FREELANCE COPYWRITER . WRITER . AUTHOR
Beltane Fire Society Brain Tumour UK Nelson Mandela Childrenâ€™s Fund
Charity Sector Barclays Prudential Scottish Widows Investment Partnership
Financial Sector Arctic Cabins
Reckitt & Coleman
Castrol Oil (Pty) Ltd
Kentucky Fried Chicken
Coca Cola SA
Nestle (Pty) Ltd
FMCG Sector Department of Trade and Industry
South African Airways
(South African Government)
Public Sector Demand Media
The Database Group
Hairline Online Magazine
Want to boost your pension, but no spare cash? There is a solution
Prudential 15-1 Campaign Contact strategy developed to segment existing pension customers and encourage top-ups, lump sum deposits and/or add APIs
Your retirement is getting closer so make sure it gives you what you want
The Brief To make Prudential’s pension customers see the importance of saving towards their retirement. Find a way (during the recession) to retain these customers, kickstart paid up policies and encourage lump sum deposits. Our only available budget was £25,000.
The Solution My solution was the 15 to 1 contact strategy: - pension surgery webinar - redesign of pru.co.uk web site - paid up stand alone mailing - pension statement letters - email campaign
The Webinar I wrote questions that were asked ‘live’ in an online webinar featuring Alvin Hall and a Prudential retirement expert.
The Awards Revolution Awards 2011 - Financial Services winner
These questions led these two experts to position pensions as a great way to save for retirement, and by the end of the session customers felt compelled to rush out and top up.
NMA 2010 Award - Online Banking and Personal Finance Shortlisted for Marketing Week Brand Innovation Award 2009
This webinar was the first of its kind for Prudential and a first for the financial services industry.
Target 1,000 viewers Actual 24,798 viewers
Are you missing out on money from government? increasing top-ups, reactivating paid up policies, encouraging customers to add API and promoting consolidation. Cost was nil as this was a mandatory mailing.
Email Campaign Our email base was split according to the matrix described above. The initial email campaign had the highest ever open rate for Prudential.
Paid Up Stand Alone Mailing
I wrote six targeted letter variations to Pru pension customers 50+ who had stopped paying into their policies. These letters encouraged them to either kickstart their pensions or to add lump sums.
We segmented all existing pension customers 15 years and less from their selected retirement date (SRD) into a complex matrix according to: - pension fund value - length of time to SRD - those with and without API - those who were paid up. I re-wrote the statement letters for each segment using strong, targeted messaging and call to actions. The new messaging was aimed at
Little spare cash? We can help you
Deuchars IPA Campaigns Continuous brand awareness campaigns, establishing Deuchars IPA as a leading Scottish brand and a sponsor of targeted sporting and festival events
MGD V.I.P. Campaign To grow rate of sale on MGD & Miller Beer during the Christmas period
The Brief To grow rate of sale of MGD & Miller Beer during theChristmas period To increase visibility for Miler at the point of purchase To support and build closer trade relationships with key customers Increased consumer impact with desirable premiums and a number of really big â€˜WOWâ€™ factor prizes
The Activity 140x Outlets 200x Event Nights ÂŁ500K Promotional suport program pre-Christmas Full media & PR support Venues could choose one of the following:
MGD VIP Quiz - instant prizes (VIP gig packages, red carpet film premieres or VIP hospitality at major sporting events)
Best Seat in the House free prize draw mechanic
MGD VIP Treatment All the Way - buy MGD and
receive a prize draw ticket to the VIP Lifestyle (free acess to local club, queue jump pass, aces to VIP lounge)
VIP Table Service -
dedicated MGD staff serving customers at their tables plus instant giveaways
MGD VIP Bottle Bar dedicated MGD botle bar manned by MGD staff
MGD Bid - buy MGD and bid your way to one of several VIP experiences
EDINBURGH FRINGE FESTIVAL
Wrote articles for Target - quarterly newsletter
Wrote and edited the brochure for the Beltane Fire Festival
Write yearly reviews for Hairline online magazine
Write articles for eHow online
Parent Taming My published self-help book for teenagers
Parent Taming was published in 2006 in Russia after being translated. In 2010 the book was published in the UK in English. Parent Taming is a self-help book for teenagers. It teaches them life skills and communication techniques in dealing with the adults in their lives.
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