Charity PR – Skills Development Scotland

Background

Discovering Digital World Roadshow was developed by Skills Development Scotland to encourage S1-S3 pupils to pursue a digital technology career. Visiting eight locations across Scotland, the workshops gave pupils the opportunity to try coding, design and development while learning what skills they would need to work in a range of Scottish tech roles. The roadshow also ran sessions for career influencers including teachers and parents, to help them understand the sector and why they should encourage young people to consider entering the industry.

Challenge

The campaign had no advertising budget, and relied heavily on PR to raise awareness of the events locally. All eight events were taking place over just three month period across Scotland including Aberdeen, Dundee, Oban, Inverness, Dumfries, Edinburgh, Galashiels and Glasgow.  

Strategy

Given the two target audiences, Hot Tin Roof recognised the importance of giving the events local relevance to clearly answer the question ‘is this event something for me?’  Two approaches were taken. For parents and influencers, the chosen strategy was to secure as much regional coverage as possible. Alongside each national announcement, a series of tailored press releases were developed, focused on local messages and businesses to give relevancy. For each event, local print press received a pre-event release and photography opportunities at the event for follow up picture stories. All press materials included a call to action to visit the Digital World website for information and advice.  

Claire Gillespie, Digital Technologies Sector Skills Manager for Scotland

For pupils who don’t engage with traditional media, local radio stations were targeted with on air interviews and radio reporters attending events. 

The views and objectives of multiple stakeholders also had to be build into the strategy including Skills Development Scotland’s online careers information and advice service, My World of Work, national youth charity Young Scot and a variety of local and international IT and digital technology businesses.  

Maximising opportunities, Hot Tin Roof approached the chamber of commerce in each locality to include the events in their stakeholder newsletters, wrote blogs to support the activity for the Skills Development Scotland corporate website and supported social media activity. The live online session streamed from the Edinburgh’s event was turned into another national coverage opportunity by Hot Tin Roof, raising further awareness for the Digital World campaign.  

Results 

Hot Tin Roof secured:  

  • 60 pieces of coverage for the events across national, regional and broadcast media.  
  • Media saturation with coverage before and after the events in all eight regions including the Oban Times, Inverness Courier, Hawick News, Selkirk Weekend Advertiser, Lennox Advertiser, Helensburgh Advertiser. 
  • 10 radio stations broadcast interviews with a Digital World spokesperson including: BBC Radio Borders, Oban FM, Tay FM, Clyde FM, Moray Firth Radio, Northsound radio. 
  • Picture stories and interviews were secured in all the national broadsheets including The Herald, Press & Journal, The Scotsman and evening papers such as the Dundee Evening Telegraph, Aberdeen Evening Express and Edinburgh Evening News. 
  • Stakeholder newsletters that ran the story included Invest Edinburgh, Glasgow City of Science, Scottish Border Chamber of Commerce and Holyrood Magazine. 
  • The ultimate success was the strong attendance at the events in all areas while building awareness of the Digital World campaign in remote and rural areas. 

Client testimonial  

“During all contract delivery, Hot Tin Roof have performed to a very high standard and been successful in delivering and sourcing opportunities to ensure that each year we have had excellent coverage which has complemented our Skills Investment Plan implementation and our Social Media campaign requirements.” Janice Andrew, Digital Skills Manager, Skills Dvelopment Scotland 

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