Copywriting for Calderdale College
Calderdale College has over 4,500 students and is the largest provider of further education courses for students aged 16+, the largest provider for apprenticeships, and the only provider of higher education courses in Calderdale, working with a range of universities.
Their copy lacked consistency, and with the busy marketing team lacking time and resource, they needed a completely fresh perspective from an expert agency.
Our brief was to conjure up a new format for the full spectrum of courses available at Calderdale College, and to add some Content Soup wordsmith wizardry that would appeal to prospective students – ultimately helping them to recruit more students.
– Audience research
– Intuitive copywriting
– A sprinkle of creativity
– Immerse ourselves in Calderdale College life, through campus visits, course leader interviews and talks with students. Recce all current content and other colleges’ content, and use that insight to inform our general tone of voice and messaging hierarchy for Calderdale College
– Make a subtle change to their tone of voice – something bolder, punchier and more plain-speaking, to speak directly to their young audience and to better match the new design direction they were going in with another agency
– Write 20 different course descriptions of around 300 words each, under newly created sub-headings and all in the new tone of voice. We made copy for the Music & Arts course sing, cooked up a copy storm for the Catering course, and laid solid foundations for the Construction course to build on
Following the success of this initial project, we were then invited to write other sections of the website including the all-important ‘About Us’ page. We have since worked with the College on ad-hoc PR projects.