Case Study: Marketing an International Event Planning Company
Psssst! I’m a ghostwriter for many of my clients. It’s great fun copywriting for different brands, but it also means that I’m often unable to publicly shout about it. However, I’m really happy to provide tasters. Contact me and I’ll fill you in with plenty of examples of my written work.
Here's what the project involved
I started working with the ISWD team in February 2014. The company was at a crossroads; its success had outgrown its original status as a start up. With expansion into the international events market beckoning, the company needed a fresh strategy and time especially dedicated to its content marketing. It proved a natural progression for me to take over the helm of marketing a luxury weddings and events brand; the lifestyle sector has long been my area of expertise as a copywriter and content marketer.
I am responsible for all aspects of this luxury brand’s business blogging, as well as their social media presence across Twitter and Pinterest. I work with their in-house team to create relevant, shareable content for digital and print media.
The company is highly regarded as a specialist in the events sector. A big part of working with this luxury brand is managing their PR requests; I write and pitch articles for consumer and B2B publications that appear in both digital and printed media. I provide ‘real time’ social media coverage during industry events, documenting and supporting this luxury brand’s involvement. The company’s expanding digital profile is evident; analytics revealed a 469.77% increase in social source value within the first three months.
What the client had to say...
As a start-up, I always had plenty of time to undertake all my own marketing – I had even quite enjoyed it! But with the business growing nicely, I naturally have to spend more time working for my clients! Keeping up with all the marketing activities I had undertaken before was becoming a real burden – they frequently fell to the bottom of the pile or got left undone as a result.
I was so thrilled to have Lucy come on board. First we worked together to make sure that my existing marketing strategy was right for where I want to take the business. Lucy also made some fantastic suggestions for pushing things even further forward.
Outsourcing the day-to-day running of my main marketing activities means I can focus on the bigger picture – which sounds like such a cliché but it is absolutely true. I can enjoy picking topics for discussion and setting schedules to suit what is going on with the business, leaving Lucy to implement the ideas.
Ultimately, I have the final say of course, but it is very rare that I have to amend anything in Lucy’s drafts. She fully understands my brand and knows how to communicate with my target audience. I think it is vital to work with someone who genuinely shares the passion and love you have for your business and that person is definitely Lucy – I feel really at ease leaving her to it!