For the record, that’s not me in the photo.
You can find my work below.
Hyspec Group
The Brief
Hyspec were in the midst of rebranding and revamping their existing site, transforming it with clean visuals and responsive pages, the only thing left was the all-important copy.
The Deliverables
Concept and write for the Homepage and the subsequent category pages. There were quite a few ( 30 or so) as Hyspec offer such a vast range of services and the pressure was on to get things complete in a small window, deadline day loomed! We also wanted to establish a brand voice throughout that reflected their ore values as a family business with a more personal touch.
Who’s It For?
The Hyspec Group are based in Leinster, Ireland. They cater to both residential and commercial properties with an emphasis on long-term commercial clients. Clients looking for expertise in cleaning industrial facilities like factories or power plants, business owners of restaurants needing daily maintenance or even hotel managers looking to spruce up the building, inside and out; Hyspec do it all.
The Benefit
With origins dating back to 1989 where Hyspec was founded and grew as a family business, their combined experiences total over 50 years, clients get both the experience and mastery if their craft but also, friendly, warm interactions. Hyspec cover a large area of the Leinster region, using state of the art equipment across their van fleets, site visits help to assess projects with transparency and accuracy so that jobs are agreed and completed with minimal interruption.
The Solution
To make “industrial” sound inviting. Researching each of Hyspec’s service offerings was crucial in understanding what it is they actually do but rather than listing functional features it was more beneficial to think about the client journey to them; what they want and how they can get it. Without putting them to sleep. This project was in partnership with Juvo Digital, who made the whole process streamlined and coherent.
Clear Path Coaching
The Brief
Help promote the launch of Clear Path Coaching, with a social post and pre-launch script to accompany it. The tone is helpful, vulnerable, powerful and relatable.
The Deliverables
Read, edit and enhance the pre-written script and help edit the social post. Both would be used for Instagram and Facebook ahead of the official launch of the program, mid-January.
Who’s It For?
This particular coaching program has been specifically designed for men suffering with poor mental health. The client is very open and vocal about his personal journey which helps to resonate his message with potential audiences. The men can be of any age or background but must have the base desire to want to improve their mental wellbeing.
The Benefit
The 4-week mindset program will indiscriminately help men struggling with their mental health. The framework provided that the members will follow, helps to adjust their mindset and learn how to maintain it, so that they can be lead a more positive and productive life. Their coach is an open book, free from judgement and genuinely interested in the betterment of his peers, it’s a safe and supportive place to be. It’s also incredible value too.
The Solution
Fortunately for me, much of the wording was already present, I helped polish it and ensure that the message came across in the strongest way possible. This meant swapping out some words in favour of more powerful language and helping with structure so that the script flowed succinctly and with purpose. I did create the tag line of “Own It, Control It, Use It” which now serves as the company motto.
COMING SOON 2021…
Well Lane Haircare
The Brief
Revise the individual sections of the website to really make the product pop and give a rich insight into how this fantastic range has been lovingly created. The tone is informative, friendly, local, ethical, and natural.
The Deliverables
Homepage, including the Product Descriptions, About Us, More Info, and create a new, separate page that spoke to the ethos of the brand itself, and the people responsible for its creation.
Who’s It For?
Insights provided a demographic of mostly females aged 35-55. The salon behind the product range has a well-established clientele locally, with the haircare range having launched later, in December 2019. Well Lane customers will be looking for a hair care product that nourishes, revitalises, and gives the performance of salon-quality products but also, may be environmentally conscious when it comes to waste and the ethics behind sourcing the ingredients.
The Benefit
When a customer chooses Well Lane Haircare products, they are choosing to support an independent, sustainably conscious business that wants to offer the performance of salon professional products, without any of the downfalls that affect our beautiful oceans and precious environment. Well Lane is affordable and luxurious haircare.
The Solution
As well as the obvious desire to drive sales of this remarkable product line, we wanted to really hone in on the benefits of using the naturally sourced, vegan, and Ecocert compliant ingredients that Well Lane products contain, and as well as that, we also wanted to connect with people that share a philosophy of preserving our coastlines and oceans. The way I describe this? Nature Meets Nurture. That’s the driving force behind everything Well Lane offer and the coherence between internal and external care.
