Copywriting case study
This copywriting case study showcases what a copywriter does. It is one of those disciplines that cover a multitude of areas. It could be website copy, newsletter content, email marketing, scripts, white papers, reports, product descriptions, social media, internal communications, articles, blogs and case studies (to name just a few). To give an insight into what is possible, below is a copywriting case study relating to a project I worked on with a division of Willis Towers Watson.
Copywriting case study: Redesigning and re-writing an expertise portal
When your business is split between the UK and Mumbai, providing training and reference material that satisfies both audiences is challenging.
The UK and India do things very differently; therefore, understanding each audience’s needs is the first step to creating a knowledge base that satisfies both cultures.
Willis’s existing expertise portal had become a ‘dumping ground’. As and when updates occur, emails and other documents are stored online without coherent version control. Therefore, it was impossible to work out which information was current.
As a result, process leads were overrun with queries from staff members.
The challenge was to create an ordered system that would encourage staff members to use the portal as their information source rather than raising queries with line managers.
How the process worked
The first stage was to interview a selection of expert portal users from both the UK and Mumbai. The results showed the UK team hardly used the portal because the information was difficult to find, and it was quicker to ask for help. In contrast, the Mumbai team used it, but without proper version control, they often discovered they were using out-of-date information, leading to errors.
With direct reference to Willis brand guidelines, I designed a series of easy-to-complete templates for the various document types required. This would then guarantee the sustainability of the new system.
After reviewing the current information with the Directors to ensure I was working from the most up-to-date versions, I created a series of documents with version control.
The information was transformed from heavily text-based documents to an easy-to-follow graphic and text combination. Where possible, the content was simplified to satisfy the needs of UK and Mumbai users.
As a result, the expertise portal was transformed into a valuable reference library.
“Sally has collaborated with us on a hugely successful project to help us modernise and rebrand a whole suite of process documentation. We are delighted at the results and have been left with a range of simple, easy-to-use templates which enable us to edit existing documents as changes occur, as well as being able to produce new content much more easily.” – Martyn Yellop, ACII, Associate Director, Willis Re
Working in collaboration
Every organisation needs high-quality content, but not everyone has the expertise to convert in-depth knowledge into compelling, engaging marketing collateral.
Call Sally Ormond today, and she’ll produce cost-effective, exceptional collateral – always delivered on time and within budget.