Category Archives: Plain English Editing and Copywriting

Tone of Voice Guide for Royal Automobile Association of SA

The brief: The Royal Automobile Association of South Australia (RAA) commissioned a tone of voice guide to better reflect its transformation into a more contemporary, innovative and progressive organisation. With a more consistent and distinctive way of talking to its members, it is now easier to recognise and relate to. Copy sample: Times are changing and…

Plain English Editing And Copywriting

Appearances are deceptive. What is apparently a simple and effective message is usually the product of long and careful crafting. This process is impossible without a sound grasp of language from the ground up. So whether it’s copy writing from scratch, a light edit or major surgery involving a complete rethink of an existing document,…

Former Lands Department Chemical Inquiry

The brief: The Victorian Government established an inquiry into the use of chemicals by government employees – specifically 245T and 24D – between 1965 and 1995, in Western Victoria. Working very closely with the inquiry’s Chair Greg Tweedly, APM was commissioned to plain English edit and proof read this 100k word report while also ensuring…

The Education State

The brief: The Education State initiative by Victoria’s Andrews government aims to build an education system that produces excellence and reduces the impact of disadvantage. Working over several months, both in house and remotely, with The Department of Education and Training, APM wrote around 40 fact sheets and range of press releases, brochures, web sites,…

Asian Pacific Group

Apg Screen Shot

The brief: Asian Pacific Group is a 150-year-old integrated property development company firmly bound to the fabric of the Australian property story. This leading Australian property developer needed a complete copy refresh to better reflect recent changes to its operations. Drawing from a mix of director interviews, bullet points and assorted collateral the new copy…

National Australia Bank (NAB) Annual Report

The brief: Using a mix of information provided, conducting staff and customer interviews and sourcing internally completed pro formas, APM wrote both the NAB annual financial report and its corporate responsibility suite the Dig Deeper Series. Both reports aimed to reveal how the bank had performed and created value through its strategy, operating environment, governance and financial and non-financial activities.

Department Of State Development, Innovation Annual Report

The brief: Using a mixture of press releases, speeches and one-on-one interviews APM outlined the Department’s work and achievements in securing new investment and jobs across the state, delivering services for business and community and developing Victoria’s energy and earth resources. Copy sample: Launch of the Global Health Melbourne Plan The Government allocated $17.8 million over…

Moores Legal

The brief: Leading Melbourne law firm, Moores Legal, commissioned APM to write plain English web copy outlining its services and explaining its unique agreed pricing model. The copy drew on a mix of partner interviews, attendance at workshops and the finessing of supplied briefing notes. Copy sample: Moores Agreed Pricing Where most firms charge by time, our approach is…

Extracts From Recent Banking And Finance Blogs

Every business needs content. Not the bland, me-too nonsense that so often clutters up our in-boxes and feeds, but genuinely useful, interesting content. Content that lets a business stand out amid the clutter and noise. Below are some extracts from our work with NAB, UBank and others. Change is the essence of capitalism Back in 1942, Joseph Schumpeter…

EPA Victoria Annual Report 2013-2014

The brief: This is the third year APM has been involved in the writing and editing of EPA Victoria’s annual report. The EPA’s role is to regulate pollution across Victoria. Its annual report set out its achievements for the year and its ambitions for the next one. APM edited 30,000 words for plain English and advised…