Copylicious Portfolio

Cathy Halstead
cathy@copylicious.co.uk
07957 697907
Concepts : Copy : Content
Words have the power to bring
about change; you just need
to know how to use them.

Cathy Halstead
07957 697907
Demonstrating that you can never have too much of a good thing, Barclays
Private Bank has an invitation-only lifestyle site called Little Book of Wonders,
which offers its ultra-wealthy members up to five top-notch events a year,
as well as interesting articles and features.
The brief was to transform the previous concierge-style site into something
more worthy of the money’s-no-object audience’s attention. Our solution was
a high-end concept called Memories in the making, which repositioned Little
Book of Wonders as the gateway to life-enriching shared experiences.
Art director: Joe Prytherych
Copy sample
Sit front row at Chanel – An exquisite opportunity to sparkle amongst the A list
When it comes to previewing the new season’s fashion, the FROW is the only place
to be. Mingling with film stars, swapping tips with the fashion editors and getting
up close to the hautest in haute couture… it’s a view that few get to experience.
The day begins with a first class Eurostar to Paris, where you’ll enjoy a light lunch
at JaJa before being whisked to the show’s secret location. You’ll then take your
seat amongst the A list to enjoy the dazzle and drama of Karl Lagerfeld’s latest
collection. A late dinner at the Michelin starred Le Meurice will be followed by
a night tour of the city, en route to Hotel Mathis and fashion-filled dreams.
Barclays: Little Book of Wonders

Cathy Halstead
07957 697907
Copy sample from ebook
Convert, keep, grow
How customer lifecycle marketing can help you build relationships that last
Created by RMC for marketing professionals in search of the perfect email campaign
Introduction
The days of firing off batch and blast emails are over. Today’s savviest marketing professionals understand that the
best way to convert, keep and grow customers is to make sure you’re talking to them about the right things, in the right
way, at the right time.
To give this its proper name, it’s called customer lifecycle marketing (CLM), and it’s the key to building long-term
relationships with your customers which will make you, them and your finance director happy.
Sounds simple? Well it is, as long as you know what you’re doing – which is why we’ve created this ebook. It’s full
of useful, practical information to help you plan, create and execute the six types of email campaign that are essential
to any CLM-focused email marketing strategy:
• Welcome emails
• Cart abandonment emails
• Browse abandonment emails
• Post-purchase emails
• Customer retention emails
• Win-back emails
We’re passionate about the power of email, and we want to help everyone in the industry use it better. So if you’re keen
to get more from your email campaigns, this is the ebook for you. From who you should target and what you should
include, to tips and tactics that really work, everything you need is here.
Related Marketing Cloud
Related Marketing Cloud is a cloud-based
integrated marketing company, and was
one of the earliest champions of email
marketing. As part of their own brand
development, they asked me to create an
ebook and a series of accompanying blogs
to explain to potential clients how lifecycle
marketing can help them acquire, convert,
grow, retain and reboot their customers.
Whilst the core content of each ebook
chapter was relatively similar to the
corresponding blog, the tone and approach
were deliberately different, reflecting the
contrasting environment and expectations
of the readers.

Cathy Halstead
07957 697907
Copy sample from blog
Convert, keep, grow
How customer lifecycle marketing can help you build relationships that last
#1 The power of the welcome – and how to get it right
Welcome to the first in a series of blogs about making CLM work for you.
And in a neat twist, I’m kicking things off by looking at the welcome email;
a deceptively simple piece of communication that’s one of the most powerful
tools in your e-basket.
Let’s face it, we all like to be made to feel welcome, especially when we’re
somewhere new. A handshake, a smile, an introduction or two; it makes us feel
warm, included, part of a group. And if we’re lucky, and we start off in the right
way, it could lead to something bigger; a friendship or business association that
outlives the first meeting.
A welcome email has the same potential to be the start of a relationship that lasts.
But don’t be fooled by the cosy-sounding name; there’s much more to it than
a friendly hello. It’s one of the most critical points in every customer journey,
laying the groundwork for long-term loyalty and engagement.
So get it right, and you’ll be able to make a great first impression, set out your core
brand values and open the door to future purchases, all in one go. But get it wrong,
and you risk losing them before the relationship has really started.
Here are the top five things you need to think about if you want to start off in your
customers’ good books.
(1) Timing
Don’t hang about. It’s that simple. According to a survey by Return Path*, 75% of
welcome emails are sent the same day. And the longer you wait, the less likely they
are to be opened. By acting quickly, you’re more likely to catch the recipient while
they’re in the right mood, but leave it too long and they may lose interest or, dare
I say it, forget who you are.
Some companies choose to send a single welcome email; others spread the
conversation out across a few days. You’ll need to do some testing to work out
which is right for you.
(2) Messaging
This is one of your first chances to make the recipient feel warm towards your
company. So get the tone right, make the subject line captivating, and make
the email look and feel part of your brand. Make sure, too, that you greet them
appropriately, and that any personalisation you use is correct and not too heavy
handed; assuming all women love pink or all men love football is a short-cut
to unsubscribes.
You might also want to think about segmenting your recipients – for example,
into customers and subscribers – and tailoring the messaging to suit each group.

