Teaching Civica how to produce well-crafted and targeted marketing materials 

It was clear to Civica’s Marketing Manager, Rachel Massey, that her marketing team found it particularly difficult to regularly produce documents that had been carefully targeted and crafted, that rapidly engaged their readers, and yet could be produced quickly and with apparent ease.

When Civica was developing a new company website, Rachel felt that her team could benefit from a complementary web writing course. She was looking for one designed to build upon the learning from our Structured Marketing Writing course, and apply the marketing copywriting theory to the challenges of writing for the web.

The training solution: marketing writing training to teach the fundamentals and then writing for the web training to apply the learning

Civica firstly selected Structured Marketing Writing. Rachel liked the fact that this course had at its heart a clear method which effectively relegates the actual writing to the very end. Before sitting down to write, people who have been taught this approach know how to define the specific communications objectives of any piece, and how to translate that into a detailed editorial definition.

“Writing Machine Academy showed us a great way to start writing from scratch,” she says, “and we all use that technique now. What’s more, all of the methods taught could be applied as soon as our people got back to the office. Even though they were all at different stages with their writing, it is abundantly clear that everyone came away with practical tools they could use straight away.” The second course, Writing for the Web, was selected to show delegates how to put all that they had learnt on the first day into practice for the copy for their new website.

Client feedback

Delegates were asked to give a score out of five on a list of feedback questions such as ‘Quality of the training content’, ‘Quality of the trainer’ and ‘I have learned new techniques that will enhance my writing’. The average score was 4.4 out of 5.