Hawke’s Bay Business Advisor Brings 
In Ed For Communications Support

A case study by Eleanor Lonergan.

All quotes attributed to John Hutchinson, Owner / Director, PlanA Consulting.

–––––––

Ed. A Valued Communications Partner.

In a short space of time Ed has become a valued communications partner to PlanA Consulting, delivering consistent messaging, and the right positioning for a business that’s serious about helping Hawke’s Bay business owners get the results they deserve.

John Hutchinson from PlanA Consulting has been a trusted consultant to some of Hawke’s Bay’s most successful businesses for over a decade. John is an independent business advisor, providing bespoke governance and management solutions for companies to help improve their efficacy and profitability.

–––––––

A Good First Impression

Stefan and John first crossed paths when Webfox recommended Ed to help with the final stages of PlanA Consulting’s website upgrade. Ed sub-edited the website, did some SEO work, and liaised with Simon Cartwright Photography to help select the right images.

Getting Stefan to do all that for me was a complete no-brainer. I knew it needed to be done and I needed someone who was just going to make it happen.”

–––––––

Understand End-Game & Strategise Accordingly

John was more than happy with Ed’s initial work and, with a new website going live, decided to take the opportunity to improve his digital communications more broadly. Ed met with John to gain an in-depth understanding of what he hoped to achieve and reviewed previous digital content. Ed proposed a communications approach that would provide insight into John’s services, keep the business connected with current and former clients, and tap into their networks.

“For me the goal with engaging Ed wasn’t about bringing in multiple clients or being the biggest and the brightest – but providing a consistent message, keeping my profile up and validating where I am in the market. What I wanted was that if someone had heard of me, and looked me up, what they found would validate that I was a good guy.”

–––––––

Using Real Stories & Insights To Position An Expert

Ed’s structured approach focuses on a different area of the company’s service over a two-month period – bringing to life the work that John does and the impact that it has, while positioning him as a trusted advisor in the field.

Over each two-month theme, Ed writes and publishes a case study to the website and LinkedIn, repackages relevant content from the website and client testimonials, shares industry news and highlights that support the theme, and links to relevant videos from John’s bank of YouTube clips.

PlanA Consulting Client Case Studies by Ed:

Ed also sources the photography and wraps up all the content in a bi-monthly newsletter that he sends to PlanA Consulting’s database.

If I just tell people I’m a business advisor, no one knows what that means. The work Stefan does for me illustrates what that really means, using real businesses. It shows potential clients what my services look like in practice.”

–––––––

Experience Helps When It’s A Balancing Act

John was initially apprehensive about documenting and sharing client information and from the get-go maintaining the confidentiality of his clients has been of the utmost importance.

Stefan’s experience meant he was able to balance protecting that confidentiality while still extracting the right information to create engaging and valuable content for John’s audience.

Stefan sends me a questionnaire which gives me a framework to tell the client’s story in. I’m very careful with what I include but Stefan has still found ways to make interesting stories from what I provide, and he is able to frame things in a way that preserves my client’s confidentiality.”

–––––––

Driving Force

Ed’s straightforward and proactive approach works well for John who doesn’t have a lot of time to spare. John has found he can now take a step back from this part of his business and leave it in Stefan’s hands.

One of the things I like about working with Stefan is that he’s brought a structure to this part of my business and he’s doing it for me. He drives the relationship, which is what I’m after. He’ll hassle me at times with a text or an email if I haven’t got back to him which works for me, as promoting myself is not my main priority – it’s why I’ve got Stefan on board.”

–––––––

A Trusted Comms Partner

In a short space of time, Ed has become a trusted PlanA Consulting ally, writing and publishing content on John’s behalf with access to his LinkedIn business page, website and YouTube channel.

I’ve got a really good relationship with Stefan. He was recommended to me by multiple people I trust so I’m cool with leaving this aspect of my business with him and giving him access. I’m very comfortable with the work he has done for me, so much so I have referred him to several of my clients.”

–––––––

Consistent Messaging A Sign Of Success

The results of Ed’s work for PlanA are not easily quantifiable, however, John’s own measurement of success goes back to the goals of consistency, validation and positioning he set when he first started working with Stefan.

Measurement for me is key. The consistency of message to market is how I measure this work. I’m not looking at counting leads or conversions – I want that consistency of messaging and I think Stefan’s doing that for me.”

–––––––

Ed for Brand, Marketing & Communications

If you need a trusted brand, marketing and communications expert to help you achieve your Plan A, contact Stefan from Empire Design (aka Ed) on stefan@empiredesign.co.nz or 027 285 3800. Or, connect with Ed and Stefan on Facebook, Instagram or LinkedIn.

