alvaston moor academy
Education PR experts Eden PR launch viral media and social media campaign for a Derbyshire school landing more than 180m impressions.
archway learning trust
the challenge
The Eden team started working with Archway Learning Trust as it entered a new and exciting era of strategic expansion. As Nottingham’s largest multi academy trust, educating one third of the city’s children, Archway had a strong reputation across the East Midlands. Its leadership was keen to consolidate its values and long-term vision through a strategic PR plan, linked closely to targets from parental engagement to forward planning pupil numbers, which blended a core media relations programme with a proactive approach.
the solution
We hit the ground running when our partnership began with the opening of Archway’s new state-of-the-art £30 million secondary school, Bluecoat Trent Academy, at the end of 2024. We achieved stand-out results immediately, securing coverage in key regional titles including BBC East Midlands Online, Nottinghamshire Live and the Nottingham Post in print. We continued to build on this momentum well into the new year, identifying the key themes and ideas which would hit the headlines, and position the Trust and its leadership as key voices of authority and thought leaders in the education sector to trade, regional and business press.
results
In just 10 months:
- Achieved more than 150 pieces of media coverage
- Generated 134 million impressions with Archway Learning Trust news, averaging 13.4m impressions per month
- Secured 19 mentions across primetime TV and radio slots for Archway Learning Trust and its senior leaders
- News-hijacked national stories to deliver comment from Archway Learning Trust including an exclusive feature with Nottinghamshire Live, an exclusive newsjacking opportunity with BBC East Midlands Online and coverage across Global East Midlands and BBC Radio Nottingham.
- Secured regular coverage in leading education trade titles – School Management Plus and Schools Week.
“I want to reiterate how grateful we are for the partnership we’ve built with Eden PR. I know I’ve said it before, but your support and the work of your team has been incredibly valuable to us, and it’s made a real impact.”
Michelle Walshe, Chief Corporate Services Officer at Archway Learning Trust
