The Acorn Family
PR campaign led to sell-out launch event
Service: Digital communications and PR for events
Sector: Education
The brief
In 2019 Kay Brophy came to J&PR because she wanted to host a launch event to tell teachers and Special Educational Needs Coordinators about the ‘Finding Your Way’ resources for schools.
Kay is an experienced and respected Psychologist and Family Practitioner, and the author of the ‘Finding Your Way’ books which focus on the core human emotions of sadness, fear, anger, disgust, surprise. She had been working in schools for 12 years to educate children about safe ways to express their feelings using fun characters and stories and was developing a whole school approach to delivering the key skills of emotional intelligence and mental health resilience from EYFS through to Key Stage 2 using fun characters and stories.
The solution
We set up an Eventbrite page and planned out a social media campaign targeting teachers and Special Educational Needs Coordinators in Shropshire to make them aware of the date of the launch event at Shrewsbury Library.
As well a scripting a social schedule to run up to the night of the launch we also put together blogs for the ‘Finding your Way’ website, press releases about the event for the local media and interviewed teachers and pupils to create an invite document with case studies that could be sent directly to a researched circulation list of local schools.
The impact
We began working on the campaign on January 17th, creating all of the content and launching the social media campaign and Eventbrite event. On January 30th we issued the invite to targeted schools.
By February 11th the numbers signed up to attend the event reached 60 and with a capacity of 65 at the venue we liaised with Kay about how we could adapt the planned event to allow for higher numbers.
Following this change we continued with the planned posts for social media and posted the blogs we had created, by February 26th the numbers had reached 85 and we adapted the social media posts to explain that we were at capacity but anyone with further interest could contact Kay direct to find out more.
