TopLine Comms focussed on the under-representation of BAME professionals in leadership positions in London Boroughs. A six week launch campaign engaged all national news outlets and specialised trade, ethnic, recruitment and training press. Initial contact with news of Integrity Coaching's launch was followed up with strong case studies of BAME teachers who had undertaken the training. Business profiles and issues response letters and comments positioned Viv Grant as the authority on leadership and BAME issues. The project was concluded with a final release based on recent Wandsworth Borough Council coaching, for aspiring BAME leaders, which Integrity Coaching had undertaken.
The campaign resulted in widespread coverage in the print, online and broadcast, ethnic, HR, recruitment and national press, highlighting the challenges BAME teachers face in the workplace. This increased brand recognition supported Integrity in its new business development.
TopLine Comms translated Integrity Coaching’s messages to the media in the clearest and most powerful way possible. They kept me informed with constant updates, as I happily worked with each member of their team on different media opportunities. They presented me with every possible option in any given situation. Coaching and the issues surrounding the coaching of individuals from a black, Asian or minority ethnic background can be a minefield if not handled correctly. However, I felt the team at TopLine displayed the utmost tact throughout the project and I would not hesitate to recommend, or work with them again.
Director, Integrity Coaching