Client Summary
SPURR is a Joint Powers Authority, also known as a JPA: a buying group of public agencies focused on utilities. They aggregate the buying power and expertise of groups to help participants maximize benefits and purchase with confidence.
Services
copywriting
Deliverables
blog posts
email copy
web copy
social media post copy
social media hashtags
30 days
Time to Value
The Challenge
SPURR values their position as a thought leader in their industry, and seeks to inform their clientele about industry news that may affect their purchases and the programs they participate in. Their robust blog and active email marketing efforts are intended to share crucial information with consumers. But, there are many disparate reports and complex source materials that need to be distilled into easily readable, client-facing written assets that are both brief and comprehensive.
SPURR needed a copywriter that could:
Deeply research their industry
Learn industry-specific terms
Discern the greater context of individual stories
Understand technical terms and primary source documents
Explain complex concepts in a simple and concise way
Identify sources and expound on provided concepts with reputable research and media
Properly cite source documents
Under the direction of a creative director, SPURR contracted Jordyn to write articles for their blog. In addition to blog posts that necessitated the above skills, SPURR required emails and social media posts to promote their articles.
The Solution
The Work
Project steps were as follows:
Researching applicable legislation and news in accordance with article subjects
Gaining an understanding of the California energy market
Contextualizing legislature and other global and national developments
Integrating primary and secondary source documents into articles, including:
Government reports
Legislative documents
News articles
And more
Crafting short-form articles that hit on key topics
Ensuring balanced, fair coverage of topics by citing a variety of sources
Crafting email and social media messaging to promote blog posts
In addition to the blog, email, and social cadence, Jordyn aided in website copy assignments, including:
Tagline writing
Web page writing and site copyediting
The strategy
The key to a successful copywriting strategy for SPURR was to:
Become proficient in their industry terms
Add context through research
Understand high-level concepts enough to explain them in a simple, clear way
Promote content pieces in an engaging way that centers their relevance to the audience
Work was assigned and parameters set by creative director. Using between1 and 2 provided sources and written project guidelines, Jordyn created blog posts that summarized key points and added additional research to round out and contextualize featured content. In tandem, email and social media copy were created to promote each post.
SPURR has retained services for 5 years
Community has become increasingly engaged with, and reliant on, SPURR’s information
Client retains an 8.3% social media engagement rate, above industry standard
The results
“As a CD I have the opportunity to collaborate with a lot of talented copywriters/content developers. Jordyn is on top of that list. She is always so easy to engage with. Her ability to translate creative direction, coalesce disparate pieces of source materials and adapt a client’s writing sensibility and brand tone into compelling pieces of content has garnered my trust as a go-to creative resource.”