B2B PR and thought leadership campaign that increased the 5% Club's membership by 42%
Founded in 2013 by Leo Quinn (Chief Executive of Balfour Beatty), The 5% Club is a skills training campaign group and business membership organisation for employers that commit to 5% of their workforce being in ‘earn and learn’ positions within five years of joining the club. The 5% Club wanted an agency to help them grow their corporate membership.
Working closely with their senior leadership team, we developed a strategy that positioned the 5% Club as thought leaders in the ‘earn-and-learn’ space. We also focused on communicating the benefits of apprenticeships to businesses, and dispelling myths.
We planned a steady ‘drum-beat’ of profile raising media activity, including four major ‘Media-Moments’. We supported member conferences and produced thought-leadership reports around Diversity & Inclusion, equality and social mobility. Our team also provided a reactive and proactive press office, and managed social media accounts, making sure the 5% Club’s voice was present in the right conversations.
In the first 18 months of working with the 5% Club, we delivered more than 60 pieces of media coverage and thought leadership pieces in a range of publications consumed by target audiences (inc. the Telegraph, Evening Standard, TES, People Management, Construction Now), and secured a segment on BBC Breakfast. Our ongoing work with the 5% Club has placed their message in front of a combined audience of over 100 million people.
The result is an increase of 150 new business members – a 42% increase.