I was recommended to Rich Watts, Marketing and Communications Manager at Cheltenham College, by fellow copywriter Sarah Townsend.

The College was developing a new website and wanted to engage a web copywriter to take on the task of writing the content.

The brief for the new website was to create a user-friendly, focused experience that clearly showcased Cheltenham College’s values and mission. There were four sections to the website:

  • information on Cheltenham College generally
  • information on Kingfishers (for pupils aged 3-7)
  • information on The Prep (for pupils aged 7-13)
  • information on College (for pupils aged 13-18)

Each section needed to have a distinct tone of voice but work together to create a coherent whole.

Rich and his team were working to a demanding timescale and the project involved a lot of stakeholders. The first thing we did was understand how we would need to work so the content element of the project could fit in with the various milestones. We agreed to work on the content in stages, with me delivering content in sections on a weekly basis rather than in its entirety when it was complete. In this way, the content could be approved by Cheltenham College’s team in stages as well, helping to keep workloads under control and not creating any last minute rush.

To help me get to grips with the project, Rich took me on a tour of Cheltenham College’s grounds. He also equipped me with a wealth of background reading, including in-depth tone of voice guidelines, to understand more about Cheltenham College and its history. Finally, he gave me an overarching brief for the website as well as individual page briefs.

As agreed, I delivered content to Rich on a weekly basis. Because the new website had a very different look and feel to the one it replaced, I also wrote very brief tone of voice guidelines for each section of the site. These guidelines accompanied the draft content when it went to the various teams signing it off so they could understand the thinking behind the new style and get on board with it more easily.

As a result of our careful planning, the new website went live on schedule. Rich said of my involvement: “We were absolutely delighted with what you provided, and it made the whole project run much more smoothly.”

Visit the Cheltenham College website.