Strategy, Content & Copywriting Portfolio
Good strategy. Strong copy. Here's what that looks like in practice.
Marketing strategy and case studies
SEO website copy and copywriting
Social media, print and marketing materials
Case Study: Hello Whangārei
Building an Engaged Local Audience from Zero — in 2 months
When I came back to Whangārei after almost 12 years away, I wanted to do something positive for my home town.
Hello Whangārei grew from that. An editorial Facebook page celebrating local people, food, businesses and culture. No ad spend. Just genuine storytelling to foster genuine engagement and build a community.
In 2 months:
780,100 content views
113,000 unique viewers
15,100 content interactions
1700 followers
14,500 Facebook profile visits
All organic. All earned.
Download the full case study below.
Hello Whangārei Local Business Spotlight
Thinking about featuring your business on Hello Whangārei? Download the details below to find out how it works and what's included. People love a good story. Results prove it.
Now 2300+ followers and climbing. Updated — 22 June 2026.
Case Study: Secure Time
Boosting local visibility and achieving a 90% conversion rate
Cliff Gott runs Secure Time, an owner-operated security alarm business on the Kāpiti Coast. With over 15 years of experience and Ministry of Justice approval behind him, Cliff had the credentials — but his online presence wasn't converting as it should.
The strategy brought everything together — website copy, On-page SEO, Google Business Profile, and consistent social media — all built around one goal: positioning Cliff as the credible local expert he already was, and making Secure Time easier to find and harder to overlook.
The results:
90% conversion rate from enquiries to booked work
3-4x more website impressions since mid-2024
28% increase in impressions since February 2025
Steady leads — even while Cliff was overseas
"Secure Time" became locals' top search query — brand awareness, built through content
"The quality leads I get with a 90% conversion rate to actual work and the trust people have in what I am advising — Maree has been able to showcase that." — Cliff Gott, Secure Time, Kāpiti Coast
Download the full case study for the complete picture. Want results like these? Let's talk.
Website Copywriting Portfolio
My background in advertising and publishing means every piece of copy I write serves a dual purpose. It's crafted to resonate with the right people, while keeping in mind that Google and AI-powered tools are reading it too.
I also bring over 15 years of experience in the residential and commercial construction industry, which makes me well-positioned to write for trade-related businesses — an area where some writers may struggle.
If you're looking for copy that works on every level, get in touch.
Some more recent SEO website copywriting work includes:
Adorn Jewellers — local jewellery store, Waikanae
Secure Time — a security expert, Kāpiti & Horowhenua
Hot Water Guy — specialised plumbing services, Tauranga
Ecostar Cleaning Services — coming soon, Auckland
Website not attracting any leads?
Better ideas behind your website copy starts with a free chat.
Content Writing Portfolio
Successful marketing strategies aren't just about what you say — it's also about how and where you say it.
That means using the right marketing channels to reach your audience effectively and ensuring every piece of content has a clear purpose.
When you work with me, you're partnering with someone who thinks strategically — not just words, but finding the most effective ways to connect you with the right customers.
That's what a stronger online presence looks like.
Alongside my own blogs, here are some recent client ones:
Marsden Homes — Builder, Whangārei South
Secure Time — Security Expert, Kāpiti
Writing Examples — Articles & Features
Authenticity – An Effective Social Media Marketing Strategy
Article Excerpt
From seed to bouquet – the power of social media
Flowers. They brighten your day, show you care or rescue you from the dog house. Whatever the reason, fresh flowers are big business in Kapiti right now.
No one knows this better than Alison Watts from Bee & Bloom Florist and Flower Garden in Paraparumu Beach. After a two-year hiatus, her home-based floristry business is growing from strength to strength with community support and an improved online presence. Her daily Instagram and Facebook posts have been instrumental in her success.
Marketing Results
This promotional article was first published on 5 March 2024 on Kapiti Now and Wellington Today (websites and Facebook) and has been republished across both platforms. Spread The Word also shared the content across relevant Kapiti and Wellington Facebook community and business groups to increase visibility.
My piece was also selected for publication by the New Zealand Professional Florists Inc. By repurposing this article in their quarterly magazine (June 2024 issue, hard copy and online) it gave Bee & Bloom increased visibility at no additional cost, illustrating how quality content is a worthwhile investment.
Client feedback:
"As a result or this article I received considerable interest locally, have connected with many new customers and gained new followers on my social media. Not only did it ‘get my name out there’ it provided me with a very valuable article to which I can use on my website and on my social media platforms. I would highly recommend Maree, her professionalism and ability to capture my business perfectly is really stand-out.”
Alison Watts – Bee & Bloom
(abridged testimonial)
Photographs courtesy of Jo Moore Photography.
Community News Piece Resonates Sparking Almost Viral Response
Article Excerpt
Artel Gallery’s return to Waikanae affirms Mahara Place as the go-to art destination
After the long-awaited multi-million dollar redevelopment of Mahara Gallery (now Toi Mahara), Kapiti art lovers have another reason to get excited. Artel Gallery is returning home.
