How a brand new website and editorial layer gave a 25-year EdTech specialist its first proper home.
How a brand new website and editorial layer gave a 25-year EdTech specialist its first proper home.
How a brand new website and editorial layer gave a 25-year EdTech specialist its first proper home.
The Brief
MRCC EdTech is the dedicated education arm of MRCC Group, a US-based global IT and learning solutions company with over 25 years in the business. The brief was a new launch. A standalone brand that needed its own website and editorial voice, built for a global audience of K-12 schools, universities, EdTech companies, and educational publishers. We were brought in to build both the website and the long-form content programme that would sit underneath it.
Industry
Ed Tech
Services
Website · Long-form Content · Editorial Strategy · Copywriting · Content Strategy
Category
A new EdTech brand, launched for a global audience that doesn't have time for guesswork
Client
MRCC EdTech
The Challenge
EdTech is one of the loudest, most buzzword-saturated B2B categories on the internet. Every brand sounds the same, transformation, innovation, engagement, outcomes, and most of the writing reads like it was assembled from the same dictionary of feel-good education jargon. The audience MRCC EdTech needed to win is also one of the most discerning B2B audiences there is. School superintendents, university deans, publishers, and EdTech CTOs don't get fooled by marketing language. They've heard it all. To break through, the brand needed copy that proved it understood the education world the way the audience does, from the inside, not from a slide deck.
The Brief
MRCC EdTech is the dedicated education arm of MRCC Group, a US-based global IT and learning solutions company with over 25 years in the business. The brief was a new launch. A standalone brand that needed its own website and editorial voice, built for a global audience of K-12 schools, universities, EdTech companies, and educational publishers. We were brought in to build both the website and the long-form content programme that would sit underneath it.
Industry
Ed Tech
Services
Website · Long-form Content · Editorial Strategy · Copywriting · Content Strategy
Category
A new EdTech brand, launched for a global audience that doesn't have time for guesswork
Client
MRCC EdTech
The Challenge
EdTech is one of the loudest, most buzzword-saturated B2B categories on the internet. Every brand sounds the same, transformation, innovation, engagement, outcomes, and most of the writing reads like it was assembled from the same dictionary of feel-good education jargon. The audience MRCC EdTech needed to win is also one of the most discerning B2B audiences there is. School superintendents, university deans, publishers, and EdTech CTOs don't get fooled by marketing language. They've heard it all. To break through, the brand needed copy that proved it understood the education world the way the audience does, from the inside, not from a slide deck.
The Brief
MRCC EdTech is the dedicated education arm of MRCC Group, a US-based global IT and learning solutions company with over 25 years in the business. The brief was a new launch. A standalone brand that needed its own website and editorial voice, built for a global audience of K-12 schools, universities, EdTech companies, and educational publishers. We were brought in to build both the website and the long-form content programme that would sit underneath it.
Industry
Ed Tech
Services
Website · Long-form Content · Editorial Strategy · Copywriting · Content Strategy
Category
A new EdTech brand, launched for a global audience that doesn't have time for guesswork
Client
MRCC EdTech
The Challenge
EdTech is one of the loudest, most buzzword-saturated B2B categories on the internet. Every brand sounds the same, transformation, innovation, engagement, outcomes, and most of the writing reads like it was assembled from the same dictionary of feel-good education jargon. The audience MRCC EdTech needed to win is also one of the most discerning B2B audiences there is. School superintendents, university deans, publishers, and EdTech CTOs don't get fooled by marketing language. They've heard it all. To break through, the brand needed copy that proved it understood the education world the way the audience does, from the inside, not from a slide deck.
THE APPROACH
We built the website around clarity, not cleverness. EdTech audiences don't have time for hero lines that sound nice and mean nothing. So the architecture led with the audiences themselves, K-12, higher education, publishers, EdTech companies, and the copy spoke to each in their own language. What a school district actually worries about is different from what a publisher actually worries about. The site recognised that.
The editorial programme ran in parallel. Long-form articles on the trends, technologies, and tensions shaping the global education sector, accessibility, DEI in content, the role of AI in classrooms, immersive learning, the operational realities of digital transformation in schools. The writing wasn't designed to sell MRCC EdTech. It was designed to make MRCC EdTech the place serious education professionals came to read about the category.
We built the website around clarity, not cleverness. EdTech audiences don't have time for hero lines that sound nice and mean nothing. So the architecture led with the audiences themselves, K-12, higher education, publishers, EdTech companies, and the copy spoke to each in their own language. What a school district actually worries about is different from what a publisher actually worries about. The site recognised that.
The editorial programme ran in parallel. Long-form articles on the trends, technologies, and tensions shaping the global education sector, accessibility, DEI in content, the role of AI in classrooms, immersive learning, the operational realities of digital transformation in schools. The writing wasn't designed to sell MRCC EdTech. It was designed to make MRCC EdTech the place serious education professionals came to read about the category.
THE WORK
A full website build for MRCC EdTech, designed and written end to end. Service pages, audience-specific landing pages, leadership and company sections, case studies, and the architecture that connected all of it. Alongside the site, an ongoing long-form content programme, articles that built the brand's authority in education by actually being authoritative about education.
A full website build for MRCC EdTech, designed and written end to end. Service pages, audience-specific landing pages, leadership and company sections, case studies, and the architecture that connected all of it. Alongside the site, an ongoing long-form content programme, articles that built the brand's authority in education by actually being authoritative about education.
THE OUTCOME
A new EdTech brand with a digital presence that finally matched the 25-year track record sitting behind it. Clear enough for a superintendent in their first ten seconds on the site, deep enough for a CTO who wanted to go three layers down.
For us, it was a reminder that in a category built on jargon, the agency that wins is the one willing to write about education the way educators actually think about it.
A new EdTech brand with a digital presence that finally matched the 25-year track record sitting behind it. Clear enough for a superintendent in their first ten seconds on the site, deep enough for a CTO who wanted to go three layers down.
For us, it was a reminder that in a category built on jargon, the agency that wins is the one willing to write about education the way educators actually think about it.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.
Let's Connect
We've been waiting
for a brief like yours.
We say that to everyone. We mean it every time.