PROJECTS

Examples of my recent work

WRITING WEBSITE COPY TO IMPROVE ORGANIC RANKINGS

CLIENT - SK:N

Objective: To increase the organic rankings of specific pages on the sk:n website, ensuring the business kept up with emerging online trends and effectively promoted new treatments. 

My Role: 

  • Identify trends in the aesthetics market and increases in search volumes 

  • Work with Technical SEO Specialist to generate content ideas 

  • Write copy for new treatment pages which are optimised with a keyword and link strategy 

  • Write educational content about safety and industry standards at sk:n

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CONTENT STRATEGY AND CREATION

CLIENT - SK:N

Objective: Design creative campaigns throughout the year to communicate bi-monthly treatment promotions.  Each treatment promotion has substantial sales target and strict deadlines.

My Role:

  • Create several creative campaign ideas for the marketing team to select

  • Write a series of engaging blogs, eshots and web pages 

  • Write copy for all point-of-sale material 

  • Write copy for social media tailored to each specific channel

  • Ensure the correct tone of voice and brand imagery used throughout

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STRATEGIC MARKETING

CLIENT - SIRUS 

Objective: The business wanted to develop a new product and were looking for strategic marketing direction to assist in their decision.

My Role:

  • Primary research with existing customers to provide valuable insight and feedback

  • Segmentation, targeting and positioning exercise to determine the market size and potential, routes to market and where to position the product in terms of price

  • New product launch strategy including managing photography and video shoots, brochure copy, PR and advertising campaign, social media and email marketing

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BRAND DEVELOPMENT, WEBSITE & BROCHURE COPYWRITING 

CLIENT - MAPPERLEY PARK TRAINING ACADEMY

Objective: To develop a brand for sk:n’s training academy, Mapperly Park with one of Birmingham’s leading brand agencies. Launch the brand to the aesthetics industry and generate training bookings.

My Role:

  • Manage brand agency to produce a logo, brand guidelines, brand tone of voice

  • Project manage the design and development of the website and write all website copy

  • Direct photography shoot

  • Manage design agency to develop all assets for exhibition stand and write brochure copy

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PR OUTREACH AND CASE STUDIES

Objective: Work with various iDIS clients on their PR strategy. Raise awareness of the brand through on and offline media coverage to increase brand awareness and generate sales leads.
My Role: ​

  • Gain PR coverage in top tier national publications, local press and TV

  • Write press releases, distribution and journalist follow-ups

  • Write a number of case studies by interviewing existing customers

  • Write informative and educational pieces for use by third-party websites (PR outreach)

  • Write a series of useful information articles written specifically for healthcare professionals and consumers

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