Copywriting Case Study: Crafting Compelling Wellness Content
Cortina Jenelle Caldwell
THE NEED
In contract with Ventures Unlimited, Inc. (VU), I took on a pivotal role in transforming the Cook County MyHealth Connections Wellness Wednesday content, partnering with the Cook County Benefits Department, its primary collaborator, Blue Cross Blue Shield of IL and the VU team. Tasked with driving behavior changes and promoting overall health, I utilized my expert copywriting skills, history of scholastic research and background in the holistic wellness sector to craft engaging communications and compelling messaging in AP style, capturing the audience's attention and fostering educational experiences.
THE OPPORTUNITY
Ventures Unlimited, Inc (VU) serves as a mission-partner to health and wellness organizations who seek to provide proactive lifestyle content to their members. VU sought to contract a copywriter with capacity to blend a blogging, casual tone with scientific and scholarly research in order to educate, inspire and exhibit pillars of health to members.
THE SOLUTION
In order to satisfy the scope of work, I leveraged a conversion-driven approach, optimizing their copy to deliver impactful results while pushing the envelope around recycled themes the audience had seen before. Collaborating closely with the project team, I produced captions, scripts, continuous human-centered design and copy that effectively converted readers into active participants in the wellness program. The copywriting produced demonstrated a commitment to rigorous research, attention to detail, fact checking all data, proper syntax and a conversational tone for engagement.Moreover, my copy was a critical component in the meticulously created health sheets, complete with resource reference links, contact information and calls-to-action to deepen offline engagement for the user.
THE PROCESS
Understanding the significance of brand voice, I worked alongside the project manager and team to grasp the nuances of the Cook County brand identity and goals for the wellness copy. This allowed me to write with appropriate grammar and tone consistently, establishing a strong connection with the audience across all brand touchpoints and providing ease to the other members of the team (i.e. graphic designer, social media manager, relationship manager). The deliverables were submitted as part of a consistent process, working 4-6 weeks ahead of content publishing date in order to write, edit, revise and layout copy.
OTHER LINKS
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For a full view of my work, visit the Portfolios page of Cortina Jenelle Branding Agency or glance at some highlights below:
