Briscoe PR was appointed by the Royal Hospital School to run an integrated PR, social media and advertising campaign to enhance the reputation of the school, and raise awareness of the availability of a Seafarers’ Bursary. This is one example of how we have worked on PR campaigns in the education sector.
The target audience was niche – seafarers in, or who had recently left, the Royal Navy, Royal Marines or Merchant Navy, with school age children.
The campaign aims were to raise the Royal Hospital School’s profile amongst naval families in the Portsmouth area and to generate enquiries from prospective families for means-tested bursaries awarded by the school’s parent charity, Greenwich Hospital.
The Royal Hospital School’s key objectives for their recruitment and PR campaign were:
- to increase the number of Seafarers’ Bursary applications for September 2018 and beyond
- to increase the number of bursary applications with real charitable need
- to increase the number of bursary applications from first generation (serving or having recently served) seafaring families.
What we did
Our strategy was to target a very specific location – Portsmouth and the greater Portsmouth area including Gosport, Fareham, Chichester and the Isle of Wight – and to deliver consistent and persuasive messages across a number of channels to a very targeted audience.
We did this through:
- An advertising campaign visible on the street, in the pages of local media and on regional radio stations, and social media posts boosted to reach a specific audience
- Media relations with local print and broadcast media
- A new microsite on the Royal Hospital School website
- A multi-platform social media campaign using images and video
- Two events, in Gosport and Portsmouth, where families could meet pupils and staff from the school.
The Seafarers’ Bursary campaign ran over two months and achieved the following results:
On social media:
- 36,710 reach from Facebook posts
- 2,465 Facebook post engagements from 57 posts
- 3,345 Facebook views for the campaign messages on videos
- 37,900 tweet impressions
- 391 clicks through to the RHS website from Facebook and Twitter
- 215 engagements on Instagram
- 6,960 impressions on a single Linkedin post – generating 96 link clicks to the RHS website.
In the media:
- Seven pieces of print coverage
- Two radio interviews.
- 715 total page views on the Seafarers’ Bursary microsite
- the average time spent on the microsite was more than three minutes
- 93% of visits to the microsite came from social media.
- There were 260% more applications in 2018 than in 2017
- All applications met the criteria for the Seafarers’ Bursary
- Assuming Greenwich Hospital agree to finance all of these pupils for entry in 2018 and they continue to the end of the Sixth Form, this will be worth in the region of £2.43 million to the school.
The potential financial return for running this campaign was 187 times the investment made by the school.