Our project team included six financial digital writers, two designers and six CMS producers, along with our specialist financial journalists who wrote fresh articles for Westpac’s newsletter, REDnews. The result? A dramatic uplift in engagement and acquisition, with a 10% reduction in the bounce rate.
“Big On Writing have been an absolute saviour for us this year. We were pinned against the ropes a few times with the website revamp and BoW really went above and beyond to help us out. I really value the amazing relationship between BoW and their staff and my team, it’s one that goes far beyond a transactional business relationship.”
– Talan Chen | Chapter Lead, Digital Experience Transformation | Westpac NZ
Genesis Energy’s new content hub needed engaging, thought-provoking local and international content on climate change within the energy sector. With the help of editors and reporters, we developed guidelines, stories and videos, powered with SEO and analytics, for this specialist topic. From launch to the first quarter, the hub was getting an average of 50% open rate, and 36% click through, well above the norm. The top performing article had an average 26-minute read and the hub has already garnered 1,500 subscribers to the newsletter - all resulting in a Hub that made 56% of customers feel more positive about Genesis.
“There are only solutions with Big on Writing. The team brings high energy, thinks outside the square and always has the client's objectives top of mind. Whatever the task and goal they will deliver. They have a great team of communications professionals and your project will be better off for having involved BoW.”
— Chris Mirams | Group Manager Media and Communications | Genesis.
Hato Hone St John is undergoing a digital transformation. The migration of their public website to a new e-commerce platform is a central part of project and brand reset, within the wider landscape of ever-changing health policy, government budget changes, and COVID-19 pressures. The website will form their biggest consumer/patient touch point outside of the physical ambulance service.
BoW produced a 70-page content audit and content strategy road map, including a specialist te reo Maori and tikanga integration recommendation.
This has supported a compelling business case for completely overhauling the site, setting up a new digital content team, and offering a detailed road map that reflects the mana of their brand and the spirit of this celebrated and essential public health service.
For the last four years, our team of videographers, photographers and writers have been unearthing great stories from Southern Cross Health members and business partners. We create complete content packages, often starting with talent vetting and a pre-interview to creating draft scripts for legal approval, then on to filming and editing the stories, writing them up, cutting videos for the website and re-editing material for digital advertising, newsletters and social media. As an example the animated Warwick story about prostrate cancer had a zavy score of 1429 and gained 30,000 video views while our two business stories gained 50,000 views.
"Delivering practical, beautiful solutions. They have a skill at really understanding the business problem and delivering practical, beautiful solutions that meet a customer need. Nothing is too much trouble. Their level of service is extremely high, and professional. To top it off, they are values orientated and heaps of fun.
– Lisa Andrews (former) Head of Marketing at Southern Cross Health Society.
In 2021 Westpac Australia partnered with BoW to re-imagine what the home loans section of the Westpac.com.au could be. The Big on Writing team worked with Westpac's specialists, to create a new UX on page experience for customers and completely refreshing the rich article content that supported Westpac’s product suite.
The BoW team included 8 writers, 2 content SEO specialists, a Writing Director and Digital Account Director. BoW’s deep 'page interrogation’ content audit process was applied to every article page; each was optimised to be relevant and meaningful and answered search intent. In the process we aligned Westpac’s tone of voice across the home loans section, so it read seamlessly. The results show a significant spike in home loan applications as a result of customer engagement with the new content - and there is still more to do.
Working in GatherContent, our specialist medical and legal writers helped subject matter experts simplify their website content so that people could access and understand information, processes and standards much more easily. We wrote directly into the CMS system, following templated styles to suit page templates and content requirements. The result was a highly accessible site which proved to be a boon when the pandemic occurred.
"They've gone over and above expectations. To say they’ve gone over and above would be an understatement. We’re happy to act as a reference, especially around the aspect of working at a distance. Similarly, we will definitely keep you in mind for any future content review that comes up.”
