Canada’s largest continuing education program, the Raymond G. Chang School of Continuing Education had a four-pronged business need: to build enrolment, increase retention, maintain their leadership reputation and create year-round brand awareness.
Our communications plan positioned The Chang School as the “go-to” for continuing education; raised the profile of the school, the Dean and the instructors and generated awareness of its innovate teaching methods.
Through clever strategy, and solid blogger and media relationships, we implemented a successful traditional and online media relations outreach program that secured an average of seven stories each month with a reach of over 68 million impressions. Our PR efforts amplified their advertising campaigns, reputation and thought leadership through media coverage that drove traffic to the website, and supported social media engagement and content sharing. We leveraged the School’s subject matter experts to capitalize on trending news, monitored trending topics to secure high profile TV and radio interviews, and developed seasonal story ideas that overall generated an increase in coverage year-over-year.