An engaging new tone of voice for an academic institution

Case study: Copywriting for the NIAS

· Case studies,Writing

The Netherlands Institute for Advanced Study (NIAS) turned to us for help with copywriting and copyediting for their new website, asking us to bring warmth and personality to their informative, academic content.

The client

The NIAS is part of the Royal Netherlands Academy of Arts and Sciences (KNAW). They commissioned us to edit and write copy for their updated website as they felt their existing content needed a refresh. While it was informative, the tone did little to inspire the institute’s prospective fellows: best-in-class academic researchers and writers.

The brief

Given the target audience, the updated website required copy that was professional, enlightening and succinct. In the brief, NIAS requested UK-English copy in a tone that exuded professionalism but was also humorous and warm.

The strategy

Following our initial team meeting – in which we pooled together our collective decades’ worth of copywriting experience – we outlined the perfect style of copy for their website. Where many copywriters would struggle with this challenging writing style, our diverse team’s background in social research and journalism meant that EdenFrost was up for the challenge. The resulting copy resembled the tried-and-true style of writing for academics, but with a more active and humorous tone to help keep the target audience engaged, satisfied and entertained. Of course, SEO was carefully considered and employed throughout.

The results

The final copy was an immediate success with NIAS staff and research fellows alike.

“We are very happy with the work you’ve done for us – the flow and the style is great!” – NIAS communications officer.

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