Owner Maude Heath has decided to relocate her business back to Waikanae village after five years in Otaki. Starting on the first of May, you will find the gallery at 6 Mahara Place, formerly home to Julie Hunter’s eco clothing and homewares store.
Marketing Results
This promotional article was first published on 25 March 2024 on Kapiti Now and Wellington Today (websites and Facebook) and has been republished across both platforms. Within 24 hours of going live, it generated almost 30,000 website visitors and over 40,000 after a few days. Spread The Word also shared the content across relevant community Facebook groups and followed up social media posts to capitalise on the momentum.
For the Artel, this article created considerable buzz locally, leading to additional online followers and increased foot traffic in her newly relocated gallery and store.
Client feedback (Owner):
"Over the years, both in Australia and New Zealand, I haven’t had anyone write or present such a well-written story as you have for me at Artel Gallery."
Maude Heath, Artel Gallery & Store
Client feedback (Marketer):
"Maree has produced four high quality articles for local organisations with the most recent article on Artel (Art Gallery) moving from Otaki back to Waikanae receiving over 40,000 views across our social media pages in just a few days.
If you are interested in Maree writing for you, I would recommend her as someone who is able to deliver on what she says she will do for you to a high standard. We look forward to working Maree in an ongoing relationship."
Tony Cutting, Director – Tony Cutting Digital Limited (abridged)
Online Article Helps Generate Donations & Support
Article Excerpt
Te Ara Korowai – our essential mental health service under threat
“Ara (path) – Korowai (cloak) – a kaupapa, embracing the path of recovery with a cloak of support.”
Te Ara Korowai Creative Wellbeing Centre in Raumati has been a lifeline for the Kāpiti community, providing essential mental health services for over a decade. However, with the loss of the Manatu Taonga CARE funding (COVID response recovery) from July 1st, they are now in a critical financial situation. With a 75% loss of income, this not-for-profit organisation needs our support to secure its future.
“We have access to smaller grants, which enables us to keep our doors open. But it will be at a reduced level of service. This is concerning because, for some, we are their only support or connection in the community. And the demand for our services is growing.” Sarah Yuile, Manager.
Marketing Results
This promotional article was first published on 3 May 2024 on Kapiti Now and Wellington Today (websites and Facebook). It was also shared on Te Ara Korowai’s own Facebook page and relevant community Facebook groups (the latter by Spread The Word).
The article proved effective. It attracted new supporters and financial donations (the aim of the article) as well as increased awareness of the mental health service in the local community.
Client feedback:
"Maree wrote an article about our not for profit service in order to raise public awareness around our services and our current funding situation. She was thorough and came back to check details as needed, ensuring a high level of accuracy. She took the time to get to know our background, our story and our vision and this was reflected in the finished piece. We are very happy with the article, which when published resulted in the generation of new supporters and financial donations and raised awareness in our community of the work that we do. We would recommend Maree and her services highly."
Sarah Yuile, Te Ara Korowai
(5-star Google Review)
Creative Content To Drive Retail Sales For Local Groups
Article Excerpt
Eco-Friendly Gifts That Won’t Break the Bank
The silly season is just around the corner. For the festive fanatics, your Christmas tree is already up, and the house is decorated. But for most of us, it’s about to begin.
Traditionally a time for family and celebrations, many of you may be stressing about how to make this year special. With the cost-of-living crisis and the need to stretch your household dollars further, have you considered more sustainable, locally-made gifts?
On the Kāpiti Coast, evidenced by our recently successful arts trail, we’re home to a thriving artistic community. Whether you love original artwork, hand-crafted jewellery, upcycled clothing, pottery or quirky garden art – you’re spoilt for choice.
Marketing Strategy
Capitalising on the time of year, I shared a dual message of supporting your local community and sustainable gift ideas. This article was published on Spread The Word's existing website (previous to this one) on 20 November 2024.
Home4All and The Shed Project were keen to promote their locally made gifts from recycled materials, as was Juli Hunter. She also wanted to publicise her new eco-friendly Christmas market.
Storytelling Is A Compelling Strategy To Promote Your Brand
Article Excerpt
Migration surge: Savvy vendors capitalise as Wellington residents flock to Kapiti
The property market. Love or hate it, when buying or selling, you want to know you are getting the right advice. But what does that mean? Who decides what’s the best advice for you, and will it depend on who you talk to?
With everything online now, there’s a lot of information at your fingertips. You no longer have to rely on word-of-mouth or Uncle Frank; algorithms have you covered. If you’re dipping your toes into the housing sector, property websites like www.oneroof.co.nz, www.realestate.co.nz and Trade Me’s www.homes.co.nz provide an abundance of information.
Marketing Strategy
The promotional article was first published on 20 March 2024 on Kapiti Now and Wellington Today (websites and Facebook) and has been republished across both platforms. Spread The Word also shared the content across relevant Facebook community groups in Kapiti and Wellington.
Client feedback:
Maree was awesome to work with, such a breath of fresh air and super professional. Loved it! Thanks for your help.
