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  • Brand identity statements/ 'About' pages
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  • Job applications/ selection criteria responses/ resumes
  • Academic writing assistance/proofing
  • Jokes

Are you looking for a writer for your website, brochure or other marketing materials?  As well as an author, I'm a freelance Brisbane copywriter and content writer who brings storytelling skills and marketing smarts to all tasks of wordsmithery.

Whether online or on paper, the right content converts browsers to buyers. Spread the word.

Get in touch at hello@nelika.mcdonald.com to chat about your general writing, copy or content needs, in Brisbane and beyond.

LOVE LETTERS

Nelika is amazing. She quickly understood my business and client base, and delivered exceptional content instantly! In addition, she went beyond by providing marketing and delivery ideas to promote greater brand awareness and relationship building with potential clients. I would highly recommend!
— Annabel Hilton, Luxury Hampers

"Nelika is a true wordsmith. It takes an intuitive soul to understand how to craft copy for a business that deals with pregnancy loss. Nelika was able to see right into our vision for our product, and write about it in a tender, life-giving way. An artisan of her industry, a bright light of knowledge and compassion, Nelika has been an absolute pleasure to work with. I look forward to engaging her services again, and weaving her work throughout other areas of my business." Megan Osbourne, Aila and Lior

Nelika was an absolute delight to work with. To have someone that has initiative and is flexible was such a relief. The end result that we achieved was exactly what I was wanting to say...without knowing how to put it all into words. I feel like I can now be seen by my customers how I want to be seen. Nelika’s work has also helped me style and design my social media and photo shoots to convey my story and keep it all consistent.  I can’t recommend Nelika enough.
— Sarah Gurney, Sister Bows

"Wow Nelika! Thank you - that was a speedy turnaround and very comprehensive. What once was a long, dreary article that I struggled to read is now condensed, easy to read and definitely more engaging for my customers. This has been a project that I have been putting off for about a year and you’ve knocked it off my to do list in less than a week! Thank you and I will certainly call on you again." Jo Lane, Sea Health Products

Oh my, Nelika!! I just read the copy and got goosebumps from it! I was reading it and thinking ‘wow I really want to work with these Creatif people.’ Thanks so so much for it, it is just perfect and I cannot describe how happy I am to finally have something that resonates with my brand’s vision and that keeps me engaged so I want to read more and more! I truly love what you’ve done with it, you’ve owned it but I can totally see you got who we are as a brand.
— Irene Diaz, Creatif Design Studio

 

RECENT CLIENTS


WORK

ABOUT PAGE | BRAND IDENTITY STATEMENT

The following content is an example of a brand identity statement. For use in the 'About' section of a website, for a showcase brochure or other item of collateral, this is a key piece of content that communicates the identity of a brand, their value proposition, the products or services offered and market positioning. This piece can be condensed or adjusted for different purposes or platforms.

As an education provider, Churchill Education needs to communicate authority and credibility in their 'About' statement. The copy needs to mitigate any negative perceptions that potential customers may have about vocational education providers by reassuring them that this particular organisation is trustworthy and reputable. Sharing the personal story of the owners helps to establish their authenticity, allowing the reader to feel a connection with the people behind the business.

About Churchill Education: 200 words

'Churchill Education began when one of our co-founders, Randall Smith, finally understood that he couldn’t keep working as a senior detective with the Queensland Police Service. After sixteen years and an illustrious career in the force, Randall found himself completely sidelined by Post-Traumatic Stress Disorder. It was time for a career change.

Randall knew that his skills and experience were substantial, but not to employers outside of the police. He needed proof of his existing abilities and expertise, and he needed it in the format that any employer could appreciate – nationally recognised qualifications. So, Randall undertook the Recognition of Prior Learning (RPL) process, converting his policing experience into standardised quals that showed how versatile his skills really were. While he was pleased with the qualifications he received, Randall was surprised at how frustrating, complicated and time-consuming the RPL process was. He knew he could do it better.

Offering a streamlined and stress-free RPL service became the foundation of Randall’s new career. Together with his wife Tricia, Co-Founder and CEO of Churchill Education, Randall began Churchill Education from a desk in the corner of their bedroom. Over time, it evolved into the organisation it is today, much larger in scale and scope, but always with the same simple goal: helping people.'

About Churchill Education: extended version (350 words)

'In a way, Churchill Education began when one of our co-founders, Randall Smith, finally understood that he couldn’t keep working as a senior detective with the Queensland Police Service. After sixteen years and an illustrious career in the force, Randall found himself completely sidelined by Post-Traumatic Stress Disorder. He realised that he’d have to leave it all behind: his role, responsibilities, career progress, badge and the identity that came with it.

