ATL-BTL and Other Roles of a copywriter

EXAMPLES OF ATL-BTL

Print Advertisements (ATL)

Local, regional and national print media has a wider reach than any of the other mediums. Newspapers have fixed ad-slots that are used by marketers to inform customers/ prospective customers about the brand or offers.

Magazines exist in niches and make it easier for marketers to reach their niche directly through them. Example is shown below of the McDonald’s advertisement promoting their delivery system through print advertising.

Outdoor Advertising (ATL)

Outdoor advertising is usually done in public places and is constantly on display, have a greater reach depending on the locations. They include billboards, wraps, banners, flags, etc. Shown below is a billboard displaying an easily understanding visual representation of the product they’re trying to sell to people bypassing.

Brand Activation (BTL)

Brand Activation is the art of driving consumer action through brand interaction and experiences. They key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections. We can see brand activation being used in Ikea’s furnished climbing wall making it unique idea to climb it as well as promoting the sturdiness of it’s furniture as it supported the weight of any participants partaking in this activity.

Sponsorship (BTL)

Sponsorship is a partnership with different corporates or events to get more impressions and is usually carried as a part of brand building strategies at a BTL level.

OTHER ROLES OF A COPYWRITER

Blog posts

When doing blog posts, a copywriter would conduct thorough research in order for them to produce cohesive and accurate content of the copy. Once a draft of the copy has been written for the post, a copywriter would usually edit and proof-read what they just wrote to correct any errors they haven’t noticed before-hand when writing the copy, this is very important to copywriters, otherwise the copy is written poorly and not up to standards so always checking back on any errors will help in the long run. It’s also good to let the copy breath, so leaving it for a few hours or days perhaps could help you identify any impactful mistakes made that you were blind to the first time writing the content for the blog post.

Social media posts

When doing social media posts, it comes down to writing, editing and publishing engaging content for different types of social media platforms such as instagram, twitter and facebook. Copywriters make sure they optimise the social media posts, such as, language, tone, message based on target audiences. They make sure to include appealing images to the public eye and videos to give complimenting context to the post.

Website copy

For website copy, copywriters make sure to write clear, concise and engaging copy to pull in the consumer viewing the website depending on the target audience. They make sure the text is straight forward adapting to the audience depending on different advertising channels like websites. They make sure to do thorough research to make interesting written content as well as making sure they edit and proofread their work every now and then. Using enticing images and videos to catch the readers attention and visual context.

Case studies

With case studies, copywriters make sure to interview the client to get the intriguing takeaways and information that will help with the case study. A benefiting focused headline, which is the most important part of the entire case study since its the first thing your readers see and is the single determiner on whether or not someone reads the rest of the case study. Once you lure the reader in, copywriters make sure to engage with them through their copy introducing the client, storytelling, to get them on an emotional level rather than listing facts and statistics to go into how this can affect the reader, building trust with the reader, once you’ve enticed them, they do a call to action for the reader to follow, to learn more about working with the copywriter.

White papers

White paper copywriters give authoritative reports that gives information or recommendations on an issue. Written by organisations, such as a government department or a business, that is either an authority on the subject or who wants to be recognised in the marketplace as an authority on the subject. The facts, opinions, conclusions and recommendations communicated through white papers are typically backed up by research and statistics including, charts, graphs, tables and other ways of visualising data from dependable sources. Copywriters make sure to stick to the goal to make recommendations on an issue, as it has one focus, which is dealing with one topic, addressing one issue.

JOBS AND ROLES WITHIN THE CREATIVE INDUSTRY OF A COPYWRITER

DIRECTORS UK - the professional association of UK screen directors. It is a membership organisation representing the creative, economic and contractual interests of over 8,000 member - the majority of working TV and film directors in the UK.

Looking for - Events Manager - (5 months Fixed Term)

What role does it play in - Working closely with the Member Engagemnt and Events Manager to produce a slate of online and in person events.

What is the pay like - £30,000