bluecoat primary academy
Education PR specialists Eden PR support a Nottingham primary school to increase pupil applications with strategic local media relations.
INTOO UK & Ireland
the challenge
Eden was appointed by INTOO UK & Ireland, leaders in outplacement and career transition solutions, to raise awareness of its core offering and expertise, having never previously engaged in PR activity before.
The goal was to ‘put INTOO on the map in the UK’, and our PR plan needed to boost brand awareness through education, with a strong emphasis on redundancy support and career coaching across INTOO’s primary sectors.
Part of leading HR and recruitment specialist, Gi Group Holding (another one of our clients in this sector), INTOO is able to leverage the business’ international network delivering consistent, high-quality, empathetic and practical guidance.
However, we also wanted to ensure our campaign made space for INTOO in its own right, drew attention to its unique offering and put the spotlight on the specific results achieved across various sectors from higher education to pharma.
the solution
We worked closely with INTOO Managing Director Owen Morgan to identify the organisation’s strongest points of difference to its competitors and the practical solutions its team offers to employers and individuals across key sectors.
With Owen keen to build upon his team’s profile as trusted voices in HR, Eden developed a targeted media strategy focused on HR trade titles and sector-specific publications. This enabled INTOO to speak directly to the professionals facing workforce challenges and demonstrate how its expertise could help them respond.
The campaign was designed to showcase the breadth of INTOO’s services while positioning Owen as a leading commentator on the issues shaping the workplace. Using insights from INTOO’s original data sets we created stories that addressed real challenges and offered practical guidance on topics such as managing multigenerational workforces, improving interview performance, supporting working parents and navigating wider changes in employment.
Reactive newsjacking was also an important part of the strategy, allowing INTOO to provide timely, useful commentary when workplace issues entered the national conversation. This approach secured coverage in titles including The Times, The Sun and The i Paper, with INTOO contributing expert insight on “The Great Hunkering Down” and sharing a real-life case study on successful career pivots.
More recently, our campaign has expanded to profile experts from across the INTOO team, demonstrating the depth of knowledge within the business and the scale of support available to clients.
At a time when the recruitment and employment sector continues to be presented with significant challenges, our work ensures INTOO is visible as a source of clear advice, practical solutions and trusted guidance for organisations and individuals navigating change.
results
In a 12 month snapshot:
- Appetite for INTOO content has built, so we now regularly supply contributions to a number of high profile publications across the HR sector, including HR Magazine, The Global Recruiter, OnRec, The HR Director, Training Journal and Employer News.
- National opportunities secured in The Times, The I Paper and The Sun.
- 85 total media mentions.
- 15.6M impressions/ opportunities to see to see the INTOO brand in target media.
