‘Big Four’ global accounting firm EY wanted to showcase its expertise in large scale business transformation programmes by publishing a 6,000-word white paper on the subject.
Although it has a substantial in-house marketing team, pressure on capacity, combined with the lack of a dedicated internal writing resource, meant it required an external copywriter to take on the work.
Thanks to our successful copywriting for a previous project with the firm, the marketing manager responsible for the project, based in The Netherlands, approached Wordsworks.
Over a period of three weeks, we interviewed a number of key stakeholders within the sales transformation practice, both in the UK and overseas, to gain a thorough understanding of the context, technical characteristics and operational experience the white paper needed to focus on.
We also conducted some desk research to support our own knowledge around this often complex area of business and change management.
Armed with this information, we planned out the structure and duly wrote the content for the report.
After progressing the document through three rounds of amends, we undertook a final proofread, before presenting the white paper to the client, on schedule, on brief and on budget.