Tomorrow University wanted to be positioned as a trusted, innovative and global institution focused on building impactful careers.
We laid the foundations with a messaging workshop before creating compelling storylines, which formed the basis of interviews and opinion pieces. From here, we pitched a combination of company news and proactive ideas to top-tier tech, business, HR, and national press.
The Challenge
With sustainability, technology, leadership and innovation courses, Tomorrow University’s learners gain tools to address real-world challenges and lead businesses towards a more sustainable future – it empowers leaders to transform themselves and the global economy. The goal was to create earned media conversations about their cutting-edge programs like the Impact MBA delivered via the Apple Vision Pro and, more broadly, on the 21st-century skills needed to make a lasting impact, their mission to deliver purposeful education and how a challenge-based learning model fosters this.
Our Approach
As well as pitching key company news, we monitored the news agenda carefully to create meaningful opportunities based on emerging issues relating to artificial intelligence, education, sustainability and the workplace.
From thought leadership articles discussing the human skills needed to maximise AI’s potential, to newsjacking stories about AI in the classroom, our targeted media outreach plan landed top-tier coverage.
Results we’re proud of
37
Pieces of coverage over a 6-month period – including x4 pieces in the Financial Times
654 million
Combined total audience for publications
218
Engagements across social media platforms
All in the details
Starting with messaging
We took the time to align on messaging and our direction. Laying the groundwork meant we had an anchor for our comms and content was signed off quickly
The Financial Times
We have secured multiple pieces of coverage in the FT with a mix of Letters to the Editors, comment features and newsletter mentions, as well as other top-tier media
“Over the past few months, this team has been on fire. Media visibility has developed positively, with a mix of national top-tiers and more niche tech and HR outlets. I’m very pleased with how the team has handled our requests and needs, as well as their proactivity in coming to us with ideas. Overall, Aspectus is doing a great job and has exceeded our expectations.”
Christina Gaither
Head of Brand & Communications
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