St Margaret's School for Girls - 175 Years of Inspiring Women
In 2021, St Margaret's School for Girls celebrated its 175th Anniversary. To mark this important milestone, SPEY was tasked with raising the School’s profile locally and across the UK by creating a newsworthy campaign on a tight budget.Our job was to highlight the School’s commitment to providing girls with the opportunities to thrive, both in and out of the school setting, during a challenging time when in-person events were not possible due to the ongoing Covid-19 crisis.
WHAT WE DID
We launched a series of ‘Inspirational Women Webinars’ on International Women’s Day, securing talks from 10 high profile women from different sectors including Dr Nicola Steedman, Interim Deputy Chief Medical Officer, Scottish Government, Judy Murray and special messages from Lorraine Kelly and Theresa May. These engaged with pupils and parents whilst celebrating the milestone.
News stories were generated by targeting national, regional and education media to announce the series. In a bid to reach parents, current and former pupils, we also secured features in regional outlets after a call for archive footage.
Pupils and staff set the ‘175 challenge’ to raise money for two charities. This provided further news opportunities and we secured coverage by capturing the stories and photographs of pupils and teachers involved.
- 28 Pieces of Coverage
- 390K Circulation
- 8.5M Online Readership
- £76.6K Estimated Publicity Value
We secured national and regional coverage across print and online titles including The Herald, Press & Journal and Scottish Field.
As a result of reputation building through our strategic approach, the Lord Provost offered to host a civic reception marking St Margaret’s Day, ending the campaign with an in-person event and generating further coverage in local media.
The news coverage, which spanned the year, generated 28 stories with an estimated number of 38.6K views across numerous titles online and a publicity value of £76.6K.