The Council for Advancement and Support of Education wanted to communicate that UK university philanthropic giving surpassed the £1 billion-a-year milestone for the first time, which was revealed in its annual Ross-CASE Report.
In previous years CASE had successfully communicated its survey findings via a press release issued to education and fundraising media.
To build on this, our strategy utilised the strong relationship that CASE has with its university partners, developing a toolkit with easy to follow templates and a clear call-to-action. Universities and stakeholders were encouraged to take part in a Thunderclap and use a dedicated hashtag on their social media posts.
On Twitter alone, the hashtag generated 720 Tweets by 313 contributors over 7 days. These Tweets were exposed to 33,582,690 accounts, with an estimated reach of 1,421,599.
The press release and report was pitched to education and fundraising media under embargo, allowing time for us to work with journalists on stories that would resonate with their readers. This resulted in five significant national features on launch day; strong support from fundraising and education media, and significant traction across university websites – an area that was largely unexploited in the past.
Paula O’Neill, Head of Marketing and Communications, CASE Europe, said:
It has been a pleasure working with Campaign Collective. They did a wonderful job helping us to attain a sector wide profile we needed for this project. As a result of their work we received coverage in a number of national newspapers and reached over 1 million accounts on social media. I would have no hesitation in recommending Campaign Collective for all your PR work.
A snapshot of coverage is below – or contact us for the full coverage report.
