MarketingIt's not enough to hire a copywriter. You need a copywriter who understands the strategy behind the copy. I provide great copy based on direct marketing principles. Because I understand copy, how it works as a direct marketing technique, how it should work as a marketing tool.
 If everything seems under control you're not going fast enough  I spent over a decade working in fast changing environments. At law firms Norton Rose, Nabarro Nathanson and with accountants Deloitte, KPMG and Baker Tilly. My arrival seems to spark a local merger. I left before I ended up back where I started - with Ove Arup.Joining the public sector seemed to give it a sense of urgency. I was brought in to project manage the delivery of all marketing material for the Scottish Government’s HPV (Human Papilloma Virus) campaign - the largest and most complex immunisation programme to be undertaken in Scotland for a generation. Working with external partners, a cross-organisation NHS Health Scotland team and external agencies to develop a microsite, a website (www.fightcervicalcancer.org.uk); and produce and distribute over 450,000 print items. Both the campaign and website were shortlisted for the Communicators in Business Scotland Awards in 2008 and won a gold award for best public sector campaign.
Content must be informed by strategy. Otherwise it's just typing.
I work with businesses to agree marketing objectives, carry out competitor analysis, in-depth analysis of the marketplace, target marketing including segmentation, advise on branding, positioning and promotion and develop marketing plans. The written word works best as part of a campaign 80% of sales are made on the 5-12th contact. Or to put it simply, your target needs to come into contact with you at least six times before they will act. Forget cold calling. Contact could include seeing a poster, getting a mailshot, visiting your website, hearing about you on Twitter, receiving a flyer or reading an article. Preferably over a period of time. And the key message has to be consistent across all channels - it could be a simple as 'call for a free quote'. Call for a free quote. |
