DfES www.waytolearn.co.uk

The Brief

The Department for Education and Skills (DfES) appointed Brahm to develop and promote a new adult learners portal – www.waytolearn.co.uk – to replace the existing information source available on www.dfes.gov.uk.

Brahm PR was asked to develop a campaign to raise awareness of the site and adult learning in general among UK adults aged 19 upwards.

Our Solution

Brahm worked with the client to further refine the objectives and make the campaign results measurable and aid targeting. From a broad base of all adults we developed the following measurable objectives.

To raise awareness among users of libraries and UK on-line centres
To assist in increasing visitors to the website
To reach 50 per cent of the UK population via media coverage
To reach 25 per cent of ethnic minorities, 50+ and people living in rural areas
Illustrate the benefits of adult learning among the target groups

Using news hooks such as Adult Learners Week, Parents Week and Age Concern Week, Brahm generated news stories to attract media attention. Case studies were sourced to support the news stories and features developed by Brahm such as ‘planning your finances to kick-start your career’ and ‘learn through volunteering’.

Brahm developed a programme to generate awareness amongst visitors to online centres and libraries, including creating a selection of ambient media that featured the waytolearn brand (mouse mats, coasters, pens, pencils, calendars etc).

The Results

Awareness amongst users of UK online centres and libraries has risen from 0 to 8% and a media circulation of over 40 million was achieved through coverage in a broad cross-section of national newspapers and magazines.

The waytolearn brand was exposed to a cross section of adults, including those in all the DfES priority groups, and usage steadily increased to over 40,000 unique visitors per month as a direct result of the PR coverage.

For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com