Lifestyle & Brand Writing | Michelle Kaplan - Michelle Kaplan

Lifestyle & Brand Writing

The Wellington Agency • 21st November 2018

Holiday Lifestyle & Service Marketing Content – The Wellington Agency

Developed long-form lifestyle and service marketing content for The Wellington Agency focused on holiday planning, travel support, and luxury household staffing services.

The piece combined conversational storytelling with audience-focused marketing to position agency services as practical solutions for reducing holiday stress and simplifying family travel and entertaining.

The Wellington Agency • 25th October 2018

The Manny Benefits of the Male Nanny - Lifestyle Marketing Feature

Wrote long-form lifestyle and brand-focused blog content for The Wellington Agency, a luxury domestic staffing and household management firm.

The articles combined conversational storytelling, audience engagement, and service-oriented marketing to educate readers while supporting brand visibility and client outreach.

Mizner Country Club • 19th May 2026

Mizner Living Lifestyle Magazine & Member Communications

Developed lifestyle, event, and member-engagement editorial copy for Mizner Living, a seasonal publication for Mizner Country Club. Crafted community-centered messaging highlighting golf, tennis, family programming, dining, wellness, social events, and luxury club living while helping reinforce the club’s upscale yet family-oriented brand identity. Contributed long-form feature copy, event promotion messaging, seasonal campaign language, and member communications designed to strengthen engagement, enhance community culture, and support the club’s broader lifestyle marketing efforts.

Mizner Country Club • 19th May 2026

Mizner Country Club Lifestyle & Membership Brochure Campaign

Developed long-form lifestyle and membership marketing copy for a 36-page luxury country club brochure promoting Mizner Country Club. Crafted aspirational brand messaging focused on community, wellness, golf, dining, fitness, family programming, and resort-style living. Developed positioning language including “a vacation you’ll never have to leave” and “We Are Mizner” to reinforce the club’s warm, inclusive, community-centered identity while helping position the club as a modern luxury destination blending traditional country club amenities with contemporary lifestyle experiences.

The Wellington Agency • 24th October 2023

Feel Confident with Baby Care from a Newborn Care Specialist or Baby Nurse from the Wellington Agency - The Wellington Agency

Wrote long-form branded lifestyle blog content for The Wellington Agency focused on newborn care specialists and baby nurse placement services for affluent and busy families. Developed reassuring, consumer-focused website content designed to guide new parents through the challenges of infant care, postpartum adjustment, feeding and sleep routines, and household transition support while positioning the agency’s newborn care services through compassionate, educational, editorial-style storytelling and luxury service branding.

The Wellington Agency • 15th September 2021

“Hiring a Private Chef” – Wellington Agency Lifestyle Blog Feature

Wrote long-form branded lifestyle blog content for The Wellington Agency focused on private chef placement services for affluent households. Developed educational, consumer-focused website content guiding prospective clients through the process of hiring a personal chef, including culinary specialization, household compatibility, dietary needs, privacy considerations, and luxury service expectations. Crafted editorial-style lifestyle marketing content designed to position the agency as a trusted concierge-level resource for customized in-home dining and household support services.

The Wellington Agency • 1st September 2018

Bring Bliss to Your Estate with a Domestic Couple — Couple Up at the Wellington Agency! - The Wellington Agency

Wrote long-form branded lifestyle blog content for The Wellington Agency focused on domestic couple placement services for luxury estates and affluent households. Developed conversational, consumer-focused website content highlighting estate management, household operations, private service staffing, and concierge-level lifestyle support through editorial-style storytelling designed to position domestic couples as trusted, highly skilled household management teams capable of creating seamless, stress-free home environments for high-net-worth families.

The Wellington Agency • 23rd February 2018

Source Your Own Mary Poppins with the Wellington Agency

Wrote long-form branded lifestyle blog content for The Wellington Agency focused on premium nanny and governess placement services for affluent families. Developed conversational, emotionally driven website content exploring childcare support, parenting stress relief, household management, and modern family life through aspirational “Mary Poppins” inspired branding and editorial-style storytelling designed to engage prospective clients while reinforcing the agency’s luxury service positioning.