Be More marketing campaign
PR and communications
Reaching target audiences with relevant, compelling content through activity covering video and animation, press releases, digital PR and outreach, copywriting for internal and external communications, and social media content.
British Council IELTS were looking to partner with an agency who would operate as an extension of their team; providing a range of outputs according to changing pressures and objectives. IELTS is the International English Language Testing System and is widely used to assess the English-speaking ability of prospective university students and workers.
British Council IELTS commissioned Kenyons to nurture a positive profile for the organisation, positioning the brand as a trusted provider of IELTS learning and test taking.
British Council IELTS has a number of products to support test takers in their ambitions to achieve the IELTS score they need. These resources help to demonstrate the informed and understanding position of the organisation and these benefits need to be included in outgoing communications.
To build the positive profile and raise awareness of products, we collaboratively produced a variety of content, including animated video case studies, with accompanying press releases and outreach activity to gain the coverage it deserves. We worked closely with the British Council IELTS team to plan a timeline of activities to engage target audiences and:
Kenyons gained significant media coverage for British Council IELTS and successfully raised the profile of their new suite of learning materials and products. PR approaches included:
Alongside our monthly retained work with British Council IELTS, we also worked on a separate campaign to promote their annual IELTS Prize. The IELTS Prize is a competition, open to students from select countries, which awards its winners £3,000 towards fees to attend a university where the IELTS test is part of the admissions criteria.
To encourage IELTS test takers to apply for the IELTS Prize, our creative PR team produced a range of creative content designed to promote the competition and call eligible entrants to action. This content included:
Our IELTS Prize campaign resulted in high-quality coverage across global and localised outlets in participating countries, including in Times Higher Education, one of the most widely read education media outlets.
Our video case studies and infographics were promoted across British Council IELTS’ social media channels, and our live event was attended by potential entrants to the prize and allowed us to communicate the key criteria and benefits of applying to them.
Kenyons also provided reactive PR support to British Council IELTS to help manage their public response to the COVID-19 pandemic, providing prepared responses and strategic messaging support.