The brief

Since launching 20 years ago, Steps To Work has been driving positive change in local communities by helping people find sustainable, rewarding, and meaningful jobs through its employment support charity and its commercial recruiter, Starting Point Recruitment. 

Our approach

We adopted a four step-approach which consisted of: Identifying key stakeholders, analysing stakeholders by influence, expertise, and interest, mapping the stakeholders to understand relationships to objectives and to other stakeholders, and initiating engagement approaches defined to each stakeholder category.

By doing this, we were able to create a communications plan covering key news announcement and thought leadership articles targeted specifically at the relevant stakeholder.

Over 12 months, we delivered a full communications plan focused on raising awareness of Steps To Work and Starting Point Recruitment and directing local businesses and communities towards their employment services.

Our content varied but focused on promoting key events, preparing commentary on government announcements and industry events, and raising awareness for Steps To Work's support schemes. Regular activity included press releases, monthly blog content, commentary, securing broadcast interviews, securing print opportunities, market research, crisis communications support and campaign proposal development.

The impact

In one year, we secured 71 pieces of coverage (exceeding our KPI of 30) and reached a total audience of 16.45 million. We secured multiple broadcast opportunities with BBC Radio WM and Free Radio Birmingham.

Through our concerted PR activity, we helped to raise the profile of Steps To Work within the West Midlands region, but also in business and trade circles, securing coverage in the likes of HR Grapevine, HR Magazine, and TALiNT International. More importantly, we helped more people in the local community to access vital employment services.