Directors of Camp Ckids Gan Israel, a Jewish, all-boys overnight camp in Florida, were launching camp registration in January 2021 and needed a brochure to spread the word to parents, kids, and Jewish communities across the globe. They wanted the brochure to accentuate the camp’s top-quality, high-energy, and "non-stop-fun" environment. They also wanted to highlight a feeling of warmth -- that Ckids Gan Israel is a place where each camper is loved and accepted for who they are and that campers consider it their home away from home.
I started the project by decluttering and sifting through a large document with loads of useful information about the camp. Then, I began researching their target audience, voice of customer data, and primary and secondary competitors. I strategized and developed copy that clearly communicates the features and benefits of their offerings, solidifies their authority as a top-quality camp, exemplifies integrity, professionalism, and warmth, and creates trust from prospective families. The voice and tone embody a refreshingly likable family-style feeling and a human-centered approach that sets CKids Gan Israel apart in their industry.
“We didn’t realize how much we needed conversion copy for our brochure until we hired Malka. Malka not only gave us what we needed, but she exceeded our expectations in terms of her research and writing. She is an excellent communicator, and always followed deadlines. Malka writes very well and is so pleasant, flexible, and easy to work with. I feel that she genuinely wants to help us succeed. She puts her heart into her work.”
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