SAP Concur is the world’s leading provider of
integrated expense, travel, and invoice management
services and solutions.
I worked as the sole copywriter on the SAP Concur
brand team, creating content and driving strategy for
corporate marketing initiatives. I started at the company
in the midst of an expansive transition as Concur merged
with the larger SAP parent brand, which gave me the opportunity
to help define a global brand from the ground up by setting the
tone and voice and develop of company-wide brand guidelines.
I also wrote dozens of blog posts and emails for a variety of
campaigns, assisted with qualitative messaging research,
and created our internal brand newsletter each month.
The case study to the right exemplifies a typical customer
path through various stages of content. This path begins
with clicking on the banner or a video, moves through a
landing page, and then into deeper pieces of marketing
content. All of the copy on the landing page and in the
various pieces of marketing content relate back to the
primary topic of this path, which in this example is the
mobility-focused features of Concur Expense. Although
each page was templatized, the copy was customized to
fit the story of each individual path, so that visitors
would get content and messaging they expect based on
their initial interaction.