Chris Judd, SOK Real Estate
Repurposing Quality Content Proves Cost-Effective
Article Excerpt
HUNTS Course - a nationally recognised syllabus
Are your navigation skills a bit rusty, or are you interested in hunting but don’t know where to start? We do.
The New Zealand Deerstalkers Association (NZDA) delivers a Hunter National Training Scheme (HUNTS) through local branches. This course is aimed at hunters who want to refresh their skills or educate newbies on how to enjoy hunting safely and ethically. You must be a club member to enrol; however, you can be a complete novice, with most applicants having little to no firearms experience.
Marketing Strategy
The article was first published on 23 February 2024 on Kapiti Now and Wellington Today (websites and Facebook) and has been republished across both platforms. Due to outside interest in the course, Spread The Word also shared the content across relevant Kapiti and Wellington Facebook pages.
The National NZDA Organisation Head Office selected the branch-level article to be repurposed to promote the HUNTS Course run by NZDA branches nationwide across their social media platforms. It was also added to their national website to aid in promoting the course to online visitors.
Client feedback:
The Kapiti Deerstalkers club engaged Maree to write an article outlining our nationally recognised HUNTs Course. Her piece was well-written and concise and effectively promoted the course to potential trainees. Because of this, we have added it to the organisation's national website.
Gwyn Thurlow, CEO NZDA Inc.
Graphic Design & Social Media Portfolio
Heathcote Cottage Social Media
Heathcote Cottage offers holiday accommodation in Taupō. I had to create social media content based on information on an A4 piece of paper. No logo or images were provided.
I sourced and handpicked images from Taupō's official website. In addition to the beautiful location, my content focused on pet-friendly and convenience aspects–strong selling points.
S & K Marshall, Owners
Radix Nutrition Social Media Promo
Radix Nutrition is an innovative brand in New Zealand that provides ready meals, breakfasts, proteins, and smoothies. Left to my own devices, I wanted to highlight their products' convenience and nutritional benefits.
Rather than use a product image, I chose one that spoke to the post's target audience (hunters and outdoor enthusiasts).
Xavier, Customer Success Team
"That looks fantastic! I like the sell points."
Dog & Gun Coffee Social Media Posts
Target audience: hunters and those who love the great outdoors.
Rather than push the product directly (pre-loaded coffee filters), I wanted to focus on the implied sense of freedom and adventure this photo inspires.
This is one of my favourite visuals due to its simplicity.
Harrison, Business Development Manager
"I think what you’ve done with that image looks fantastic!"
Warfighter Athletic Social Media
Warfighter Athletic is a manufacturer of superior technical apparel with a global following. The owner had no time to spare.
Knowing social proof is compelling, I chose an interesting customer review. It spoke to the quality of the product and was a fun way to promote the brand. It also turned out to be the owner's favourite review. Tick!
Fitzy, Owner
"I appreciate you taking the time to create something for us!
I think it looks great and that has to be my favourite customer review! You should be feeling awesome! You did really well given you had zero information!"
Waikanae Butchery Social Media
The target audience for this content was local hunters. It is a basic concept, but it shows nice fresh meat in addition to the range of services he offers.
The simple style of the advert is in line with the headline. It also directs new or existing customers to follow them on Facebook to keep abreast of their specials.
Terry, Owner & Butcher
Stoney Creek NZ Social Media Promo
Stoney Creek is an iconic Kiwi company, and flexing my creativity with such a legendary brand was exciting.
Armed with only a logo, I set about researching to create content that spoke to their audience and aligned with the brand. Nailed it with no changes being required.
Rebecca, Sponsorship Support
"Thank you it looks awesome."
Honey Badger Knives Facebook Post
Tight Lines Limited, a distributor of Honey Badger, supported a club auction and, as a thank you, was provided social media content.
Again, due to the nature of the target audience, social proof was the most compelling concept here. The knife was popular among training instructors, so I secured one of their photos.
This content is effective because of its authenticity.
Leanne, Owner
"That looks great."
Kilwell Sports Social Media Promo
Kilwell Sports is a well-established Kiwi brand based in Rotorua. The target audience lived in the Kapiti/Wellington regions, so focusing on online shopping made sense.
I used a fun headline and an eye-catching computer screen graphic to stand out. Including social icons also gives viewers alternative options to follow the brand online.
Eddie, Marketing & Content Executive
"Looks good! It highlights the gear and our other products well!"
Muddy Waters Hunting Social Media
Hamish runs guided meat hunts in two North Island locations. Rather than show a dead deer, I chose a beautiful shot from one of his locations. This gives potential customers (here and overseas) a glimpse of Whanganui's natural beauty.
The concept was also used for a gift voucher, given the timing of this post was just before the Christmas period.
Hamish, Owner & Guide
"Looks great Maree! Thank you, that's a brilliant idea for Christmas gifts."
Marketing Materials
Project: Create a strategic marketing document, including copywriting.
Extra: Business card design & printing.
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Contact
Call me: +64 21 272 0042
Email me: maree@spreadtheword.nz
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