bluecoat primary academy
Education PR specialists Eden PR support a Nottingham primary school to increase pupil applications with strategic local media relations.
local impact for a global business
the challenge
Following the acquisition of Eden’s long-standing client, Encore Personnel, by global recruiter Gi Group UK the company swiftly decided to retain Eden’s services and expand our remit to cover the business’s huge UK branch network.
Gi Group UK is a giant in its sector, serving more than 1,500 clients across the country and placing a person in work every 90 seconds – but its brand was not well known in the UK compared to its competitors.
Directors at Gi Group had heard first-hand about how Eden positioned Encore as the leading light in recruitment across the Midlands, securing regular brand-elevating media opportunities and thought leadership features for the team. Over time Eden’s brief had developed to cover organic social media delivery as well as public and press relations and so our directive from Gi Group also included all of these requirements.
solution
We developed a staged approach to increasing and cementing Gi Group’s UK brand exposure. We began by reaching out to our contacts in the regional media and recruitment trade press. We shared positive and engaging news, foregrounding the business’s experts on topics such as how to attract and retain Gen Z workers, how to reach older workers with a desire to return to work post-retirement and the challenges and opportunities that AI will bring to the jobs sector.
We’ve secured exclusive comment opportunities, developing strong pieces for Gi Group through our close links with journalists that have shone a light on areas such as the company’s employee benefits packages, its dynamic Driving division and a comprehensive, multi-communications campaign for its Manufacturing whitepaper.
In our social media approach, we compliment and strengthen our press relations work at every turn. We post carefully curated content to Gi Group platforms, designed to appeal to both candidates and clients.
results
Media relations (6 month period):
- 84 pieces of targeted media coverage, an average of 14 pieces per month, with a reach of 4.75 million.
- Regular back links achieved linking media coverage on sites such as Insider Media, FE News and Business Manchester to the Gi Group website.
- Coverage achieved in regional titles such as Sheffield Star, Basingstoke Gazette and Derbyshire Times, and trade titles Global Recruiter, FE News and HR Review.
- National online coverage including MSN and Yahoo News.
In the first 6 months of organic social media delivery, we achieved:
- 54k LinkedIn impressions, 92k Facebook impressions.
- More than 3k engagements on LinkedIn and 2.7k on Facebook.
FROM THE CLIENT
“Eden PR are an incredible PR organisation to work with — and have been an enormous help in raising our company’s public profile. A dedicated and trusted partner, their focus, dedication, advice, insights, and results have been second to none. I cannot recommend them highly enough.”
– Mark Tuban, Group Marketing Director, Gi Group Holding.
