Copy is an important element of what we do in higher ed web and marketing, from the headline to the call-to-action button. Yet, sometimes these words feel like an afterthought. This hands-on copywriting crash course will put those clever and compelling words and sentences front and center. We’ll break down the basics of copywriting, show you some techniques, and allow you to put some ideas into action. Whether you’re looking to create urgency with a display or social ad, or want to liven up your viewbook and postcards with punchy vibrant copy, this workshop will help. Be prepared to flex your writing muscles and, perhaps, bring along a work-in-progress. This workshop is ideal for beginners, but anyone with a hand in creating or editing copy will benefit from this generative session.
Donna Talarico is an independent writer and content marketing consultant, and she also is the founder of Hippocampus Magazine and its books division and annual conference, HippoCamp. She has more than two decades of experience in marketing, communications, writing, and media, and about half of that time has been in higher education, most recently as director of integrated communications at Elizabethtown College in Pennsylvania. In addition to content work for clients in higher ed and B2B, Donna writes a marketing column for Wiley's recruiting and retaining adult learner newsletter, and has contributed to CASE Currents, Guardian Higher Education Network, various alumni magazines, The Writer, mental_floss, and others.