Creating effective CRM communications for college
The client: Gloucestershire College, Cheltenham/Gloucester
Based in Cheltenham, Gloucester, Tewkesbury and the Forest of Dean, Gloucestershire College is a leading local provider of further and higher education. The college provides a wide range of courses, from GCSEs and A Levels to foundation degrees and diplomas.
Gloucestershire College was implementing a major new CRM system to unify and bring structure to the way it communicates with students. They wanted a suite of clear, hardworking CRM communications that would form part of the new system.
The college had been using a range of letters and emails written by different people within the organisation. Some of the letters were wordy and confusing, and there was no consistent tone of voice to enhance and build on the Gloucestershire College brand.
Using a handful of existing letters and emails – and with a good understanding of the client’s need for clear, compelling and consistent communication suitable for a student audience – I wrote a total of over 60 letters, emails and SMS messages.
I also suggested simplifying the materials required where there was duplication, and creating new ones when I identified gaps in the communication process.
The new materials benefit from an approachable yet professional tone of voice, a coherent message, and a clear call to action.
In the client’s words…
“We worked with Sarah to fully review our complex application and enrolment communications. Sarah took the time to research and understand the process, enabling her to write clear communications with multiple audiences firmly in mind. We are delighted with the results – thank you.”
Michelle Cant, Head Of Communications, Gloucestershire College