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Marketing and image-making maven looking for collaborators

Karen Johanson

Seattle, WA
karenjohanson.com
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  • About
  • About

    Looking for one person who can manage most of your media and marketing needs? And has hands-on expertise in action sports, adventure travel, health and fitness? Check out my portfolios.

    Hire me when you need someone who can:

    Conceptualize, create and consistently deliver images that meet your specs, under deadline

    Craft copy ranging from headlines to shopping guides, email newsletters, social media messaging

    Understand that every part of creative needs to work with the rest - while also meeting marketing goals and technical specs of the project

    Ramp up your social media presence: I was able to secure a 337% increase in monthly active users, 387% increase in visits and 124% increase in likes for one client within a 3-week timeframe - organically - by understanding what resonated with his target audience

    Clients include REI, Eddie Bauer, Microsoft, MSN, Starbucks, Seattle Times, Citysearch, Macy’s, TripleSpot, Open Places, Trazzler, Timberline Lodge, GORP, Sports + Lifestyle Unlimited, Sasquatch Advertising, Sweetlines Mountain Bike Coaching, Redline Bicycles, Arrow Racing, Momentum Magazine, Mountain Cycle, Lat34, Bones Over Metal, NSMB, BikePT and the American Physical Therapy Association.

    Also certified with the National Academy of Sports Medicine as a personal trainer.

    Outside of work, you'll usually find me snowboarding, bouldering, biking and exploring art, music and the outdoors.

    Specialties: Action sports marketing and media, adventure travel marketing, action sports photographer, sports photographer, advertising photographer, editorial photographer, photo editor, photo research, copywriter, content manager, social media, publicity, bootcamps, health, fitness.

  • Experience
    • Photographer/writer
      Karen Johanson Photography + Writing
      1990 - Present (36 years)
      Conceptualize, shoot and edit advertising and editorial images for clients in industries ranging from action sports and adventure travel to health and fitness

      Curate, create and edit editorial and advertising communications about topics ranging from health and fitness to travel, sports and current events: Projects have included e-commerce and print advertising copy; news items; feature stories; shopping guides; and blog posts
    • Social media manager for the Support the Last Resort fundraising campaign
      Snohomish County Helicopter Rescue Team
      Sep 2013 - Apr 2014 (7 months)
      Helped to raise over $164K to replace lost federal funding and guarantee ongoing rescue capabilities, by educating public through social media and traditional marketing

      Developed content, including copy and photography, for digital and print marketing materials

      Used social media to connect local communities with resources and educate them about Snohomish County Helicopter Rescue Team efforts during the Oso slide
    • Producer
      MSN
      2011 - 2013 (2 years)
      Assisted with launch of msnNOW, a MSN channel focused on trending topics in social media

      Produced and edited Web pages and online galleries

      Sourced, color corrected and edited images that illustrated story concepts

      Managed production timeline and delivery of content from in-house and agency teams in Bellevue, New York City, Los Angeles and India
    • Interactive copywriter
      Eddie Bauer
      2011 - 2011
      Developed compelling, on-brand SEO and e-commerce copy for Eddie Bauer and First Ascent sites, banners and email campaigns

      Collaborated closely with art directors, designers, UX leads, project managers, merchandisers and directors to develop creative solutions that met Eddie Bauer branding and marketing needs
    • Producer
      Microsoft
      2008 - 2009 (1 year)
      Collaborated with worldwide Microsoft stakeholders ranging from corporate communications professionals to program managers, human resources executives and advertising/PR vendors to promote products, events, initiatives and other news via the What’s Happening module on the employee portal MSW

      Created copy, edited customer-submitted content and managed editorial programming, scheduling and publishing for three editorial modules that updated daily
    • Writer/photographer/photo editor
      Bones Over Metal
      2008 - 2008
      Wrote feature articles and mountain bike event coverage

      Photographed mountain bike events, trails and athletes

      Selected, prepped and published photos

      Created, edited and published WordPress pages and galleries

      Collaborated with site owner to develop editorial strategy
    • Copywriter/editor/producer
      The Seattle Times
      2008 - 2008
      Created copy for NWsource People’s Picks section, NWautos site and other advertising pages

      Edited and proofread copy for grammar, branding considerations, content accuracy and use of corporate and AP style guidelines

      Created and published HTML and Movable Type pages and design comps
    • Copywriter
      REI
      2007 - 2008 (1 year)
      Created on-brand REI.com expert advice articles, product descriptions, catalogs, employee communications, direct mail and in-store advertising and tech manuals that maximized SEO value

      Entered new copy into advertising templates, using InDesign CS3 to revise layouts
    • Content writer
      MSN
      2006 - 2007 (1 year)
      Created compelling copy designed to drive traffic from the MSN home page to backgrounder information about trending search topics

      Researched news, sports, pop culture, political and educational topics

      Published editorial and multimedia content daily using MSN’s Bedrock publishing system
    • Producer
      MSN
      2006 - 2006
      Created online editorial content in collaboration with MSN channel producers, program managers and editors

      Assessed existing content and suggested improvements for editorial and community-building options ranging from blogs to message boards and polls, for MSN channels including City Guides, Lifestyle, Health, Tech & Gadgets, Sports and Travel

      Coached bloggers to improve editorial quality
    • Copywriter
      Macy's
      2006 - 2006
      Created retail copy for newspaper and direct mail advertisements

      Edited catalog, direct mail and newspaper ad layouts, using InDesign CS and corporate style guide
    • Copywriter
      MSN
      2004 - 2005 (1 year)
      Created compelling B2B and B2C copy designed to maximize click-through and conversion rates for MSN Search Featured Sites advertisers

      Analyzed existing and prospective client sites to determine available keyword options for search advertising packages

      Created relevant, researched keyword lists

      Analyzed and interpreted performance data, including CPCs and click-through rates, to assist clients with the development of cost-effective advertising

      Priced new, optimization and renewal advertising packages and presented results
  • Awards

    Canon Emerging Professional Photographer

  • Affiliations

    American Society of Media Photographers, Editorial Photographers, SportsShooter

  • Skills
    • Copywriting & Editing
    • Photography
    • Social Media Marketing
  • Elsewhere on the Web
    • k
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  • On Coroflot
    @karenjohanson, member since 2007
      • Followers 2
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