BUD SYSTEMS

A research-led campaign to build a credible voice in the FE and training space

top titles nurtured

new platform launched

communications channels working together

100%

cut through the noise

Bud Systems welcomed the support that AMBITIOUS provided from the understanding of its objectives and senior consultancy to delivering quality content that matched its brand values, deep knowledge of its audience and the proactive and strategic approach to media relations. AMBITIOUS has generated brand exposure for Bud in its target media, building editorial relationships that will benefit the business as it continues its growth strategy.

Louise Rolfe
Senior Consultant

Driving value out of research to fuel a successful integrated campaign

INSIGHT

Bud Systems (Bud) is an end-to-end training management platform designed to transform the way that vocational and professional training is delivered and to maximise the training performance and outcomes for all learners.

It works with the country’s leading independent training providers, colleges and universities and employers. Everything these audiences need to manage training delivery is provided by Bud; from programme development to enrolment, funding management to reporting and compliance.

Bud Systems needed to build the future value of the business by creating a digital footprint.
It required a tailored PR strategy to boost credibility and engagement in the training and education industry but also to broaden awareness to wider audiences

IDEAS

AMBITIOUS designed a strategy around two campaigns in Q4 2020 which included the strategy, management, content, and earned media relations for both.
The first campaign was designed to launch a piece of industry research that Bud had commissioned in conjunction with the Association of Employment and Learning Providers (AELP).
AMBITIOUS conducted analysis of the body of research commissioned by Bud among the AELP’s membership base.
Working with the marketing lead at Bud Systems, AMBITIOUS’ approach was to develop a content and media engagement strategy by addressing current industry challenges; the need to deliver remote learning en masse during lockdown and the need to ensure compliance and management of funds following the Government’s introduction of new work-based and adult training schemes to help tackle unemployment.

To cut through the noise of competitors and independent industry experts discussing solutions to remote learning, we needed to ensure that Bud’s news story grabbed attention and cut straight to the heart of the problem. AMBITIOUS developed an integrated communications plan – combining communications for education and training with targeted technology sector communications – beginning with a news announcement followed by a thought leadership campaign on managing learners and ensuring the best outcomes, even during a global pandemic.

AMBITIOUS carefully positioned Bud Systems and its brand values to ensure its message was heard in an experienced and authoritative way and handled all earned media relations and press office activity.
The second campaign was designed to announce Bud System’s new platform enhancements meaning that users could manage more than one form of training on the same platform, a key development for training providers and colleges especially.
AMBITIOUS developed editorial headlines and content themes, aligning them to Bud’s brand messages and product offering.

IMPACT

Outputs:

Quality earned media coverage was secured and achieved in Bud’s tier one education and training titles including TES, FE News, Training Journal, Bdaily, Employer News.
Interview with Business Insider as part of a remote learning feature.
Once Bud achieved brand significant brand awareness in its target media with the research campaign, the news of its new platform enhancements for all vocational and professional training – a key milestone for the business – was positively received by its tier one media.
AMBITIOUS secured earned media coverage and editorial features in a wide range of education, training and business titles, reaching out to new audiences in publications never featured in.

Outtakes:

Increased engagement and brand awareness generated from the association with the AELP.
A credible and informative research driven campaign to position Bud as an expert in its field on the topical area of remote learning.
Campaign one laid the foundations for the second campaign which was more product-led, helping to generate a positive stream of news for the platform.

Impact:

AMBITIOUS has generated brand awareness and a credible industry voice for Bud in its target media, building editorial relationships that will benefit the business as it continues its growth strategy.
20 pieces of coverage in tier one media
10 pieces coverage in business, finance, and HR titles

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