Bishop Fleming
Bishop Fleming is an accountancy firm that has over 9,000 clients including over 1,100 schools, colleges and trusts in England.
Each year it launches the Kreston UK Academies Benchmark Report that is a deep dive into the finances of over 260 multi-academy trusts representing more than 2,300 schools.
When they needed to promote the report, they called on us because they wanted as much media attention on school finances as possible.
“This campaign not only helped strengthen our profile in the education market but also reinforced our reputation as a trusted source of insight and commentary. We couldn’t have asked for a better partner.”Kevin Connor
When launching data to the media you have two options – go live with the data on the day or tease the information out for a week or two beforehand. We know that the second option is best. Why? Well, quite simply because it builds interest. It also gives journalists time to review data and insights in stages. They can digest the information and interview experts giving them an exclusive angle on the story.
We created a teaser email campaign and lined up a series of interviewees from the accountancy and education sectors who could explain the implications of the financial findings.
This phased release built momentum and created a buzz around the data report. It also meant that when the report was released, there was already significant media interest.
As soon as the embargo was lifted, four articles were published in national newspapers The Times, The Daily Mail, The Standard and The Independent.
Drip feeding the content meant that the top education outlet, The TES, had the time to interview Bishop Fleming and the CEO of the Confederation of School Trusts to get more in depth analysis on the data.
We secured 20 great pieces of coverage in regional, national and education press. They all mentioned the report and over three quarters (85%) quoted the head of academies at Bishop Fleming. This helped to raise Bishop Fleming’s profile and position the firm as experts in accountancy in the education sector.
“We are hugely grateful to team at The Influence Crowd for the outstanding support they provided around the launch of our annual Academies Benchmark Report. Thanks to their expertise and efforts, the report achieved excellent visibility across the sector press, social media channels, and within our target market.”
Kevin Connor, head of academies at Bishop Fleming.
Scroll down for the full results and impact of this campaign 👇
20 pieces of coverage in total across national, regional and education sectors
4 national press articles, a 300% increase compared to the previous year
100% of articles mentioned the report by name
85% of articles quoted the head of academies at Bishop Fleming
15% increase in the number of people who visited the report landing page compared to the previous year
