United Kingdom
Based in Norfolk UK, I'm an experienced communications specialist with a background in educational and charitable content marketing. My strengths lie in strategic content creation and brand development.
I've written for:
- Royal Horticultural Society (RHS)
- University of East Anglia (UEA)
- Norwich University of the Arts (NUA)
- Construction Industry Training Board (CITB)
- World Economic Forum
- Norwich Green Party.
Drop me a line: [email protected]
From container gardening to monthly 'to do' lists and tips on keeping herb gardens alive, I've worked with Sproutl on down-to-earth blog content, designed to empower millennial gardeners with little to no experience and improve onsite SEO.
Working with freelance designers, I helped to give FoodWise Leeds a refresh, developing the charity's brand guidelines and tone of voice, supplying taglines, vision and mission statements and copy for their new-look website.
Working with the educational charity, 1851 Trust, I helped to launch Protect Our Future, a climate science platform using STEM subjects to go behind the headlines and empower young people aged 11-16 to take positive action for the planet. Alongside web copy, PR and developing a social strategy, I led on social media, devising posts and creating copy for youth, corporate and educator-facing channels.
As the editor for this high profile white paper from the World Economic Forum, I helped the authors to finesse their report ahead of Davos 2022. As well as providing guidance on the overall structure of the paper, I reworked the report, making sure it conformed to brand and style guides, liaising with the authors and designers as part of the process to bring it into being.
To boost the numbers of community nurses in Norfolk, I helped to develop the concept and copy for a recruitment campaign that worked across digital and out-of-home advertising. The adverts were shown across social media, bus stops and billboards.
Online retailer Sproutl is embracing a new generation of gardeners, whether you've yet to grow anything at all, or your fingers are already an enviable shade of green. I've worked with them to develop product descriptions, blog content and 'how to' guides that have a distinctive, down-to-earth tone of voice, to appeal to modern gardeners of all aspirations and abilities.
As a garden writer I was commissioned to take a closer look at the most under-appreciated plants around us, delving into the history of weeds, edible weeds and their uses and suggest a reframing of our relationship to these seemingly rogue plants.
I proofread this extensive white paper for the World Economic Forum, ensuring that it met written brand guidelines and conformed to the in-house style throughout.
From digging less (really!) to using peat-free compost and being water-wise, I was commissioned to write this piece on how we can make our gardens more sustainable. It initially appeared in Norfolk Magazine and was repurposed for the Eastern Daily Press.
Working with a creative agency, I developed scripts for short, animated video clips, designed to be used as part of Norfolk County Council's online campaign supporting children and young people's well-being through the Covid-19 pandemic. The videos explored ways to boost mood, including connecting with friends, taking notice of the world, learning new skills, supporting others and staying active.
I worked on the creation of Dough & Glory, a new sub-brand of Millennium Foods, strategically developing the brand's vision, values and proposition, crafting an upbeat tone of voice and devising copy for product packaging and the website.
As part of Griddle's rebrand, I developed the written side of the brand book, devising the vision, brand proposition and values and defining the upbeat, quirky tone of voice to ensure that the bakery's message resonated with their target audience - families of all shapes and sizes.
As larger than life snacking brand Cheeky P's, underwent a rebrand, I was brought on board to develop a tone of voice that packed a punch and clearly communicated the rebellious personality of these cheeky roasted chickpeas, whilst bringing their USPs to the fore.
One of four articles I was commissioned to write for the RHS website and The Garden magazine, to raise awareness of and aid fundraising for RHS Garden Bridgewater, a new public garden due to open in 2021.
I led on competitor research and brand strategy for a community housing project in Norwich, developing a brand persona and tone of voice, before writing web copy, planning social media content and compiling press releases ahead of the project launch.
The RHS Communities' Team commissioned me to present the work they'd done in 2019-2020 as an engaging annual report.
By restructuring and rewriting individual job role pages and other key areas of the Go Construct website with SEO in mind, I helped to increase organic traffic by 76%, gained high value featured snippets on Google and saw a 234% increase in site users aged 18-24.
I was the lead writer on a national engagement campaign challenging Gen Z's perceptions of the construction industry, via web copy, video curation + paid and organic social posts.
Working with a graphic designer, I supplied a number of short copy lines to the local Green Party, to appear on various items of merchandise, including bicycle bells, umbrellas, bike seat covers and rucksack covers.
I wrote the script for this short film and oversaw the production of it at RHS Garden Harlow Carr. The film was created as an introduction to plants, for young people aged 12-14 taking part in the 'Green Plan It' national outreach project.
One of three case study videos I planned and produced, to demonstrate the RHS' impact in the community.
I planned, wrote, commissioned and edited all of the content in this 68pp magazine, which successfully re-engaged over 500 members of Norwich University of the Arts' alumni community.