Inkfish Hair & Beauty
The Brief
Re-write two of the website pages with a new tone to help drive online bookings. The tone is fun, desirable and professional.
The Deliverables
Edit the homepage and VIP subpage. Establish a brand voice to give consistency and infuse the personality of the salon. The secondary objective is to drive bookings through the online booking system. It must include a clear CTA for booking and for the VIP page, the 5-step process needs rewording.
Who’s It For?
The target demographic is 25-55 year old women primarily. These typically would be be professional, sophisticated, career driven and independent women, possibly with families. Their expectations are high, they are familiar with luxury items and lifestyle accessories such as fashion clothing and vehicles. They pride themselves on their presentation and as strong women. The consumer may have been recommended or have been driven to the site through social media marketing.
The Benefit
The client will receive the highest level of service available in the hairdressing sector and receive the ultimate VIP experience. Their clients will be catered for through excellent levels of service, their requirements and expectations will be understood and met. They will be treated with industry leading products, techniques, and will have a salon to call home.
The Solution
Inkfish is an established brand (over 25 years) – well known locally and the knowledge of services is evident. Their socials have a dedicated following too.
Inkfish are loved by their stylish, fashion forward and sophisticated clients all throughout Cornwall so we wanted to make sure we’re speaking to current and new customers alike, highlighting their salon’s modern aesthetics and the creative teams behind the success. while relaying the consumer benefit throughout.
For the Home Page, I brought attention to the consumer benefits by infusing a fun, approachable, but sophisticated persona in the language and building a picture of how the customer will feel and look, as well as adding credibility by giving a short summary of their established history. The action to book now sits just below the body, central, to assist click throughs.
The VIP promise page had already outlined their 5 step process for the customer. Here, I expanded on the premise with personable, alluring language that builds a detailed picture in the client’s mind. The Inkfish promise is a big deal so we wanted to convey the high standards that a customer can expect, but to also make them feel right at home.
Doordash Landing Page | Spec
The Brief
Create a landing page where visitors can learn more and sign up to the Doordash partner scheme. The service is aimed at smaller, local, independent restaurant owners. It needs to be casual-Friday professional, simple, and reassuring.
The Deliverables
One landing page containing a hero area with headline and CTA. The page must have a hero area with a headline and CTA.
The page must have two additional sections, one focusing on the ability to increase customers and profit, and the other focused on how easy it is to set up and use DoorDash.
The page should have an ability to connect with an expert if they have additional questions, but this should clearly be a secondary CTA. We still want them to become a Partner first and foremost.
Who’s It For?
Small, independently owned restaurants who are not yet DoorDash Partners. They already offer takeout and have a loyal following of core customers, but are skeptical of new technology and services. They typically rely on Facebook to market their business and often do not have a website. They will reach this landing page when they click through an ad on Facebook.
The Benefit
Businesses that become members can potentially increase profits up to 60%. They can expand their reach, gaining new customers and serving them all with a convenient delivery service via the Doordash app. The app makes managing customer orders incredibly simple and takes a mere few minutes to set up.
The Solution
To create this copy, I thought about the many independent restaurant owners near me and the sort of encouragement they’d need to make the jump. I kept the information clear, concise and benefit laden, so they feel reassured and excited for the opportunity. The main body shows two CTA’s for conversion but also to the right of the page, I included the chat option with some delicate wording to allay any fears they may have.
Macy’s Menswear Email Promotion | Spec
The Brief
Write an email for local Macy’s stores to drive men into the shops and increase fall sales of sweaters. The tone is clever, urgent and promotional.
The Deliverables
One email that details the limited time event, it must show that it’s for 3 days, in-store only and with a link to their local store finder.
Who’s It For?
The target audience consisted of 35-45 year old men looking to update their wardrobe. By their assumed nature, these are conservative types that tend not to invest in clothing on a regular basis and therefore the main benefit to convey here was the eye-catching saving.
The Benefit
Huge savings on popular brand name sweaters. Men don’t tend to update their wardrobe as often as women (generally) so now is the perfect time to take advantage of this fantastic offer. It’s in-store too, so they can peruse other departments whilst they shop.
The Solution
As an email, I wanted to make this as direct as possible. Bulks of text are likely to turn off consumers so I got straight to the point. 40% off is the star attraction here so it’s front and centre to avoid distractions along with the all important time sensitive dates.
