Schools like to buy products from brands they trust. So when you are a new name in the education sector, this creates a bit of a dilemma.
How do you get schools to know and trust your brand so they want to buy from you?
This was the situation Juniper Education faced when they called us. The company was created from seven brands including Essex Education Services and EdTech firms such as Classroom Monitor and Target Tracker.
Nobody knew the Juniper Education name and so we were asked to help build their brand quickly to generate leads.
“The Influence Crowd knows exactly how to capture the attention of school leaders and teachers. We would definitely recommend them.”Head of Marketing, Juniper Education
Many Juniper staff had worked in schools as senior leaders, teachers and support staff. Our plan was to tap into their expertise and demonstrate Juniper was a brand that understood schools.
Lead generation was also a key priority so we focused on PR activities that would drive new audiences to hand over their contact details for further marketing.
We developed an integrated PR programme that targeted all the channels that Juniper’s key audience of senior leaders in schools would use including print, online, social media and digital ads.
We developed several core ‘hero’ PR campaigns that positioned Juniper as a thought leader on particular issues that were high on the agenda of school leaders.
This included creating a report entitled The Covid-19 Exit Strategy for Schools: Making the Impossible Possible. The report was released in the early months of the pandemic, providing much-needed advice for schools on how to support staff and pupils when the lockdowns ended.
The company had access to achievement data on 1.5 million pupils and so was able to track the impact of the pandemic on learning. We packaged this information into another report, The Juniper National Dataset Report which attracted the interest of national news outlets like the BBC, The Times, Sky News and The Guardian in 2021 and 2022.
The result of these and other campaigns led to increased traffic to the Juniper site, boosted reputation and hundreds of leads for the team to follow up.
Coverage in The Guardian, The Times, Sky News, BBC Morning Live, TES and Schools Week .
50% of coverage with backlinks to the Juniper site
including QCA, Harvard University, the Education Endowment Foundation, Robert Halfon MP, NSPCC and Ofqual
54% (avg) increase in new users to web site each year against a target of 10%
4720 downloads of the report
2,036 email addresses added to the marketing database and sales attributed to campaign