Cathy Halstead
07957 697907
Cancer Research UK
I first worked with CRUK at
RAPP, and when I went
freelance, some of their briefs
came too. From TV and press
to retail posters, banners and
emails, I’ve covered most of
their bases, navigated several
rebrands, and still enjoy
working for them today.
I’m also jointly responsible for
theircurrent‘banker’old-school
DM pack (codenamed “Why?”)
which toppled the previous,
long-standing winner several
years ago – and remains
unbeaten.
Art director: Jon Harvey
BOUGHT IT.
LOVED IT.
OVER IT?
PASS ON THE THINGS YOU’VE FALLEN
OUT OF LOVE WITH AND HELP US
BEAT CANCER SOONER.
COME
IN AND
DONATE
IT
145 147 148 40
EACH DAY,
WITH YOUR
HELP, WE’RE
CREATING
MORE
TOMORROWS
TODAY, LIKE EVERY DAY,
IS A REALLY BIG DAY FOR
CANCER RESEARCH UK
I don’t know what you’ve got planned for today. But there’s one
thing you’re doing already, without lifting a finger – and that’s
helping us beat cancer.
Today, like every day, we’ll be using your gift to find new ways
to prevent, diagnose and treat the disease. From investigating
why cancer starts, and how to stop it spreading, to lobbying
the government to bring in cancer-beating laws, we’ll be hard
at work, thanks to you. It’s incredibly challenging, but I can
promise you we won’t give up until we’ve
beaten every kind of cancer.
We’ve put together this newsletter to
give you a snapshot of some of the
work we’re doing, with your help.
We’re stronger with you on our side,
so thank you for staying with us.
Harpal S. Kumar
CEO, Cancer Research UK
Harpal S. Kumar
CEO of Cancer Research UK
A B Sample
12 Sample Street
Town Sample
Sample Place
Area Sample
Sampleton
ABC 123
<contact um/mailsort code/romocode>
HOW YOUR GIFTS ARE
HELPING US TAKE ON
CANCER – AND WIN
INSIDE
IF UNDELIVERED PLEASE RETURN TO:
Cancer Research UK, PO Box 232, Melksham SN12 6WF.
Registered charity nos. 1089464, SC041666 and IOM 1103.
EN3
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
40WE’VE HELPED
DOUBLE UK
SURVIVAL RATES
IN JUST 40 YEARS,
BUT ONE IN THREE
OF US WILL STILL
GET CANCER
THE TWO DRUGS THAT GANG
UP ON PANCREATIC CANCER
Our team at the Cambridge Research
Institute have shown that when two drugs
are used together, they pack a far more
powerful punch against pancreatic cancer.
Their research revealed that when a
chemotherapy drug called gemcitabine
is combined with a new drug called
MRK003, it sets off a chain of events
that kills off cancer cells much more
effectively than if they were used on their
own. The team are now running a clinical
trial to test whether this discovery could
lead to a new treatment.
The earlier cancer is detected,
the better the chances
of treating it successfully.
Find out more at
spotcancerearly.com
1
FOR EVERY
£1 WE SPEND
RAISING EXTRA
FUNDS, WE
GET £4 BACK
14514740
200WE’RE THE
ONLY PEOPLE
FIGHTING OVER
200 CANCERS
8080p IN EVERY £1
WE RECEIVE GOES
DIRECTLY TOWARDS
OUR GROUNDBREAKING
RESEARCH. WE INVEST
THE OTHER 20p
INTO RAISING EVEN
MORE FUNDS
0WE DON’T GET
ANY GOVERNMENT
FUNDING FOR OUR
RESEARCH. THAT’S
WHY WE NEED YOU
ON OUR SIDE
In one of the 200 clinical trials we fund each
year, our scientists have been leading a trial into a
