Character First
NorthRock Media's communications strategy helps Character First successfully transition to a new business model and establish credibility as market leaders in character education for schools.
Character First is an educational consultancy that works with schools in deprived areas across the UK to create and implement character strategies and make life-changing school trips and extra-curricular activities accessible to students from all walks of life. Their goal was to redesign their business model to be a more traditional consultancy and establish their position as market leaders and experts on character education in schools. However, schools are a very closed sector to break into, and communicating with new schools can be tricky, as can establishing credentials and credibility, especially since Character First was the first of its kind to exist.
To help Character First achieve their goal, NorthRock Media started with a buyer persona on the decision makers in schools and educational trust who are responsible for enrichment. We then developed a comprehensive communications strategy to current clients and stakeholders that encompassed social media and email marketing. We designed weekly, monthly, and termly value-add posts and emails that answer FAQs, support teachers in delivering character in their schools, and demonstrate the knowledgeability and expertise of Character First.
Due to NorthRock Media's strategic approach and close collaboration with Character First, they were able to successfully transition to their new business model and open up new market growth in regions they hadn't previously worked in by establishing client networks. The communications strategy also helped to educate the market on what they do, why schools needed them, and how they added value, which resulted in greater credibility and increased business opportunities.
