From manifestos to master’s
Powerful copy for business schools
Business schools are a unique proposition in higher education. And they require a unique approach to content creation and marketing.
How do you show that the school has academic rigour – but also gives students practical skills and experience?
How do you attract prospects who want to change the world – at the same time as those who simply want a high-paid job in the city?
How do you promote the less popular courses – while still giving the MBA the marketing attention it deserves as a major source of income for the university?
We’ve worked with business schools on everything from course descriptions to straplines – and we understand the challenges that the other faculties probably can’t appreciate.
Audiences of all shapes and sizes
Business schools, perhaps more than any other university department, have a wide range of audiences to communicate with. School leavers, recent graduates, professionals on a career break, professionals working and studying at the same time, career researchers, business partners, policymakers, third sector organisations… the list goes on.
It takes skill (and lots of practice) to tailor content to different readers, while still maintaining the consistency of tone that the university brand requires.
Some recent projects
We’ve crafted comms for every audience imaginable, from anxious parents to Chinese corporate investors. Recent examples include:
Do you know what you want to achieve?Yes – Great. Tell us more then we’ll get a plan together, discuss your deadlines and get started. No – Don’t worry. That’s what scoping calls are for. We’d love to talk to you about your web content needs and what you want to achieve. Defining the brief before we start writing means you’ll be chuffed with the end result.
Have you got a sitemap?Yes – Get us up to speed, show us your sitemap and we’ll make recommendations along the way. If you have any niggling doubts, now is the time to speak up. Nailing the structure of your site is absolutely critical to your site’s success. No – It can seem daunting to know where to begin, but we can audit your current website, provide recommendations and start your sitemap from scratch. Getting the logic of your story right is the first step to achieving persuasive web content.
Is your tone of voice in good shape?Yes – Brilliant! We’d love to see your guidelines. We’ll start with a few sample pages to check you’re happy. Our writers will use their eagle eyes to hunt for opportunities to inject your personality on every page. No – Rebuilding or refreshing your website is a massive investment. Reviewing (or defining) your tone of voice before you start is a good place to start. We can help with this.
Is your source copy ready?Yes – Let us take a look and see what shape it’s in. We’ll probably ask you lots of questions at this point and check there isn’t any gaps before we start. Our writers off a fresh pair of eyes and identify where you could add value or help readers. No – Organising information can time consuming. Leaving us to the interview your experts can help us gather everything you need and make sure all the information is up to date. (read: The value of interviews. Why it's important to talk to people.)
How can we help?
Business schools are facing a number of challenges, many exclusive to their speciality within the higher education sector. But the opportunities are even greater.
Exciting courses based on cutting-edge research and the latest global events. Impressive job prospects and inspiring graduate stories. Influential researchers and respected partnerships with leading brands and organisations. Is your copy making the most of the amazing strengths of your school?
Every business school has its own unique traits that help it stand out against the competition. Get in touch to see how we can help you communicate yours.