Dr Primrose Moss – Freelance Veterinary Writer

Project goals

This well-established brand required authoritative and informative copy that was consistent with their existing materials and reinforced their position as one of the market leaders in this sector. 

The press releases in particular needed to be impactful and boost brand awareness while generating interest in the educational resources they were offering. 

Process

When creating copy for this client, I worked in line with detailed requirements to maintain their established brand voice. By adapting previously developed marketing materials and linking to their existing campaigns I helped to reduce costs and maintain consistency across their press releases, advertorials and social media posts. 

To create newsworthy press releases, I carried out research to identify relevant statistics and research that indicated a need for the resources and events they offered. Using these sources, alongside quotes drafted for senior figures in the company, I crafted compelling headlines and generated a need for the client’s services.

Once the press releases were prepared and approved by the client, I was responsible for adapting these to US and European audiences, and helped to manage their distribution.

Alongside press releases and marketing materials, I also acted as a medical reviewer and editor for their pet owner facing blogs. These were written by an external agency and I provided substantial feedback to ensure that they maintained the brand’s image and offered credible, accurate advice.

Outcome

By crafting a cohesive campaign of press releases, advertorials, and social media posts, I successfully directed veterinary professionals to the brand’s educational resources and events.

This led to a significant boost in brand awareness and credibility, further strengthening the client’s position as an industry leader.