bluecoat primary academy
the challenge
We work with Archway Learning Trust, one of the largest multi-academy trusts in the Midlands, to share and consolidate Archway’s values through a strategic PR plan aimed at boosting pupil numbers, as well as boosting parental and community engagement.
One of the Trust’s Nottingham city primary schools, Bluecoat Primary Academy, had a specific challenge with pupil numbers amidst a declining birth rate, several schools in close proximity and a need for creative ideas to really cut through to its local parent and carers. Sometimes, coffee mornings and open days just aren’t the right vehicle for engagement – so Eden developed a strategy that would work uniquely for BPA.
the solution
We spent time with the Head of School, Ben Jackson, understanding more about what made Bluecoat Primary Academy, its staff and its students, tick. We spent time in the school, meeting staff and children, and ‘looking under the bonnet’ to pick out the real gems of stories which would grab the attention of the local media. Crucially, Ben and the team wanted to appear in the Nottingham Post, on ITV and BBC regionally and on BBC Radio Nottingham because they knew that these were the titles and shows that their school community listened to.
The Eden team developed a pipeline of stories to fit the brief. We thought big and bold. Stories included partnering the school with another of our clients – A.W. Lymn The Family Funeral Service – to develop a first-of-its-kind programme of learning for KS2 children, teaching them about death, dying and bereavement. We supported an existing campaign from another funeral director, John Adams, to move the dial nationally and have the subject officially added to the National Curriculum. This was a ‘wow’ moment for the Trust and BPA, as they saw a ‘real life’ result from their PR campaign with Eden.
Our work also spotlighted Ben in his role as the one in a million singing headteacher, how the school focuses on biodiversity through a range of engaging initiatives and on its ground-breaking young carers accreditation.
the results
In a 12 month campaign, we secured:
- 26 pieces of coverage for the school, including pieces in the Nottingham Post, on ITV Central, BBC Online, BBC Radio Nottingham and across Nottinghamshire Live’s website and social media.
- 55m impressions of the school name and its value messages with key target audience in around its catchment area.
I wanted to take a moment to send a sincere and heartfelt thank you to the team at Eden PR.
Last academic year, we were made very aware of the significant decline in birth rates across Nottingham. This year, that reality was reflected in our own numbers. In response, we made a deliberate decision to invest in a strategic PR campaign to raise the profile of our school and ensure our work was seen and understood by the wider community.
Over the course of the year, Eden PR have helped us to share a wide range of powerful and authentic stories about our school and the Trust. These have included features on young carers, grief and loss within the curriculum, our singing headteacher, reading libraries and learning spaces, and so much more. Each piece has reflected the heart of our community and the values we stand for.
I am delighted to share that our projected pupil numbers for September 2026 now look extremely positive. Not only are we on track to be full, but we are also anticipating a waiting list in Reception. Even more encouragingly, our Reception cohort has grown during the year, and all other year groups are now close to capacity. The impact of this work has been truly phenomenal and has provided invaluable support to the school at a critical time.
In addition to this, our attendance is now above the national average. Given the current Ofsted and DfE focus on attendance, this is a significant achievement, particularly within our context. This success is undoubtedly supported by the excellent PR work from Eden PR, which has strengthened our reputation and sense of community pride.
Ben Jackson, Head of School at Bluecoat Primary Academy
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