The educational landscape is vast with an equally large and diverse audience. And as the need for new skills grows and new theories, challenges and policies materialise, the education sector is continually evolving and expanding. Nurseries and kindergartens, primary and secondary schools, academies, state schools, free schools, independent schools, SEN schools, sixth form colleges, higher education colleges, universities and online learning – each segment of the educational sector has differing needs and objectives. And that’s not including the huge number of commercial suppliers of educational materials, products and services, such as EdTech.
Fundamentally, educational establishments are selling the same service and aspirations. Therefore, each must find a unique value proposition or distinct tone of voice that can be heard above the competing hubbub – something that makes them stand out from competing schools, colleges and universities. Whether you want to attract new students, showcase success stories, secure funding, win contracts, influence policy, or share knowledge with the wider community, you must adapt your tone of voice for each audience you speak to with engaging, informative and inspirational content and without losing the overall sense or impact.
Education can have a transformative effect on people’s lives and you must express this at every touchpoint. As well as pupils or students, you also need to address the interests of teachers, lecturers, governors, policymakers, parents and businesses. Therefore, you must be able to condense valuable information into a concise, accessible and appealing narrative and turn academic information into compelling and inspiring storytelling. In a few words, you must engage curious minds and spark imaginations with content that delivers results. Like your ‘customers’, you never stop learning and there is always room for improvement.
Education copywriting that engages, informs and inspires.
For someone who never really engaged with education, I have provided well-researched copy and content for the education sector for almost 30 years. I’ve worked with a range of schools, colleges, universities and educational businesses to create a variety of website content, course descriptions, adverts, direct mail, prospectuses, email marketing, video scripts and online learning resources. In every case, using visionary ideas and bold content, I deliver copywriting that’s precise, intelligent and direct and inspires trust and confidence.
