Fuchsia Wilkins

Freelance Writer, Editor & Content Creator

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]

'How to' gardening blogs

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.

FoodWise Leeds
Building a better food system for Leeds

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.

1851 Trust
Protect Our Future

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.

World Economic Forum
BiodiverCities by 2030

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.

Norfolk Community Health and Care Trust
Community healthcare is...

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.

Welcome to the Modern Garden

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.

Norfolk Magazine
Wonderful Weeds

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.

Norfolk Magazine / Eastern Daily Press
The rise of the eco-gardener

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.

Norfolk County Council
This is how #WeveGotThis

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.

Dough & Glory
Your Pizza, Your Way

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.

The People's Choice for Breakfast

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.

Cheeky P's
Giving a snack some sass

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.

RHS website
Discovering the power of horticulture

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.

Brand development and strategy
A cohousing community in the heart of Norwich

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.

Web content
Improving Go Construct's SEO

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.

Website, social media and video curation
Future Made | Careers in construction

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.

Norwich Green Party

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.

Video script and production
RHS Green Plan It - 'Plants are...'

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.

Printed magazine
'Beyond' - NUA alumni magazine refresh

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.