Video Caption Copy
Project Background
London Stock Exchange Group (LSEG) wanted to raise awareness for their fintech innovations. The TechNovate event of 2023 was designed to showcase their expertise and experience in the financial software-as-a-service (SaaS) space. This video would set the tone of the event, raise awareness for their offering, and open trading for the day. It would also be used in social media campaigns.
Creative Process
As the copywriter for this task, Emma collaborated with the LSEG team to encapsulate the intrigue and excitement of the event, while also illustrating how powerful and effective LSEG platforms are, and the sheer amount of data that’s processed in a fraction of time. LSEG loved the concept of a blink; so Emma ran with that theme and formulated an effective story.
Final Results
LSEG loved this video, which roused the crowd at the successful event, and will go on to be used in various tech-based marketing campaigns.
New Product Brochures
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Project Background
Lenovo wanted to not only raise awareness for a new range of digital solutions, but present them in an easily digestible way. This would mean taking highly technical language, and breaking it down for anyone coming to it for the first time.
Creative Process
As the copywriter for this task, Emma thoroughly researched the products first and foremost. She became dedicated to understanding how they worked so she could identify their benefits for the target audience. She also researched the intended audience, to get a sense of the challenges these solutions would solve for them. In doing so, she could identify the reader’s “why” and position the copy for each brochure with that in mind.
Final Results
Emma wrote three brochures in total – one for each new solution. These are now being circulated to customers and potential business leads by Lenovo.
Complete Website Refresh
Click here to view Emma’s Homepage Wireframe design for this and one other website
Project Background
VSN International (VSNi) is a global organisation which provides complex statistical analysis software for the agriculture industry. As the sole marketer for the business, it was Emma’s job as Marcomms Campaign Manager to take ownership of all company communication, including copywriting, the creation of a marketing asset library, rebranding all company materials, email marketing campaigns, digital design, social media, video creation and more.
As part of her role, Emma was tasked with delivering a brand new website for the organisation. The look and feel, as well as the content of the site, had become drastically outdated. Its static pages and wasted white space did not do justice to the incredible software the company provided. Emma’s aim was to transform it into a dynamic, contemporary website more suited to the needs of the business and its audience.
Creative Process
Emma’s approach to the project was as follows:
- Putting together a definitive Project Plan/Calendar to establish a timeline for delivery
- Conducting a full audit of the existing site to determine which pages were no longer needed in order to improve the user experience
- Creating a site map outlining the proposed page structure and navigation for the newly-streamlined site
- Designing a colour wireframe to demonstrate the modernised aesthetic of the pages, with focus on layout, look & feel, and improved functionality
- Outsourcing the building of the site to Emma’s exact specifications to web development agency, Plus Purple – to include a responsive design so pages would adapt for desktop, tablet and mobile browsing
- Re-writing all site copy and sourcing a high-res, royalty-free image library
- Obtaining approval from the CEO on all refreshed content
- Building out and populating each web page using the Umbraco CMS
- Producing an Umbraco User Guide for all staff with web editing access
- Testing the site to check for any glitches or errors
- Beta testing to assess ease of use, engagement, and the overall user journey
- Launching the site
Final Results
Analytics indicated a 72% rise in user engagement on the new site compared to the old one. Emma single-handedly delivered and completed the project within 6 months. It had been stuck in limbo for 2 years before she took it on.
Digital “Flip” Software Brochure
View Emma’s full QTOX flip book brochure here
Project Background
Sagacity Solutions Ltd. is a software company providing sophisticated data solutions to businesses. As their Marketing Executive, Emma was responsible for creating awareness for the company’s products and services. This included a full website refresh, writing articles for publications, social media, and building out a full marketing asset library.
As part of the library, Emma was tasked with writing and designing a promotional brochure for Sagacity’s signature data cleansing product, QTOX. The brief was to make the complexities of the software clear to anyone who might read it – free of jargon and easy to digest, without diluting QTOX’s capabilities. Emma’s intention was to deliver something more than a standard PDF – something with an added touch of flare.
Creative Process
Emma’s approach to the project was as follows:
- Liaising with the tech department to research and gain a thorough understanding of how QTOX worked
- Writing all copy for the full, 17-page brochure
- Designing the look, feel and layout using Adobe InDesign
- Creating diagrams and sourcing high-res, royalty-free images
- Getting all content checked and approved by both the Tech Department and the Management Team
- Using Yumpu to transform the brochure into a digital ‘flip book’, with pages that turn on the screen (this enabled the brochure to double as a social media ‘shareable’)
Final Results
The brochure was well-received, and helped to increase QTOX sales by 12%. The link was provided to new clients at sales presentations, shared online, and embedded on the company website.