Maximising downloads using new research – case study

Edurio provides a survey management and data visualization platform for schools and multi academy trusts and works with over 100 trusts as well as 1500 schools. They regularly publish state of the national reports based on substantial data sets of student or staff survey information. They approached Pedroza to increase the reach of a new report called Equality, Diversity and Inclusion Amongst School Staff.


We reviewed the results of previous launch campaigns and found that, although there was national coverage, reach in the sector media was limited. We wanted to try and secure placement in the Tes and also felt we could secure more placement in stakeholder newsletters, magazines or blogs.

Based on this, we worked with the team to identify the most news worthy findings and interviewed two MAT leaders to get their views on the findings. We drafted a press release with a clear call to action to download the report from the landing page.

Our sell in initially focused on the news story and this was followed up with offers of expert comment from our MAT leaders, the CEO of the Confederation of School Trusts, and Edurio’s own spokespeople.


Campaign reach was 3.1m. We secured coverage in the Tes and Schools Week and a further 10 education sector publications, blogs and podcasts, plus coverage in the regional media. The report also prompted discussion by commentators for instance this piece in Schools Week.

Most importantly, our work drove considerable traffic to the landing page and we helped Edurio to secure their highest number of report downloads.

Feedback from Edurio

Ernest Jenavs, CEO of Edurio was delighted with Pedroza’s support and said: “Pedroza Comms brought solid PR expertise, creative thinking and enthusiasm to their work with us. They provided great support throughout the planning period and we felt they went the extra mile in developing ideas, reaching out to contacts and providing advice. Their understanding of education helped them to get to grips with our research and identify the findings which were most newsworthy.

Anna and her team secured great pick up in the sector media including the Tes and Schools Week, as well as coverage with leading education podcasts. Most importantly, Pedroza Comms helped us to secure the highest number of downloads for any of our reports.”

Download the report here.

Read the launch press release here.