Prominent was approached by Bedford School to help boost admissions and improve general awareness of the school and its excellent facilities.
Our sister company RB Agency had worked with Bedford School for a number of years.
The school wanted us to support their in-house team to create proactive opportunities for media coverage as well as act reactively to education news which could be piggy-backed on.
The main aim was to reach UK boarders and their parents and local families looking at sixth form choices. Prominent was also asked to promote Bedford School’s scholarship offering.
We created a strategy which linked their existing advertising provision through RB Agency to a comprehensive PR plan.
To raise the profile of Bedford School we secured extensive media coverage in targeted publications which spoke directly to their target audience.
Proactive opportunities for this included utilising Bedford School’s annual two-week Creative Arts Festival, which featured nationally-renowned speakers such as alumni actor Bob Barrett and comedian Tony Slattery. Bob Barrett and Tony Slattery were interviewed by our ex-national news journalist Ellen Widdup who wrote engaging features with a strong news hook that were successfully sold into the press.
Following the festival, we created a PR calendar of opportunities and forward features. We also made ourselves known to all target trade and consumer press and steadily built relationships with them.
Reactive PR included offering Bedford School to media outlets for comment on topical news items.
We also researched event listings to promote Bedford School’s autumn ‘What’s On’ guide and added to each one individually, utilising the ‘seven points of contact’ theory.
We secured 20 pieces of organic news coverage in six months including a BBC Radio interview with Bob Barrett about the Creative Arts Festival.
The reach for the autumn listings accumulated more than 11,500 impressions on one site alone, with many events sold out.