Tamara Caddy digital Content with Purpose, Strategy & Results

Clean, Powerful Copy | Compelling Websites Copy | Edgy Editorial | Captivating Campaigns | Influential Social

Speak, Listen, Engage...how, when & where it suits the user. Your purpose matters. What really counts is what the customers needs and how they behave.

Content to inspire, inform, entertain, create a moment, influence & generate conversations. Always underpinned by strategy, data & research.

I can help you be useful, helpful, relevant, relatable, clear, authentic, remarkable, memorable & meaningful to YOUR clients' customers. It is the way to drive results, fulfil business objectives, & ultimately, client satisfaction.

If your clients succeed, then you succeed.

Perhaps that's Tundra's secret recipe for enduring partnerships & sustained growth?

I embrace a holistic approach for the best outcomes.

Website Copy & Content Direction

Websites are a cornerstone of my work. I've worked on the strategy, copy writing, content and publishing of many B2B & B2C sites and landing pages. My focus is always achieving clients' business objectives. To do so, customer, experience is a constant reference point.

I have managed:

  • Content audits, benchmarking, strategy & planning
  • Research, workshops & cross-discipline collaboration
  • Examination of users journeys, personas & requirement gathering
  • Basic wireframing & contribution to IA, UI & UX decisions
  • Copy writing, content creation, editing, upload, SEO checks, sourcing images, social media strategy & video scripting / creation

Along the way, I'll work closely with designers, producers, subject matter experts &, of course, clients. The focus is that the end-product needs to be 'bang-on': with the right feel, messaging and usability for its objectives.

I could be described as a copywriter & content producer with a holistic approach to get the best results for the client.

Digital services agency, APD. Website Build (Umbraco)

APD is a full service digital services agency with 400+ people across 6 countries. Clients include Ford, Bayer, LendLease, Fonterra, iiNet to name a few.

The new website rebranded 5 separate digital businesses into one. Each of these brands had existing heritage, business models, services & stakeholders. The project's objective was to unify the brands, sell its capabilities as a singular, stronger offering across Asia Pacific.

Our mission: make everything (IA, UI, tone of voice, the flow) clear & engaging. The company's complicated internal structure & offerings made it a challenge to keep the site logical, relevant & friendly to its users. It was tempting to default to jargon or 'internal speak', instead of being helpful & meaningful to our users. With words, video, images, colours & icons, we found solutions and tested them out.

  • Stakeholder management was key: 7 CEOs, many product owners, investors in 5 countries
  • Established key messaging for brand and services
  • At times conflicting user journeys and audiences – SMEs, Tier 1 & 2, Investors
  • High volume of existing content to prioritise
  • Brand content, tone & guidelines were created in tandem
  • Working with agile, close collaboration between design, front-end & content
  • Delivered in short turnaround, small team: on time and within hours allocated

Accounting & business software company, MYOB, Migration, refresh & additional pages (Adobe Experience Manager)

Greentree migration to MYOB

This project refashioned an extremely comprehensive enterprise-level product website to sit within MYOB.com's style & structure as a landing page & second level detail pages.

Full service agency, Next Digital. Website rebuild (Wordpress)

Web development house, Design Industries. Website refresh: home, about, products & services pages. (Wordpress)

Case Studies

In-depth 'Client Profiles' were created outlining relationships, campaigns & projects.

Profile of Ford & APD's longstanding relationship.
A detailed look at APD's search services for iiNet & a super successful April Fools' Day prank,
Customer stories, written & video, act as a compelling proof-point for MYOB Greentree. It is an enterprise-level ERP targeting Tier II companies in industries such as Manufacturing, Logistics, Food & Beverage production.

Social Media Strategy & Content Creation:

Here is some of the more recent social media work that I've done.

Thought Leadership blogs

APD Blog

I collated, curated, ghost-wrote, sourced imagery, edited & published blog materials.
One of the few pieces that I wrote with my byline. It was aimed at retail clients, asking them to consider the ways in which their customers' experiences (and expectations of) shopping has changed.

Next Digital here & here

Design Industries blog here & here

Video Production - Scripting, Creative Direction, Shoot Assistance

Video is a engaging customers. From ideation, scripting, creative input, on shoot-assistance, working with editors and production teams - I love this space where strategy, words, visuals & sound meet.

Brand stories, teasers, launches, explainer and environmental, events, documentary, testimonials: there's so much we can do with video! More coming soon...

Travel Writing & Photography

Travel magazine, Get Lost

Get Lost is a quarterly travel magazine geared to intrepid, independent travellers. As Editor of Get Lost! for over three years I was responsible for the magazine's creation from commissioning stories to copy editing and proofing. When I managed to make it out of the office, I wrote a story or two, and snapped the odd picture.

Sponsored by the Taiwan Tourism Board, this article showed readers how to make the most of the foodie & shopping attractions of one of Asia's less hyped cities.
This article was a fun look at the phenomena, of Host Clubs in Japan - bars men would 'serve and attend' to women. Get Lost readers pride themselves on intrepid or quirky travel and this article delivered something different.
After a whirlwind trip sponsored by Vietnam Airlines to promote a new route to Burma, this spread intended to inspire readers to take off by showing them how much they could see and do in these vibrant destinations without a huge budget.

Have I piqued your interest? Let's talk.


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Copyright 2016, Tamara Caddy. All Rights Reserved.

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Tamara Caddy


Tamara Caddy. All rights reserved.

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