clever new piece of kit called a Cytosponge. They’re investigating
whether it could be used to test for Barrett’s oesophagus,a
condition which can lead to cancer if left unchecked.
The sponge is compressed inside a tiny capsule which is attached
to a piece of string. The capsule dissolves once the patient has
swallowed it, allowing the sponge to expand and collect
cells from the food pipe. The patient then simply pulls
the sponge out by the string, and the cells can be
tested for early signs of the disease.
It’s a brilliant little invention, offering a quick and
painless way of catching oesophageal cancer before
it starts. If our trial is successful, we’re planning to
ask the National Screening Committee to roll it out
across the UK as part of a screening programme.
WE’RE HERE
TO HELP
Whatever you’re
going through,
you don’t have
to tackle it alone:
l Our specialist
cancer nurses can
offer help and advice
on 0800 800 4040
Mon-Fri 9am-5pm
l You can talk
to other people
affected by cancer
on our online forum
cancerchat.org.uk
l Or find out more
about the disease
on our patient
information website
cancerhelp.org.uk
If you have more
general questions
about our work or
your gift:
l Please call
our Supporter
Contact Team on
0300 123 1861
Mon-Fri 8am-6pm
l Or you can
email us on
supporter.services@
cancer.org.uk
l There’s also loads
of information on
our main website
cruk.org
“SCIENTISTS LIKE
ME – STRIVING TO
UNDERSTAND CANCER
– WE COULDN’T DO
OUR JOBS WITHOUT
PEOPLE LIKE YOU.
THANK YOU.”
DR FRANK UHLMANN,
LABORATORY HEAD,
CANCER RESEARCH UK
LONDON RESEARCH INSTITUTE.
THE SPONGE
THAT DETECTS
CANCER
“I first noticed a lump when I was showering.
The doctor confirmed it was seminoma, a
type of testicular cancer, and I needed surgery.
I then found another lump on the other testicle.
It was unbelievable – I thought it was all over,
but I had more surgery and chemotherapy.
Now, eight years later, I’m currently
clear of all signs of cancer, and have
two children, Keira and Daniel.
Cancer doesn’t have to be the end
– sometimes it’s a new beginning.
The more vital research we can
fund, the more success stories
like mine we’ll be hearing.”
Alim Erinoglu
Testicular cancer survivor
WITH YOUR SUPPORT,
WE’LL KEEP UP THE GOOD
WORK, TOMORROW, AND
THE DAY AFTER, AND THE
DAY AFTER THAT, UNTIL
WE’VE BEATEN CANCER
FOR GOOD.
FROM TESTICULAR CANCER
TO TWO CHILDREN
Alim with
his family
“IF WE CAN DETECT
BARRETT’S OESOPHAGUS
EARLIER, WE COULD HELP
PREVENT MORE CASES OF
OESOPHAGEAL CANCER.”
DR REBECCA FITZGERALD,
CANCER RESEARCH UK
TRIAL LEADER, UNIVERSITY
OF CAMBRIDGE.
“THE TRIAL GIVES YOU
HOPE – I REALLY FEEL I
CAN DO THIS WITH THE
SCIENCE BEHIND ME.”
RICHARD GRIFFITHS,
CLINICAL TRIAL PATIENT.
Actual size of the
Cytosponge capsule
Thousands of gorgeous,
pre-loved items are
given to us every week.
What will you find?
“IS THAT
NEW?”
“NO DARLING,
IT’S VINTAGE.”
COME
IN AND
FIND IT
VINTAGE DRESSES
FINE CHINA OSCAR
WINNING MOVIES
S AT U R D AY N I G H T
H E E L S C R Y S T A L
V A S E S TA I L O R E D
S U I T S C L A S S I C
N O V E L S …
WITH THOUSANDS OF
QUALITY ITEMS GIVEN TO US EVERY WEEK,
WHO KNOWS WHAT YOU’LL DISCOVER?
COME
IN AND
FIND IT
Retail posters (also appeared as banners)
Welcome newsletter