–––––––

PlanA Consulting Online

–––––––

Ed’s Comms Skills Put Local Photographer In Focus

A case study by Eleanor Lonergan. All quotes attributed to Simon Cartwright, Owner and Photographer at SCP Photography. ––––––– Website Traffic More Than Doubles With Regular Digital Communications. Since engaging with Ed in September 2018, Simon Cartwright Photography (SCP) has been communicating a programme of compelling content that achieves the dual targets of driving traffic […]

“Ed’s Got A Client For Life In Me!”

A case study by Eleanor Jack. All quotes attributed to Bex Tacon, Owner / Manager of Planit Events, Planit Staff, The Wedding & Event Expo Hawke’s Bay and The Grape Debate. ––––––– Partnership with Ed Boosts Bex Tacon’s Brands For several years Ed has been the primary design partner for Bex Tacon’s stable of brands. […]

HortPlus Shines With New Logo, Brand & Copywriting

A case study by Eleanor Jack. All quotes attributed to Lesley Kersey, director at HortPlus. ––––––– A brand refresh and website copywriting by Ed, has resulted in a new identity and online presence for HortPlus that appeals to clients and aligns with the company’s growth plans. Founded in 1998 in Hawke’s Bay, HortPlus provides growers […]

Ed Takes IMS Helicopter Equipment To New Heights Globally With Targeted Digital Marketing.

A case study by Rosheen FitzGerald *All quotes in this article compliments of Jordan Salmons, Sales & Marketing Manager at IMS New Zealand. ––––––– IMS New Zealand are a Hawke’s Bay based company competing on the world stage. They specialise in manufacturing and distributing customised underslung helicopter equipment. Although primarily operating within the agriculture and […]

Ed Empowers Woodford House to Share Stories of Success with Tempus Magazine

A Case Study by Rosheen FitzGerald *All quotes in this article compliments of Chloe Johnson, Communications & Development Manager at Woodford House. ––––––– Woodford House prides itself on providing educational excellence for young women of the past, present, and future. The accomplishments of their students are many and varied, and they lead the way in […]

Ed. Copywriter of Choice for One of Hawke’s Bay’s Top Digital Developers

A case study by Ester du Fresne Webfox is a talented team of techies that develop innovative, custom cloud software, apps, and websites. And when their website development clients need compelling and persuasive written content, Webfox turns to Stefan Olsen, copywriter extraordinaire and the man behind local brand and communication agency Ed (Empire Design). Hawke’s […]

How Ed Helped Define One Of The Hippest Businesses In Hawke’s Bay

A case study by Ester du Fresne MèCHE (previously Visāge) is one of the best-known names in Hawke’s Bay’s hair and beauty scene. Oozing cool and with a reputation for being at the cutting edge of hair and beauty styles, trends and techniques, MèCHE has a large and loyal client base. Development of that reputation […]

Ed Delivers the Full Suite of Marketing Services for the Tremains Affordable Art Exhibition 9-11 March 2018

A case study by Ester du Fresne Ed undertook a capacious and engaging marketing campaign for the Tremains Affordable Art Exhibition (TAAE), which was held at Napier Girls’ High School (NGHS) Friday 9 – Sunday 11 March 2018. From website development to social media, signage and print collateral distribution to PR and communications: Ed pulled out […]

Ed’s Long-Term Relationship With Visāge Hair & Beauty

Visāge Hair & Beauty is composed of a state-of-the-art hair salon in Taradale, Napier, and a combined salon-clinic in Havelock North. Offering the full range of hair and beauty services and at times employing over 40 staff for two decades, Visāge is by a long shot the premier destination in Hawke’s Bay for men and […]

Helping HortPro Grow From The Ground Up

Ed was contracted to develop a complete brand solution for Hortpro from the ground up. As an independent, family-owned business located in Hawke’s Bay, this was a client passionate about crop protection and crop nutrition; providing top quality, high-value products to growers, orchards and vineyards. They deserved the full treatment. Sorting the Essentials After the […]

Ed Produces the Good Oil for The Village Press

Ed manages all aspects of The Village Press online communications and has done so since April 2015. This work has hands-on and strategic elements. Generating, scheduling and maintaining TVP Facebook and Twitter channels, and monthly email newsletters is a central focus but more recently Ed has been involved in the establishment and maintenance of key […]

Wine: Stories from Hawke’s Bay website designed by Ed

Wine: Stories from Hawke’s Bay recounts the history of Hawke’s Bay’s internationally acclaimed wine industry in a beautiful hard-cover book, to be published by BayBuzz October 2015. In a lively account, writer Mark Sweet sets out the evolution from Hawke’s Bay’s first vines into today’s multi-million dollar industry. Sweet deftly supplements well-researched historic fact, with stories of […]

