YPO
Procurement expertise from Yorkshire?
That sounds like the smart choice.
Tags: Tone of voice, email copy, campaign copy
(and a bunch of others)
The brief
If you live in Yorkshire, you’ve probably seen their purple vans about. YPO - the Yorkshire Purchasing Organisation - are suppliers of everything that matters to schools and the public sector countrywide.
Given the scale of their operation, they were looking for a fresh wordy brain to plug into their marketing team and help every message land a little harder. After a delightful referral from an old colleague (thanks again Danny Sullivan), my grey matter donned a purple hue and got to work.
The approach
There’s a lot of discussion around what a copywriter can and cannot do - usually in relation to content writing, headlines, strategy, yada yada. While that matters when it comes to defining job roles (especially if you’ve got one lane you’re especially good at), I’ve always favoured being a generalist. And that’s exactly what YPO were after.
Structuring messaging frameworks. Crafting headlines. Penning editorial content for magazines and catalogues. Emails that grab you by the inbox. That’s not even all of it, but you get the idea. The fantastic marketing team in YPO grounded me in their world, and I got to work lightening their load and getting more eyes on their efforts.
The outcome
With me on board, the rest of the team suddenly had a lot more capacity to work with.
Activity became less reactive and more proactive, gaining valuable thinking space. And also had me around to chuck linguistic quandaries at so they weren’t puzzling over them all day (that’s my whole thing really). Campaigns have a sharper edge, new product launches make a bigger splash, and (most importantly) everyone seems keen to keep me around.