IMP Software
IMP develops specialist financial management software for multi-academy trusts (MATS). They wanted us to lead the launch of a new report their team had created from real MAT financial forecasts which revealed the strengths, weaknesses and opportunities of budgeting in the sector. They were looking for a high-impact campaign to generate media coverage, maximise downloads and position IMP as a trusted voice in the education sector.
“The Influence Crowd immediately understood the brief and the audience we wanted to reach. We are delighted with the great coverage and got more report downloads than we’d anticipated.”Will Jordan
You have to build anticipation for new data. We knew interest from the education press was critical to drive coverage and report downloads, so a teaser email campaign was planned to target journalists ahead of go-live. We also wanted to highlight IMP’s team as MAT financial experts, knowing this would increase coverage and trust in the report’s findings.
A week before launch day, our embargoed press release went out to give journalists early access to the data and strong angles for the story. Live interviews were also set up with IMP, MAT senior leaders and sector influencers to give the press informed opinion on the report findings which could be used in articles.
The additional interviews offered journalists more than the report findings alone. They provided multiple hooks, added depth and gave outlets real-world insight that fitted perfectly with the standout trends from the report data. We also advised on the design of the report and landing page to boost conversion.
Our strategy secured both news and opinion coverage before and after the report was published, including in the TES, Schools Week, The Voice (Institute of School Business Leadership) and the British Educational Research Association. The buzz around the campaign also drove people to the landing page to download the report.
Scroll down for the full results and impact of this campaign 👇
The activity generated more than 1,450 report downloads within days of launch.
Both news and commentary published in the TES, School’s Week, School Business Manager, The Voice (ISBL) and BERA.
8.7k social media views of coverage and 5.5k dark social views (What’s App etc)
The activity sparked online debate around the issues raised, achieved coverage in key education press and put IMP on journalists’ contact list as a leading voice on MAT finances.
