Strathallan School

Shaking up independent school marketing with a fresh new approach to web copy.
industry:
Education
date:
2019/2020
services:
Tone of voice, website copy
link:
https://www.strathallan.co.uk/

The client

Strathallan School is an independent, co-educational boarding school based in rural Perthshire. An old institution with a modern approach to education, their focus is on bringing out the best in every pupil, wherever their talents lie.

The brief

Young people are increasingly involved in choosing where they go to school, particularly at the online research stage. They are savvy, sophisticated digital natives and demand a slick online experience to match their high expectations.

In a sector behind the digital curve, this is a huge missed opportunity. Which is why Strath wanted to lead the pack with their new website and reinvent digital marketing in the independent school sector.

Working in collaboration with the Edinburgh-based digital agency Primate, the plan was to create a personalised digital experience to delight potential pupils, encourage exploration and show the School “gets them”. This was alongside practical considerations like improving user journeys, creating a better mobile experience and streamlining brand identity.

I developed web copy to complement this bold new approach.

Moving away from the traditional towards a fresh, editorial style for Strath’s new website meant a total overhaul of tone of voice and messaging. The new web copy needed to be personal, specific and approachable to align with the School’s new strategy and resonate with their target audience.

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