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copywriting case study
UKTI – corporate copywriting
Where do you find all the compelling arguments, fact and figures and relevant information to persuade overseas companies to choose the UK?
The answer is in Invest in the UK, a UK government flagship document researched and written by ProseWorks.
UK Trade and Industry, the government body responsible for promoting overseas trade and attracting foreign investment, needed one document to give potential high-level investors all the information they needed to help persuade them to base their international businesses in the UK.
With our ability to analyse detailed research, explain complex policy issues and convey policy initiatives in language that everyone can understand, we were ideal for the job.
Our team waded through boxes of research and statistics and – working together with the UKTI policy team – page-planned and then drafted this compelling document.
Diligence, patience and heightened drafting skills were required; the document went through four sets of iterations as it was sent across Whitehall for approval.
The finished 50-page document has a foreword from the UK Prime Minister and successfully articulates the benefits of investing in the UK. It is a vital tool for UKTI overseas postings and UK Diplomatic staff as they seek to persuade global ‘movers and shakers’ to invest in the UK.
Six months after its initial publication the ProseWorks team was back in action, writing and updating the content for a new edition.
We have also written bi-monthly policy and research digests for UKTI, as well as other marketing brochures.
The Inward Investment annual report 2013–14 was also written by ProseWorks.