Hayley Hickmott-Maurice | Copywriting Services

Elevate Education*

Problem: Low programme uptake as senior leaders believe transition is a primary school’s responsibility and don’t always see the value

Brief: Promote a new transition programme

Target audience: Secondary senior leaders

Outcome: Increased traffic and click-through rate (+5%)

Strategy

Concise, jargon-free language to acknowledge headteachers’ time constraints and need for efficiency.

Research-supported copy, appealing to impact-driven leaders. It grounds the reader in the present, as they picture their school benefitting from the programme.

The calls to action increase in directness, prompting the reader at their stage of decision making.

*spec copy