Hult International Business School
Senior Content Creator
October 2018-present
Hult means business when it comes to content creation. As part of a tight creative team of word specialists and visual designers, my daily docket included a mix of the following:
Planning and crafting multi-part email journeys for audiences across the business (prospects, current students, alumni, faculty, parents, stakeholders), shaped by ongoing data acquisition and testing.
PAID MEDIA
Writing the short- and micro-copy for paid advertising setups across Facebook, LinkedIn, Instagram and Google.
ORGANIC SOCIAL MEDIA
Similar to the above, but with freedom for some flair. Collaboration with social media and ambassador outreach managers to foster the online community.
DIRECT MAIL
Postcards, flyers, greetings cards, bookmarks: wherever there was space for a story, we used it.
WEBSITE
Having joined the business in the midst of a rebrand and a rehoming of the existing website, I lived through both the stripping down and the subsequent building up of website copy at hult.edu. Drawing on outside SEO partners and internal analysts we worked to modernise our digital home and bring the copy up to scratch with the visuals, using …
TONE & STYLE
New and improved. Business schools, and education more widely, can sounds stuffy and formal—with institutions leaning on their heritage, crests and mottoes for clout. As a newer school with a non-traditional curriculum, Hult leans away from professor-speak and embraces the language of the startup scene. On a functional level, we steered American-international (and were not afraid of an emoji). In 2020 we codified this work, and rolled it out to the wider business.
DIGITAL PUBLICATIONS
Print is dead; long live print! Still undecided, we chose both: the annual school prospectus, or brochure, is now available on paper and screen. Extensive editing, rewriting, and restructuring ensued to maximise user experience per medium.
CHATBOT
Drafting scripts for Hult’s first foray into bots. An exercise in adapting and pushing our tone for a whole new functionality.
PROOFREADING & EDITING
Perfecting the craft, all day, everyday.
