Last month, the eagerly anticipated CIPR Pride Awards Cymru took place at City Hall in Cardiff city centre. The glittering ceremony is the highlight of any Welsh PR practitioner’s calendar, and a chance to catch up with friends and colleagues from across the industry over a slap up meal and a few glasses of wine!
At this year’s event, the Golleys PR team picked up the gold award for ‘Best Education Campaign’ for our work with Careers Wales around results days – a media relations and social media campaign which aimed inform students and parents about Careers Wales’ services during the exam results period in August 2016.
Our strategy was to dominate the media coverage of results days and to position Careers Wales as the experts on careers guidance. We achieved this via articles on advice for students who didn’t get the grades they expected; listicles on how to prepare for exam results and advice for parents; Q&As with Careers Wales advisers; and a feature on the best careers advice ever received by leading Welsh business-people, professionals and celebrities. A regional roadshow also strengthened our impact and ability to generate coverage.
More than 100 telephone referrals were made over two days as a direct result of the coverage generated, which was 25% more than our initial target. In total, we delivered 60 pieces of coverage across 26 outlets over a two week period, a 140% increase on coverage generated the previous year.
In addition, Careers Wales’ social media adverts (targeted to young people and their parents) achieved a reach of more than 170,000 with over 2000 engagements, and their Facebook likes increased by 31% over the two week period.
It’s always a bonus to win awards for the work we do for our clients day in, day out – it’s safe to say we partied hard that night!