Moosejaw Mountaineering is an online and brick and mortar retailer specializing in outdoor recreation apparel and gear. It primarily sells equipment for activities such as snowboarding, rock climbing, hiking, and camping. Moosejaw is known for its unique marketing strategy called “Moosejaw Madness”. It was named a Top 50 Retailer by Internet Retailer in 2007 and Best of the Web by Forbes Magazine.
As part of the Web Content team at Moosejaw headquarters in Madison Heights, MI, I held a variety of responsibilities related to moosejaw.com. I wrote product descriptions for moosejaw.com that took very technical product information from vendors and translated it in to copy that is consistent with Moosejaw’s fun, creative branding voice. This required me to take on the voice of the company within a very short time frame. During the course of my internship, I wrote over 200 product descriptions that are currently live on the site.
I used Retail Backbone, Moosejaw’s Content Management System, to write the product descriptions using basic HTML styling. Retail Backbone was also the system I used to add keyword data for product comparison tool and search result filtering features. This required me to identify keyword terms that were relevant to each product and attach them to the content so that would rank higher in search engines.
I took technical warranty information for top brands such as Patagonia, The North Face, Marmot, and Arc’teryx and rewrote it to be fun and engaging for customers. This required me to master the voice of the company and understand the information contained in the warranty documents well enough to be able to accurately represent it. Moosejaw could be held liable by the vendors if warranty information is not accurately presented, so attention to detail was extremely critical for these projects.