Louise Coopman PRO

Louise Coopman

Portfolio project

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Royal Museums Greenwich

About this project

Crafting brand voice and penning major publications including ad and sales copy, What's On guides and Annual Reviews. Royal Museums Greenwich (RMG) is a top-10 UK visitor attraction comprising the Royal Observatory Greenwich, the iconic historic sailing ship Cutty Sark, the National Maritime Museum and the Queen’s House art gallery. For three years I was RMG's key copywriter, responsible for crafting new brand marketing copy, writing sales and ad copy for blockbuster exhibitions and new galleries, and compiling flagship publications for the museums including quarterly What's On guides, and their Annual Reviews.

Sample

Brand marketing copy

RMG required key marketing copy to be written to define the brand offer, promoting its four Greenwich venues as unique and exciting destinations, highlighting specific USPs and engaging a diverse audience. This copy was adopted across internal and external channels from research reports to leaflets, tourist listings and the RMG website. I also adapted and further crafted the copy in re-writing all content in the RMG visitor maps.

Marketing copy for exhibitions and galleries

Marketing and advertising copy for high-profile exhibitions and galleries at the National Maritime Museum and Royal Observatory Greenwich, including ‘Turner and the Sea’, ‘Nelson, Navy, Nation’, ‘Ships, Clocks and Stars’, ‘Astronomy Photographer of the Year’ and ‘Longitude Punk’d’. I crafted the lead marketing copy used across internal and external media and communications channels throughout each campaign. I adapted the copy for specifically targeted advertising channels including outdoor, press and online (including Google AdWords), visual trailers, web, and social media. My copy was essential in promoting the exhibitions and galleries as exciting, interesting must-sees, appealing to their target audiences. It adapted fluently to each advertising channel, contributing to successful ticket sales and record visitor numbers.

What’s On guides

Compiling, writing, editing and project managing a quarterly ‘What’s On’ guide, promoting the Greenwich venues and their exhibitions, events and programmes. I was instrumental in the development of these guides bringing coherence to the museums and their offer; they have become a headline piece of print for RMG, showcasing the sites to a wide range of audiences and thus pushing ticket sales and visitor figures. I was solely responsible for collating and re-writing all listings content, writing marketing copy for all areas of the museums’ offer, and bringing cohesion to a complex and wide-ranging piece of print. I managed the entire design and print process, balancing internal requirements and customer usability and turning the print around to tight deadlines every three months.

Annual Reviews

For three consecutive years (2012, 2013, 2014) I produced this high-profile publication for Royal Museums Greenwich. A glossy full-colour 85-page corporate brochure celebrating the museums and their achievements over the year; distributed to major stakeholders, donors, friends, exhibitors and other leading figures in the cultural sector. I was responsible for collating huge volumes of information from contributors across the organisation and crafting this into fluent prose for a discerning readership and satisfying the requirements of important stakeholders at the highest level, including the Director and Chairman. RMG required a complete overhaul of their Annual Reviews in terms of both copy and design, so not only did I write, edit, and proof-read the 11,000 words of copy, but I oversaw and managed the entire re-design and print process, conducting stakeholder consultation, working closely with designers on layout and visuals, sourcing hundreds of images, balancing often sensitive or conflicting internal requirements, and ensuring the smooth running of the print and distribution of the reviews to tight deadlines. The Director of RMG has received extremely positive feedback on the new-look Annual Reviews, and my copywriting has been commended as fluent, comprehensive and engaging.

 

FILES LINKED WITH THIS PROJECT

RMG Annual Review 2013-14