Cathy Halstead
07957 697907
The Archer Academy
Setting up a school from scratch is a huge job and the
comms are a critical part of giving potential parents
the confidence to overcome a lack of track record.
As the only writer on the founding team for new free
school the Archer Academy, I created or co-created
much of the outward facing comms, from proposal
through to opening and beyond. This included the
prospectus, website, student microsite, social media,
press and an extensive email marketing campaign.
Unusually for a free school, the Archer Academy has
been oversubscribed every year since opening, with
950 applicants for 150 places in the most recent
admissions round.
Art director: Peter Copley
jthearcheracademy.org.uk

Cathy Halstead
07957 697907
jthearcheracademy.org.uk
Left: Main school website
Above: Year 6 transition microsite

Cathy Halstead
07957 697907
Digitas LBi were pitching for a slice of Barclays Wealth and Investment
Management, and this is how we won it; with a campaign called Stop. Think.
Succeed. It set out to challenge high net worth individuals to pause and
reflect on whether they were managing their wealth in the right way.
The campaign brought the concept to life through a range of media, including:
press, posters and films showing people stopping in a moment in time as the
world rushed by them; using white space in print as a metaphor for space for
thought; and creating ‘space to think’ pods at airports.
It not only won the pitch but was also rolled out by Barclays WIM and is still
in use.
Art director: Joe Prytherych
Advert in Royal Opera House programme
Landing page on Barclays website
Airport wifi login takeover
Barclays: Stop. Think. Succeed.
Film storyboard

Cathy Halstead
07957 697907
Toyota Corolla
Briefed to explain to potential Toyota customers that the
Corolla was being expanded into an MPV, we had a lot of fun
playing with a phrase anyone who’s ever had grandparents
will be familiar with: “Ooooh, haven’t you grown?”
The resulting DM pack touched on a rich seam of insights
into families and how they alter as they grow (both older and
higher), including a reflection on the changing face of childhood
journeys and a life-sized height-chart to bring the message –
and a lot of product detail – charmingly to life.
Art director: Dave Scott

Cathy Halstead
07957 697907
Why do we need more investment into asthma?
Despite the research and development that has
already been carried out across Europe, there are
still some real gaps in our knowledge about the
causes and triggers of asthma, and the best ways
to treat it. In particular:
• There are no effective treatments for about 5%
of asthma patients.
• We still don’t understand enough about the causes
and symptoms of the different types of asthma.
• As a result, many of the treatments we have are not
targeted enough to be properly effective.
• Many patients struggle to manage their medication
as well as they should.
• The result is 500,000 hospitalisations and 15,000
deaths from asthma in Europe each year.
Whilst many different organisations and individuals
are working to overcome these gaps, the current lack
of collaboration means that they are not doing so
as quickly, efficiently or successfully as they could.
This is what the extra investment from the EIP will
change, if it is given the go-ahead.
Asthma UK
When Asthma UK were launching their
European Asthma Research and Innovation
Project (EARIP), they needed to be able to
explain it to potential stakeholders, some
of whom were not medically minded. So they
briefed me to turn an impenetrable, science-
loaded 15-page explanation into something that
laypeople could understand, and be inspired by.
In contrast to some of the more conceptual
copywriting featured elsewhere, this brief
required a forensic ability to liberate the key
points from a dense document, explain them
in a jargon-free way that made sense to every
reader and repackage the whole piece into
manageable chunks.
Asthma UK Centre for Applied Research
A dedicated people-based research centre to improve
the lives of people with asthma over the next five years
and in the decades ahead
Copy sample
The fifteen minute guide to the European Asthma
Research and Innovation Project
All over Europe, there are hundreds of different
organisations, research groups and drug companies
who are looking for the best way to tackle asthma.
But right now, they’re mainly working in isolation.
There is no consensus on the best way to deal with
asthma, and no real collaboration. Considering we
all share the same goal, that’s a huge waste of time,
money and resources.
Now, Asthma UK has the opportunity to be at the
forefront of a big change in the way asthma is
investigated. We have been allocated €500,000 by
the European Commission to come up with a clear
plan for addressing the European ‘asthma problem,’
which we hope will convince them that a European
Innovation Partnership (EIP) for asthma is needed.
If the European Commission agree, the resulting
EIP would bring in around €100m of investment
for asthma research and related activities over the
next decade. This would revolutionise the way that
asthma is investigated and treated, potentially
reducing asthma deaths by 25% within 10 years.
This quick guide explains why we think an EIP is
necessary, what we’ll be doing during the next three
years to justify it, and the outcomes we’re aiming for
if we’re successful.

