Copywriting and marketing support for a superyacht events company
The client: Asaro
Founded in 2012, Asaro create extraordinary events for guests travelling on luxury yachts around the globe.
They work with captains and crew of superyachts and mega yachts to create and deliver unforgettable experiences – from Ancient Olympic-style games in Greece to epic pirate adventures – that show their clients the world in a whole new light.
With a small but solid base of repeat clients, George and Kirsty Brooks, founders of Asaro, were ready to increase awareness of the unique services they provide.
Their aim was to attract a new and wider audience of forward-thinking superyacht captains looking to transform their events programmes and exceed the expectations of their guests.
With marketing to the superyacht industry holding its own set of distinctive challenges, due to the privacy and discretion of the clients involved, how could they go about this?
I was introduced to George and Kirsty by brand specialist Paul Barrett, who had already done some in-depth work with Asaro to establish where they were as a brand and where they wanted to be.
My brief was to write Asaro’s new website, brochure copy and case studies, after starting with some initial messaging work to establish their new tone of voice (TOV), and producing helpful guidelines for Instagram postings.
Messaging strategy and tone of voice guidelines
I began by creating comprehensive TOV guidelines that focus on using powerful and emotive language to show potential clients how it felt to be part of an Asaro experience, rather than telling them.
I also went into some depth to describe who Asaro are as a brand, the way language supports their brand pillars, a guide to using plain English, and examples of their new TOV in action.
TOV guidelines were supported by a detailed house style guide – which covers everything from using the active voice and contractions to the formatting of dates – so that anyone writing about Asaro can do so in a consistent manner.
Website and brochure copywriting
Once the guidelines were approved, Paul and I met with Asaro’s chosen design agency, Green Chameleon in Bristol, to discuss the design approach for both the website and brochure.
Writing copy based on the tone of voice guidelines I’d created, we worked closely with George and Kirsty to create a stunning website and high-end brochure, plus standalone case study cards that brought to life each of the four types of Asaro event.
George and Kirsty were delighted with the end result, and showcasing their new brochure and case studies at the 2018 Monaco Yacht Show generated some very encouraging feedback from the superyacht industry.
The project was a perfect example of how a small team with big ambitions and a fabulous service offering can benefit from bringing in experienced consultants to support their marketing, instead of expanding their own team.
In the client’s words…
“Sarah recently supported us on our brand evolution project, which included reworking and rewriting a healthy amount of web copy for our new website, our new brochure and also a very helpful set of tone of voice guidelines and Instagram tips for our team.
“It was our first time working with Sarah, but she quickly got to grips with our core services and turned this into brilliant copy and was then very patient and flexible when working with us and our appointed design agency to deal with changes.
“We felt confident leaving this project with Sarah as she exudes positivity and passion for her craft, and showed a real interest in what we do and how to best present us.
“We’ve already had brilliant feedback for our new website, which we know is down to a combination of brilliant design and compelling copy.”
Kirsty Brooks, Founder and Director, Asaro
Copywriting and marketing support for a professional footwear manufacturer
The client: Toffeln/WearerTech
Established in 1978, Toffeln develops supportive, protective and comfortable footwear for professionals who spend their working lives on their feet, with a core audience of nurses, surgeons, and chefs.
Toffeln had a strong heritage as a British-based family business, plus a solid track record of sales – particularly in the medical and catering industries.
Despite this, brand awareness among their target audience was low, and a clear marketing strategy was needed to grow the business further. What makes their shoes stand out in the professional footwear market is the science, research and customer feedback that go into them – but they were missing an opportunity to shout about it.
There was huge potential to capitalise on the company’s credibility and position within the marketplace, and to build on what they had already achieved – particularly as little had been invested on marketing in recent years.
Big changes were afoot within the company, fundamentally affecting the structure of the business and its sales channels, as well as the way they market their products. This included the introduction of a planned approach to marketing through two key channels – the catering trade, and the medical profession.
Without an in-house team to support him, their new marketing director needed help – and fast.
I was initially recommended to Toffeln by Mat Jolly, owner of Cheltenham-based design agency, Jolly Good. Things kicked off with a day of naming work, in which we helped to create a new brand name and tagline that summarises the care and technology that goes into Toffeln’s latest range of shoes. They liked one of my suggestions – WearerTech – so much that they decided to use it on the shoes themselves, and to transform WearerTech into an entirely new brand, with a new website and marketing materials.
This work has developed into writing product brochures, sales process and marketing emails, video scripts, website copy, sign-up copy, packaging materials, and documents for both staff and distributors.
I’ve helped the company to establish a clear messaging strategy, and developed an informal, friendly – sometimes slightly irreverent – tone of voice that’s now being used across the board to communicate with their target audience.
Mat and I continue to work closely as part of Toffeln’s extended marketing team (a rebrand means they’re now known as WearerTech) often brainstorming ideas and discussing projects, while regular production meetings with their marketing director keep things running smoothly.
This is a perfect example of how a business with little in-house resource can benefit from using skilled and experienced consultants to support their marketing, instead of expanding their own team.
In the client’s words…
“Sarah is the kind of person that just ‘gets it’.
“She’s incredibly professional, always meeting deadlines and she delivers content that always exceeds expectations.
“The combination of her creativity, flexibility and her ability to put herself in the shoes of both our distributors and direct customers to deliver engaging and effective content, makes her a key part of the team.
“I know there is never a need to worry when Sarah is working on a project.”
Justin Rocyn-Jones, Marketing Director, WearerTech
Thirteen years of copywriting support for a global entertainment network
The client: RTL Group, Luxembourg
RTL Group is the leading European entertainment network. With interests in 60 television channels and 31 radio stations around the world, this global business employs almost 12,500 people around the world.
Its content production arm, FremantleMedia, is one of the largest international creators, producers and distributors of TV content outside the US – think The X Factor, Britain’s Got Talent and I’m a Celebrity…
With 26 billion monthly video views, RTL Group is also the leading European media company in online video.
The corporate communications team at RTL Group aren’t native English speakers but it’s vital that the language they use has a natural flow, and is grammatically – and factually – correct. The team produce a huge range of publications and marketing collateral, all of which needs to be accurate and well written, and to support the professionalism of RTL Group’s global brand.
I started providing marketing support for RTL Group in 2006, when I was hired to proofread their annual report, and I’m now in my 13th year.
During this time I have written, edited, rewritten and proofread a huge range of publications, including newsletters, exhibition materials, and even CEO speeches. I work closely with their team to produce work that reflects the company’s professional image.
In 2017 I decided to pay a visit to Luxembourg, to meet RTL Group’s communications and marketing team in person, in their new corporate headquarters. I can safely say, 475 miles is the farthest I’ve travelled to meet a client!
In the client’s words…
“I have the pleasure of working with Sarah on the RTL Group Annual Report. She is very passionate about her work and the English language, and always does a fantastic job of reviewing and editing the content.
“Sarah gives us the safety that very important text and articles are reviewed in the utmost professional manner. She finds even the tiniest mistakes and typos within lengthy and complex text, and is very quick and precise in the work she delivers. She is extremely friendly and working with her is a great experience!”
Isabell Ostermann, Senior Communications & Marketing Manager, RTL Group
“Accuracy, reliability, flexibility, always on time – these are the reasons why RTL Group has worked with copywriter and proofreader and Sarah Townsend since 2006, on many annual reports, brochures and projects.”
Oliver Fahlbusch, Executive Vice President Corporate Communications & Marketing, RTL Group