The Faculty of Information Technology website is the first faculty site to be reworked as part of the Monash University web redevelopment project.
Launched 13 March 2012, it was completely transformed from:
- a convoluted, outdated, department-focused 30,000-page site, to
- a simple, informative, engaging and easy-to-navigate 1000-page site, built around the user’s needs.
Reporting to the Associate Director of Marketing and Communications (Office of the Deputy Vice-Chancellor of Global Engagement), I was the content strategist, writer and editor for this project – from conception to completion.
It took 12 months to complete.
The pioneer faculty site to undergo this change, the project was riddled with unexpected issues. As part of my role, I implemented:
- a high level of analytical problem-solving skills, and
- the ability to liaise between an extensive number of key stakeholders. This ranged from different university departments to designers, developers, usability consultants etc.
Copywriting services included:
- Project development
- Project management
- Web content strategy
- Market research
- Google analytics and traffic analysis
- Information architecture construction
- Wireframe / high-fidelity mock up construction
- Copywriting for the web
- SEO keyword research
- Quality assurance and functionality testing
- Editing and proofreading in Microsoft Word and via hard copy mark up
- Editing and proofreading via Content Management System (CMS).
Faculty of Information Technology – before
Faculty of Information Technology – after
http://www.infotech.monash.edu.au
This course guide was just one of 13 publications I was contracted to write, edit and proofread over a 10 month period.
Apart from my web writing projects with Monash University, this annual La Trobe publication has been one of the biggest projects I have ever taken on.
The Undergraduate Course Guide has involved countless hours of work compiling, editing and proofreading every single undergraduate course entry that La Trobe University has to offer. I also had to collect student profiles.
It includes stacks of general information, from what it’s like to be a student at their six campuses, to all the details involved with the application process.
Copywriting services included:
- Market research
- Advertising experience
- Copywriting for print
- Copywriting for the web
- Proofreading and editing.
http://www.latrobe.edu.au/
IXL, a renowned name in Australian bathrooms, released the designer heat-lamp, the Neo Tastic, in late 2011. To promote this brand new product, IXL needed a copywriter to create taglines for an upcoming advertising campaign.
These taglines needed to reflect a suite of five different magazines and three distinct audience groups:
- professional interior designers
- design-conscious customers, and
- your everyday DIY home improver.
In collaboration with design studio Hindsight, the following three ads were created for the client.
Copywriting services included:
- Advertising experience
- Market research
- Copywriting for print.
10807_ Neo Tastic Adverts-1
10807_ Neo Tastic Adverts-2
10807_ Neo Tastic Adverts-3
The Successful Investor (TSI) is a property investment consultancy established by Michael Sloan, previously featured in Marketing Magazine and current guest blogger for NAB (National Australia Bank).
Michael wanted to broaden his market reach by advertising TSI in print media through a personal story, rather than a conventional corporate ad.
Together, we brainstormed the following ideas:
- which magazine(s)
- how many ads
- what was the budget
- what should the ad say
- who was it targeting
- where do we get images
- ad branding and design.
I contacted Australia Property Investor (API) magazine and negotiated a 3 x Full Page Ad advertising contract at a price Michael could afford. I then researched and wrote the copy (adhering to API advertorial guidelines) before passing content onto Avalanche Creative for design.
Liaising between TSI, API and Avalanche, I was able to drive the project and successfully submit the ad to spec within an extremely short time span – two weeks.
Copywriting services used:
- Project management
- Copywriting for print
- Advertising experience
- Market research.
Download TSI advertorial (PDF, 604kb)
http://www.thesuccessfulinvestor.com.au/
Koustas + Co Chartered Accountants offer a range of taxation, business advisory and compliance services.
Recognising that tax and superannuation were dull and uninteresting topics, the client wanted to redevelop their website and rewrite content in an engaging and personable way.
To do this, I worked with design studio Kish + Co to carry out:
- an in-depth analysis of their business, services, and processes
- compiled detailed staff profiles, and
- created case studies based on projects they had worked on that customers could relate to.
Copywriting services included:
- Project development
- Information architecture construction
- Market research
- SEO keyword analysis
- Copywriting for web.
http://www.koustas.com.au/
This comprehensive corporate brochure details all the products covered by George Weston Foods, such as Tip Top, Abbott’s Bakery and Jasol. It is distributed business-to-business, to all of GWF’s foodservice partners.
Copywriting services included:
- Advertising experience
- Copywriting for print
- Proofreading and editing.
http://www.gwf.com.au/
On 9 July, 2011, the brand new Monash University website was finally unveiled to the public. It is a site that is viewed by millions worldwide each year.
Contracted by the Office and Marketing and Communications (Digital Marketing division), I was contracted to rewrite, recreate and reorganise create content for the prestigious University’s website. This involved editing and updating content to fit the University’s new branding, voice and information architecture.
Assigned major-top level content including the ‘Study at Monash’ and ‘International’ sections, I am continuing work with Monash University until the new templates have been rolled out to all parts of the site.
Copywriting services include:
- Market research
- Copywriting for the web
- Proofreading and editing.
http://www.monash.edu.au/
Timorcorp is an organisation focused on giving the people of East Timor the best chance of survival in a competitive world. Harvesting an abundance of untouched, wild and 100% organic coffee cherries, this tiny developing nation’s major export is unique compared to other plantations around the world.
Copywriting services included:
- Market research
- Copywriting for print.
Download Timorcorp-Brochure (PDF, 617kb)
http://en-gb.facebook.com/people/Timor-Corp/100002329160687
Geocrete specialises in making beautiful, unique polished concrete floors, benchtops and fireplaces.
The challenge was to create copy that highlighted the quality craftsmanship behind creating and curing the perfect polished concrete floor – not just the ‘sell’.
Working closely with the client and web development business Yarra Web, my copywriting services for this brand new website included:
- Market research
- SEO keyword research
- Copywriting for the web.
http://www.geocrete.com.au/
Did you know that 36,700 tonnes of plastic bags end up in Australian landfills every year?
BecauseWeCare is an Australian company determined to play their part in helping the planet. They manufacture biodegradable and compostable plastic bags, as seen Australia-wide Target and Officeworks stores.
The challenge creating copy for this website was finding an engaging balance between scientific fact and encouraging a course of action.
Copywriting services included:
- Market research
- Copywriting for the web.
http://www.becausewecare.com.au/
