INSTITUTIONS
Turning academic depth into impactful content for the University of Cambridge Judge Business School
With a global reputation and a community of faculty whose expertise spans continents and industries, Judge Business School is where rigorous academic research meets real-world leadership.
THE SCOPE
• Content audit
• Market research & competitor analysis
• Expert Interview
• Content strategy
• Tone of voice development
• Copywriting
The brief
The business school needed marketing and thought leadership content that could do two things: honour the intellectual depth of its academic work and speak clearly to a busy business audience. From senior executives considering a career-defining programme to professionals dipping into the school’s published insights, the content had to earn its place in an already-noisy world.
The existing email nurture sequence for executive programmes needed sharper focus, moving prospective delegates from interest to action within a critical sign-up window. Meanwhile the wealth of academic resource available risked going undiscovered without clear, compelling signposting to guide the right audiences towards it.
The work
Making expertise accessible
Through detailed interviews with Cambridge professors, I distilled complex academic thinking on topics as diverse as global megatrends and regenerative practices into thought leadership articles that retained intellectual credibility without losing the reader. Each piece formed the backbone of a wider content ecosystem, spanning social posts, editorial features and publications.
Showcasing the depth of what’s on offer
For the school’s publication Cambridge Executive Business Insights, I wrote features that mapped the breadth of Cambridge Judge’s resources, guiding readers toward podcasts, programmes and insights they might otherwise have missed.
Turning interest into enrolment
Working closely with the programme team, I supported the redevelopment of executive-education email sequences, shaping a more sophisticated 30-day journey. Drawing on programme brochures, web content and course-leader insight, each email was refined in tone to resonate with senior professionals and structured to move them steadily towards booking a discovery call and, ultimately, a place on the programme.
The difference
The world-class thinking of this respected Cambridge institution is now better positioned to reach the business community, translated into sharp content and structured to turn curiosity into commitment.
“The University of Cambridge is a world renowned locus of learning. We draw upon a heritage that spans more than 800 years of knowledge creation, and the establishment of novel thinking; thought leadership that has transformed the world and continues to impact business and the broader society.”
- PROFESSOR STELIOS KAVADIAS, ACADEMIC PROGRAMME DIRECTOR
Reach outWords move mountains
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