Copy Portfolio | Artistic Website

A proven storyteller with experience across Marketing, Social, and Communications, and Creative

Word on the Street

“Simply put, Rona has been a key factor in the launch of LGNDRY Apparel. Through her ideas and advice in both social media strategy and creating a user-friendly website interface, the brand has transformed from a fun project in my brain to a tangible product that I can see performing better and better each year. I am very thankful for the work she has put into this brand.”

- Nonso Chukwujama, Founder of LGNDRY Apparel

"How fortunate I was to have Rona Moriah work with me to improve customer experience on my business website! Rona's expertise in writing was a great help because words aren't my forte. She is direct, deliberate and thoughtful in her work. My business is better for it."

- Madeline Fine, Founder of Fine Creations Jewelry

"A hundred percent the best episode you guys have ever done! Waow!"

"Thank you for this episode."

"I cried."

- Public comments under Ammunition Hill podcast episode, OpenDor Media (Spotify)

The Numbers

300 10,000s

Double

%

increase in product orders from previous year and more in website traffic

$

Increase in contributions as a result of direct mail campaign from previous year

X

Amount of reposts on social media pages from previous year

Selected Case Studies

"Over Here" at Muss

Overview

This multi-variant digital and print campaign was built to recruit students for Alexander Muss High School in Israel’s semester, mini-mester, and summer study abroad programs. The unique marketing challenge was navigating a dual-audience funnel: capturing the imagination of teenagers looking for adventure and independence, while simultaneously reassuring parents looking for academic rigor, safety, and college readiness.

Strategy

The core strategy relied on a driving, repetitive linguistic anchor: "OVER HERE." By starting every single ad variant with this phrase, we created a dividing line between a student’s mundane, everyday routine at their home high school and the exciting adventure waiting for them abroad. The campaign used sharp contrast to address specific school pain points and desires.

By using short, punchy headlines with a single emphasized word at the end, the copy was designed to be consumed in less than two seconds of scrolling.

Leveraging AI

I utilized Semrush alongside AI audience-intelligence tools to analyze search data around semester abroad high school experiences, experiential education, and college prep.Instead of guessing what teenagers or parents cared about, the AI data gave us the exact thematic pillars for our ad variants. For example, knowing that parents frequently search for ways to reduce their teens' screen time directly inspired the variant: "OVER HERE, connections aren't made on SCREENS." AI allowed us to back up creative intuition with cold, hard search data.

Click here to see the rest of the campaign.

"Your Israel is Waiting"

Overview

This campaign was designed to promote a curated vacation specifically for couples in their 20s and 30s. The challenge was striking a balance between the romantic adventure of a couples' trip and the cultural significance of the destination. The core concept was to tap into the "fear of missing out" and "belonging" simultaneously, using a core message of an experience "waiting" for the target audience.

Strategy

The strategy was built on a unifying visual and conceptual framework, encapsulated by the headline "YOUR ISRAEL IS WAITING." This headline served two purposes: it made the experience personal ("Your Israel") and urgent ("...Is Waiting"). The secondary copy, "Explore it together—20s & 30s COUPLES VACATION," was direct and benefit-focused, targeting the specific relationship dynamic and demographic simultaneously. While the message remained consistent, the expression of it needed to be platform-sensitive. On Instagram, we favored aspirational and iconic landscapes to drive engagement. On Facebook, where people are scrolling with intent, we prioritized a more intimate and relatable lifestyle focus.

Leveraging AI

AI was a critical tool, not for writing, but for informed iteration. I used Semrush and AI-powered natural language processing tools to perform granular keyword research and to analyze audience sentiment around "couples travel" and "Israel tours."