Macy’s is already a popular retailer with big brand names so it was important to name-drop some key players in the fashion game as well as playing to the audiences’ perceived style or desire to be stylish.
Bayer Aspirin On-The-Go Banner Ad |Spec
The Brief
Create a dynamic banner ad for Bayer Aspirin On-The-Go. Increase purchases and awareness for the product. The tone needs to be direct, intelligent and understanding.
The Deliverables
The ad must contain 3 frames that rotate approximately every 3 seconds, landing on the final ad. They need to be consistent in tone, concise and eye-catching as they only appear for a very limited time. The ads must include a button link.
Who’s It For?
The audience in this case was professional men and women ages 35–50, household income 75k+. This group is always on the go and finds themselves balancing a million different tasks along with their careers and families. They face a lot of stress on a daily basis and, often, that stress is manifested by way of headaches. They want relief and convenience.
The Benefit
Bayer On-the-Go bottles are smaller sized but with easier to open lids, allowing adults to have easy access to aspirin without having to take time out of their days. Once they click through, they’ll learn more about headache prevention and have the opportunity to purchase the product with free shipping.
The Solution
Banner ads are notoriously difficult as they require extremely concise language to convey a message, what can be seen as a blip on a screen needs to engage the consumer quickly and effectively.
I chose words that cleverly played into the benefit, with the imagery complementing its message and offering an arresting visual cue to catch the attention in a split second. I chose to reword the button prompt in each frame so that a consumer would likely re-read it as something new each time, but still interpret the same CTA.
Textbook.com Buy-Back Sales Letter | Spec
The Brief
Create a sales letter for the buy-back scheme at Textbooks.com. The letter will be inserted inside the cover of every book purchased through them. The objective was to increase the amount of students using the buy-back scheme. The tone needed to be friendly, fun, straight-forward and helpful.
The Deliverables
Write one sales letter, no longer than one page, that will help to increase sales through the site. The letter must include the URL for the site and detail the simple, easy-to-use service.
Who’s It For?
College students aged between 18-26 that are looking to make some extra cash to help with their overall expenses and also those adopting an environmentally friendly mentality.
The Benefit
Students will get highly competitive prices for their old unused books, earning themselves a little extra cash, this can be paid via Visa or Cheque. They can utilise the free shipping to save money and also help to reduce waste by effectively recycling their textbooks.
The Solution
I chose to keep the main benefit of making money as the focus but secondarily, to encourage environmentally conscious behaviour. Given that most young adults are educated on climate change and the positive effects of recycling, I felt it logical and beneficial to make this a prominent feature of using the service.
Steps were outlined in a simple, easy to follow 1,2,3 format, each highlighting the simplicity of the service and the all important cash reward. I added a QR code for students to quickly scan it so they can get a quote faster, prompting a more direct response.
Wild Alaskan Company Facebook Ad | Spec
The Brief
Write three Facebook adverts of different lengths for the Wild Alaskan Company. This was to promote brand awareness and monthly subscriptions. The tone is insightful, relatable and fun.
The Deliverables
Three versions of a Facebook Feed ad: One version with 125 characters or less in the primary text area; one version with ~50-250 words; and one versions with ~300-600 words. Headline and link description can remain the same across versions for a true A/B test. Please recommend CTA based on Facebook’s options. The CTA will take users to a landing page where they will see the top benefits of incorporating salmon into their diets and how these benefits complement their active lifestyles.
Who’s It For?
Health-conscious men and women ages 30–45. This group likes to stay healthy and keep their families healthy both by eating superfoods and participating in an active lifestyle. They are price-conscious, but willing to pay a little more if the product is worth it. They may or may not realise the benefits of fresh fish, or how to incorporate it into their meal planning.
The Benefit
They’ll learn about the brain-boosting benefits that come from adding fresh-caught fish to their diet on a regular basis. They’ll also have the chance to purchase a subscription box with a $15 discount.
The Solution
This project required a lot of research! In order to relay the benefits of eating high quality seafood, I dug in and found the facts.
The benefits are clear but more than that, I wanted to quell some of the fears consumers have about eating a lot of fish and highlight the eco-friendly, sustainable principle of the brand and also, their packaging, philosophy and user-friendly service.
