Advanced Manufacturing covers a breadth of different sectors and industries, including bio-tech, bio-medical, engineering, electrical, maritime, knowledge economy. Liverpool’s LEP approached me to re-draft and edit a report on the city region’s vast advanced manufacturing industry. As a marketer and copywriter I’m often brought in to work on different policy reports and add a little colour to existing content.
Data heavy, but with little narrative, the report needed structure and direction. Understanding the target audience – both the sector itself, potential funders and local authority – I restructured the report to give it a clear focus through segmentation; People, Business Growth. From there I broke down these sections further, creating grab bits that were easy to read and understand. data was used illustratively, alongside strong imagery, to both tell the story of advanced manufacturing in the region while providing a case study approach, analysing areas of excellence. It was a structure designed to appeal to the industry who would share a report including evidence of their success while also being easy to digest for those who needed a greater layer of understanding of the sector.
Tone of voice was important. As ever understanding the target audience was most important. To attract investors and to promote the work of the LEP the tone needs to be both factual but also enthusiastic. It has to be authoritative whilst being accessible.
The re-edit was completed in five days. The finished document has 32 pages.
Read it here.
If you need a copywriter to work on any reports or policy documents please contact me at firstname.lastname@example.org
Image used courtesy of Liverpool LEP. Image copyright Jaguar Land Rover