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Worksop College – Marketing Relations Campaign

22nd February 2021

Outstanding independent school Worksop College and Ranby House, nestled in picturesque woodland in North Notts and boasting buildings akin to Hogwarts, appointed Eden to boost its existing marketing and admissions activity with targeted pieces in the regional media.

Eden has worked with several well-known and outstanding schools across the Midlands, including Nottingham Girls’ High School and Arnold Hill Academy, achieving exceptional exposure across the board in target media. The agency has excellent contacts at East Midlands Today, ITV Central, BBC Radio Nottingham and at Reach PLC as well as with national titles and education trade publications – so Worksop College knew the agency would deliver the coverage it sought.

The school had previously been featured in the regional media from time to time but required an ongoing pipeline of media-ready stories, suitable for selling in to broadcast, print and online journalists. PR success looked like appearing regularly across the media spectrum regionally, with key messages positioned clearly in all content and with the driving aim of raising more interest in the school from prospective parents.

Objectives

Together with the school, Eden agreed a set of honed media relations objectives. The core goal was to create more positive interest in the school from all angles and attract more potential customers, while positioning it as a leader in independent education.

Our target audience was those living driving-distance from the school, with school-aged children. All content we created was geared at enlightening this audience about the benefits of a Worksop College education, from the exemplary sense of community at the school to the outstanding wrap-around extra-curricular programme and state-of-the-art sports facilities. All activity was to target media channels relevant to this specific parent/ carer audience, with the ultimate aim of driving up enquiries at the school.

Strategy and plan

Eden developed a 4 month media relations campaign designed specifically to support the school around its deadlines for admissions enquiries, tours and applications. All content was to position the school as the perfect environment for nurturing young minds.

The pandemic put the spotlight on education like never before. Eden helped Worksop College to turn the negative narrative around home-schooling into a positive story through specific examples of its exceptional teaching and learning, from personalised story time sessions for the primary students to one-on-one Zoom science experiments for overseas boarders.

Much of the activity we carried out was relationship building on behalf of the school with our key media contacts in regional TV news and at online news publications. We presented the school as one-of-a-kind with an opinionated and passionate Head teacher leading the community through the turbulent waters of schooling in a pandemic and beyond.

Results

  • Print and online reach of at least half a million readers in just 4 months
  • 18 pieces of coverage
  • ITV Central coverage – prime time 6pm news slot
  • Featured as a top story on the third most downloaded news app in the UK 2020
  • Engaging mix of news, business and trade coverage
  • 4 1-1 media interviews secured

Testimonial

Director of Marketing and Admissions at Worksop College Leila Gold said: “We enjoyed working with the team at Eden. Emily is a seasoned professional who secured some key pieces of coverage for us.”

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