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Outland Opera

Brand Messaging & Tone of Voice | Blogs & Content | Video Scripts

Customer Snapshot

Who: A brand new opera company focused on community and sustainability
What: Introducing opera to those who’ve never experienced it before, and reconnecting locals to their history and environment through these live music performances
Where: Dorset, UK

The Brief

Director Ruth came to me wanting help planning and creating her promotional content, as well as clarity in how to connect with her audience – which is, by nature, an audience with very different interests to her own.

The Challenge

Informing the readers about opera and the work of Outland Opera in an exciting and engaging way.

Making the language accessible to a non-opera experienced audience, without being patronising in any way.

Writing copy that feels relatable to the reader, even about a non-relatable subject, and makes clear to any reader that they are welcome and these events are for them.

The Solution

I worked together with Ruth to help her gain clarity on her ideal customer, and how best to communicate with them.
Together, we created Brand Messaging Guidelines and a Tone of Voice document that can be used by all members of the company to create a consistent, relatable and trustworthy voice when speaking with potential customers across all content platforms going forward.

I edited a draft video script Ruth had written for a promotional video to help make sure it connected with prospective viewers in the right way and did what she wanted it to do.

I wrote blog articles highlighting key values shared with the target readers, beginning to build a foundation of common connection between Outland Opera and its ideal future customers.

The Result

As a result, Outland Opera sold out all their 2021 Summer events and Ruth is feeling more confident in planning future content and continuing to build Outland’s customer base in their second year in business.
See the results

What the client said

“Felicity has been a tremendous asset to Outland Opera already. Her work means that I can concentrate on growing my charity ‘behind-the-scenes’ whilst safe in the knowledge that our audience is being looked after by someone who understands them.”
Ruth Knight
Artistic Director – Outland Opera
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I’m so excited you’re ready to invest in your copy and make a greater impact in the world!

My speciality is writing words that make people take action. And I LOVE using that superpower to help make the world a better place. 

So now you know why I’m here – tell me a bit about you!

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A little bit more about me...

I live in London, but grew up in Cornwall. I miss either one when I’m not there.

I love the bars, restaurants, theatres, lights, and noise of London, but also love camping in the middle of nowhere, paddleboarding, surfing, and hiking in the countryside. 

I live with my partner, who was also a singer, but is now a chef at a Michelin-starred restaurant and focuses on sustainable cooking. (Lucky me!)

We also have a miniature longhaired dachshund, called Alfie. He is adorable. And expensive. If you’re lucky, you might get to meet him when we chat. If he’s not at the vets, again.

I still sing a little bit professionally on the side, and am a member of the Choir of the Chapels Royal, HM Tower of London. Basically I get to swan around the Tower of London pretending I’m Anne Boleyn. What’s not to love?

I worked as a supermarket delivery driver in the pandemic while I was getting my new business going. So I’m not afraid of hard work. But please don’t ask me to carry any more crates of bottled water to the 33rd floor.

I love eating. (Did I mention how excited I am that my partner’s a chef?)

I love a challenge, so I started training to do triathlons last year, despite not having ever run 5km before then. This helps with the ‘living with a chef’ and ‘loving eating’ thing.