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B2B PR and thought leadership campaign that increased the 5% Club's membership by 42%

The 5% Club

The brief

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.

Our response

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.

Allegory has really helped us to refine and focus our messaging and the way in which we describe and define ourselves. They have provided huge ‘added value’ to our work and generated great outputs, taking the pressure off our limited resources.

Gill Cronin - Director of Operations, The 5% Club

The outcome

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.

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