Created to head the home page on Armed Forces CVs' website. Summarises content and presents abridged sales message at entry point, with clear CTA.
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PDFAn existing client, Focus Awards, received some great feedback from a prominent Training Centre, Origym. In a conversation with Origym's MD (at the request of Focus' CEO) it transpired they were absolutely delighted with the service they received, almost 'waxing lyrical'. I suggested that what they were saying might be useful for a Case Study to promote Focus Awards, to which both parties subsequently agreed.
PDFFocus Awards is an innovative Awarding Organisation, whose CEO always tries to 'push the envelope' within the sector. He came up with the idea of a Price Plan for training providers and centres that would 'smooth out' their cashflow by creating monthly payment plans. My task was to make the plans attractive to clients and get across the advantages of budgeting. I've shown the original first draft text. Several changes were accommodated through the development cycle, the most significant of which was to remove the fear of competitor fallout and a potential resultant 'feud'. While it substantially weakened the purpose of the document, the Client was insistent and accepted the explained reduced impact of the copy as a palatable trade-off.
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