The biggest challenge of this project was to present the benefits of Salzburg University of Applied Sciences without sounding too pushy or sales-oriented. Instead, we tried to strike a fine balance between providing relevant information and creating an aspirational image of the study programmes and Salzburg as a study location. After all, at the end of the day, a university of applied sciences is a business that needs to attract customers or rather students, too.
The special nature of the project
What was so interesting about creating web copy for Salzburg University of Applied Sciences was the different levels of language and content we had to keep in mind. After all, we needed to address several target audiences all at once. On the one hand, we wanted to appeal to high school graduates between the ages of 16 and 18, who are in the process of choosing their future study programme. On the other hand, we also needed to reach post graduates and bachelor students wanting to continue their education with a master programme or an advanced training course. What’s more, we also had to keep in mind the business and research communities.
This variety of target groups made it a challenging task to vary the tone of voice and information depth in accordance with different user intentions.
In addition to the web copy, we also came up with expressive slogans for the individual study programmes and advanced training courses.
- about 70 online texts for the study programmes & hero pages
- slogans for the study programmes and advanced training courses
- keyword research