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Categorically speaking, the list includes advertising agencies,
companies and corporations, health care organizations, government
agencies, colleges and school systems, marketing departments
as well as national, regional and local magazines and newspapers.
Not to mention museums, painters and sculptors, opera, dance
and theater companies.
Advertising: It pays...if the writer knows what they're
doing.
In
terms of awards, Oriana is obviously an accomplished professional
with more than a dozen advertising awards on the East
Coast including five ADDY's and two TELLY's. Her TV commercials
won a Gold Medal at the Annual International Film &
TV Festival of New York.
Most importantly, her copy writing services help clients
"win" in terms of their bottom lines and increased
stature. Oriana's copy writing services have helped launch
a respirator for Searle as well as hotels and resorts
for the Marriott Corporation. She wrote the slogan "Borrow
thousands from those who lend millions" for a national
finance company.
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Created
for HEW in Washington, D.C., “Recovery Room”
dramatized the problems of alcoholic employees. The
ad
won an ADDY in the division that included NYC agencies.
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Artful
Marketing Workshops
How
can an artist stand out in a worldwide market flooded
by information?
Creating well-written, strategically-directed press materials
that can be easily translated to websites, articles and
social media is a proven way to capture attention.
In this workshop, you learn how to write convincingly
about your art as well as how to pique the interest of
overworked editors and overwhelmed online viewers.
Special attention is given to how these materials offer
a competitive advantage when approaching collectors, galleries
and museums.
February 10 and March 9, 2012
at the Arizona Fine Art Expo, Scottsdale
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Testimonial
"Your workshop has been invaluable.
I still pull out my notes with every artist statement
and press release that I write."
Judith Rothenstein-Putzer, January, 2011
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Artful
Writing: Words Become Brushstrokes
A
professional writer all of my life, I profess a special
fondness for writing about the arts. This interest undoubtedly
began in my childhood with classes at the Chicago Art
Institute. I continue to take instruction in painting,
visit galleries and museums in Africa, Europe and the
United States and maintain friendships with an extensive
network of artists who work in many different mediums.
After all, if you’re going to write about art, learning
about different techniques, art history and individual
artists certainly helps.
My first client was the renowned Elaine Horwitch Gallery
in Scottsdale, Arizona, and Santa Fe, New Mexico. During
the ensuing 15 years, I’ve written articles, advertorials,
brochures, newsletters, website bios and marketing materials
for museums and dance, opera and theatre companies as
well as for galleries, individual artists and fine art
centers. For several years, I covered the art scene for
the Arizona Republic’s Phoenix and West Valley metro
sections. A play I wrote about Lon Megargee, Arizona’s
first cowboy artist, was produced several years ago!
I’ve recently translated my experience into Artful
Writing workshops. Designed to help emerging and/or seasoned
artists learn more about self-promotion to the media as
well as art galleries, they will be staged by BRIO Fine
Arts Center on September 27 and October 18th at Artspace
on Sixth in Scottsdale’s gallery district. For more
information, call BRIO at 480-941-8310 or check the website
at www.briofinearts.com |
Oriana
has written for Art & Antiques and
ArtNews
as well as local publications such as Artbook
of the West
and The Arizona Republic. |
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Website writing…creating verbal “sound bites”.
During
these busy times, laptop and/or mobile phone use often
involves distracting conditions; for instance, traveling
on a plane, carpooling, even walking down a street. Even
when working on a PC in the office or at home, website
text is not read under the same conditions as a magazine
ad or a brochure. As the reader scrolls down the page,
the text has to convey information quickly and in a memorable
fashion.
Oriana has coined the term “sound bite” writing
to describe website text. With more than two decades of
experience creating national TV and radio commercials
as well as audio-visual film scripts, she brings unique
capabilities to the challenge. As these different website
links demonstrate:
ADOT
- Modern Roundabouts
Sushi
On Shea
MarkConcrete
Green
Rabbit Design Studio
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EditorialAdvertorial: Words become brushstrokes and
passports.
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Oriana's
favorite subjects are art and travel and her work is
published locally, regionally and nationally.
Art articles/advertorials have appeared in Art &
Antiques, Art News and Native Peoples
as well as the Arizona Republic and Artbook
of the West. Travel & Leisure, Where
magazine and Arizona Food & Lifestyles
have carried her travel articles.
She
wrote for the Elaine Horwitch Galleries (Arizona and
New Mexico) as well as the Heard Museum, the Pueblo
Grande Archeological Museum and the West Valley Art
Museum in Arizona. Currently writes for Arizona’s
BRIO Fine Arts Center, the Charles King Galleries, the
Faust Gallery and the Desert Caballeros Western Museum.
Has written about the Chicago Art Scene and numerous
artists throughout the United States.
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Written
in 2001, this Art News advertorial focused
on the important changes impacting the art scene
in Scottsdale, Arizona. |
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Ghostwriting
and Editing: Behind the scenes....
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A
weekly tourism column that appeared in The Scottsdale
Tribune was one of Oriana's favorite ghostwriting
jobs.
For more than five years, she interviewed and wrote
about tourism officials ranging from restaurant owners
to hotel concierges to tour guides as well as Rawhide,
WestWorld, Desert Botanical Garden and numerous other
attractions.
Oriana also finds editing rewarding. Having written
on so many different subjects, she can evaluate and
fulfill specific needs.
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A
coffee table sized artbook, The Hidden World
of Soviet Impressionism: 1940-1960, was
a
recent editing project. |
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Marketing
Materials: Zeroing in....
This
writer understands how everyone, ranging from an artist's
clients to a magazine's editor, is overwhelmed with information
in today's busy world. Thus, the marketing materials she
writes -- newsletters, brochures, press kits and web sites
-- function as hard-working marketing tools.
Astute, focused and involving an attention-getting hook,
these materials make it much less likely that an Internet
browser will move on. Or the "circular file"
receives another addition.
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The
press kit created for the National Festival
of the West - - "Join A Gang" - - won an award
as well as helping to increase attendance.
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