by katetoon | Aug 1, 2014 | Client case studies
Long-lasting client relationships make me happy. Not only do you become genuinely fond of the client, but also you understand their brand inside out. You get their quirks and their pet hates. And they in turn understand the way you work. I’ve been working with Market Research Agency Play since the beginning of 2014 and our relationship gets better every day. Here’s our story. PLAY Market Research – #copywritingcasestudy Click To Tweet The background PLAY approached mein 2013. Sadly I was too busy, and sent them on to another copywriter. I was rather surprised (and pleased) when they came back to me. Chris Thomas, the owner of PLAY, told me he had written most of the website content himself. But despite years of writing reports, he felt his words were a little dry and didn’t fully convey his brand personality. Here’s what Chris told me: “I had never used a copywriter previously, but I stumbled upon a blog written by you and immediately realised the value a good copywriter could add. Your words just jumped out and I knew you’d be a great fit for the company. Despite checking out numerous copywriters, I just felt there was just something pulling me towards you.” It was good to know my magnetic powers were working. We agreed to work on a retainer basis. This is a win/win for clients and copywriters because: a) I get paid in advance for an agreed amount of work each month b) The client gets a set, reduced rate and is confident their work will be prioritised over ad-hoc jobs The brief We agreed that I’d...
by katetoon | Feb 12, 2014 | Client case studies
Although obviously I love all forms of copywriting it has to be said – there’s something rather thrilling about writing a TV or video script. Maybe it’s the immediacy of the visuals or the impact of hearing your words come to life. I don’t know. I just love ’em! So I was chuffed to be invited to work on a TVC (Television Commercial) for the new series of The Bottom Line which aired on Channel 9am at 4pm on Saturdays (from the 15th February 2014). Case study: Television commercial script for CPA Australia #copywriting #casestudy Click To Tweet The brief The client asked for concepts for a 30-second television advert using clips from the footage already filmed. The challenge There’s not a huge amount you can say in just 30 seconds! And with so many great guests on the show it was difficult to choose who to feature. I had to watch a LOT of footage to find the best possible quotes. The result I watched all the footage and collected snippets of dialogue from each speaker, I then added in suggested lines for the presenter (Alex Malley – Chief Executive CPA Australia) and tied it all together with a narrator dialogue. I initially presented three concepts around themes of ‘Real’, ‘Inspiration’ and ‘Imagine’. After client feedback, I developed the ‘Real’ script in two directions, one featuring snippets from celebrities and another featuring only Alex. Working with Evolution, we decided on the best lines and the editing team did a great job of squeezing the maximum impact out of the 30-second time frame. We also created a longer version...
by katetoon | Dec 4, 2013 | Client case studies, Copywriting
Jump to the bottom of this post for a June 2014 rebrand update. Towels. They’re not the most exciting product in the world are they? Case Study: Got wet? Get wovii. #copywriting #wovii Click To Tweet So, when a potential customer comes along and tells you that their towel is exciting and that it’s also revolutionary and possibly life changing – well, I’m guessing you’ll understand why I was a little sceptical. The client, Jen Daniels, was convinced this was something special, but obviously all my clients think their business or product is awesome – if they didn’t I’d be worried. It wasn’t until I got on the phone that I felt a bit excited. Jen was positively bursting with enthusiasm and faster than a zombie virus, her enthusiasm infected me. I wanted this product; I wanted to try it right now. I was desperate to get hold of it. Taking the brief We discussed the tone that Jen wanted, and came up with the following attributes: Approachable Reliable Trustworthy Authoritative Modern Fun (but not childish) Then we looked at formatting (dull but important for consistencies sake) – right down to the nitty gritty of whether full stops should be used in bulleted lists, whether we’d abbreviate the brand name and how we’d do our best to avoid exclamation marks. We talked about product names, colours, washing instructions, labels and about making the site personal with a warm chatty content, humour and bright imagery. We agreed that we were trying to create a new standalone product and brand. Ideally wovii should be to towels what the Bumbo is to...
