Advertising copy designed to give multiple Business School programmes a clear, distinctive voice within one campaign
Challenge
The University of Edinburgh Business School needed to communicate a diverse portfolio of postgraduate programmes to different audiences across print and digital advertising.
The copy needed to make each programme distinctive and relevant while remaining clear, concise and consistent with the Business School’s wider communication.
Approach
The campaign uses short, adaptable messaging built around individual programme propositions.
From “One MBA” and “Infinite Potential” to “Two New Marketing Masters” and “A Chance to Change Your Future”, the copy gives each offer its own focus while working within a consistent advertising structure.
Longer-form press copy expands these propositions with programme benefits and practical information, while digital executions reduce them to concise headlines and calls to action.
Copy Across Formats
The writing was developed to work across very different amounts of space - from full-page and half-page press advertisements to compact landscape, MPU and skyscraper digital formats.
This required the same message to remain recognisable when moving between detailed editorial-style copy and highly condensed advertising language.
Outcome
The result is a flexible body of advertising copy that communicates multiple programmes clearly across print and digital media while maintaining a consistent institutional voice.
The project demonstrates Judy Olsen’s ability to move between campaign headlines, concise digital copy and longer-form advertising content - adapting message, hierarchy and tone to different audiences and formats.
Disciplines
Copywriting, Advertising Copy, Brand Messaging, Headlines & Taglines, Print & Digital Advertising, Higher Education
