CASE STUDY: ClubZ Tutoring Web Copy, Toronto branch

PROBLEM:

Despite representing North America’s largest in-home tutoring company, the Toronto branch of ClubZ Tutoring had no independent web presence to help them increase their local registration numbers or distinguish their services from competing regional companies like Oxford Learning and Sylvan Learning centres.

SOLUTION:

Highlighted the strengths of convenient and customizable in-home tutoring sessions while staying consistent with the overall brand identity of ClubZ Tutoring.

A fundamental selling point was the highly selective match-making process in assigning tutors to students with unique learning, cultural and personality needs.

To give ClubZ an edge over competing learning centres, a direct propositional table was used on their “About” page to emphasize the benefits of in-home tutoring in comparison to learning centres.

Call to action was for interested parents to call and book their free in-home consultation prior to registration, especially considering the high success rate of in-home consultation visits in comparison to phone or email inquiries.

RESULT:

Conversion rates skyrocketed 150% and telephone responses by 72%! The Toronto branch had an immediate need to hire more tutors and office staff to keep up with the increased flow in business.

CASE STUDY: Petaholics Inc. Brochure, Manhattan NY

PROBLEM:

As a premier dog walking and pet sitting company featured on Good Morning America and Time Out New York, Petaholics Inc. founder and director, Jordan Kaplan, was in need of a revamped brochure that truly reflected the growth and development that had taken place in the company. His original brochure just wasn’t up to par, failing to adequately address the fears and concerns of devoted pet owners.

SOLUTION:

Took the focus away from the features of the services provided by Petaholics Inc. and replaced it with a healthy dollop of benefits, benefits, benefits!

Tapped into the new craze around dog training shows like The Dog Whisperer and At The End Of My Leash by educating dog owners about the potential behavioural problems that can arise without adequate exercise and stimulation, making Petaholics Inc. the solution to a problem.

Pets are like furry family members to most, so we played up emotions like guilt when leaving a pet alone or confined for long periods while the services of a dog walker or pet sitter could relieve this worry and stress. Voila! Everyone’s needs are met.

The call to action was a risk-free in-home consultation that would seal the deal and lead to long-term client relationships.

RESULT:

The client and I are now working together on additional promotional materials and B2B communications in order to brainstorm marketing strategies that will get the best results. We’re also developing an exciting and highly anticipated educational product line for other individuals interested in getting into the dog walking or pet sitting business.

CASE STUDY: The Evasons Mentalist Duo Biography

PROBLEM:

Award-winning mentalist duo Jeff and Tessa Evason called me in need of a new biography that had less blah and more wow-factor, just like their incredible shows. Since their biography was often used in promotional materials, they needed something that really excited and intrigued potential clients without giving too much away.

SOLUTION:

The journalistic vibe of their old biography was trashed in favour of a tone more suitable to captivating entertainers.

We wanted to hypnotize prospects reading their biography by painting a vision of what to expect at one of their shows. They needed to know right away what a spectacular and rewarding experience it was to be a part of one of these demonstrations.

The biography was sprinkled with enticing quotes that gave prospects a taste of what could take place at one of these demonstrations and the sense of wonderment that previous audience members had experienced.

RESULT:

The clients were so pleased with the total overhaul done on their old brochure that we’re now discussing the development of a series of email campaigns to further improve and revitalize their promotional materials.

CASE STUDY: Carbonated Interactive Inc. E-Blast, Hamilton ON

PROBLEM:

Carbonated Interactive Inc. Director, Geoff Small, contacted me about improving the success of his e-blasts. His previous ones hadn’t hit the mark with clients, and with a new website launch on the horizon, it was important to improve his marketing communications while keeping true to the company’s established brand identity.

SOLUTION:

Used brand-specific words to create a fun, friendly and conversational tone that would better connect with clients rather than the technical mumbo-jumbo of web development and coding.

Moved away from talking directly about the company and took a fresh approach—talking to clients about how the new website would benefit them with free educational content and a better user experience.

Highlighted a unique six-step process the company had developed to tackle the project planning and execution stages in order to better address the needs of their clients in a straightforward and explainable way.

Take a look at what we came up with.

RESULT:

Geoff was so pleased with the final result that he sent me an email with a lovely compliment: “This is great. You’ve struck a good balance between fun and informative, just what I was looking for!” A few days later, he sent me another note adding: “We sent the newsletter out yesterday and it has been well-received so far, so good job!” A success!

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