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Commercial writing examples, radio & Print: Wal-Mart Connection Centers

There are two examples of commerical writing displayed on this page: An in-store retail radio spot and an informational pamphlet, both created for the Wal-Mart Corporation's "Connection Center" division in 2004 and 2005.

When Wal-Mart hired Shawn in the winter of 2003, they were looking for someone who could help their company successfully help with the nationwide rollout of their Connection Center concept, beyond their home office region in Arkansas.

Not only did Shawn work on the retail floor with other associates. He also worked with executives from Wal-Mart and it's cell phone service providers. One of the key tasks for Shawn was to help in the promotion of awareness of what the Connection Centers did. This was achieved through several print and video projects for in-store and out-of-store distribution.

One of these projects involved writing and creating an informational pamphlet, similar in style to the then-current pamphlets from the cell phone, satellite radio, and satellite television vendors Wal-Mart was offering their customers. After encorporating design demands from Wal-Mart management and vendors, Shawn produced the first edition of these flyers during the summer of 2004, an example of which can be seen and read by clicking on the pamphlet on the right.

Another method of promoting the Connection Center included using Wal-Mart's in-store radio station to broadcast in-store interstitial ads. Since the in-store ads were not on a traditional radio station, standard-length thirty and sixty second ads were not required.

The copy for one of these radio ads, which was used in the summer of 2005 and 2006 is below.

Client: Wal-Mart Connection Centers
Event Date: Summer 2005
Title: The Heat Is Back/Keep Your Cool
Copywriter: Shawn Peirce

ATTENTION WAL-MART SHOPPERS! THE HEAT IS BACK, THE KIDS ARE OUT OF SCHOOL, AND EVERYONE SEEMS TO BE GOING IN A THOUSAND DIFFERENT DIRECTIONS. BUT YOU CAN KEEP YOUR COOL, IF YOU KEEP CONNECTED, THANKS TO YOUR WAL-MART CONNECTION CENTER. WE'VE GOT GREAT PHONES AND PLANS FROM YOUR FAVORITE LOCAL PROVIDERS, AND UNLIKE SOME CELL PHONE STORES, OUR ASSOCIATES DON'T WORK OFF OF COMMISSION, SO THERE'S NO PUSHY SALESPEOPLE. WE ALSO CARRY GREAT PRE-PAID PHONES FROM PROVIDERS LIKE 'SIMPLE FREEDOM' AND TRACFONE. AND WE'VE GOT FANTASTIC ENTERTAINMENT OPTIONS TOO: SATELLITE TV FROM DIRECT TV AND SATELLITE RADIO FROM SIRIUS AND XM SATELLITE RADIO. SO KEEP YOUR COOL - BY KEEPING CONNECTED. WITH HELP FROM YOUR WAL-MART CONNECTION CENTER. WE'RE LOCATED NEAR YOUR PHOTO OR ELECTRONICS DEPARTMENT. AND AS ALWAYS, THANK YOU FOR SHOPPING YOUR LOCAL WAL-MART STORE.