B2C case studies




Case study 1 – Days Healthcare/Patterson Medical


Client: With more than 600 products for independent living and mobility, Days Healthcare is the UK’s award-winning and leading provider of daily living aids. Days Healthcare is part of Patterson Medical, which is a publicly quoted US company with annual sales of approximately $3 billion.


They needed: Days Healthcare approached me to support them through a major rebranding and repositioning exercise. This necessitated new copy and crucially, a new tone for Days Healthcare to positively engage customers.


The solution: Using Days Healthcare’s independently commissioned research, I worked closely with the marketing manager, product managers, UK director and Days Healthcare’s appointed design agency to use the results of the research to guide the new tone and communication strategy. We progressively transformed all on- and offline literature.


Steve Holton, UK Director, says: “Ceri was commissioned by Days Healthcare to completely re-write all its marketing communication materials to create a greater empathy with its end-users. Before writing anything, Ceri went to great pains to fully understand the output of an extensive research study and ensure she identified herself with the target audience.


“This resulted in a completely new and fresh communication style very remote from the industry norm. Ceri then played a pivotal role in the definition of all marketing materials including consumer brochures, trade brochures, trade point of sale material, advertising campaigns and the website. Less than one year later and everything had changed, setting Days Healthcare well apart from its competitors and creating an industry benchmark. We could not have done this without Ceri’s dedication and hard work. We thank her hugely.”


Ann-Marie Ellis, Marketing Manager, says: “Having worked on copywriting and marketing projects for Days Healthcare for nearly two years, Ceri has become a vital part of our marketing team. Ceri consistently writes creative copy for a wide range of our marketing materials, including our trade and end-user catalogues, website, quarterly newsletters, press releases, adverts and editorials, as well as numerous sales letters and leaflets. Ceri has a thorough and accurate understanding of both our product range and our target markets, and is able to adapt her style to suit each specific audience. Reliable and able to work to tight deadlines, Ceri has been crucial to the development of Days Healthcare over the past two years.”


For samples of work produced for Days Healthcare, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 2 – Hoover Candy


Client: Hoover is one of the oldest and most recognised household names, having celebrated more than 100 years of making quality appliances for the home. Today, Hoover Candy is a £173 million turnover Group and offers one of the most extensive ranges of domestic appliances in the UK.


They needed: To boost the SEO performance of the vacuum cleaner section of hoover.co.uk. More recently, I have worked with Hoover’s market research consultant to refresh the brand, inline with wider commercial objectives.


The solution: I worked alongside Hoover’s marketing manager and SEO consultant to write the new web copy, integrating key search terms while also increasing the level of consumer engagement. Since 2009 I have worked closely with Hoover’s small domestic appliances Digital Marketing Manager and remained the copywriter of choice for all online marketing communications, including new product descriptions, blogs and articles. The long-term relationship with Hoover ensures I know exactly what’s required of various jobs and have a detailed understanding of their products and markets.


Peter Regan, Marketing Manager, says: “We have recently upgraded the vacuum cleaning product area of the Hoover website and were recommended The Creative Booth by our digital agency. I was delighted to be able to work with a growing Welsh business in producing engaging and well written copy for our website. Against tight deadlines, Ceri researched and produced exactly what we needed and on the strength of the work achieved I have recommended her to other business associates.”


Matthew Barber, Digital Marketing Manager, says: “Great fun to work with, Ceri consistently delivers work of high quality, against tight deadlines no matter what the brief. Very knowledgeable of her trade, Ceri is a reliable source to deliver engaging, clear and concise copy on what can be complicated topics. Very accommodating to last minute updates and amends, Ceri's high organisation allows the flexibility that is essential to meet the ever changing needs in the fast paced world of online business.”


For samples of work produced for Hoover, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 3 – Lewington’s


Client: As one of the largest and longest established heating, oil and plumbing companies in the Leicestershire to Northamptonshire area, Lewington’s has been installing and maintaining central heating systems since 1981. Since 2000, Lewington’s has also specialised in solar thermal, solar electric, ground source and air source systems.


They needed: Having previously used several copywriters, Lewington’s approached me following a recommendation. More than anything, Kim Lewington, the Managing Director, was searching for a copywriter who didn't waffle.


Solution: After reassuring Kim I hate waffle as much as he does, we set to work on the first solar thermal case study. Having obtained his customer’s permission to be contacted, I conducted a quick telephone interview with the customer before writing the 750-word case study. Since then I have written dozens of case studies as well as web copy for both Lewington Solar and Lewington Heating and Gas. With Kim’s internal resources stretched, I even uploaded these case studies to the website.


Kim Lewington, Managing Director, says: “Ceri has been superb, responding very fast to our requests and writing excellent case studies and web copy which have enhanced our website.”


For samples of work produced for Lewington's, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 4 – Lister Shearing Equipment


Client: Established in 1860, Lister Shearing Equipment is the world’s oldest and largest manufacturer of products for animal clipping and shearing. As a British manufacturing gem, the company benefits from a Royal Warrant to supply Her Majesty the Queen and an impressive list of endorsements from famous professional users. With its headquarters in Gloucestershire, Lister exports to more than 60 countries worldwide.


They needed: Extra resource as and when required to help with external communications and support the in-house graphic designer.


Solution: I work closely with Lister’s managing director, sales director, export manager and graphic designer to deliver a wide range of literature, including brochures, press releases, leaflets, adverts, advertorials, articles and web copy for both the equestrian and farming community. Notably, all of this work and the corresponding meetings have been conducted remotely, via email and phone calls.


Alun Williams, Managing Director, says: “Ceri has been involved with the marketing of our company since August 2007. During this time Ceri has helped with the wording on adverts, brochures and press releases. It has been a pleasure to work with Ceri – she is honest, reliable and trustworthy. She is professional, creative and intelligent and is never afraid to suggest improvements.


“Ceri has brought many benefits to our company – fresh unbiased opinions, new and creative ideas. She is there when we want her and has in-depth knowledge of the target market. With Ceri’s knowledge and performance I would have no problems in recommending her to other customers and wish her every success in the future.”


Simon Freegard, Export Manager, says: “Ceri has worked with Lister Shearing since 2007 in a freelance marketing function and through her professional and intelligent attitude she continually demonstrates how her energy, enthusiasm and skills can be applied to any business model. We would have no hesitation in recommending her.”


For samples of work produced for Lister Shearing Equipment, please email This email address is being protected from spambots. You need JavaScript enabled to view it.



To discuss your next copywriting project, please call me on 07969 437911 or email This email address is being protected from spambots. You need JavaScript enabled to view it.