UKCBC Prospectus.
The prospectus marked the college's first attempt to bring together all departments under one unified voice. It was a long and, at times, difficult journey but was one of the most rewarding projects I've worked on as a copywriter.
As a small alternative provider in education, UKCBC was more flexible than publicly funded higher education (HE) institutions; this meant the college had the advantage of adapting to emerging market needs by partnering with institutions to regularly deliver new courses. However, this meant frequent changes to the syllabus - a challenge for the team producing marketing materials for each academic year.
Prior to the creation of the prospectus, each course had its own booklet, which resulted in high printing costs and a significant workload for the design and content teams. The marketing team decided to work alongside various departments to produce a unified college prospectus that accounted for professional and academic courses from the 2018/19 year onwards.
The tone of the copy was informed by extensive research about current and prospective audiences - primarily mature students - resulting in clear, employment-focused style that signposted the personal and professional return students can expect to gain from their investment.