by Sheryl Allen I bang on a lot about the value of plain English. I’m a true champion of simple, accessible language. It’s my favourite way to create feel-good copy that does the job it’s designed to do. What’s plain English? It’s about using language your audience can understand the first time they read it….
Tag: professional copywriter geelong
Victoria Cabin, Caravan & Camping Guide 2023 for VICParks
Agency client: Frank Lane Branding & Design End client: VICParks (Victorian Caravan Parks Association) Brief: Refresh and rewrite editorial for 64-page Victoria Cabin, Caravan and Camping Guide. Focus on the Victorian tourism regions and convey the personality and highlights of each in engaging and persuasive copy. Research and develop ‘Five Faves’ for each region: key…
25th Anniversary Book for Corangamite CMA (proofreading)
Agency client: Frank Lane Design & Branding Agency End client: Corangamite Catchment Management Authority (CMA) Photo credit: Frank Lane Design & Branding Agency Brief: Review and proofread 67,000-word draft for ‘coffee table’ style book celebrating 25 years operation of the CMA. Provide manual proofreading mark-ups and comments on printed version of book draft/design, focusing on…
Web content for Bronzium spray tan studio
Agency client: Paul Kelly Creative End client: Bronzium spray tan studio Brief: Develop content for new website for Bronzium, the Surfcoast’s first 24/7 automated spray tan studio. Edit partial client-supplied copy draft and create new sections, to deliver a consistent brand voice across the site. Focused on the USP of simple, safe, natural and showcased…
Great Ocean Road Travel Planner 2023
Agency client: Frank Lane Design and Branding End client: Great Ocean Road Regional Travel (GORRT) Brief: Develop content for 68-page A5 travel guide, distilling the broader Great Ocean Road brand along with multiple individual destination brands, each with their own brand toolkit and defined personality. Create aspirational and engaging intro copy for themed sections plus…
Web content for Geelong Disabled People’s Industries (GDP)
Agency client: Paul Kelly Creative End client: Geelong Disabled People’s Industries (GDP) Brief: Develop fresh web content for this NFP, shifting focus to the ‘why’: providing meaningful work for people with special needs. Interview GM to gain insights, rewrite existing pages and create new, compelling content for Employment page. Use clear, accessible language.
Web Content for Geelong Golf Studio
Agency client: Paul Kelly Creative End client: Geelong Golf Studio Medium: Online website Brief: Develop content for Geelong’s first 24/7 indoor golf simulation centre. Focus on benefits of anytime access, ‘golf on your terms’, all-weather play and membership perks.
Business Events Victoria Planner’s Guide 2023
Agency client: Frank Lane Design and Branding End-client: Business Events Victoria Medium: Print (68-page booklet) Brief: Develop new editorial content to welcome and entice event planners back to regional Victoria post-COVID, using the theme Let’s meet again. Aspirational yet detailed enough to promote potential venues, activities and experiences on offer. Included intro copy and descriptor…
Fresh content for TAC Annual Report 2021-22
Client: Transport Accident Commission (TAC) Medium: Print Brief: Review and copy edit draft content for the Our People section of annual report (approx 8,000 words). Focus on consistency of voice and tone, accessible language, engaging flow, plus spelling and grammar conventions.
20+ online course descriptions for Hat Atelier
Client: Hat Atelier Medium: Web content Brief: Copy edit draft descriptions for online millinery courses to improve consistency and boost take-up. Include details of course tutor, skills to be learned and course elements in a tight word count … all with fun and engaging language.
Great Ocean Road 2017/18 Travel Planner
End client: Great Ocean Road Regional Tourism Client Agency: Frank Lane Design + Branding Agency Medium: 64pp A5 printed booklet Brief: Develop engaging, motivational editorial content full of stories, people and inspiration. Required interviews of Great Ocean Road personalities, research, development of editorial copy + “must-do” experiences covering key themes, plus focus on villages and…
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