Brief
Protocol Education is a leading recruitment supplier for schools, particularly within the early years and special needs arenas. Its challenge was to communicate its expert training and professional development provision to both teachers and schools in order to differentiate itself and its candidates from competitors. As the London market leader, Protocol aimed to extend presence and profile across the whole of the UK.
Solution
Say developed a multi-channel approach to effectively increase Protocol’s brand awareness amongst local education authorities (LEAs) and educators outside of the capital, while simultaneously highlighting the consultancy’s unique position as an expert source of both 
recruitment and professional development support for teachers and school support staff.
To raise awareness of the Protocol brand amongst teachers and LEAs across the country, Say embarked on a regional media campaign to promote Protocol’s prolific charity initiatives with partnering schools. Working with the recruiter’s CSR team, Say targeted a wide range of local and regional media with stories of local schools benefitting from Protocol’s donations of football kits, road safety equipment, digital cameras, and funded performances by local theatre companies.
In addition to this grassroots profile-raising, Say developed thought leadership campaigns around Protocol’s series of continuing development guides for teachers (including: bullying, special needs and behaviour management). Targeting both government stakeholders and the national education press, Say’s media and professional relations campaigns underscored Protocol’s commitment to excellence in education through its investment in specific training and development programmes.
Result
A successful regional PR programme effectively raised Protocol’s profile amongst head teachers, Local Education Authorities, and local teaching and support staff outside of London.
Protocol’s anti-bullying thought leadership campaign resulted in valuable partnership programmes with charities iCAN and Kidscape, and coverage of the charity’s anti-bullying guide for teachers in key trade press. The increased profile led to Protocol being named “Temporary Recruiter of the Year” in Recruiter Magazine’s annual awards scheme.
Client verdict
“Say’s communications expertise and in-depth understanding of the various education stakeholders we needed to engage with allowed us to increase Protocol’s brand recognition amongst teachers and candidates, while at the same time developing a reputation for thought-leadership at a higher level – with head teachers, government stakeholders, and within the larger HR community.” - Stephen Lawrence, Chief Executive, Protocol Education