- Posted by Adam Smith
- On 19/10/2020
The childcare sector has been severely impacted by the Covid-19 pandemic, with many nurseries and childminders across the country being forced to close or quit during the peak.
So, when we were approached by Berkshire nursery group Complete Childcare to help them promote a brand-new facility, it was a privilege to be involved in a ‘good news’ story about the sector.
The group, which has 13 nurseries across the South East, had commissioned a firm to build a modular eco-friendly building in leafy Wokingham which would provide places for up to 40 children.
Despite the pressures of the pandemic the group had successfully weathered the storm and was keen to shout about its new facility and the benefits it would bring to local parents.
We picked up the story for them and crafted a launch press release which focused on the eco-credentials of the new building and the excellent facilities available inside to promote learning across a broad curriculum.
We advised on the photographic requirements then targeted a select number of publications which we felt were closely aligned with Complete Childcare’s target demographic to send the release to.
Within a matter of days, we’d secured a half page spread in the area’s most prominent local newspaper (worth more than £500), together with website coverage (worth an additional £250) and social media shout-outs.
The combined coverage reached more than 20,000 people within the catchment area of the new facility which, together with the Advertising Value Equivalency (AVE) mentioned above, represented an excellent ROI.
On a personal level, it was great to be involved with a good news story in a sector that’s been badly hurt by the pandemic, especially as so many working parents rely on childcare.
And it was an excellent example of how editorial generated through a carefully written story can be invaluable to businesses wanting to get their message across and raise their brand awareness.
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