“As a news organisation, we expect high standards from any PR support and we have been impressed with Pedroza’s understanding of the news agenda, their creative approach and unrelenting enthusiasm.”

- Nicky Cox, Editor First News

We’ve worked with First News, the only children’s national newspaper, since 2015 to help promote First News as a tool for literacy and citizenship, raise awareness with teachers and help to build links with influencers.

We have worked with First News on a range of projects including the Children’s EU Referendum, BETT, iHub launch and social media strategy. We’ve secured coverage in national broadcast and print media, and the education sector media. We’ve surveyed teachers, researched and written case studies, and brokered partnerships with leading education organisations including TES, MumsNet, Rising Stars and Primary Rocks.

“The Pedroza team provided great insight and guidance when forming the plans for our digital communications with teachers for Wellcome’s first public version of Explorify, a science activity resource for primary teachers. We really appreciated their flexibility and dedication to engaging our first cohort throughout the programme across email and Facebook, adapting plans in line with our agile delivery methods.”

- Louise Brown, Primary Science Product Lead – Wellcome

We provided email marketing strategy and support to Wellcome to help them promote their new primary initiative, Explorify. This major initiative, aimed to help primary teachers develop their confidence in teaching science.

We developed an email communications strategy to engage primary teachers in the first public pilot of Explorify. The plan supported the on-boarding of Explorify teacher participants, created expectation and interest in the run up to the pilot, encouraged participation during the pilot, and ensured participants provided feedback. We also helped to set up and manage a Facebook group where primary teachers could share their experiences and provide feedback.

During the four-week pilot we sent 22 emails to participants and published regular content in the Facebook group. The emails were very successful. We delivered a 47 per cent open rate and a click-through rate of 24 per cent, both significantly higher than industry rates for the training and education sector.

PrimarySite works with schools and trusts to build websites and provide advice on brand and strategic comms. They asked Pedroza Comms to help them to build their profile with multi academy trusts (MATs).

Our strategy combined new research with listening to MAT leaders and working with stakeholders. It was designed build brand awareness and enable PrimarySite to make a useful contribution to discussions about MATs and forge new relationships.

Starting with the research, we spoke to MAT leaders and key influencers and identified that sustainable growth of a MAT was a key priority and focused the research on this topic.

Using our network, and PrimarySite’s contacts, we appointed a Steering Group of MAT leaders and experts.  We undertook a literature review, interviews and a survey to gather insight and consulted regularly with the steering group on the findings and drafting of the report.

We launched the report in June 2020. We needed to reach a very targeted audience of MAT leaders and influencers so, as well as coverage in the Tes and Schools Week, we worked with  the Association of School and College Leaders, the Institute of School Business Leaders, and the National Governance Association who shared the research findings in their member magazines and newsletters.

This secured a 1.74 million reach for the campaign. The report was downloaded more than 250 times in the first week and there was positive feedback from MAT leaders.  Our work also resulted in PrimarySite building closer relationships with ISBL and ASCL, and further interviews and speaking opportunities about the research.

Rachel Panther, Managing Director, PrimarySite said:

Pedroza Comms has helped us to increase our profile with multi academy trust leaders by producing new research, building relationships with key stakeholders and securing editorial and speaking opportunities. We’ve valued their education expertise and network of senior contacts as well as their ability to contribute both strategically and tactically. We’d recommend them to any organisation wanting to strengthen their position in the education market.

Download the report here.

Read the launch press release here.

“Pedroza Comms helped us to promote the BAFTA Young Game Designers initiative to teachers and the wider public. We’ve been very pleased with the coverage they’ve secured in education sector media, regional press, and broadcast media. They’ve also helped us to build new relationships with some social media influencers which has helped us to engage young people directly. We’ve enjoyed working with this small, specialist agency.”

- Niyi Akeju, PR & Learning Campaigns Manager, BAFTA

Young Game Designers (YGD) is a competition for 11 to 18 year olds, which aims to inspire the UK’s games creators of the future. It gives young people the opportunity to design or make their own game. BAFTA works closely with the games industry and with teachers, and others in education.

Our remit was to promote YGD to young people, teachers, and parents. We worked closely with BAFTA to create a three phase campaign: the competition launch; announcement of the finalists; and the red carpet winners’ ceremony held at BAFTA HQ.

To launch the campaign and engage teachers we secured coverage in the education sector media and with education bloggers. This included Schools Week, Education Today and SecEd, Teacher Toolkit and Heads’ Office. We also got some great national attention from First News, The Week Junior and BBC Asian Network.

We then rolled up our sleeves to spread the word about the 60 BAFTA YGD finalists located across the UK. We talked to journalists wherever there was a BAFTA finalist, from Aberdeen to Caerphilly to Wimbledon, and secured widespread coverage in regional and local media including radio and TV coverage.

Finally, we shared the announcement of the YGD winners with the media. You can check them out on the YGD website. They are truly inspiring and we secured coverage in local and regional media as well as further pick up in First News.

Throughout the campaign social media was really important and we worked closely with a number of influencers including teen influencer Amazing Arabella and tech blogger and author Emma Gannon.

The campaign secured 61 pieces of coverage and a reach of 4.9m from national radio and print, regional TV, radio and print, and education sector media.