Gaining A* national TV coverage for an education client
Thousands of students sit their A Levels every year, giving the media a huge choice when it comes to covering results day. So how do you persuade three major broadcasters to visit a college in East Lancashire three years in a row?
Working with Blackburn College to provide their press office function meant we knew the college inside out – and the student stories of achievement that would appeal to national and regional media alike.
Viva put together a list of potential case studies featuring students from across East Lancashire with a variety of skill sets and achievements in order to highlight the diversity of Blackburn College and its reputation for being a progressive centre.
In advance of results day we contacted forward planning desks at regional and national radio and TV news with individually tailored packages, offering the opportunity to feature students opening their results live on air, live or pre-recorded student and staff interviews and access to the hall where results would be collected. Working together with the college and broadcast producers to balance the needs of each, we have successfully secured coverage on three national news programmes.
The media coverage Viva have secured for us has been outstanding – including GMTV, Radio One and BBC Northwest Tonight at A level results day. They’ve delivered fantastic national and regional coverage, reaching around 12.5 million of our target audience. The marketing team really like Viva because they are great account managers, they are always on hand and talk in a language that staff across the whole of college understand.