previous work

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Government Initiative

UKeU is an e-learning company that was backed by the UK government and owned by the UK’s colleges and universities. Its task was to provide the best online UK university courses worldwide.

From brand and message development to media relations and industry white papers, we targeted the varied key audiences it needs to engage with: UK universities who develop courses, marketing partners overseas who reach out to potential students, businesses and governments who might purchase courses directly and UK journalists who act as a significant body of influence.

Having worked with UKeU’s senior management to craft its positioning and messages and capturing them in a brand identity, we helped UKeU communicate and engage with all of its stakeholders.

A PR programme was created to educate journalists and nurture relationships. In the 10 months before service launch, much coverage changed from the sceptical to the supportive – a task which became easier with every additional course, marketing partner and paying student.

A series of white papers demonstrated the depth and credibility of UKeU’s thinking in evolving the e-learning business.

The communications programme included

- Developing the whole of the communications strategy
- Executing on strategy to agreed metrics
- Monitoring and advising upon industry issues
- Creating braning and messaging
- Creating white papers and media materials
- Driving proactive outreach to target media