As a copywriter at TD, I used AP Style to write and edit all short-form, long-form and social media copy for my client, Hodgepodge Coffeehouse. I also brainstormed social media and campaign ideas and collaborated with other team members- such as our Public Relations Specialist and Art Director- on press releases, interview copy and graphic copy. This position has taught me how to promote a distinctive brand voice through compelling copy and appeal to a target audience. Keep reading to learn more about my work, or take a look at the full case book below!
What is this “Talking Dog” business, anyway?
“Talking Dog is an ambitious student-led advertising and public relations agency that fosters growth for both clients and members through next-generation perspectives. We are a full-service agency that can assist a wide range of clients, but we’re especially proud of our Gen-Z focus. We promise expertise in everything from market research to creative execution.” – Talking Dog Agency
There are multiple client teams made up of eight students with an account executive, project manager, digital media specialist, public relations specialist, art director, fetch strategist, copywriter and high school intern. This past September, I was lucky enough to be chosen as one of nine copywriters out of 140 applicants.
If you’d like to learn more about TD, its website is linked below!
Who is my client?
Hodgepodge Coffeehouse
Hodgepodge? What’s a Hodgepodge?
- 8-year-old coffeehouse
- Two locations in Atlanta (Ormewood Park and Reynoldstown)
- Opening new location in April 2021 and another later this year
- Community-centered- Inclusive and safe space for collaboration
- Promotes local vendors and artists
Tell me more about this “copywriting” stuff…
My role
- Brainstorm campaign and social media ideas for Twitter, Facebook and Instagram as well as taglines/ slogans for our client
- Promote distinctive brand voice and positioning through all long-form copy, short-form and social media copy
- Work with our team’s art director to create copy for graphics
- Collaborate with our team’s PR specialist to write interview copy on behalf of our client in addition to editing press releases and other copy
- One of eleven copywriters chosen from over 140 applicants
Let’s get into it
Brand voice
Hodgepodge Coffeehouse has a candid and conversational voice which reflects its community-oriented culture.
Tone
Authentic
– Candid and conversational
– Real people with real passions and real quality, products
– Honest and direct
Friendly
– Personable
– Devoted to serving local people and forming connections with local brands
– “We take our product seriously; we don’t take ourselves too seriously”
Inclusive
– Not just a company, but a place where everyone can feel at home, no matter who you are or where you come from
Website voice
– Has a slightly more refined tone compared to social media
– Straightforward delivery of information messages regarding products and events
– Still remains personable
Social media voice
– Product-focused content and empowering posts that express its passion for advocacy, particularly in the Black and LGBT communities
– Captions often employ lighthearted humor-
Colloquial language such as “Hey sugs,” “y’all” and “bae”
– Frequent use of emojis- Uses a more serious tone to discuss societal issues
My work
Hodgepodge’s new tagline
“Craft coffee and homemade goods are our bread and butter. Our communities and their people are our heart and soul.”
Social media captions
One of my favorite things about being a copywriter is coming up with creative captions that align with my client’s brand voice. I’ve included some of my work in this photo grid below.
Our success
Here are the statistics on some stand-out posts my team has made. Many of our posts have received a significantly higher level of engagement across social media platforms than the client’s past average. We exceeded client’s past post engagement on Instagram by 60 percent on average (key posts reached up to 375% more engagement).
- Good Morning America Post: 3.5x past average
- Hodgepodge’s Birthday Post 3.2x past average
- New Girl Drinks Post: 3x (137 shares) past average
- New Year’s Surprise Post: 2.7x past average
- Pre-COVID-19 Post: 1.5x past average
Blog post sample
Below is a blog post I wrote about Hodgepodge’s new pronoun pins that it sells in its market. I thought this was a great subject to blog about because it ties in Hodgepodge’s advocacy while also educating readers and advertising a product.
Pronoun pins are IN
We opened Hodgepodge with the goal of being a safe space for everyone who walks through our doors, and our new pronoun pins are helping us do just that!
Pronoun pins display someone’s personal pronouns (such as she/her, he/him or they/them), which affirm a person’s gender identity.
Unfortunately, many trans, nonbinary and genderqueer people are misgendered on a daily basis because they aren’t perceived as “looking like” their gender.
Pronoun pins allow everyone to be seen by validating gender identity and ensuring that people use the correct pronouns without having to ask or guess.
For those who aren’t a part of the LGBTQIA+ community, wearing a pin still helps normalize the idea that gender should not be assumed based on someone’s appearance or name alone. These pins provoke important conversations, and stand as a symbol of ally-ship to all.
Our staff members have been rocking these pins with pride during the past few weeks, showing all of our customers that Hodgepodge is an inclusive space where they can be whole-heartedly themselves.
We’ve also made these pins available for $3 each at both of our locations and the market so you can grab one, too!
By wearing a pin, you can make a difference, whether it be your in your own life or someone else’s. Always remember: even the littlest gestures can provoke change.
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