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.
AMBITIOUS developed an integrated communications plan that incorporated both announcements with key dates for engaging the media. Following a review of the body of research commissioned by Bud among the AELP’s membership base, AMBITIOUS set to work developing the editorial headlines and content themes, aligning them to Bud’s brand messages and product offering.
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. The news announcement of the research was quickly followed up with a thought leadership campaign on the topic of managing learners and ensuring the best outcomes throughout any scenario, even a global pandemic. Careful positioning of Bud Systems and its brand values ensured it’s message was heard in an experienced and authoritative way.
Building on this programme, AMBITIOUS also launched its new platform enhancements for all vocational and professional training – a key milestone for the business – securing earned media coverage and editorial features in education, training and business press.
Bud System’s campaign delivery included:
- Analysis of research and story development
- Content strategy
- Outsourced PR and earned media relations expertise
- Creating awareness and a credible industry voice
- Successfully launching new platform enhancements
- Press office activity to identify relevant forward features for Bud to contribute to
- Reporting and measurement