THE PORTFOLIO OF

Jim Shaughnessy, Copywriter

a work in progress

Open to New Challenges,
My Experience Includes:

Working with Research
360° Storytelling
Making Connections with Users
Education & Onboarding
Events & Installations
Experiments & Development

Through the examples of my work that follow, I hope to convey my adaptability and breadth of skills, that I’m a hard-worker and self-starter, and an enthusiastic partner with design.

Working with Research

Finding the Remarkable in the Archives: Promotional Campaign Videos

Why it was done

In order to highlight specific examples of what can be found in family history and newspaper archives, and to inspire existing and potential users to make their own discoveries, improving retention and acquisition.

How I did it

I was responsible for overall creative direction and production of several campaigns

Ideated campaign ideas, including creative direction
Primary research to discover specific stories that illustrated what was possible for our target audience to discover using our service
Wrote script, found visual assets (i.e. photographs) and defined key frames for video
Managed relationships with, commissioned and briefed agencies

What it was

In Memoriam Remembrance Poems for Findmypast
The Catholic Heritage Archive
US Marriage Records Campaign

360° Storytelling

Making the Past Present: The 1939 Register

Why it was done

The 1939 Register was arguably the most significant British family history release of the decade, acting as the only census-replacement between 1921 and 1951. Findmypast won the exclusive rights to publish it online.

How I did it

Built expert-level knowledge of The 1939 Register in order to create content strategy and copy, in partnership with The National Archives of the UK (CRM, banner ads, blogs, articles, press communications)
Designed and developed UX copy for specialist microsite
Research, creative direction and development of experiential, era-authentic ‘tea room’ at the NEC, including menus, print collateral (‘newspaper’ and flyers), decor, costumes, themed original propaganda posters -- and ran the cafe during the conference
Led and managed team of freelancer copywriters
Developed, researched, wrote, and led creative direction for a bespoke coffee table book, including archival research at National Archives

What it was

1939 Tearoom at Who Do You Think You Are convention at NEC
1939 Register website
1939 Register customised coffee table book

Making Connections with Users

Growing New Markets: US Market Development

Why it was done

As Findmypast specialises in British and Irish family history, the US East Coast presented a huge growth opportunity. Previously, there had been no real presence in this market, and so I moved to New York City in order to spearhead the new East Coast office and content marketing operations.

How I did it

Led US team
Defined American tone of voice
Developed relationships with influencers, professional and amateur
Built relationships partner organisations
CRM - developed email campaigns strategy and content

What it was

Findmypast.com

Evidence & analysis

Led huge growth in traffic to branded content, developed for market

Education & Onboarding

Making History Personal: Educational System for US Market

Why it was done

Family history research can be laborious and seem inaccessible and overwhelming, particularly with the individual foibles and intricacies of the various user experiences across site. I established and led this programme in order to test the hypothesis that providing an educational onboarding process would increase customer satisfaction and retention.

How I did it

As team lead, developed EdTech concept, strategy and briefs
Produced and edited videos and written guides, built the campaign in Teachable
Wrote CRM and UX copy
Creative direction - led design
Developed and executed promotional campaign
Developed and ran proof of concept
Ran follow up satisfaction research

What it was

Findmypast on Teachable.com

Evidence & analysis

79% intention to renew with Findmypast
91% of participants stated that the course directly led them to new family history information

Making History Local: Educational Content for the UK Market

Why it was done

Make family history research more fun and accessible

What it was

Search Guide: Parish Records
Jim's Gems: When parish records go wrong
Genealogy Mistakes Beginners Make
Jim’s Gems: Take A Second To Appreciate Records
Crime, Prison and Punishment Records
The Best Way to Find What You're Looking for in Historical Newspapers

Events & Installations

Disrupting Marketing: RootsTech

Why it was done

RootsTech is the largest family history conference in the world (30k attendees, 70k online). As Platinum sponsor, Findmypast had a significant presence in order to expand user awareness in the market.

How I did it

Organised and ran entire FMP presence three years in a row in Salt Lake City, UT.
Ran budget (max $150k)
Coordinated speakers, booth demos
Managed all relationships with organisers, suppliers, booth installation
Recruited, trained, and managed interns that helped promote the company and dealt with queries
Managed logistics including flights and hotels for 20, team dinners, and booth scheduling
Creative direction for design and copy (including copywriting) for promotional and educational flyers, booth, and swag
Managed team on the ground during the high-pressure convention, coordinating -- interaction with attendees, senior stakeholders

What it was

RootsTech 2018 Show Flyer
Booth Design and Copy, Rootstech 2018, Salt Lake City, UT.
Print Asset, RootsTech 2018

Evidence & analysis

We experienced unprecedented success with our conference presence, leading our competitors to imitate our booth designs and even to start using our vendor.

Experiments & Development

Making a Ripped from the Headlines Podcast, without a Ripper

Why it was done

A friend and I are keen amateur researchers, and wanted to find a way to unearth forgotten stories from history using newspapers, so created Yesterday’s Chip Paper, a fortnightly podcast that told true stories, ranging from mad scientists, to aristocratic cowboys and sapient pigs.

How I did it

Developed concept, persona, voice and format
Researched, identified stories – finding an interesting story was a complex process, with each episode taking c.20 hours of research in historical newspaper archives
Produced, scripted, recorded, and edited 50+ episodes
Released to multiple platforms (Libsyn, Stitcher, Apple, Player.FM, Spotify)
Engaged with listener community