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Foraging for the good stuff that converts

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Foraging for the good stuff that converts

“The copy & SEO work was so fantastic that it helped us land a really good price for our web development. Jo's effective process meant she completely understood our brand, our customers and the message we were wanting to share with the world.” – Lou Corteen, Urban Forager Founder & Director

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Getting deep into Australia’s South West’s new brand voice.

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Getting deep into Australia’s South West’s new brand voice.

Focusing on six experience content pillars, our copywriters took a deep dive to find the right words for this dreamy region abundant in wild nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.

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The NeverEnding story that’s enchanted foodies and our copywriters.

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The NeverEnding story that’s enchanted foodies and our copywriters.

NeverEnding Experiences is that rare dream of a copywriting gig. Food, hospitality, tourism and event marketing all rolled into one beautifully crafted new passion brand with an enchanting story. No, not the one with Falkor the Luck Dragon. NeverEnding’s story was inspired by its founder’s most cherished memories of holiday family gatherings.

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Diving deep to find the shiny and curious things for home page content.

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Diving deep to find the shiny and curious things for home page content.

If you want to hold the shortest of attention spans, you have to dive deep for pearls – otherwise, your audience will just keep swimming. Find out how our copywriters went to great depths with Deep Sea Creative to create their website home page content.

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Helping WA find the force: Interviewing Yoda and more.

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Helping WA find the force: Interviewing Yoda and more.

Our friends at FutureNow and Tourism WA handed us a brief we were made for – conducting one-on-one interviews with the cream of the tourism, hospitality and events crop to create a suite of authentic occupational case studies.

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Messaging, website content and packaging copy that made our client do a hempy dance.

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Messaging, website content and packaging copy that made our client do a hempy dance.

‘Why are you called Caboodle?’ people ask us. Because our copywriters do the whole creative kit and copywriting caboodle. Brand and product naming. Messaging and taglines. Marketing copy. Website content. The works. And every now and then we get to work on the whole shebang, like we did for Hemponics.

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Bringing authenticity to user-centred career guides.

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Bringing authenticity to user-centred career guides.

Creating case studies that give a true-to-life representation of real-world careers, we interviewed more of Western Australia’s brightest guiding lights in media and publishing; print and graphic arts; visual art and design; performing arts; screen; digital technology; galleries, museums and libraries; sports, fitness and recreation; and racing and equine.

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Donating our time and words to the TLR Foundation’s cause.

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Donating our time and words to the TLR Foundation’s cause.

Every now and then, our freelance copywriters are able to carve out some time to do a little pro bono work. It feels good to use our skills to do some good in the world. And that’s why we were more than happy to help when Neil Pennock from the TLR Foundation approached us.

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Changing perceptions and futures, one word (and tasty morsel) at a time.

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Changing perceptions and futures, one word (and tasty morsel) at a time.

Our copywriters love their food. We also love working with clients who do good. So, when we were approached by the lovely people at Gather Foods – Perth’s leading Aboriginal-owned food company – we couldn’t wait to get our teeth into the job.

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The countdown to State of Social ’23 is on. And we love every minute.

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The countdown to State of Social ’23 is on. And we love every minute.

As freelance copywriters, we’re pretty jammy. We get to work with some great people on wonderful brands that genuinely have something special to say and want to say it in an equally special way. Like the prolific Meg Coffey and the wonderful State of Social.

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Throwing some clayfulness at product descriptions.

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Throwing some clayfulness at product descriptions.

Our brief was to write three product description pages for Palinopsia Ceramics - a passion brand that bangs the no-ho-hum drum. We knew this was a client and a project we were going to love. See what took shape.

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The Goldilocks of occupational profiles: Just enough to engage and inform.

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The Goldilocks of occupational profiles: Just enough to engage and inform.

FutureNow approached our copywriters with a mission to help people of all ages navigate and feel positive about their career decision-making journey, and we got to work on shaping the whole feel of that first introductory step.

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Now, this surveying firm’s value proposition is clear to see.

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Now, this surveying firm’s value proposition is clear to see.

MNG is one of Australia’s leading surveying firms, with a long history of pioneering new technologies and solutions that give their clients a clear edge. But like a lot of highly technical businesses, the MNG team hasn’t always told that story very well. Their new website changes all that.

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What are you gambling with? The new Gamble Aware campaign.

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What are you gambling with? The new Gamble Aware campaign.

Gambling is just a bit of fun. Until it isn’t. Until you’re gambling with cash you can’t afford to lose, your savings, your relationships, your family’s wellbeing, your future. And this was the kernel of an idea we developed for WA’s latest Gamble Aware campaign.

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A rock-solid website for a geological data management consultancy on a roll.

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A rock-solid website for a geological data management consultancy on a roll.

Rock Solid Data in Perth helps smart Australian mining companies extract maximum value from their data so they can work even smarter. It’s complex, technical stuff. Our website copywriters’ challenge: writing content for their new site that makes the technical feel accessible and the complex simple.

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"Want to help launch a delectable Margaret River wine?" Amen to that.

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"Want to help launch a delectable Margaret River wine?" Amen to that.

Our copywriters do pretty much everything, word-wise. Brand naming. Messaging. Copywriting. You name it. That’s why we’re called Caboodle – we offer the whole copywriting kit and whathaveyou. But it’s not every day we’re asked to (hic!) create a new name, messaging and story for a new wine.

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We’re loving ‘Now you know what's behind that quokka smile.’

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We’re loving ‘Now you know what's behind that quokka smile.’

It’s a dream job and always a huge pleasure working with the content management team at Tourism Western Australia. But it really was a big privilege for Caboodle to contribute to the special edition eDM for the launch of the new brand for Western Australia – Walking On A Dream.

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Holy sea cow! You had us at ‘fluffy pink pom poms.’

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Holy sea cow! You had us at ‘fluffy pink pom poms.’

Once the borders opened, Tourism Western Australia called on our copywriters to keep fuelling WA’s appetite for adventuring at home, as well as reminding east coasters and Kiwis of those dreamscapes they’d experienced vicariously via Insta during covid.

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One campaign. Five stories. Loads of likes, shares and new clients.

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One campaign. Five stories. Loads of likes, shares and new clients.

Mosaic is a very special disability services provider. Their clients’ inspirational stories make that obvious. So, when our copywriters were asked to help create Mosaic’s first-ever campaign to inspire people with disability in Perth to realise their dreams with Mosaic, we knew where to find the campaign’s heroes.