Copywriting & brand positioning
A rural girls’ boarding school with an outdated prospectus sought our copywriting skills to better articulate its ethos to prospective parents.
Our immersion visit unearthed an as-yet-untapped differentiator – the unusual and appealing blend of modern educational practice with traditional childhood values. We used this nugget to develop copy that deployed quotes from well-known female children’s authors instead of conventional headings.
The themes embodied in the quotes, from titles such as ‘Little Women’ & ‘The Railway Children’ and authors such as Enid Blyton & JK Rowling, were used as a creative hook on which to hang examples of modern practice thus demonstrating the unusual fusion of traditional and modern in a tangible way.
We were pleased to hear that conversion rates from prospectus to visit increased on the back of the new prospectus.