A Successful Corporate Public Relations Campaign: The Virtual High School in the Education Industry.

Red Marketing Case Study
Corporate Public Relations Campaign

March 18, 2024

The Client: Background

The Virtual High School successfully launched a fully digital school through a corporate public relations campaign. The digital school’s mastery is built specifically for South African students to support educational outcomes, learning accessibility and personalisation through technology. The Virtual High School is South Africa’s first wholly asynchronous Virtual School made to ensure all students, from all backgrounds, can access affordable and self-directed flexible education.

Read more about VHS here

 

Challenge – A Successful Corporate Public Relations Campaign:

VHS launched in January 2023 through a Corporate PR and Corporate Communications Campaign in order to offer a new solution to how online high schools teach the curriculum.

The challenges were to:

  • Create brand awareness in the education industry through corporate PR around the launch of the new virtual high school.
  • To start conversations about how to improve the schooling curriculum in South Africa with a specific focus on virtual schooling.
  • To introduce the concept of asynchronous schools to the South African public.

 

Implementation:

  1. RED Marketing set out to understand the objective and formulated a PR strategy that involved curating press releases that would spark the media’s interest.
  2. RED Marketing would scan the educational environment, identify the trending topics and pitch the VHS and its founder to comment on the educational landscape and how to improve on it.
  3. We set out to interact with media in the field and utilised our 20 years of experience in the PR industry to tell the VHS story.

 

Results:

One month of PR resulted in features in the following publications:

Print:
Sunday Times (92 021) R250 000
Saturday Star (8 263) R31 311
Weekend Argus (12 245) R90 600
Sunday Tribune (18 632) R88 400
Independent on Saturday (12 591) R28 128

Digital:
Times Live (100 000) R60 000 – Read more here
IOL (50 000) R24 000 – Read more here

Totals:
Total Reach: 293 752 people
Total AVE: R572 439.00
ROI: 1: 9

If you are looking to run a successful corporate PR Campaign, read more about our Public Relations services here

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