— Andrew Cullen | Senior Information Systems Analyst I Medical Council of NZ
NZMP is Fonterra’s ingredients brand. It needed to balance its technical elements with plain English that would resonate with its global audiences, as diverse as the Middle East, Europe, Asia and the U.S. We created a defined tone of voice then crafted their brand story, leading us into content strategy and web copywriting, which sat alongside new articles for their website written by our health journalists.
Finding or creating authentic stories and filming the adventures of pets has been a joyful journey to create engaging content for the website, newsletter, digital ads and social media. And around the sides, our writers lent a hand proofing insurance documents and overhauling the SEO on the website. Our stories, like the one for Chewie, regularly gets 30,000 + views
This was a project we were passionate about, so were all in. Working with Harvey Cameron PR, we created five heart-breaking stories about terminal patients, bringing the reality of their lives into New Zealander’s living rooms. This worked incredibly well, garnering 182,000 views, with a 49% click-through on digital ads. Facebook gained over 11,000 followers and 65.5% of New Zealanders voted ‘YES’ in the End Of Life Choice referendum. History in the making.
What began as a small web copy project soon became a brand strategy and story, helping Loveridge to claim a strong identity. We followed that with case stories written and filmed for each of their building projects, along with a Powerpoint presentation to developers and government which was so successful the company has over 150 new buildings in the pipeline.
REINZ cater to over 19,000 agents and professionals across the country. Their existing website didn’t reflect the calibre of their brand and their leading role in industry advocacy and reporting. Our Big on Writing content strategists worked alongside the Real Estate Institute of NZ (‘REINZ’) to produce a detailed content strategy for their new public website as part of a wider digital transformation project.
We carried out stakeholder interviews across the organisation to get to grips with user needs, and then produced a 50-page content report and section-level information architecture plan (site map), supported by an SEO deep-dive. We then produced a Tone of Voice guide.
" The latest and best strategic advice in digital websites. I have worked with Big on Writing for over 5 years in multiple organisations. The team has grown and evolved to continue to offer the latest and best strategic advice in digital websites and ways to maximise content for different digital channels. The partnership with Sue and the team has supported the digital transformations I have led in organisations and ensured quality outcomes.”
– Kirti Desai | GM Digital, Data & Technology | ProCare
The global audience for ultra-adventure competitors is incredibly niche, so the way this endurance event was presented needed to feel completely authentic. Our creators captured the pre, during and post of this 190km, 60-hour race, with the content able to be re-cut and re-used many times to form the backbone of the Revenant’s loyal followers. At launch, the race got a 20-page feature in North & South and a front-page story in NZ Geographic, with news stories on television every year. It has collectively gained a 30,000 following across FB and Instagram.
In partnership with Christchurch agency Harvey Cameron, we drove traffic to the Clutha website and tourists to the Clutha district in the deep south of New Zealand with a multi-channel content campaign. Each campaign consisted of video, photography and digital ads including an arresting design to lock the campaign together. Each season we shoot over two days of filming and photographing the best of Clutha: its people.
To kick-off Medrecruit’s website, we first set up the Tone of Voice strategy, then rolled onto writing the website and subsequent websites for Medcapital and Medworld. Next up our content team highlighted the locum & GP lifestyle through a series of doctor stories including filming Dr Eva in Sydney during the curveballs of Covid. In the first week, the Dr Eva video created 600 page views on the website, 477 YouTube views and had fantastic reach on Facebook.
Our specialist business digital writer worked with the MBIE team to make this site easy-to-use for business owners. It became the workhorse of the pandemic with thousands of SME businesses accessing their unique number for wage subsidies. We then went on to re-write and re-design a full suite of procurement documents for MBIE.
They have a fantastic reputation in Otago for being a family business that takes on big challenges and builds quality homes. However increasingly their audience is out-of-towners or international buyers who may not know the Breen reputation. So we created a compelling story about a unique stone house in Otago which conveyed a sense of the Breen values and craftsmanship.