions, bright colors, and a distinctive image that appeals to students daily and attracts parents during tours. This initiative is a great example of brand storytelling in action. Thanks to our efforts, enrollment has stabilized and started to increase. See more photos here: https://www.behance.net/gallery/53123503/Texarkana-School-District-Environmental-Graphics.
SMS Acquisition Email
The request was simple: encourage pet parents to opt-in to SMS messaging, a proven vehicle for better customer engagement. There were two sends, each with compelling subjects lines that implied the customer was missing out by not receiving PetSmart texts. The result was an increase in engagement and higher sales.
Arvest Bank
Arvest Bank had just entered the Springfield, Missouri, market and needed to quickly educate residents about what sets them apart from other banks. This series of postcards emphasized key features of the bank through clever copywriting, showcasing effective brand storytelling. As a senior copywriter and creative director for this campaign, I crafted engaging messages to highlight the bank's unique offerings. See the full direct mail campaign here: https://www.behance.net/gallery/53123113/Arvest-Bank-Springfield-Direct-Mail
Conway Regional Outdoor
Located in a thriving suburb of Little Rock, Conway Regional became a full-service health system that was so advanced, there was no need to drive to the "big city" hospital. But long-time residents didn't necessarily know that. This outdoor board was created to remind residents that they could get great care close to home. No commute needed!
