Manchester Metropolitan University
Manchester Metropolitan University thrives on the energy of a vibrant northern city. There’s a buzz about the place and great careers to be had on the doorstep. Unsurprisingly, they wanted to inject their course descriptions with some of that energy - and attract a diverse audience of students into their world.
The challenge
MMU didn’t want us to write descriptions that sounded like any other university. They wanted to invest theirs with energy and a note of Mancunian-ness! With a high volume of courses to write and the marketing team stretched to the max, they asked us to help. As well as writing descriptions, we also wanted to create a lasting approach the team could take on themselves.
What we did
Wrote a course content guide
We created a clear guide with a breakdown of the who, what, where and why of writing a compelling course description. As well as tips on structure and style, it also covered the compliance and approval process.
Refreshed the courses
Applying their new mantra, we wrote attention-grabbing overviews, clear course details, and firm calls to action. To make them work for the web, we also made the features and benefits list much more compelling.
Managed the project and feedback
With almost 100 courses to write in less than a month, we had to be organised. We had a rolling programme of feedback and amends, and compared notes to keep style consistent. The deadline was never in doubt.
MMU saw the benefit of investing in writing training. We designed a workshop, specifically around their challenges. Over the course of the day, we imparted valuable tips about writing for the web, the university and their audience of prospective students.
Trained the team
The results
With a consistency across their courses and confidence to write descriptions, MMU are now in a great position to target students, boost applications and achieve their recruitment targets.
