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Take a look at some things I've done...
Web copy, case studies & tone of voice
This financial planning company needed their website to resonate with wealthy people who were planning to retire.
I worked closely with them to understand exactly what their clients were looking for, and then developed the right messages and tone of voice.
The finished copy really set them apart from their jargon-heavy competitors, positioning them as warm, helpful and experienced advisors that clients could genuinely trust.
Case studies were also created to tell strong client stories and help readers understand the benefits of the advice they offered.
Web copy, brochures, emails, editorial, explainers...
This ground-breaking UK legal firm needed help developing their brand voice and marketing communications across their whole business.
I helped them create clear, consistent messages, and produced everything from web copy, brochures and editorial to the email templates used as part of their sales process (sales saw a significant increase after the templates went live).
I still work regularly with them producing a wide range of copy for their sales and customer service teams.
Web copy & tone of voice (including design)
A consultantcy offering leadership programmes needed web copy that spoke to the (mainly female) HR Directors of international finance companies.
It was important to present White Grove as warm and easy to work with, as the business relies on strong client relationships. I worked closely with their director, Charlotte, to really understand their offer and focused on Charlotte's biography as she is the main point of contact.
By showcasing her strengths and experience with real honesty, it helped them stand out from their more corporate, faceless competitors and presented them as more appealing to work with.
Web copy & brand name
Red Bike Tours is a start-up company that offers guided bike tours around central London.
I was involved very early on, and was asked to come up with a name (which led to the bikes becoming red).
The name was inspired by the idea that red is a very tourist London colour (think postboxes, the Queen’s Guards and red buses) and it also ensured we could include the phrase ‘bike tours’ in the web address (good for google!).
I then wrote the copy, keeping the tone of voice personal and friendly, to reflect the nature of the tours themselves.
Web copy & tone of voice
Venture Accounting needed web copy to appeal to stressed-out business owners who needed more support to run and grow their companies.
I developed a conversational tone of voice and wrote copy that addressed their pain points (fire fighting, lack of holidays, long hours etc) rather than leading with individual accounting services.
The result was to present Venture as dynamic, helpful and more client-focused than their competitors.
Brand slogan, brochures, leaflets, radio adverts
Fullers Group Ltd
Fullers Group (a New Zealand cruise company based in Auckland) needed a new approach to their tourism marketing.
I developed their brand slogan 'We'll take you there' and worked closely with designers to produce copy for a whole range of leaflets, brochures, posters and radio adverts to promote their cruises and tours.
The end results were very effective and boosted sales, especially online.
Brochures
LPL Ltd
LPL is the marketing tourism agency for the city of Leicester and county of Leicestershire.
I produced all the editorial copy for its tourism guides over several years, which covered everything from history and culture to shopping and entertainment.
They included individual visitor guides on specific towns, to larger brochures covering the whole county. The collection of guides was available in tourist information centres and visitor attractions across the region.
Concept & invitations for launch event
Sky Arts (NZ)
SKY New Zealand requried a copywriter to help them develop a concept for the high profile launch party for their new Arts Channel.
I came up with the idea that each person attending the launch would have a preferred area of the arts (e.g. music lover, art critic, bookworm etc).
I worked alongside designers to create visual and written profiles of each arts type, which were used on invitations and display material at the launch.
Each guest had to choose an arts genre on arrival and were then assigned a badge to encourage conversation and discussion of the arts during the evening.
Magazine feature articles
Summer/Christmas in the City
I was the editor of Summer/Christmas in the City - a bi-annual consumer magazine for the city of Leicester to promote shopping, events, attractions and places to eat out.
The range of articles written over the years included features on the National Space Centre, guides to Christmas entertainment, insider tips on the best places to shop, restaurant reviews and articles on up and coming events that were planned.
Leaflet & tone of voice
Connexions
Connexions is an advice service for 13-19 year olds, offering support with everything from jobs and careers to issues with drugs, money and relationships.
I produced the copy for flyers and posters, which needed to engage in a straightforward way with young people without being patronising.
They were distributed via schools and youth services across Leicestershire.