BCP is an e-commerce company that sells everything from home & outdoor furniture to fitness equipment and children’s toys.
As an intern I wrote product descriptions, product video scripts, A+ content for Amazon, instruction manuals, and copy for branded packaging.
After my internship I was promoted to a full-time position as an Editorial Copywriter where I wrote copy for email marketing, social media, blog posts, Customer Service responses, and other sitewide projects.
I played a key role in writing BCP’s brand voice guidelines and helped bring their new Rewards program to life.
Product Descriptions
One of my primary duties as a Product Launch Copywriting Intern was to edit existing product descriptions and create new ones for incoming items. Up until this point, most descriptions had been written by either our Purchasing Team or untrained writers so it was a major task to weed out old PD's that no longer fit the changing brand voice. A few of my favorite product descriptions were for items like this 16-piece cocktail set and RC dinosaurs.
Social Media
When promoted to Editorial Copywriter, I became involved in social media. In February we scrapped old guidelines and rewrote BCP's brand voice which allowed for exponential growth in social media. I helped to create a synchronized style for all posts.
Instagram - This account had a major issue with consistency. There was no set theme or guideline for the previous managers to follow and you would find a new tone, voice, and style on nearly every post. We cleaned up the feed and began scrutinizing what content to display in order to fit our rebrand. I helped to prepare images and write copy for captions that lead to us reaching over 7K followers.
Facebook -
Pinterest - While BCP had its own Pinterest account, it was rarely used and mostly contained random memes and pins that were irrelevant to our target market. In Editorial, we gutted the boards and started over. Now we feature lifestyles and influencer content that is related to campaigns and other trending topics.
Blog
When I began writing blogs for BCP we had only 2 previous entries. It became one of my tasks to write weekly blog posts and utilize Google AdWords to implement SEO-rich text throughout the copy and meta-descriptions.
Email Marketing
I write subject lines, headers, subheaders, and CTA's for all email marketing campaigns. Since I began helping with copy, BCP's email revenue jumped from an average of __ per email to __ per email.
Packaging
A main focus for Creative during rebranding was to create our own packaging. Most items BCP sells arrives in packaging that has been designed by the vendor. For branded packaging I wrote titles, brief descriptions and product highlights
Instructions
A big change that came with the rebrand was the way we did instructions. Previously, all instruction manuals came directly from the manufacturer and would be riddled with mistakes. BCP's manufacturers are all located in China, so often times when we would receive these manuals they would be a very rough English translation and featured minimal or unclear images for steps. I became fluent in revising Google-translated English instructions and helped to clean up troubled instructions for smaller items and write full-length manuals for larger items.
Site Experience
I worked closely with BCP's UX team to help update evergreen copy that was featured on the site, rewrite the About Us page, and revamp the Rewards Program. Here are some examples of the updated site projects I have been involved with.