Client

The client, with offices in Perth and Sydney, provides training in a range of IT skills, including computer engineering and software.

Brief

The client engaged Glide to help plan and implement their marketing strategies. A review of the client's existing marketing revealed a high advertising budget. We believed this could be reduced and used more effectively by redirecting a portion to PR, ie building media coverage through editorial rather than paid advertising.

Building a media presence through editorial coverage supports the advertising budget, making the advertising dollar go further.

The client agreed to a one month trial of the PR strategy. The results convinced them to commit to an ongoing promotional program.

Objective

The objective of the promotional program was to increase media coverage of the client and IT training issues in order to:

• Increase direct enrolment inquiries.
• Increase inquiries for rehabilitation training.
• Increase corporate enrolment inquiries.

Media targets

Western Australian and New South Wales general media plus national and state media specialising in IT, training or key target markets.

Strategy

The strategy had two prongs:

1. Promoting the client principal as commentator on the state of IT and training in Australia.
2. Individual success stories, where IT training with the client had made a difference to an individual's life or the effective operation of an organisation.

Results

Over an eight month period, Glide achieved an average of two media hits per month, including TV news. These media placements were mostly in major national or statewide publications.