Sharing skills fit for the future at Henley Business School
Helping Henley tell a story of transformation and leadership for a new generation of learners.
The backdrop to our work
Henley Business School has helped organisations to navigate complex change since it was founded in the aftermath of World War II.
Since 2024, we’ve been helping this internationally renowned, 80-year-old business school tell its own story of transformative learning and leadership within a shifting landscape.
This has helped to clearly explain their offer to employers and stakeholders against a backdrop of uncertainty and change
What we did
We worked as an extension of Henley’s marketing and business development teams, promoting the school’s apprenticeship programmes and wider offer. We provided campaign strategy ideation, key messaging, copywriting, design, thought leadership and media relations support.
Henley needed to reach several distinct audiences, from individual learners to HR and learning and development leaders, NHS organisations, regional employers and wider skills stakeholders.
A combination of paid, owned and earned activity enabled Henley to reach prospects beyond its existing networks. Targeted social campaigns, with punchy headlines and design elements, placed programme messages directly in front of potential learners and employers. Email content helped Henley to reconnect with an extensive contact list, while webpages and campaign landing pages created clearer routes towards enquiry.
Thought leadership helped to establish Henley as an authoritative and trusted voice during a period of uncertainty. Content appeared in publications including Hospital Times, Integrated Care Journal and HR Week, alongside contributions to the Association of Accounting Technicians and the Thames Valley Chamber of Commerce. These opportunities highlighted Henley’s expertise in developing managers fit to lead large, complex organisations in the healthcare, governance, and finance sectors.
Alongside this, in-person events also provided a way to reach new partners and prospects. We coordinated structured roundtables, which allowed Henley faculty to talk directly with local employers about their needs and expectations.
Case studies added credibility and authenticity to the story told by Henley. Pieces featuring learners, and employers such as Nokia, Imperial College Healthcare NHS Trust and IRIS Software Group, showed how Henley’s programmes support personal development while addressing real organisational challenges through applied learning.
The wider challenge
In May 2025, the government confirmed that funding for Level 7 apprenticeship programmes would be withdrawn, creating an urgent need to promote Henley’s existing programmes before the nomination deadline without allowing uncertainty to undermine confidence in its offer.
Distinctive supported with time-sensitive campaigns designed to capitalise on remaining demand for Level 7 programmes. New campaign strategies and materials opened routes to engage different learner groups and employer audiences. Henley’s business development team also gained a consistent set of messages and sales materials to turn initial awareness into credible conversions.
As Henley began shifting its focus towards earlier-career talent and new programme areas, the role of marketing also needed to evolve. We sensed an opportunity for Henley to tell a new story about its ability to provide guidance and leadership in a digital age.
Competitor analysis, audience mapping and new campaign frameworks supported Henley’s move towards earlier-career learners, new apprenticeship standards and emerging areas such as AI and digital capability. The pivot to younger, more digitally-focused learners has seen a new suite of provocative and timely messaging created to support this shift.
Our impact
Our work with Henley has covered every stage of the marketing pipeline, from building awareness and boosting credibility, to supporting direct conversations with prospective learners and employers.
Employers received a clearer, evidence-led case for investing in apprenticeships, supported by case studies that point to organisational impact. Prospective learners were able to access relatable stories, compelling creative and straightforward routes to find out more. Since our partnership began, more than 1,000 students have enrolled on the programmes we’ve supported.
Just as importantly, we’ve helped Henley to remain visible, confident and responsive while the market around it changed at pace. We’ve also seen Henley cement its status as a dynamic, cutting-edge provider in a time of rapid digital advances.
What the client said
“The team at Distinctive have been instrumental in helping Henley Business School to tell a fresh and compelling story about our unique offering to learners and organisations alike. Their commitment to the ‘brilliant basics’ has seen the creation of print and digital resources, a suite of case studies, and a series of social media campaigns. This activity has clearly enhanced our market presence and enabled our business development team to have great conversations with clients.
They’ve also helped us to refine our message during a period of profound change. Their analysis of peer providers and honest reflections on what makes Henley stand out against them, as well as their excellent content, has allowed us to carve out vital space in a competitive field.
The team’s help with strategic conversations around Henley’s purpose and place as we pivot towards a digitally-focused portfolio has seen us achieve real clarity.”
Professor Anne Dibley, Head of Post-Experience and Apprenticeship Programmes
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