Randall knew that his skills and experience were substantial, but he had no qualifications that meant anything to anyone outside the police. So, when he looked into his options for employment, he realised he needed to go through the Recognition of Prior Learning (RPL) process, to show potential employers what he was capable of. He set about obtaining business management qualifications through RPL, and was surprised at how frustrating, complicated and time-consuming the process was.

Randall eventually got his qualifications, and then some.

But the process itself became the foundation of his next career- helping others through the RPL procedure to get their nationally recognised qualifications. Together with his wife Tricia, Co-Founder and CEO of Churchill Education, Randall began Churchill Education from a desk in the corner of their bedroom. Over time, it evolved into the organisation it is today, much larger in scale and scope, but always with the same simple goal: helping people.

Today, Randall has moved into the position of Executive Chairman of the Board and Tricia has taken up the reigns as CEO.

Churchill Education now specialises in both RPL and delivering quality training qualifications across the spectrum, from Youth Work to Accounting, and everything in between. Churchill Education operates from a landmark building in its local community of Samford, just outside Brisbane, and has a resolute commitment to its comprehensive Corporate Social Responsibility program, engaging and supporting charitable organisations and individuals in the local community, as well as those at national and international levels.

Whatever qualifications you are seeking, whatever industry background, professional skills or life journey you bring with you, we welcome, respect and acknowledge your stories and experiences. Thank you for taking the time to read ours.'


BLOG ARTICLE: 600 words

5 tips to ensure you social media doesn’t exclude you from jobs

Social media snippets:

  • Are you in the market for a new job? Here's how to make sure you don't sabotage yourself before you even get an interview.
  • Had a big weekend? Got a big interview coming up? Here's how to make sure your social life doesn't cause trouble in your career.

Article: 
It’s tempting to think of Facebook, Instagram, Snapchat and Twitter as private spaces for you to interact with your friends and family. But, unless your social media privacy settings are so tightly controlled that you’re basically NASA, you can (and probably will be) traced online by potential employers.

So, how do you make sure that your social media doesn’t rule you out before you even get to interviews? Here are the five steps you need to take to make sure you’re keeping it clean and keeping yourself in the running for your dream job:

1. Google yourself
The first step is establishing what is actually out there in cyberspace with your name attached to it. There may be profiles from days of old (Remember My Space?) or other platforms you hadn’t even thought to check, like Pinterest, Tumblr or YouTube. It’s also a good idea to do an image search, and to search any usernames you use that are linked to your real name. The site NameChk can help to identify where you’ve registered your usernames, so you don’t miss any.

2. Lock it down
Check all of your privacy settings, and set your profiles to only be accessible to friends. Unless all of your content across all of your profiles is completely above board, don’t accept friend requests from strangers – they might be Human Resources Managers on the prowl! If you have your posts available for ‘friends of friends’ to view, this may give recruiters an open back door to your profile, too. Remember that strangers will still be able to view your profile pic, and possibly your former profile pics, as well.

3. Clean up your content
You might think that what you do on your weekends is nobody else’s business. You’re not on the clock, so your time is your own, right? Maybe, but it’s best if potential employers don’t see pics of you partying with your friends. Wrongly or rightly, they might make inferences about you as an employee based on your behaviour on a night out. To be on the safe side, any references to drug use, drinking, gambling or any sort of anti-social behaviour should be deleted, promptly. Check what others have tagged you in, too.

4. Be careful what you comment on
Even if your settings are private, commenting on public posts may leave you exposed. If you want to weigh in on conversations, debate current affairs or put your two cents in on any controversial issue of the day, just be aware that other people may see what you write and ask you about it. On this same topic, re-tweeting other people’s material can be viewed as implicitly endorsing it. Make sure you’re prepared to defend whatever you put out.

5. LinkedIn speaks volumes
This is the one social media platform that you do want potential employers to find you on. We’ve got a few articles on our blog about getting the most out of LinkedIn as a jobseeker, and the same rules apply as to other platforms – be careful about what you comment on. This can also work in your favour though: commenting on, liking and sharing articles that are relevant to your industry shows that you’re professional and engaged, without you spelling it out. An updated and complete profile says the same thing.

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Chausie, Sister Bows and Be Fit Mums are all small businesses, operating in niche marketplaces with their specific package of products and/or services. The objective of these brand identity statements is to communicate the essence, unique selling points and positioning of these brands. Within this, the reader should gain an understanding of the why - why they should buy this product or engage this service provider, rather than competitors.

 

 

Amisi and Muse are both luxury lifestyle brands, so the copy for these brand identity statements is designed to convey a sense of this luxury, a regard for quality and commitment to artisan production principles that will appeal to their target demographics. 

Homestyle Emporium is a service provider in a crowded market, and needs to communicate both the nature of their service (which is more complex than direct wholesale operations) as well as the advantages of choosing them above other providers. This piece is also crafted to reflect the higher-end nature of the wares, so needs to implicitly address any concerns a customer may have about offshore mass production.