Pearson is the world’s largest learning company. MB Communications has worked with the company for over seven years on many different campaigns. One interesting example is Booktime. This involved formulating the global consumer PR positioning and UK launch plan for its first ever CSR programme, Booktime.
As well as devising the PR strategy, the team developed an innovative consumer research platform, a credible third party outreach plan, an impactful media endorser programme involving a range of personalities – from show-business, publishing & politics, and also led the media launch activity.
The campaign involved over 6,000 schools, reached over 27 million people, and, as a direct result of its success, helped Pearson to secure Government funding to expand the programme to reach every child across the UK. Pearson’s former chief executive Marjorie Scardino stated that the campaign delivered “outstanding coverage” and added, “we could never have bought such brilliant publicity”.
Nuala Doran, Corporate Communications, Pearson, said:
“Maria developed and implemented a brilliantly creative communications strategy for Pearson’s CSR programme. This produced PR results and media coverage that we never believed possible. There was a lot of pressure to deliver given it was the first time we had taken the Pearson brand to a consumer audience but she got it just right.
Fast forward seven years and we continue to delighted to be working with Maria and her team on Booktime.”