projects: past and present
koakoa
Creative Collateral
Strategic Brand Assets
Design Production
Coach School
Audience Identification
SEO Strategy
Brand Positioning & Key Messaging
With a varied and largely international audience in an industry that is so often saturated with disingenuous offerings, Lorraine had spent a lot of time thinking about the best way to digitally present her business online. She had written the bones of the content, but she asked me to help her with clarity, positioning and impact. I started by working to establish exactly what she saw her business offering being, and to whom she was offering it. Then I did some keyword research (imperative when your business relies so heavily on being found online!) and re-wrote content on her website so that her website would reach the people she wanted to reach and that when they found her, they would know whether Coach School was right for them. We continue to work together to refine her website content and review how the SEO is performing relative to the rate of return.
Womanhood Journal
Editor
Copywriter & wordsmith
Passion Project
International Women’s Day has always been a reason for me to fist pump and revel in the fact that I am a woman (hear me roar!), but 2021 marked the first time that I felt so passionate about this movement.
This is the Womanhood Journal - a collection of authentic stories from local women in the Kāpiti and Horowhenua communities. It was an absolute privilege to work as editor alongside the amazing Anna Colville-Smith of ACS Marketing, who expertly connected all the moving parts, and with masterful designer Sarah-Jayne Shine of Lemonface Design.
And oh my goodness it’s a beautiful thing.
Each woman bravely wrote their own story in their own words (my own included), sharing their own truth in the hope of encouraging others. A secondary goal was to raise funds for local charities Kāpiti Women’s Centre and Palmerston North Women’s Refuge. With $2000 donated, these funds will support the important work these organisations do in helping women rise.
There is power and purpose in sharing people’s stories. It’s uplifting, it’s motivating, and it’s how we should seek to learn from each other. Because everyone has a story, and every story deserves to be told.
It’s very rewarding to know that there are so many inspiring women living life with such intent and vigour within my own community alone. And as for the rest? This first issue is only scratching the surface, so... Watch. This. Space.
Check out the full journal here: https://www.womanhoodjournal.nz/
Long haul spa
Brand Positioning
Communications Strategy
Copywriting
Born from a desire to bring good quality skincare to regular long haul flyers, Long Haul Spa approached me when COVID-19 hit them, hard. With an immediate and ongoing drop in sales, the task at hand continues to be how to navigate a strained travel industry and local pressures on all parts of the supply chain. Australian-based, this feel-good company has recently decided to take a sideways step in their product offering, for which I have been proudly creating strategy and key messaging ready to launch. I look forward to this exciting project going live very soon!
Stacey Fraser.Co
Brand Development & Positioning
Website Content Development
Ghostwriting
With a solid career behind her, it was time for Stacey Fraser to step out under a new name: her own(!), and position herself as a thought-leader in her industry. I worked with Stacey to solidify her brand positioning, identify her audiences, and develop a fresh new brand to support her new independent direction. On an ongoing basis I work with Stacey as a ghostwriter for international publications, communications requirements and product collaborations with all kinds of interesting work that finds its way to her.
Tim Steel Stone
Brand Positioning
Key Messaging
e-Commerce Website Development
Tim Steel is an internationally-recognised, award-winning stone artist based in Waipawa, Aotearoa New Zealand. His work most definitely stands out from the crowd, and with such an avid social media following, he was looking to finalise his website, clarify his key messaging, and have an e-commerce shop ready to rock. In the first week of being live, he’d sold most of his amazing pieces, including a couple to first-time buyers in the United States. It was my pleasure to help bring Tim’s website to life and increase his online presence tenfold.
LAndSAR Nz
Social Media Review
Social Media Collateral
Copywriting incl. Creative Non-Fiction
LandSAR New Zealand first approached me to perform a review of their social media platforms, following which I provided a report with some recommendations. I went on to develop some social media content for them, develop key messaging and content for a fundraising initiative, and have a hand in their end-of-year newsletters. This wonderful and vital organisation has now grown in size so much that they’ve been able to appoint a regular social media coordinator to manage their ever-busy media presence and other SAR connections.
Jenny B
Brand Positioning
Key Messaging
Creative consultation
People know Jenny B as an international singing star who gives kick-ass singing lessons. But actually what she teaches is much more than that: it’s something she calls Stage Presence. When she realised that people assumed she was “just” a singing teacher, she asked me to help her clarify her key messaging. Together we worked out what exactly it is that she does, for whom, and for what purpose. I then produced a range of headline options and supporting information with one critical intention: to let people know as soon as they land on her website that she offers much, much more than just singing lessons. Working with an existing website developer, I then provided recommendations for a creative re-execution of her existing website to keep costs down while elevating her digital presence.