Success stories


Attraction marketing is my superpower. My content writing creates measurable audience engagement and gets your brand noticed. I use blogs, newsletters, web and brand copywriting and social media content to generate qualified leads and organic leads.


Iberostar

Digital copywriting

This travel company needed a swift turnaround on lifestyle digital content. I used country-specific expertise and knowledge to complete search optimised blogs that positioned the company as an insider expert on the countries in question.

Superdry

Print marketing

I created content for various editions of the print newspaper for clothing brand Superdry which was distributed in store. The content was a combination of product placement, designer interviews, product roundups and lifestyle features. I researched, wrote copy and commissioned award-winning music and lifestyle journalists. The features enhanced the brand message, increased brand awareness and added perceived value to the products. See the Newspaper in full here

Benugo

PRINT MARKETING

I was commissioned by icodesign to create, research and copy write features for Espress, the Benugo magazine. The brief was to create features that would appeal to disparate audience segments in order to create convergence and cross over between office workers, families and museum goers. Content ideas included secret central London picnic spots, profiles of iconic London designers including Sir Ove Arup and architecture features including the Radcliffe Camera.

The Telegraph

Lifestyle journalism & PR

I pitched, placed, researched and wrote a feature on contemporary cane furniture which profiled various different designer-makers and their work. I wrote this feature because of my personal interest in design, rather than being commissioned by a designer, however it is an example of how strong journalistic content can create PR opportunities. The designers featured all subsequently noted an uptick in web traffic and enquiries.

CHK Design

TONE OF VOICE & COPYWRITING

I worked with the agency director to write catalogue copy for an exhibition of his artwork. The process comprised reviewing the work and interviewing the designer to develop a clear tone of voice before writing an introduction, biography and captions for the 20-page booklet.

“Working with Fiona was a great experience. She was so thoughtful in her approach, she took the time to study the work and understand my intentions as an artist. She then articulated this with clarity and style for the catalogue.”  Christian Küsters, Director 

Quadrangle

STRATEGY

As in-house Head of Content and Digital Marketing I oversaw a major overhaul of the website, reducing copy, making it user friendly and optimising it for search. Metrics and search ratings improved, and subsequently wins. I also rewrote the content strategy, established a newsletter, blog, social media presence, and strengthened PR.

Assembly Agency

Project editor & copywriting 

Worked on a 40-page pitch document to promote Middlesborough as a relocation destination to a major financial client. Working with multiple c-suite stakeholders I researched, wrote and edited copy.

“We were very impressed with how quickly Fiona understood what we needed to achieve with her copy and she managed to turn around what started as a tricky project. Fiona also re-wrote the copy for the website considering SEO and user journey aspects. She is dedicated and professional, interrogating the brief where needed to ensure what she delivers hits the mark. Fiona delivered all work on time and was all in all a pleasure to work with.” – Christina Küchler, Project Manager

Maisie Poppins Nursery

Content strategy, tone of voice

I created strategy on an entire brand revamp, repositioning this childcare provider from home-based childcare to private nursery in South Hackney. Worked closely with the founder-director.

Fiona advised on our social media, tone of voice and website content when we were repositioning the brand. As someone who is proudly neurodiverse, I have a very distinct way of working. Fiona did a lot of research into what I needed and made insightful adjustments to accommodate me.” – Yasmin Darling, Director