Small Business Big Game
Copywriting
Internal communications
Event design
Small Business, Big Game was exactly the kind of campaign that makes employees proud. Developed with creative agency RPA, the concept was simple and bold: buy a Super Bowl ad and give it away to a deserving small business. Over nine months, the campaign drew more than 15,000 entries and hundreds of thousands of public votes and became the largest coverage driver in Intuit's history at the time.
My role was on the inside. As the lead writer for internal employee communications within Intuit's Small Business Group, I owned the campaign's internal presence, writing intranet articles, emails, and campus signage that brought approximately 7,700 employees along at every stage. I partnered closely with RPA on all internal assets, providing copy and design direction, and kept the focus on our customers throughout.
The approach paid off, and the winner announcement became one of the most-read and most engaged articles on Intuit's internal platform that year.
Deep dive: Small Business Big Game Internal Communications Plan
Visiting vikings at an employee event.
Campus signage for an employee pop-up.
Infographic for Intuit’s social channels and employees.
Campus signage to encourage voting and celebrate the winners.
Intranet articles and employee collateral
Full circle moment:
Ten years later, Fringe Fabrics is celebrated as one of Quickbooks’ small business customers!
Intuit Voice and Tone Guide
Content strategy
I was a key contributor to the development of the voice and tone guidelines that now govern how QuickBooks and the broader Intuit brand communicate with customers. I helped shape the guiding principles and wrote examples that showed what those principles look like in practice. The guide has shaped the words seen by more than 7 million small and mid-sized businesses worldwide. That's every advertisement, every product experience, every moment of friction or delight.