Cathy Halstead
07957 697907
Envirotec
Proving that there is no such thing as a boring
brief, this piece for an industrial cleaning
company scrubbed up far better than even the
client was expecting.
Our idea was built around the thought that
everything Envirotec comes into contact with
ends up sparkling, even their sales brochure.
The result was a glossy, all-white pack, with
minimal but polished copy. And in a neat twist,
it signed off with the line This brochure has
been professionally cleaned by Envirotec.
Art director: Stu Lythgoe

Cathy Halstead
07957 697907
and that’s powerful because...
Creating fiefdoms and trying to landgrab is surprisingly common when
agencies work together – but it’s not good for anyone, and it’s not the
Propellernet way. By respecting and working together with our clients’
partners, we’ll do a better job, more efficiently, and might even learn
something new while we’re at it. It also helps our clients maximise their
marketing spend and boosts our reputation for fair play.
Castle Square House
9 Castle Square
Brighton
BN1 1EG
We share...
work space and thinking space
Like every company, we have a structure in
place, but we try very hard not to let it limit us.
So our floorplan is incredibly open, with team
members of all levels sitting together, and we
have some fantastic breakout areas that help
different groups meet up and swap ideas.
And we don’t limit pitches to the big cheeses, or
planning sessions to the creative types; anyone
who has something to add is welcome to join in.
Why should anyone be defined by their job title,
or their experience? In our view, it’s what you
can do, not what you’ve already done, that
matters. By sitting together, working closely
together, creating the space for people to come
together and treating everyone’s ideas with
respect, we have a far greater chance of coming
up with brilliant stuff.
What we do for our people
Whoever said greed is good got it totally
wrong. Where’s the fun in trying to grab
what you can and keep it for yourself?
At Propellernet, we know that sharing
equals growing. And that goes for the
work we do with our clients, and their
products, but also for us, and how we
work internally.
So if you’ve got something brilliant going
on, don’t tuck it away for safe keeping.
Spread the word, share it out, pass it on,
and watch it grow. That’s the power of
sharing.
It’s not just what we do. It’s who we are.
The Power
Of Sharing
We share...
the company figures
If you say you’re going to work openly and
transparently, you’ve got to see it through.
And in this case, we really put our money
where our mouths are. We share all the
company figures with everyone who works
for us, sowe all know what we’re aiming for
and whether or not we’re going to achieve it.
It might seem risky to show your staff the
balance sheet, but we’re told it’s a stroke of
genius. It helps us all focus our minds on the
company goals and keep an eye out for new
opportunities for business development.
It also gives us the excuse to celebrate when
things are going well – and the incentive to
put in some extra effort when we’re not hitting
our targets.
What we do for our people
Why we love The power of sharing
We’ve put together this document to explain
the thinking behind our new positioning; to
show you why we chose it, how we feel about
it, and what it says about the way we work.
We’ll go on to explain in more detail how it
works across all the different parts of our
business. But to kick things off, we’d like to
take a look at some of the words that come
to mind when you break The power of
sharing down.
We share...
our skills and space with local businesses
We love working in Brighton, and we want it to
love us back, so we go out of our way to support
our seaside colleagues. We offer consultation
sessions to small businesses (in return for a
small charitable donation), share our office space
with like-minded companies who need a bit of a
hand-up, and support events like BrightonSEO.
We even loan out Nikki, our award-winning MD,
through local networking organisation MDHUB.
It’s not just about good karma (though we’re
always happy to have the universe on-side).
These days, even small organisations need to
be properly internet savvy, or risk going under.
By helping local businesses raise their game,
we’re doing our bit to help Brighton stay a vibrant,
eclectic place, as well as supporting the growing
community of digital agencies. It may not be
Silicon Valley yet, but we’re working on it.
What we do for our community
Propellernet
Brighton-based search
and SEO organisation
Propellernet pride
themselves on being
a great place to work,
and one of their strengths
istogettheirstaffinvolved
in what they do.
So when they briefed us
to help them develop a new
brand position, they also
asked us to create this
mini brochure to explain
to the team why they had
chosen that route, and how
deeply it ran through the
company’s DNA.
Copy sample
The power of sharing
We share... nicely with other agencies
We’re proud of what we do – but we’re not precious, and we
don’t snatch. So if our clients are already working with other
agencies, we’ll show them our campaign plans and work
cheerfully and collaboratively alongside them. And we
certainly don’t see it as a chance to try and pinch more of the
business for ourselves.

Cathy Halstead
07957 697907
Crisis
This brief from Crisis, for a doordrop about hidden homelessness, didn’t initially set any pulses racing. But my partner
and I came up with a concept that felt too big for the page; an attention-grabbing, reverse-graffitied image of a person
whose curled-up form personified the fact that homelessness and its resulting problems hadn’t really gone away.
Luckily, the client agreed, and we rolled the concept out on a range of dirty walls across the capital. It was subsequently
picked up by the London press, creating a far higher profile than a typical doordrop would usually generate.
Left:
Guerrilla marketing
image applied to
a wall in London.
Right and above:
Campaign doordrop

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