Copy
portfolio

 
 

Passion and skill fuse together in my work for the Auckland Climate Festival. This annual city-wide event sees hundreds of events run across Tāmaki Makaurau, elevating climate conversations and provoking climate action.

Articles, Blogs, Interviews

The Auckland Climate Festival produces and hosts content across mediums. Their blog is dedicated to delivering festival-related news, highlighting partnerships and housing interviews.

Long-form writing, such as that in an article, requires copy that exists in harmony with the rest of a site. To this end, I’ve produced copy that encompasses each phase of writing: interviewing, researching, drafting and editing.

Excerpt
The Auckland Climate Festival is an entirely collaborative effort, just as our response to the climate crisis should be.

EDMs, Newsletters

Though October houses the Auckland Climate Festival, communication is year-round in order to fulfil its mission of seeing ongoing unified, impactful climate action and conversation in Aotearoa.

My copy, put to use in EDMs and newsletter campaigns, has a reach in the thousands. Its tone is consistent with the organisation but also personable and alluring.

Excerpt
As we now see the Festival in the rear-view mirror, it is critical we do not leave our learnings behind: that we carry the responsibility of being a good ancestor long into the future.

Within only a short time frame, Jaydan has adopted the tone and language appropriate to our climate-focussed context. He is responsive, calm and produces content that is precise, professional and polished.

Michelle Kennedy, Auckland Climate Festival

 
 

Telos Group is leading the evolution of real estate in Aotearoa New Zealand, offering a client-first approach in an industry with an opposing reputation. My copywriting skills were specifically sought out in order to uphold and grow Telos Group’s prominent place in the market.

Product Descriptions

In a well-established market, it’s an imperative that product marketing stands out, but also adapts to form.

Telos Group employs product marketing across channels, including website, YouTube and LinkedIn. My copy prioritises genuine engagement across these platforms whilst highlighting the unique character of both the brand and property.

Excerpt
Indulge in resort-style living with this chic five-bedroom home: the perfect blend of retreat and recreation.

“Jaydan is a highly creative individual with a great knack for writing. He is responsive to feedback and continues to produce high quality content that is both technical and engaging.”

Elliott Blade, TEDxAuckland

 
 

My ongoing copywriting work for TEDxAuckland, an organisation with a global reach, focusses on deepening connections with their existing audience as well as growing their reach, all while prioritising their mission of sharing ideas.

 Projects

  • Articles, Blogs, Interviews

    Even beyond the stage, TEDxAuckland is a place to learn from and about others and their ideas.

    From conception - including research and interviewing - right through to publication, clarity of ideas is critical, and evident, in my long-form writing content.

    Read Post

  • Product Descriptions

    TED Talks are regarded worldwide as being at the epicentre of innovative ideas.

    With my copy, descriptions reflect a talk’s completely unique content, scope and style. They serve as invitations to TEDxAuckland’s audience, driving engagement through clear and succinct messaging.

    See Example

  • Social Media

    Sharing ideas requires platform presence. TEDxAuckland’s includes LinkedIn, Instagram, Facebook, Twitter, YouTube and TikTok.

    Tuned for each platform’s specificities, my copy draws on market research and best practice techniques to grow and strengthen TEDxAuckland’s network.

    Visit Page

  • Profiles and Bios

    TEDxAuckland’s expansive community includes thinkers, performers, public figures and more.

    My copy highlights the expertise and personality of those who stand upon the circular red carpet. It is professional, informative and tailored to each speaker.

    Read Profile

  • Website and UX Copy

    As the organisation’s online hub, TEDxAuckland’s minimal site features talks as the hero. It’s critical, therefore, that any copy be unobtrusive yet memorable.

    My copy captures and directs the reader’s attention, guiding them toward meaningful and ongoing interaction.

    Visit Site

 Campaigns

Down to Earth

TEDxAuckland’s December 2022 event involved my writing services from start to finish. TEDxAuckland has a strong legacy, which, alongside its place as a trusted voice in future-focussed innovation, the Down to Earth campaign needed to capture.

