The Little Garden Workshop Service Brochure

THE LITTLE GARDEN WORKSHOP

LOK CHING Editorial & Branding

│ Email spark.tlgliving@gmail.com │洛澄。格物」雜誌

Contacts : Tel / WhatsApp +61 404-979-051 SUBTLE

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CONTENT

小花園工作室│The Little Garden Workshop

01

Introduction

02

Case Study─One-stop Solution

03

Lok Ching──Professional Background

04

Contacts

│ Email spark.tlgliving@gmail.com │洛澄。格物」雜誌

Contacts : Tel / WhatsApp +61 404-979-051 SUBTLE

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editorial content 小花園工作室│The Little Garden Workshop

。branding。media integration

‘People told me I am a brand. I said I don’t know what is a brand.

I just try my best.’ ~ Oprah Winfrey, the famous US Television Producer, host & Philanthropist

For corporations, they include the intent and characteristics behind the products and services, success and failure experiences, the process and methods of overcoming obstacles, the positive impact of product and service on the community as well as creative management, etc.. These resources with good branding strategies can be shared with the targeted audience to enhance the depth and warmth of the brands.

洛 澄

Lok Ching

Introduction With over 30 years of experience in online and offline editorial and marketing work, Lok Ching has a strong passion in the media and publishing industry. She is particularly strong at content creation and development, with solid experience in magazines, special publications, websites, social media platforms, email marketing, data mining as well as branding and editorial-related management work. She worked as an editorial consultant prior of starting her own organic farm. She has indepth knowledge of one-stop solution in publishing in both online and offline platforms. When she ran a small organic farm and a small tea house in the village, she utilised her media experience and knowledge, introduced a cross-industry business model and successfully developed the first Hong Kong ‘from soil to teapot’ herbal tea brand. She has strong experience in personal and corporate branding, brand management and strategies, etc.. Lok Ching is skilful in integrating the brand resources of individuals, marketers or corporations from a macro perspective. She leads them to create a synergistic effect and influence their target audience.

With a global perspective and welltrained awareness in media, Lok Ching can leverage on the potential of her clients to explore their competitive edge targeting a wider audience group.

Emphasis on honesty and integrity, she delivers a well-constructed mind-share messages with top-notch copywriting and visual effects highlighting the strengths of her clients in a way that makes the audience feel inspired, creative and impressed.

One-stop Content Development What is ‘Internal Resources’ ? At individual level, ‘internal resources’ include life stories and transitions, professional work experience and relevant insights, personal and community connections, award-winning works, published and unpublished works, etc.

Contacts : Tel / WhatsApp +61 404-979-051 │ Email spark.tlgliving@gmail.com SUBTLE │

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洛澄。格物」雜誌

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editorial content

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。branding。media integration

小花園工作室│The Little Garden Workshop

CASE STUDIES ONE STOP SOLUTION 01

Special brochure for NGO’s 10th Anniversary:

content design & development + copywriting + invite senior officials and legislators for congratulatory message + interview + write up + edit all manuscripts

This publication was produced by a small agricultural organisation with only one full-time staff member. The volunteer vice chairman wanted to produce a special 10th anniversary issue for the distribution to their networks and potential supporters. They had limited resources, so I explored their ‘internal resources’, i.e. their past and existing work, and tailor-made a content solution for them. I contacted dozens of people and organisations that had collaborations with this NGO and I asked them to express their views on the achievements of this organisation in the last 10 years. It broke the old pattern of the boring image of corporate anniversary brochures and made it looked like a magazine which the content people could relate to.

