Working closely with the Royal Conservatoire of Scotland (RCoS), I wrote the copy for their 2015/16 Undergraduate and Postgraduate Prospectus. The designer at D8 and I kept in touch throughout the process to ensure the copy and design worked strongly together; it tells a visual and verbal narrative that magnetises potential applicants.
The approach I took was to build on our Brand Story work from 2012, seeing where external perceptions had already shifted so that I used only the most pertinent and relevant overarching and supporting brand stories for 2015. I rationalised and developed the rough content provided by disparate authors within the conservatoire, weaving in brand messages and ensuring a smooth tone of voice that embodied the RC0S brand personality. Please see my other portfolio items to find out more about the Brand Story workshops I ran.
This brochure copy meets prospective students at their point of need, creating the strongest possible connection with the best candidates.
If you want real copy that gets results – use Liz. Our 2015/16 Prospectus is flying off the shelves. I can’t thank Liz enough for assisting us in getting us to where we are today.
Mhairi Cassidy, Royal Conservatoire of Scotland
Liz MacWhirter 