ACA Guide to Camps & Outdoor Activity Providers 2017

End Client: Australian Camps Association
Agency (client): GSDM Marketing
Brief: Printed 88pp A4 magazine style Guide to Camps & Outdoor Activity Providers 2017. Refresh editorial to showcase offerings from each Australian state + tourism regions in Victoria in an engaging and aspirational voice, including sub-headings.

ACA Guide to Camps & Outdoor Activity Providers 2015-16

End Client: Australian Camps Association Agency (client): GSDM Marketing Brief: Printed 112pp A4 magazine style guide. Refresh editorial to showcase offerings from each Australian state + seven regions in Victoria in an engaging and aspirational voice, including sub-headings.  

Web content for Air Radiators

Client: Air Radiators Agency: GSDM Marketing Brief: Develop fresh web content to communicate this leading engineering/manufacturing brand story and promise to an international audience.  Draft new copy for lead pages (home, about, intro to four main business units) and polish existing copy for secondary pages (products, applications, capabilities, technology). Total of more than 40 web…

Business name, tagline and web content for URBO

Client: URBO Brief: Sometimes the universe sends you what you need. Even when you don’t know you need it. An industry colleague referred Adam Maccora to me in the early stages of setting up his subdivision consultancy. He needed a business name, tagline, web content + more. A business was born: URBO, taken from the Esperanto…

Annual Report for Multicultural Aged Care Services (MACS)

Client: Multicultural Aged Care Services (MACS) Agency: Brand Bureau Medium: Annual Report 2014-15, printed 16pp A4 booklet Brief: Seventh consecutive year working with MACS, a not-for-profit, on their annual report content. Collaborate with client and agency teams to develop annual report theme Coming of Age and engaging editorial content to convey a sense of the MACS journey over 21 years. Required interviewing…

Great Ocean Road Travel Planner 2015

End client: Great Ocean Road Regional Tourism Client Agency: GSDM Marketing Medium: 60pp A5 printed booklet Brief: Transform the usual Official Visitor Guide format into an engaging, motivational publication full of stories, people and inspiration. Required interviews of Great Ocean Road personalities, research, development of editorial copy + quotes + “must-do” experiences covering key themes: the…

20+ magazine editorials for Luxury Property Selection

Client: Harcourts International Medium: Luxury Property Selection magazine “… an exceptional publication showcasing premium properties for sale from around the world. Published quarterly, Luxury Property Selection magazine is a high quality product, available to only exclusive, luxury property vendors. Luxury Property Selection magazine provides exposure for your property to a targeted, high net worth audience of luxury…

You’re worth it! Holding your ground on freelance rates

I’ve been a freelance copywriter for longer than I own up to in fresh company. Over the years I’ve inched my professional rates up – gradually and mostly at the insistence of my accountant. I’ve accumulated experience and developed skills that make my current rates fair for the value I offer. I’m not a big-four…

I, we or they? Finding your voice in copywriting

I’m often asked about the right “voice” for business communications? There is no absolute answer. It all depends. Whether you’re writing for email, your website, print marketing collateral or your blog, choosing the appropriate voice for your piece depends on your objective, your audience and your business. Connect and emote with “I” The first person…