Case Study
Newman School of Nursing
and Allied Health
Brief
Newman University in Birmingham unveiled its new School of Nursing and Allied Health at its Bartley Green campus in February 2023. The centre opened following £3 million renovation programme. Encore was appointed to handle media and public relations for the launch, creating a communication strategy that would generate interest and attract potential students to the university.
Approach
To gain insight into the school’s unique features and market positioning, Encore visited the facility and interviewed key staff members before researching the wider competitive landscape.
With just one day to work on the project, we adopted a news and thought- leadership-led approach, inviting key media outlets to attend the official opening and offering interviews with the university’s special guest Dame Elizabeth Anionwu, and the School’s teaching staff. A post-even press release with supporting photography was distributed to key media outlets on the day, while thought leadership articles highlighting the University’s unique offer in this space, were sold in to nursing and physiotherapy publications.
Results
Encore achieved positive media coverage in key media outlets including BBC News Online, Nursing Times and PhysioUpdate. BBC Midlands Today also broadcast a feature on its prime-time evening news, tying the story in with a wider piece around nurse recruitment.
A single online article generated over 400,000 views and 39 social engagements, while an article by the Head of School in Nuring Times attracted a further 600,000 unique views.
A private visit was subsequently arranged for the Mayor of the West Midlands, resulting in further media coverage. Most importantly, the university filled its spaces for academic year 2023-24 in record time.
