Refreshing a brand from the inside out

Industry

Education

Services

Brand copywriting, TOV, internal comms, SEO blogs

Background

Kip McGrath Education Centres is a global tutoring franchisee, specialising in Maths and English catch up and keep up tutoring. They have 560+ centres worldwide.

Brief

The initial brief was to provide a substantive edit to a key internal strategy document. I was then engaged for ongoing work, including creating the brand book (value, personality and TOV refresh) and editing/writing various emails and updates, SMS copy, and blogs.

Approach

I work primarily with the product and marketing team on a weekly to monthly basis, depending on what work they have coming up. A lot of the work I do is informed by extensive market and company research to ensure we’re getting the message and focus right for the customer at different stages of their journey.

Happy client

Kerrie provides our in-house strategic marketing and communications. She has supported our fast-growing business by capturing our core competitive advantage, establishing our’ voice of customer’ and branding principles and guidelines, and continuing to deliver VOC content. She’s reliable, fast, and always on ‘tone’, creating content that delivers immediate benefit to our business bottom line.

Abby Clifton | Chief Product Officer, Kip McGrath