United Kingdom
Based in Norfolk UK, I'm an experienced communications specialist with a background in educational, charitable and horticultural content marketing. My strengths lie in strategic content creation and brand development.
I've written for:
- Royal Horticultural Society (RHS)
- University of East Anglia (UEA)
- Norwich University of the Arts (NUA)
- University of Portsmouth
- Start-Rite Shoes
- Adnams
- UCAS
- World Economic Forum.
Drop me a line: f.wilkins@hotmail.co.uk
My approach to Start-Rite's Back to School campaigns has evolved in line with consumer and competitor insights, during a difficult economic period for retailers. The 'Child-proof' campaign doubles down on the durability of the shoes, using personalised taglines for authenticity and testing data to prove their quality.
I copyedited content for a luxurious printed guidebook for Wolterton, a stately home in Norfolk, which opened its doors to the public in 2025. The guide acts a self-guided tour, offering visitors a glimpse into the deep history which lies within the hall's grand walls.
Ahead of a rebrand, I updated various sections of Rudling's website copy, ensuring service pages were in the new tone of voice and would help the solicitor's firm rise through the ranks in terms of SEO.
For the third year in a row, I collaborated with Start-Rite Shoes on their Spring/Summer lifestyle collection. I devised campaign taglines and supporting messaging which informed art direction and was rolled out across multiple platforms.
Together with a graphic designer, I updated a successful nursing recruitment campaign we first rolled out in 2021. Following sector-relevant research, we strategically shot photographs of staff looking directly to camera and framed them to give a professional but approachable LinkedIn feel. Headlines were lifted directly from interviews with staff members; I asked them what skills and attributes they felt a person in their role needed to have.
Nosh is a community cookbook from Norwich publisher, Nozza News. I was asked to copyedit 30 recipe cards, featuring content submitted by local restaurant owners, chefs and readers, to create a collection of hearty stories and even heartier food.
No matter the season, there's always something to do in the garden! I've created seasonal content for Rhino Greenhouses Direct to help inspire and support visitors to the site.
From sumptuous plant displays to generous gifts and garden tools, I've worked alongside the Sarah Ravan team to provide compelling product descriptions for luxury lifestyle items.
Start-Rite's 2024 spring/summer shoot was set in a garden; I was asked to come up with a campaign headline and supporting copy to celebrate the collection. I linked the language to plants and growing, using a gentle, nurturing and hopeful tone of voice. The headline gave a subtle nod to shoe sizing and footwear that provides kids with space to flourish.
Pom Pom is a leading and well-loved print magazine for modern knitting, crochet and craft. I was proud to copy-edit the final issue, ensuring patterns, features and articles read clearly and consistently.
New school shoes are one of the cornerstones of the academic year. For the AW 2023 range, I developed marketing campaigns for Primary and Senior styles, which were brought to life OOH and as a series of vibrant, high-performance video clips across social media. In addition, I worked on Start-Rite's AW lifestyle campaign, drawing attention to their reliable 'Boots without boundaries' and 'Shoes without limits'.
Working closely with the team in Nottingham, I came up with fresh copy for Eight Days' new website, ensuring their marketing met their ambitions. Alongside headlines and information on services, I interviewed staff to write new blog and campaign content, boosted SEO and streamlined existing copy.
'Twogether' is a new fundraising campaign led by Beat, the UK's leading eating disorder charity. Ahead of Eating Disorder Awareness Week 2023, I got involved in coming up with campaign taglines and boilerplate copy, plus website content and a printed/digital fundraising pack, all in line with a recently updated brand look and feel, and a fresh tone of voice.
Community Health and Care Day is an annual awareness day. Each 1 November, it celebrates community health and care staff. I worked with Norfolk Community Health and Care Trust on the 2022 campaign, creating warm, insightful copy that complimented the previous year's identity but shifted focus to shine a light on the impact that staff have on their patients' lives each day.
Wren is a new brand, fighting to make breastfeeding easier, so more parents feel supported to do it for longer. As well as coming up with the brand name, I've worked on web content and product copy, strategically planned social content and created blog copy for the site, which sells hands-free breast pumps, lactation massagers and other useful products to help parents express themselves.
From container gardening to monthly 'to do' lists and tips on keeping herb gardens alive, I've worked with Sproutl on down-to-earth blog content, designed to empower millennial gardeners with little to no experience and improve onsite SEO.
