Following a complete rebrand, UCAS needed new messaging and copy for its business website. Drawing on my higher education marketing experience, I helped bring its new, more human tone of voice to life and sell its products and services.
- ClientUCAS
- SectorHigher education (B2B)
- DeliverablesMessaging and website copy
- ChannelUCAS business website
The challenge
UCAS had refreshed its brand identity and adopted a more human, direct and confident tone of voice. Its business website needed new messaging and copy that reflected the new brand and clearly promoted its products and services to the organisations it works with.
What I did
- Groundwork. I evaluated competitor brands, segmented audiences and products, and mapped user journeys
- Messaging. I developed new messaging to promote the UCAS brand and its products and services
- Copy. Working to pre-defined page templates, I wrote new website copy in the new tone of voice
The result
Clear, confident copy that brings the new UCAS brand to life and helps sell its products and services. It was a cause close to my heart, too: profits from UCAS products and services are reinvested in improving access to higher education.
“Absolutely superb marketing judgement.”
David Penney, Chief Marketing Officer, UCAS
