The Ad Agency was tasked to transform a dry and drab course outline for the Certificate IV in Training and Assessment, to copyright a compelling article the client could use for editorial submission, Search Engine Optimisation, and to place on their website.

The brief:

• 400 words (max)
• Compelling and yet easy to read
• Call to action, multiple mentions of company name
• Draw card – identify the unique selling proposition of the course
• List of benefits the qualification can provide