TLC Live Case Study Infographic image. Block one: Block one - Introduction - TopLine Communications was brought in to raise the profile of TLC Education Group as it commenced an investment drive. The campaign resulted in coverage in the national and local press, education sector press and parenting press, leading to widespread recognition and a number of new opportunities for the learning provider. Block two – The client - TLC Education Group, founded in July 2010, specialises in maths, English and science tuition, GCSE and common entrance exam preparation for children aged between 6 and 16. It is the only tutoring organisation to have centres in schools all year around, and offers after school, tailored, one-to-one individual learning programmes to pupils in local communities, as well as online lessons through TLC Live!. Block three – The Issue - TLC Education understands that children differ in ability and teachers rarely have time to provide children with tailored and individual additional support. In light of this TLC designed its offering to provide quality affordable tuition in English, science and maths from fully qualified UK-based teachers. The service is based on the national curriculum and designed to support teachers working in schools as well as parents looking to provide their children with extra help. Block four – The process - The campaign kicked off with an editorial brainstorm in which TLC’s key messages were identified. TopLine then conveyed these to a targeted media audience using a series of PR tactics: 1) Press releases announcing TLC’s learning centres in schools, its online learning platform TLC Live! and the results of a series of Freedom of Information requests on the Pupil Premium fund and looked after children. 2) A case study of a headmaster at one of the schools with a learning centre, in which the advantages and disadvantages of public private partnerships were explored. 3) A byliner attributed to a teacher using TLC Live! to support his pupils’ learning requirements, focused on personalised learning. 4) Byliners providing parents with advice on issues ranging from dyslexia, to confidence in learning, to school subjects like algebra. 5) Responses to an announcement on ICT made by education secretary Michael Gove in December 2011, and insight into how it could affect Pupil Premium expenditure. 6) Interviews for MD Simon Barnes with the education sector press on TLC news and topical issues designed to position him as a thought leader in professional tuition. Block five – Results - Over 40 pieces of positive coverage incorporating the agreed messaging across the core education sector press, parenting press, national press, and local Cambridgeshire press. This included: 1) TES 2) BBC 3) Guardian 4) educationstate.org 5) Education Executive 6) capitaeducation.co.uk 7) Education Investor 8) Croner – Independent Education / Primary Education / Secondary Education 9) PIR Education 10) Education Today 11) ICT for Education 12) Heart Radio Norfolk 13) cambridgefirst.co.uk 14) familylives.org.uk 15) School Leadership. Block six – Testimonial - TopLine secured coverage in outlets that it’s highly unusual for a company of our size to feature in, by leveraging the unique TLC story and highlighting it to their established media contacts. TopLine used its system of deliverables to ensure we received value for money and was happy to get involved in producing new website copy and additional marketing collateral. PR is often viewed as a ‘dark art’ by smaller companies, but TopLine guided us to quality coverage in publications read by millions around the world. We’ve subsequently won new business with a series of schools. Job well done and money well spent! - Simon Barnes, CEO, TLC Education Group.

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