Case Study: Leeds Beckett University boosts Clearing campaign reach with Aberfield's broadcast-first PR strategy

Leeds Beckett University earns 70 million+ broadcast reach with Aberfield

Leeds Beckett University faced the challenge of navigating unprecedented uncertainty during the 2020 A level results day and university Clearing period due to the Covid-19 pandemic. With prospective students and parents concerned about grades and the value of university, the institution needed to reassure them and promote its Clearing process. To address this, the university partnered with the PR firm Aberfield.

Aberfield implemented a broadcast-first communications strategy that utilized live TV and radio interviews, social media channels like Facebook Live, and a virtual Q&A event. This approach positioned the university as a reassuring voice for the sector. The campaign was highly successful, generating over 70 million in reach from broadcast coverage alone, including live interviews on Sky News and LBC. It also contributed to Leeds Beckett's most successful coverage year ever and drove a 16.8% increase in web sessions during the Clearing period.

Leeds Beckett University