The Client
Educators Coaching Academy (ECA) is a professional coach training company providing world-class mental health coach training to teachers and educators. It supports, empowers and inspires educators by teaching them valuable skills and techniques to become confident mental health coaches.
Founded in April 2022 by former teacher Sam Moinet, ECA is an offshoot from Student Breakthrough, using the same ground-breaking approach, but aimed at the educators themselves. The programme emerged organically after Sam began offering private training to people, recognising how they built up relationships, made friends and overcome their own mental health issues in the process.
Sam’s mission is simple but powerful – to transform mental health support in UK schools – not just for children, but for school leaders and educators too and he strongly believes that everyone deserves to live a happy, fulfilled life.
The Challenge
To launch the new stand-alone element of his already successful business and to create awareness, media opportunities and new leads for ECA, Sam Moinet contacted Goldings Communications to devise and deliver a successful launch campaign and PR strategy.
The Solution – full PR and marketing plan
Following an in-depth discovery session, which included a SWOT analysis, product and service reviews, and audience and branding analysis, we created a bespoke six-month PR and marketing plan that covered all areas of the business.
After detailed audience segmentation, we looked at the brand proposition and positioning which included creating an elevator pitch and positioning statement and content plan to cover all customer contact points such as the website, social channels, emails, newsletters and blogs.
The marketing objectives included:
- Increasing brand awareness through marketing and PR activity
- Developing a sales strategy and plan
- Launching the new website
- Defining key messages and creating a suite of marketing materials that are consistent in tone of voice, branding and USPs tailored to key target audiences
- Increasing inbound enquiries
- Developing a communications campaign across all channels
To implement the above, we carried out competitor analysis and researched customer pain points and potential sector-based content themes, as well as undertaking a review of the existing CRM systems and making recommendations for current and future data capture and activity. We spoke with previous clients and contacts and pulled together new case studies to further showcase their skills and expertise. From here we created content for a range of marketing and sales emails that would resonate with the different audiences Sam and his team were looking to engage with.
By creating a medio bio for Sam and conducting media outreach research, we were able to put together journalist lists and publication opportunities that would provide the most relevant for targeting with ECA news and key messages.
We worked closely with Sam on a launch event, making recommendations on guest lists and content, and creating press releases and emails that would both raise awareness of the business and drive attendee registrations.
We supported the launch event by carrying out interviews with guests to capture testimonials and inspiring quotes which could be used in follow-up PR and across ECA’s many communications channels. We also worked closely with a video production company to capture live interviews on the night, again providing a fantastic resource that could be used as promotional footage across many channels for years to come.
After the launch event, we created content for follow up sales emails, social posts and PR, and explored potential stakeholders and relevant sector influencers that Sam could network with in order to raise ECA’s profile further.
The Outcome – broadcast, online and print coverage and new client work
Through our PR and marketing outreach we were able to gain significant high-profile coverage across local and national press (including sector specific publications), radio and even TV which firmly positioned Sam and ECA as a disruptor and trailblazer in the education sector.
We also facilitated a partnership with National Association of Headteachers (NAHT), which led to a guest speaker position on the NAHT podcast.
Our coverage and tailored activity generated leads into the business, resulting in new client work and sales leads, and further cementing Sam’s reputation and expertise.
A happy client – Sam Moinet, Founder & Director of Educators Coaching Academy said:
“Goldings helped me with my PR campaign and were so passionate and pumped up about my vision and mission, helping me spread the message about my good work with students and young people.
“Working with Kim and the Goldings team was an absolute pleasure, they were so thoughtful and so forward thinking in their approach, and I saw great value in what they were doing and the service they were providing.
“As a result of working with Kim I was lucky enough to feature on BBC News talking about mental health and teacher retentions, and they helped me get into national and local newspapers too, which really helped me with my reach for my business. As a result, I was able to land new clients, make new sales and just grow on both a professional and personal level. If you’re looking for a PR campaign and marketing with something different, then check out Goldings Communications are one of a kind and I cannot recommend them highly enough.”
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