ABOUT

Concept
I joined Live Group, a corporate events company based in Kingston, in March 2020 as their sole Copywriter - days before the Covid-19 pandemic changed the landscape of the events industry forever. I was fortunate that Live Group saw the value in a Copywriter in these times, as once-dependable products and processes became untenable overnight and a fresh take was needed.

Across my two years working for the company I helped to communicate their new offering, shifting from an agency that predominantly produced world-class in-person corporate event experiences, into the sector-leading virtual and hybrid event experts they are today.

Execution
My key objectives across my time with Live Group, as a steward of the brand's voice, were:

- To help define Live Group's new services (a suite of virtual event tools, and later, a hybrid event approach)

- To help simplify Live Group's new services to make them palatable to clients in a time of potential stress and confusion

- To present Live Group's suite of services in such a way as to educate clients, drive sales and increase business

- To codify the company's evolving glossary of terms and to help popularise our terminology

- To build a growing copy library to act as a resource for staff, and to serve as an archive as the library evolves

These goals were achieved through a marketing strategy which incorporated a raft of content and content types to present Live Group's new services to existing and prospective clients. These content types included:

- Blogs hosted on Live Group's website
- Case studies hosted on Live Group's website
- Youtube videos hosted on Live Group's channel
- Thought leadership articles hosted externally
- A social media calendar of content for Live Group's LinkedIn and Instagram profiles
- Newsletters
- Press releases
- Awards entries

I was involved in the production of each of these content types, providing copy support to each article, release, post and script, maintaining consistency of language, tone of voice, and ensuring the key message of each piece was clear, delivered impactfully to Live Group's target personas.

Result
As a result of this extensive content push to redefine core services and re-educate our audiences, the years 2020 to 2022 became a period of growth for the Live Group, as the company stole a march on competitors reluctant to embrace the new normal and make the leap to virtual and hybrid event solutions.