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My Work
I find the right words to reach your target audience and grab their attention.
Have a look at some samples of my writing. Click on each image to see a full description of the work.
Contact me directly to see more and to talk about what I can do for you.
Digital and Print Ad Copy
A banner ad and flyer to promote a special offer for a pop-up food stand that opened during the COVID-19 crisis.
The Opportunity:
Slideburger was a temporary pop-up food stand that served top quality burgers and sides. The effort was a response to a reduced demand for the owner's catering services as a result of the pandemic. The goal here was to promote the one-week offer of a free side of fries with each burger sale.
The Strategy:
The ad accompanied both an email and social media campaign. I wrote a fun and straight to the point ad to grab attention. The idea was to give customers a free pass to enjoy a tasty burger this week.
The Result:
This was a successful promotion for the company who had a record week of sales.
The Opportunity:
Slideburger was a temporary pop-up food stand that served top quality burgers and sides. The effort was a response to a reduced demand for the owner's catering services as a result of the pandemic. The goal here was to promote the one-week offer of a free side of fries with each burger sale.
The Strategy:
The ad accompanied both an email and social media campaign. I wrote a fun and straight to the point ad to grab attention. The idea was to give customers a free pass to enjoy a tasty burger this week.
The Result:
This was a successful promotion for the company who had a record week of sales.
Email Copy
A welcome email for mailing list subscribers for School Outdoor Learning.
Direct Mail Copy
A postcard direct mail piece written to promote a not-for-profit conference.
The Opportunity:
The NEYCC (North East YMCA Camp Conference) is a not-for-profit organisation that delivers an annual conference to youth camping professionals. This is a direct mail postcard sent to previous attendees of the conference to ask them to save the date.
The Strategy:
Youth camping professionals are busy and have limited time to read lengthy materials so this ad is intentionally short and to the point. It taps into the basic human desire to not miss out. It was supported by an email campaign.
The Results:
The 2019 conference was well attended and the postcard was an important part of the overall marketing campaign. It acted as a physical reminder for attendees to schedule in the conference.
The Opportunity:
The NEYCC (North East YMCA Camp Conference) is a not-for-profit organisation that delivers an annual conference to youth camping professionals. This is a direct mail postcard sent to previous attendees of the conference to ask them to save the date.
The Strategy:
Youth camping professionals are busy and have limited time to read lengthy materials so this ad is intentionally short and to the point. It taps into the basic human desire to not miss out. It was supported by an email campaign.
The Results:
The 2019 conference was well attended and the postcard was an important part of the overall marketing campaign. It acted as a physical reminder for attendees to schedule in the conference.
Email Copy
An email and social media campaign to welcome library users back after the first lockdown of the Covid-19 pandemic.
Web Page Copy
A webpage to promote a not-for-profit youth and family organisation.
The Opportunity:
YMCA Camp Mason is a premium summer camp and outdoor centre that provides meaningful outdoor experiences for youth and families. This page aims to highlight to benefits of a visit to the camp for youth.
The Strategy:
I wrote a web page to highlight the benefits of visiting the camp using genuine testimonials from participants. This approach connects parents directly to the camp experience for their child.
By keeping the tone professional and genuine, I catered to the target audience of parents who want to give their child every opportunity possible, with an organisation that is passionate about supporting them in raising happy, healthy and independent children.
The Results:
This page increased the time visitors spent looking at the website and the number of inquiries.
The Opportunity:
YMCA Camp Mason is a premium summer camp and outdoor centre that provides meaningful outdoor experiences for youth and families. This page aims to highlight to benefits of a visit to the camp for youth.
The Strategy:
I wrote a web page to highlight the benefits of visiting the camp using genuine testimonials from participants. This approach connects parents directly to the camp experience for their child.
By keeping the tone professional and genuine, I catered to the target audience of parents who want to give their child every opportunity possible, with an organisation that is passionate about supporting them in raising happy, healthy and independent children.
The Results:
This page increased the time visitors spent looking at the website and the number of inquiries.
Blog Post Content
A blog post to support the launch of a limited edition scarf for an emerging fashion brand.
The opportunity:
subject matter, an emerging luxury fashion brand with a social conscience. I was tasked with writing an article to convey the relatable personality of the brand while tackling the misconceptions around some female-centred language.
