Engaging young people in education
Papillon had the honour of supporting Innovation School Stoke (ISS) as they officially launched a new concept to nurture vulnerable young people who have become disengaged with mainstream education.
The school is part of The Erudition Schools Trust (EST), a not-for-profit organisation that combines traditional teaching methods with access to cutting edge technology. ISS caters for some of the most vulnerable and challenged young people in and around Stoke on Trent.
Following the success of an initial pilot, and with a need to raise the profile of the offering to prospective service users and external agencies, The Erudition Schools Trust enlisted the support of Papillon.
Tasked with raising the profile of the fledgling school to existing and prospective stakeholders with no additional budget; Papillon set about drumming up press and broadcast interest in the official launch ceremony. Key messages for ISS and EST were distilled into clear, considered and impactful written and verbal communication.
After identifying key regional print, online and broadcast media contacts, we drafted and issued a concise press statement announcing the opening of ISS which conveyed the key messages, aims and objectives of both school and sponsor. We liaised regularly with media in the run up to the launch event to encourage attendance and achieved maximum exposure.
We attended the opening ceremony to facilitate media attendance and requirements, brief spokespeople and students prior to interviews, help host VIP guest, Lord David Puttnam, and co-ordinate photography.
A post event media campaign was also drafted and issued, including endorsements from Lord Puttnam, which provided ISS with a public parliamentary seal of approval.
- On the day, three regional media outlets attended the opening ceremony, including ITV Central television; BBC Radio Stoke and The Stoke Sentinel.
- ITV Central filmed throughout the day. The story was broadcast during the prime-time six o clock news on the same day, with an estimated 5,146,000 people turning in.
- BBC Radio Stoke attended and the event was aired during a drive time news bulletin and was listened to by an estimated 126,000 people within Stoke and surrounding areas.
- One of the largest regional newspapers in the country, The Stoke Sentinel, sent its education reporter to cover the story. The story appeared as a full page and a half spread in the next day’s paper, with a circulation of 37,481.
- The event was featured in Lifestyle magazine, Staffordshire Living.
- The sentiment of all coverage achieved was hugely positive and key messages were conveyed clearly and objectively by all media.
“Many, many thanks for all of your help with the organising of everything for the official opening by Lord David Puttnam of our Innovation School Stoke on the 15th January. It was a great success!”
Karen Mackay Managing Director Erudition Schools Trust and surrounding areas.
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