Helping King's get more value from student-led content
Today’s students look to peers for advice and insight. King’s College London recognises that strong marketing copy builds the brand, but to truly connect, they needed authentic content written by students, for students.
Challenge
King’s student life content creators produce copy across multiple platforms while balancing academic commitments. All without formal training in digital comms. To support them, we designed and delivered training to build their skills and tackle the common challenges they face.
What we did
Powered their persuasion
Students learned to put readers first, focusing on clarity and accessibility. We used practical exercises to bring audience insight and behavioural psychology to life.
Applied tone of voice
We introduced King’s brand guidelines and showed how to apply the values. The sessions helped students understand how to be less formal without “dumbing down”.
Built a copywriting toolkit
From planning longer pieces to generating ideas, we equipped students with practical techniques, as well as explaining how AI can be a useful tool for idea generation.
Boosted confidence
We helped students discover they could write in ways that felt authentic, practical, and audience-focused – very different from the academic writing they were used to.
"The sessions were stellar! I feel like I've already gained a year's worth of knowledge on copywriting, marketing, and persuasion despite having attended only two sessions so far. Richard was a great, well-prepared host and kept every lesson fun and engaging.”
Neha Veera,
Student Life Content Lead
The results
External training can deliver a lasting impact on both communications quality and student employability. The training helped the team of student writers feel more confident creating content that felt real, relevant, and engaging.
For King’s, the benefit was twofold: a stronger, more authentic student voice in their communications and another boost to their reputation for producing skilled and experienced graduates.