Strategy:
I used the brand voice to get a clear message across and ensure it was still fun to read. I thoroughly researched the history of the word in question to ensure the article was authentic and based in fact.
The results:
The blog post was an integral part of subject matter’s launch campaign. Quotes from the article were used extensively in the social media push and gained further attention to the new product. The blog was also well received by the industry peers of the company’s owner.
https://www.subjectmatter.co/international-women-day-2021/
The opportunity:
subject matter, an emerging luxury fashion brand with a social conscience. I was tasked with writing an article to convey the relatable personality of the brand while tackling the misconceptions around some female-centred language.
Strategy:
I used the brand voice to get a clear message across and ensure it was still fun to read. I thoroughly researched the history of the word in question to ensure the article was authentic and based in fact.
The results:
The blog post was an integral part of subject matter’s launch campaign. Quotes from the article were used extensively in the social media push and gained further attention to the new product. The blog was also well received by the industry peers of the company’s owner.
https://www.subjectmatter.co/international-women-day-2021/
Print Article Content
An article for a print and digital industry magazine.
The Opportunity:
Camp Business is a widely distributed magazine to the USA camping industry. This content was a response to a call for articles that would support the work of youth professionals across the country.
The strategy:
I wrote on a topic that could be easily understood and then replicated by youth professionals. It was important to break the activity down into step-by-step instructions and use careful, industry appropriate language.
The results:
The article was published in print and online.
The Opportunity:
Camp Business is a widely distributed magazine to the USA camping industry. This content was a response to a call for articles that would support the work of youth professionals across the country.
The strategy:
I wrote on a topic that could be easily understood and then replicated by youth professionals. It was important to break the activity down into step-by-step instructions and use careful, industry appropriate language.
The results:
The article was published in print and online.
Social Media Content
A Facebook post written to increase awareness of the values and products that School Outdoor Learning (SOuL) offers.
The Opportunity:
SOuL is a leading voice about outdoor learning in the UK education field. The goal here was to write content that contributes to a strong online brand presence.
The Strategy:
The post is part of a strategic digital delivery plan to enhance the online presence of the company. The wording uses a professional tone to carry the weight of belief that SOuL has in their work, and finishes on a lighter note to show their personable nature. This content works to reflect who they are.
The Result:
The company has seen a higher engagement rate across all of their social media platforms as well as more website traffic since the implementation of the digital strategy.
The Opportunity:
SOuL is a leading voice about outdoor learning in the UK education field. The goal here was to write content that contributes to a strong online brand presence.
The Strategy:
The post is part of a strategic digital delivery plan to enhance the online presence of the company. The wording uses a professional tone to carry the weight of belief that SOuL has in their work, and finishes on a lighter note to show their personable nature. This content works to reflect who they are.
The Result:
The company has seen a higher engagement rate across all of their social media platforms as well as more website traffic since the implementation of the digital strategy.
Social Media Content
An Instagram post to boost engagement for a not-for-profit organisation.
Digital Article Content
An article to convey the benefit of camping out for youth that was published for the Y of the USA.
The Opportunity:
The Y of the USA is a large not-for-profit with a wide reach. This article served to promote the work done at YMCA Camp Mason, where I worked at the time, and to encourage others to include overnight programming at their organisation. The growth that young people experience from an overnight campout is highly beneficial for their sense of self and confidence.
The Strategy:
The article has a short word limit and so each point was carefully considered and edited. I identified the three main benefits of camping out and organised the information under those three headings. I used storytelling to paint a picture of a camp out in order to convey the benefit of the activity.
The Result:
This article was well received by the organisation. It was widely shared and served to spread the message to a lot of sister organisations.
The Opportunity:
The Y of the USA is a large not-for-profit with a wide reach. This article served to promote the work done at YMCA Camp Mason, where I worked at the time, and to encourage others to include overnight programming at their organisation. The growth that young people experience from an overnight campout is highly beneficial for their sense of self and confidence.
The Strategy:
The article has a short word limit and so each point was carefully considered and edited. I identified the three main benefits of camping out and organised the information under those three headings. I used storytelling to paint a picture of a camp out in order to convey the benefit of the activity.
The Result:
This article was well received by the organisation. It was widely shared and served to spread the message to a lot of sister organisations.
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