Persuasive positioning for professional education at King's
King’s College London is a globally recognised name for the quality of its research and university degrees. Now, they’re rapidly becoming leaders in professional education, from CPD courses to bespoke solutions for businesses across sectors.
Challenge
Without a strong digital presence, the King’s Professional Education team had been relying on the reputation of the wider university and word of mouth. But, with growing competition, they knew it was critical to differentiate King’s as a lifelong learning provider. Starting with a positioning statement that tells their story.
What we did
Defined the offer
We interviewed the Director of Professional Education and gathered feedback from stakeholders. We transformed their passion and ideas into a narrative anyone could understand and feel inspired by.
Researched competitors
We looked at competitors' offerings and conducted background research to understand the professional education market. It became clear that audiences didn’t fully understand how the various options like microcredentials worked.
Increased web presence
We created compelling copy for a range of web pages. The About Us page builds on the positioning statement we developed and highlights King's expertise, while the individual landing pages for each study option bring the benefits of professional education to life.
Created a physical asset
Working with the team’s design partners, we created a brochure that explains the offer to learning and development teams. We provided everything from the initial pagination to suggestions for additional content that will add value to future revisions.
“The team worked really close with us and spent time to understand our needs and challenges. They’ve fully understood our brief and have brought to life a very strong positioning for King’s Professional Education that stands out from the competition. The copy they have created for us is perfect for the audiences we are trying to attract and we’ve seen the positive results already.”
Eriana Gourmos,
Head of Portfolio Marketing,
Professional Education Brand & Marketing
The results
The team now have a variety of comms that clearly explain the benefit of their offer, written with clients’ needs in mind. Visitors to the website can easily navigate to the option that's best for them. And the brochure gives the team something tangible and persuasive to hand out at networking events in the UK and overseas.
