Brand copywriting, TOV, internal comms, SEO blogs


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.


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.


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.

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Brand book