Tennis-4-kids
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Brief
Gordon Wood has a successful business in South London running tennis camps and courses in local schools. Looking to expand his business, he wanted a new website which would engage local families, list his range of classes and outline his approach to tennis coaching.
Using an illustrative style appropriate to the target audience, a WordPress website was built.
What we did
Web Design and Marketing
This resulted in the build of a new one page website with strong professionally copy writing. We also made several other improvements including: making the site mobile responsive and adding a tabbed section that allows each course to be easily viewed.
WordPress
Drag & Drop Page Builder
Mobile Responsive Design
Google Analytics
Content
In speaking with Gordon Wood, he was very passionate about children learning a love of tennis through fun and play, rather than a serious and pressurised approach. I wanted to bring this element of ‘fun’ into the copy to reinforce this brand identity through the tone of voice. Using lots of tennis phrases and puns, I was also able to weave Gordon’s extensive bank of highly complimentary testimonials into the copy.
I added elements of interest around the wider benefits of tennis which I knew would appeal to families and schools.
We also advised Gordon to add a webpage targeted at schools, to engage this audience and generate leads for further potential long-term contract arrangements.
Marketing Strategy
Gordon wanted a strongly worded sales letter created, to send to schools directly. Concerned about the take up rate of any direct mail, Word Salon and Indigo Marmoset put our heads together and came up with an innovative marketing plan – a tennis-based gift to schools to draw attention to the letter and show goodwill. I also did some additional interview research directly with a PE teacher and advised on structuring an appealing offer to schools, which would entice them to contact tennis-4-kids.
Listen
A thorough briefing session with the client designed to extract the selling points, benefits, story, aspirations, target audience and personality of the business.
Research
Time spent researching existing marketing materials, the market sector, competitors as well as detailed research.
Think
Before writing anything, I developed the core messages. Established the tone of voice. Created themes. Defined the words and phrases that would resonate with the target audience and as well as support the SEO strategy.
Write
Crafting engaging, compelling, creative copy which was on brand, spoke in the right tone of voice for the audience and conveyed the information needed clearly.
Optimise
Careful and strategic use of keywords and phrases to support organic SEO; working closely with the web developers in analysing the right keywords to target for the best results.
Check
The copy is proofed and reproofed as many times as necessary to ensure accuracy.
Client words
”Elizabeth helped me with the text for my website and a marketing campaign for my business. I quickly learnt that after a brief chat on the phone, she completely understood my business and my needs, and was quick to respond with creative/innovative ideas. In addition to this, Elizabeth went the extra mile and exceeded my expectations, which I believe gave me the edge on my competitors.
I would highly recommend her, and could not have asked for more. I will be using her again for my next marketing drive”.
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