Follow the story of this campaign’s conception:

  • Copywriting is most effective when branding is clear and consistent.

    Though short in title, the theme of a TEDxAuckland event frames an audience member’s experience from discovery through to attendance and beyond.

    I pitched Down to Earth as it reflects TEDxAuckland’s vision and status of being a global platform as well as emphasises being humble and grounded when approaching global issues.

  • There is no marketing vacuum that houses copywriting. Instead, great copy works harmoniously with graphic design, digital marketing.

    For this campaign, I ‘got my hands dirty’ with Adobe Illustrator and HTML coding in order to see that my copy be presented well and complement the other elements of the campaign.

  • Going live on a campaign involves many moving parts, and, accordingly, malleable copywriting.

    For the event description, I chose to play on the idea of humanity’s interest in looking outward for hope by proposing that global issues require a global focus.

    Alongside key details, the story of the event is invitational and intriguing in nature, and able to be used in a variety of contexts including online and partner promotion, ticket sales funnel as well as EDM and social content.

connecTEDxAkl

Loyalty is earned, and trust gained, when quality intersects with time.

TEDxAuckland’s premier monthly newsletter campaign, connecTEDxAkl, was born out of this idea and the necessity to authentically engage with TEDxAuckland subscribers whilst expanding audience reach.

Follow the story of this campaign’s conception:

  • Newsletters aren’t new. Market research shows; however, that clear and consistent branding as well as easy-to-follow readable content remains a point of difference amongst the noise.

    The name connecTEDxAkl drives right to the heart of the campaign’s purpose, which is that of strengthening connections with TEDxAuckland’s audience, and creating new ones.

  • My initiative in creating connecTEDxAkl required developing a repeatable yet engaging format as well as a tone that’s both conversational and professional.

    To correspond with TEDxAuckland’s core business, connecTEDxAkl is framed around sharing. All included content constitutes as updates worth sharing from the month. This means audiences are assured that our newsletters are worth their time and attention.

    Following the development of a design language with Adobe Illustrator and Canva, connecTEDxAkl was ready to be integrated into MailChimp.

  • connecTEDxAkl is an ongoing monthly newsletter. Execution consistently calls on my skills to summarise TEDxAuckland updates in a concise way.

    My copy draws on a range of sources within TEDxAuckland for content, often summarising and finding links between talks, presenting news and announcements as well as promoting events and partnerships.

    There are always opportunities to share at TEDxAuckland, which means there are always opportunities to connect with our audience through copy.

“With Jaydan, our existing clients are engaging at an increased level, and new clients are responding to our calls to action.”

Benoni Henderson, Alexandra Park Conference Centre

 
 

Hired for my in-depth industry knowledge, my work for Alexandra Park Conference Centre (affectionately known as Alex Park), a large accommodation, recreation and educational camp and conference centre, is seeing their relationships with clientele strengthened.

EDMs, Social Content

Alex Park services an array of clients. Their outreach content, therefore, needs to be strategically tailored to particular segments of their audience.

My work encompasses drafting, consulting and editing, producing personalised, authentic copy that connects with its target demographic. The result is a clear, measurable return on investment.

Excerpt
Entering the second half of the year is the perfect opportunity to reset, re-engage and re-energise.
And there’s no place like Alex Park for that.

“Jaydan’s articulation and social intelligence allow him to produce original and relevant copy of exceptional quality.”

Trent Sellars, Freelance Graphic Designer

 
 

Virsae is a leading performance management SaaS (Software as a Service) for contact centres worldwide. Using my strengths in research and passion for technology, my services were called upon by Virsae to write authority content and targeted, technical pieces.

Articles, Blogs

The purpose of this authority content is strictly to build trust and credibility with an identified audience sector. It was key, therefore, to speak honestly, but also draw upon research.

For this project, I poured over research and distilled reports and studies down to six actionable items that can also be distributed beyond the succinct format of the article I drafted, now published on Virsae’s website.

Excerpt
When the world needed them most, healthcare workers extended their reach from doctor’s practices and hospitals to desktops and smartphones.

Work with me

Learn more about my copy services, or get started with a call.