by katetoon | Jul 4, 2013 | Client case studies
I recently worked with the lovely Damian at Giraffe to create four house wine labels for the George Harcourt Inn. The budget was teeny tiny, but I knew it would be a fun job. The theme was BINGO, and Damian gave me creative license to do my thing when crafting the themed tasting notes. UPDATE November 2013: I was delighted to find out that our work won an Award (Category 2 – Excellence in Offset Collateral) at the 2013 PAGE Awards. See the award here. Here are a few samples of the cheeky wine label copy I crafted: 69: Your place or mine BINGO! A spicy little number that will get your nostrils twitching with its pert peppery aromas. Luxuriate in the taste of plump plums as the comforting tease of cloves bursts gently in your mouth like a kiss from a much-missed lover. A delicious, sensual wine that can be enjoyed this way or that to deliver absolute oral satisfaction. Enjoy with: beef or lamb dishes. “His lips drink water but his heart drinks wine.” E.E. Cummings. 34: Ask for more BINGO! Here’s a fresh, lively white with just a hint of cheeky fruitiness that will leave you begging for more. Wrap your palate around tastes of moist white peach while your tongue tingles to the tune of tart grapefruit flavours. A tasty, light wine that refreshes the mouth like an eager kiss on a bright summer day. Enjoy with: grilled chicken or fish. “My nose itched, and I knew I should drink wine or kiss a fool.” Jonathan Swift. Case Study:...
by katetoon | Feb 7, 2013 | Client case studies, Copywriting
Even after all these years of copywriting I still sometimes get a new brief and think, ‘can I do it’? Such was the case with TOTM who approached me last year to help them with some branding copy for their forthcoming website. They were planning a site that enabled customers to send luxury goodies to their female friends at that Time Of The Month. This 100% Australian owned company had hit on a new twist on the standard gift site model, but would it work, and how would we handle the dreaded P word? Case study: TOTM, Making periods positive. #copywriting Click To Tweet The brief The brief from the team at TOTM was to: Help position the brand of TOTM. Create some standard copy and brand guidelines. Get around the awkwardness of discussing periods and menstruation. Develop a meaningful strap line. Write the About page for the website (the rest of the site was written internally). Set a template for product descriptions. The work Some original (and unusual) client ideas for strap lines included: ‘Her TOTM may be late but her TOTM present will be on time’ and ‘Give loving presents periodically,’ but ultimately we agreed on my suggestion of: Loving presents | Perfectly timed Then it was time to tackle the menstruation issue ‘head on’ and not hide behind metaphors, blue ink imagery and other advertising clichés. We decided to set some ground rules: We wouldn’t patronise the audience. We could say period but not ‘periodically’ (too naff!). We’d never refer to a period being ‘late’, as usually that’s not a positive thing for those who aren’t...
by katetoon | Feb 6, 2013 | Client case studies
Unlike many other SEO consultants or SEO companies, I don’t work based on a monthly fee. My goal instead is always to provide the clients with the tools and know-how that enable them to effectively manage their own Search Engine Optimisation. Case Study: ADSC – SEO Consulting #copywriting #SEO Click To Tweet I’ve helped several big brands including Pedigree Chum, IMB bank, Liberty Financial and Whiskas to develop a practical, no-nonsense SEO strategy that compliments their existing digital marketing plan and business objectives. ADCU – The brief The ADCU approached me to undertake the following SEO tasks: SEO status: Review the existing site performance in the natural search listings against three nominated competitors – to act as a benchmark for all future optimisation efforts. SEO keyword analysis: Perform a detailed review of nominated keywords to establish keyword difficulty and competitor strength – and provide keyword recommendations for each page of the site. SEO audit: Perform a comprehensive audit of the site, covering content, design, functionality, accessibility, technical build, back links and social engagement. The audit assesses the existing site on over 70 individual factors and provides recommendations for fixes. SEO copy review: Perform a detailed analysis of site content including a complete element-by-element guide and simple copywriting template. SEO strategy: Provide advice regarding immediate actions, short-term goals and longer-term plans for strategies such as link baiting, back link generation, press and maintaining brand reputation. I also included an SEO Copywriting training workshop at the end of the process for the entire team. ADCU – The results I really enjoyed working with Christine and Mario at ADCU. The process was...
