Lifelong Learning Launch

Lloyds Maritime Academy Case Study

BACKGROUND

Following the development of its communication strategy which now forms the backbone of all marketing communications, Veronica Araujo, Head of Performance Marketing at Lloyd’s Maritime Academy recognised the importance of executing the plan to engage the media to elevate the brand and bring the new positioning of ‘lifelong learning’ to life.

Problem

Lloyd’s Maritime Academy had limited experience of proactively working with the media and wanted to leverage the knowledge and insights EC-PR had gained over the past two decades of working with trade journalists in the maritime sector.

Limited resources to develop new content also meant that Veronica and her team were keen to draw on EC-PR’s strong technical writing capabilities to provide editorial ideas and articles that would increase awareness and engagement within the target audience.

SOLUTION

The Lifelong Learning PR programme was specifically designed to help reflect the new, through life strategy. Activity would include the delivery of a regular news pipeline, the
development of a Brilliant Ideas Bank which reflects the communication strategy and business priorities with a specific focus on a ‘loud’ launch at London International Shipping Week 2019.

Outcome

Veronica Araujo, Head of Performance Marketing: “EC-PR played an instrumental role in helping us to develop our communication strategy, therefore, it was only natural for us to turn to Liz and Lorraine to help us execute the strategy. Their support in building a strong portfolio of material which has reinforced both our capability and the importance of through life career development has been fantastic. We’ve recognised the momentum that has been built in increasing brand awareness and hope to continue to elevate the brand in 2020.”

Veronica Araujo

Head of Performance Marketing, KNect365 Learning

 9-Month campaign delivered

36 pieces in industry specific press; 80% of coverage in media outlets with a DA over 40. Impact scoree 301,000. 9 news releases, 6 features, 2 case studies. Exclusive one to one access to journalists at London International Shipping Week 2019

 9-Month campaign delivered

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

9 news

releases

6

features

Impact score

301,000

2

case studies

Exclusive one to one

access

to journalists at London International Shipping Week 2019

36 pieces

of coverage in industry-specific press. 80% of coverage in media outlets with DA of over 40.

Impact score

301,000

9 news

releases

6

features

Exclusive one to one

access

to journalists at London International Shipping Week 2019

2

case studies

GUARANTEED PERFORMANCE

Being in the right place at the right time. We will deliver feature length coverage to your target press... or your money back