The PenPoint Ink Team is led by Allison Wyckoff and Smith Wyckoff, who each bring 15 years of experience with writing, marketing and project management across a wide range of industries, including: law, journalism, marketing, public relations, and healthcare/managed care.
Allison Wyckoff began her journalism career in Washington, D.C. reporting on the drug review and approval process at the Food and Drug Administration. As she translated stacks of sophisticated – often clinical – documents into straightforward articles for pharmaceutical executives, she realized that she had a knack for transforming complex information into accessible materials for a wide audience.
Allison’s writing career has been rooted in sophisticated industries, including healthcare, managed care, pharmaceuticals, law, and education policy. Her time spent studying and practicing law added dimension to her writing career and led to a position heading marketing and proposal development for a regional law firm with seven offices in Florida, Washington, D.C. and Atlanta. In addition to managing the firm’s traditional marketing tasks and materials, she oversaw development of 80 proposals at the local, state and federal levels, with a 78 percent win rate in the firm’s established practice areas.
Proposal writing clicked for Allison. She went on to write in-house for a Fortune 500 Medicaid managed care company, and served as project lead for a key successful 2015 rebid effort valued at more than $1.6 billion. For Allison, proposal writing is like putting together a puzzle with words. She brings enthusiasm and natural curiosity to conversations with subject matter experts, allowing her to tell a vivid story for her clients.
Education: Allison holds a Juris Doctorate along with Bachelor of Arts degrees in Journalism and Political Science.
Everyone is familiar with one of Smith’s biggest projects when he worked in-house at a global public relations and advertising agency in Washington, D.C. That’s because he was on the team that built awareness around the “New Color of Money” campaign to redesign the $20 note in the early 2000s. Smith has 15 years of experience in both agency and corporate marketing environments. In addition to the U.S. Bureau of Engraving and Printing, clients he has served include Publix, Marriott, Intuit, Chef’s Catalog, Visit Orlando, FedEx, AstraZeneca, the U.S. Census, and Children’s Healthcare of Atlanta (CHOA).
During his time in-house at Transitions Optical, Smith worked closely with optical retailers nationwide to market the company’s photochromic (clear-to-dark) lenses before focusing full-time on leading the managed vision care channel partnerships and launching an online retail channel for the company. His expertise in the vision and specialty managed care field has led to multiple interviews and quotes in leading industry publications, including: Employee Benefit News, California Broker, and HealthCare Consumerism Solutions.
Smith has most recently served clients in the financial services industry, where he managed
e-mail marketing campaigns on behalf of multiple private label credit cards, including: hhgregg, P.C. Richards, Rooms to Go, Ashley Furniture, and Lenscrafters, for a consumer financial services company that is the largest provider of private label credit cards in the U.S. He has also served as the digital marketing manager for an independent wealth management firm.
Throughout his career, Smith has merged his writing ability with an innate interest in all things digital – finding ways to express complex situations in an easy-to-understand, clever manner. Along the way, he has earned a certification in Search Engine Optimization (SEO) and has taken numerous training courses for Search Engine Marketing (SEM)/Pay-Per-Click (PPC), e-mail marketing, and marketing automation.
Education: Smith has an MBA in Marketing/Service Operations and a Bachelor of Arts in Political Science.