Ed works on Custom Construction Website Redevelopment

Custom Construction are Taranaki’s leading construction experts, specialising in property transformations. They build new homes, carry out renovations and additions, and construct commercial projects. Custom Construction offer their clients a complete ‘turnkey’ package from design, through estimating and quantity surveying to project management, and the actual build. What Ed did for the Custom Construction website […]

Ed writes website for Our Kids Early Learning Centres

Our Kids Early Learning Centres are located in Glen Eden and Glendene in West Auckland. They offer quality childcare and early childhood education for preschool children in safe, secure, and dynamic learning environments where foundations are laid for a lifelong love for learning. What Ed did for the Our Kids website •  Full content and […]

Investing in your Future with Diane Stride Dietitian

Diane Stride is a Havelock North-based dietitian specialising in dietary consultancy and food management plans for food allergies and intolerances. Ed was sub-contracted by WebFox to rethink and rework Diane’s existing website’s copy, content and overall structure, leading to the development of a fresh new site that reflects the professional service Diane Stride offers. What […]

Ed develops BackPack Online Teaching Resource

BackPack is an online teaching resource concept designed by ECOED and the Department of Conservation, and developed by Ed and Sitetools. In a nutshell, BackPack is an online information centre and digital repository where intermediate and secondary school teachers can discover EOTC content, plan their school’s camp, then download a virtual ‘backpack’ of resources for […]

Burley Kitchens & Cabinetry Website Copywriting

Another example of Ed working with local techies WebFox was with the Burley Kitchens & Cabinetry website development. As with many other WebFox website projects Ed’s worked on, the task was to assess the design templates and meet with the client to understand their business and how a website will help meet their goals and […]

Epitomising Art Deco Chic. Ed rewrites The Dome website.

Located in the heart of Napier, The Dome epitomises art deco chic offering luxury waterfront studio and apartment accommodation for a variety of budgets, alongside state-of the-art business facilities for conferences, seminars and presentations. For The Dome’s website redevelopment, Ed was tasked with extracting the existing site copy for a comprehensive rewrite to better convey […]

Ed helps PORSE prepare little minds for big futures

At the end of 2014, Ed got a call from in-home childcare provider PORSE. Alongside a brand refresh by Band, and website design and development by Flavour, Ed was contracted to take supplied draft copy and whip it into shape. Essentially, Ed’s job was to inject a consistent tone-of-voice into the copy to properly reflect […]

Join The Smile Revolution!

For some time now (around four years) Ed’s been regularly collaborating with web development and coding extraordinaires WebFox. One of the more recent WebFox projects Ed wrote was for The Smile Centre – a revolutionary dental practice offering two unique services with The Healzone and The Wand. Getting Briefed In The call from WebFox went […]

Rework of the Teen Parent Educators New Zealand website

The Association of Teen Parent Educators New Zealand website is a resource for teenage parents wanting to continue their secondary schooling while pregnant, and once they have children. The site provides key info about the teen parent units attached to secondary schools around New Zealand, along with early childcare centres working alongside them. The brief […]

More than meets the eye … BayBuzz Magazine

Believe it or not, copywriting is not the only arrow in Ed’s quiver. In fact, for the past four years Ed’s been putting together BayBuzz magazine. From flat-planning to content gathering and some intense team comms, Ed’s responsible for designing, refining and whip-cracking to make sure this mag meets its press deadline every two months. […]

Ed writes 20,000w for Te Whare Tangaroa O Aotearoa

In late 2014, Ed wrote copy for the redevelopment of the National Aquarium of New Zealand’s website. Owned and operated by the Napier City Council and the people of Napier, carrying out the rewrite involved working closely with the council’s marketing and IT department, the aquarium’s staff, and web designers 3webfeet. Diligent groundwork The first […]

Actually, Kiwis Can Fly…

Toward the end of 2013 Ed was contracted by Hawke’s Bay-based communications agency Tracta. The Heartland Agency. to put together six defining people profiles for Massey University’s Engine website. The task was to track down six high-flying Kiwis based in New Zealand and overseas, organise a 10-15 minute phone QnA with each, before writing up […]

EIT Hawke’s Bay & Tairāwhiti

Recently, Ed rewrote and optimised all the programme pages on the EIT Hawke’s Bay & Tairāwhiti website. Copy was rewritten to better persuade prospective students to contact staff and enrol or find out more. The result has been a dramatic rise in Google rankings, a jump in website enquiries and ultimately an increase in enrolments. […]

Website writing and having fun being a 2-year-old

Yep, Ed turned 2 today. Exactly two years ago I chucked in my day job in search of creative writing freedom. Since then I’ve been working like a motherfather. So today I’m taking the day off, but not before defining the key components of any good website’s copywriting. So here goes it … You’ve probably […]