Working with freelance designers, I helped to give FoodWise Leeds a refresh, developing the charity's brand guidelines and tone of voice, supplying taglines, vision and mission statements and copy for their new-look website.
Working with the educational charity, 1851 Trust, I helped to launch Protect Our Future, a climate science platform using STEM subjects to go behind the headlines and empower young people aged 11-16 to take positive action for the planet. Alongside web copy, PR and developing a social strategy, I led on social media, devising posts and creating copy for youth, corporate and educator-facing channels.
As the editor for this high profile white paper from the World Economic Forum, I helped the authors to finesse their report ahead of Davos 2022. As well as providing guidance on the overall structure of the paper, I reworked the report, making sure it conformed to brand and style guides, liaising with the authors and designers as part of the process to bring it into being.
To boost the numbers of community nurses in Norfolk, I helped to develop the concept and copy for a recruitment campaign that worked across digital and out-of-home advertising. The adverts were shown across social media, bus stops and billboards.
Online retailer Sproutl is embracing a new generation of gardeners, whether you've yet to grow anything at all, or your fingers are already an enviable shade of green. I've worked with them to develop product descriptions, blog content and 'how to' guides that have a distinctive, down-to-earth tone of voice, to appeal to modern gardeners of all aspirations and abilities.
As a garden writer I was commissioned to take a closer look at the most under-appreciated plants around us, delving into the history of weeds, edible weeds and their uses and suggest a reframing of our relationship to these seemingly rogue plants.
I proofread this extensive white paper for the World Economic Forum, ensuring that it met written brand guidelines and conformed to the in-house style throughout.
As a virtual learning resource for young people, Go Construct's interactive construction site offers an accessible insight into careers in the industry. I worked on the script for the experience, helping to provide a brief introduction to roles and possibilities within this diverse sector.
From digging less (really!) to using peat-free compost and being water-wise, I was commissioned to write this piece on how we can make our gardens more sustainable. It initially appeared in Norfolk Magazine and was repurposed for the Eastern Daily Press.
Working with a creative agency, I developed scripts for short, animated video clips, designed to be used as part of Norfolk County Council's online campaign supporting children and young people's well-being through the Covid-19 pandemic. The videos explored ways to boost mood, including connecting with friends, taking notice of the world, learning new skills, supporting others and staying active.
I worked on the creation of Dough & Glory, a new sub-brand of Millennium Foods, strategically developing the brand's vision, values and proposition, crafting an upbeat tone of voice and devising copy for product packaging and the website.
As part of Griddle's rebrand, I developed the written side of the brand book, devising the vision, brand proposition and values and defining the upbeat, quirky tone of voice to ensure that the bakery's message resonated with their target audience - families of all shapes and sizes.
As larger than life snacking brand Cheeky P's, underwent a rebrand, I was brought on board to develop a tone of voice that packed a punch and clearly communicated the rebellious personality of these cheeky roasted chickpeas, whilst bringing their USPs to the fore.
One of four articles I was commissioned to write for the RHS website and The Garden magazine, to raise awareness of and aid fundraising for RHS Garden Bridgewater, a new public garden due to open in 2021.
I led on competitor research and brand strategy for a community housing project in Norwich, developing a brand persona and tone of voice, before writing web copy, planning social media content and compiling press releases ahead of the project launch.
The RHS Communities' Team commissioned me to present the work they'd done in 2019-2020 as an engaging annual report.
By restructuring and rewriting individual job role pages and other key areas of the Go Construct website with SEO in mind, I helped to increase organic traffic by 76%, gained high value featured snippets on Google and saw a 234% increase in site users aged 18-24.
I was the lead writer on a national engagement campaign challenging Gen Z's perceptions of the construction industry, via web copy, video curation + paid and organic social posts.
Working with a graphic designer, I supplied a number of short copy lines to the local Green Party, to appear on various items of merchandise, including bicycle bells, umbrellas, bike seat covers and rucksack covers.
I wrote the script for this short film and oversaw the production of it at RHS Garden Harlow Carr. The film was created as an introduction to plants, for young people aged 12-14 taking part in the 'Green Plan It' national outreach project.
One of three case study videos I planned and produced, to demonstrate the RHS' impact in the community.
I planned, wrote, commissioned and edited all of the content in this 68pp magazine, which successfully re-engaged over 500 members of Norwich University of the Arts' alumni community.