02

Quarterly Magazine : Whole magazine revamp + content design & development + column design + author coach + development + photography + layout suggestions + volunteer photographer recruitment & management + interviews + editorial coverage

I took the total responsibility of the editorial and content marketing in this NGO. This quarterly magazine was one of the arms of the total content marketing solution and brand repositioning I created and implemented for this organisation. The old publication was an A5 booklet with an amateur style in every aspect. I started with the conceptualization of the organisation’s values through investigation of their services (internal resources). While content development must be aligned with layout design, I promoted the vision of the organisation by communicating it through a list of chosen columnists that matched with the intent. I wrote the cover story and edited all the articles. As the budget was very tight, I recruited volunteers to provide professional services like photography and interviews in exchange for my coaching with them. The tremendous success of the magazine was contributed by the strategic decision on circulation. I made a decision to distribute them to highend locations like shops of the biodynamic skin care brand like Jurlique, all organic shops and club houses of the Hong Kong rich. The magazine basically changed the fate of this NGO, from budget deficit to expansion of business.

03

A new herbal tea brand : total brand solutions + brand identity conceptualization + visual effect development + logo & packaging design + social media development & management + website design + copywriting

‘Present ! Organic Tea’ is a retail brand under The Little Garden Organic Farm. It has a mission to promote local production during the local movement in Hong Kong.

I positioned the brand as a high-end herbal tea product that the pricing matched with its quality. The customer base was mainly high-end restaurants, teahouses and bars at wholesale level, while at retail level it’s the people who were looking for quality products with strong Hong Kong identity. So the brand logo, packaging design and social media design must be simple and elegant, yet inspiring. The logo was based on the mountain Lion Rock, an identity of Hongkongers. It was subtly implied under the shape of an umbrella because there was a democracy movement called ‘Umbrella Revolution’ prior to my development of this brand. The name of the brand comes from my own realisation of "The importance of the present moment" during farming. The double meaning of ‘present’ as a gift also provided an imagination for the customers. The use of "Organic Tea" is a convenient way to instantly make consumers feel that the price was reasonable, as it was more than double the price of regular herbal teas.

Click here to check more work samples ...

Contacts : Tel / WhatsApp +61 404-979-051 │ Email spark.tlgliving@gmail.com SUBTLE │

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洛澄。格物」雜誌

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editorial content

。branding。media integration

小花園工作室│The Little Garden Workshop

──PROFESSIONAL BACKGROUND

LOK CHING

MEDIA AND PUBLISHING

newspapers, magazines , email marketing, social media ... ...

Lok Ching worked as a translator in the international section of Ming Pao News in Hong Kong. Then she became a political reporter in Tin Tin Daily News and Oriental Daily News, covering Sino-British political news during Hong Kong handover to China.

She turned herself as a feature writer and became a high-flyer in different magazines and publications. She was assignment editor and deputy assignment editor in Central Magazine and Economic Digest, then promoted to become executive editor in Economic Digest. She was also a web assignment editor in a listed ASP company where she was in charge of pre-listing copywriting and promotion. She was then working as a freelancer and editorial consultant for a variety of projects, mainly in the agricultural and healthcare sectors.

EDUCATION BACKGROUND three area of professions

Post-graduate Diploma in Business Administration B.A. in Social Science (Major : International Economic and Political Affairs) Professional Higher Diploma in Garden Design and Management (Merit) NLP Master Practitioner (Award of high performance speaking)

PROFESSIONAL SKILLS editorial and branding Interview / Writing / Editing / Visual Impact Development and Design / Editorial Management and Systemization / Content Development and Management / Web Content Development and Production / Online and Offline One-Stop Publication Production / Creative Social Media Content Development and Management / Herbal Tea Packaging Design / Internal Resources Auditing / Basic Graphic Design Social media：Substack / Wix / Canva / YouTube / Instagram / Facebook

Contacts : Tel / WhatsApp +61 404-979-051 │ Email spark.tlgliving@gmail.com SUBTLE │

「

洛澄。格物」雜誌

THE LITTLE GARDEN WORKSHOP

LOK CHING

CONTACT US Contacts : Tel / WhatsApp +61 404-979-051 Email spark.tlgliving@gmail.com

Website :

e-Magazine : SUBTLE │ https://lokching1969.substack.com/

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洛澄。格物」