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​CASE STUDY / THE OPEN UNIVERSITY


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​The Open University is one of the largest online academic institutions in the UK and an expert in flexible and remote learning.  Since it began, this university has taught around 2 million students, in the UK and overseas.

THE CHALLENGE


The Open University wanted to raise their profile as the provider of choice for businesses looking to upskill their workforce. 
THE STRATEGY

​Flame PR scoped out national statistics and indicators including the average age of the workforce, the number of people over/under qualified for their job and the rapidly changing skill requirements. We used publication of unemployment, productivity and education figures, as subjects for the university to offer expert comment and insight on. These publications were used as pegs to put forward the importance of skills development, using the language of business to place the university as the go-to option for workplace learning. 

The campaign also tapped into the apprentice levy provision by the UK government and the prevailing dissatisfaction amongst large business owing to the political pressure to invest in them. Given their leading role in work-based training, the university held a credible position to address misconceptions and recommend best practice for high quality apprenticeships as well as their positive impact on productivity. Additionally, to add a face to the narrative, a key spokesperson from the university was put forward as an expert to comment on political business issues in the news. 


​THE RESULTS


We delighted the client by securing a total of 208 pieces of coverage, 15 in Tier 1 media and 193 in Tier 2. 

Notable pieces of coverage included:
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  • An interview at the BBC Today Programme about the aging workforce and the need to upskill for the digital future.
  • Features in Forbes magazine, The Financial Times and The Guardian on the importance of skill enhancement in the workforce 
  • A full profile on the university’s Business Unit Director at the university in The Financial Times. 
  • Front-page City AM coverage on the university’s comments on the lack of cyber security training.  

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Flame PR ​London

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Flame PR New York
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New York, NY 10036