Archive for February, 2010

ATOC Revisited

Posted on 22. Feb, 2010 by in Client News, Personal | No Comments

ATOC Revisited

A year ago today was the last stage of the Tour of California. 100 miles up and over Mt. Palomar. The final act of 9 grueling days on the road. The experienced challenged me in more significant ways than I’d expected. But it was an adventure, and those are always to be relished.

Copywriting for Zipp

Posted on 17. Feb, 2010 by in Advertising, Copywriting, Web Content | No Comments

Sample of brand positioning from 2010 catalogEquipment evolves, training methods improve, and tactics are refined. Each passing year offers new opportunities to improve measurable performance. Yet research and technology will never replace heart and instinct. The immeasurable ability to endure remains as significant today as it has always been and will always be. While there’s no question that the world’s fastest wheels can be the difference between winning and losing, not all races are defined by victory and defeat. Sometimes, the best you can hope for is that your competitors are suffering just a little bit more than you are.

Social media for SRAM

Posted on 16. Feb, 2010 by in Blogging, Social Media, Strategy, Web Content | No Comments

A highlight of the project was Ask Levi, an interactive online video event with Tour de France star Levi Leipheimer in July 2008. Trek and Cyclingnews co-promoted the project, which was available as an embeddable video channel where fans could submit questions and chat in real-time. I created the concept and produced the event.

Web dev for Specialized

Posted on 15. Feb, 2010 by in Social Media, Web Development | No Comments

The Trail Crew's YouTube account is integrated as video gallery pages for the team as well as for each rider. Flickr photos and Twitter feeds are also built into the site.

Blogging for MASH + Incase

Posted on 14. Feb, 2010 by in Blogging, Sponsorship, Web Content | No Comments

Sample blog post (text and images)Friday was a different kind of race for the pros and a different kind of day for us. It was a time trial stage, meaning that riders are timed individually over a short distance, rather than racing in a pack over long courses like the one’s we’ve been covering. Because there were only fifteen miles to ride, the MASH crew was able to sleep in and cruise around at the venue for a while. Time trial days are great for spectating because you get to see so much. On the road stages, the teams have been showing up about an hour before the start and leaving within minutes of the finish. But at the time trial, the riders took off at 1-3 minute intervals, starting with last-place Francesco Chicchi at 12:00:00 and concluding with race leader Levi Leipheimer at 14:07:00. Continue reading

Web production for NAHBS

Posted on 13. Feb, 2010 by in Social Media, Web Content, Web Development | No Comments

Custom homepageThe NAHBS homepage displays latest news including a "sticky" Featured post and a random selection of exhibitor profiles.I was responsible for all copywriting and content for the site when it launched in July 2009.

Marketing Manager for KGSN

Posted on 11. Feb, 2010 by in Sponsorship, Strategy, Web Content | 1 Comment

In the early days of what’s now called social media, I was using technology to post race reports and photos to KGSNcycling.com and the team’s Kodak Gallery account faster than many of the journalists covering the same races could file their stories.

Copywriting for PUBLIC

Posted on 10. Feb, 2010 by in Copywriting | No Comments

1974 Raleigh Sports Lady's Deluxe (England)Unfailingly functional, the Raleigh Sports models of the mid-1970s were direct descendants of the "roadster" bicycles that brought efficient personal transportation to the British masses in the early 1900s. But as racing-inspired 10-speeds began to dominate the market in the late 1970s, the Sports' heavy-duty, all-steel construction would become obsolete.

Web content for Zipp

Posted on 09. Feb, 2010 by in Blogging, Web Content | No Comments

Project sample One of cycling's best finishers, Thor Hushovd was a key acquisition for the startup Cervelo TestTeam. He got to work quickly, winning stage 3 of the Tour of California. We spoke with him later on in the week about what wheels he might run in future races like Paris-Roubaix as well as the learning process on his new, detail-oriented team.Watch video
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