The Client  

Coaching Focus is a professional development and coaching consultancy, partnering with people and organisations globally to facilitate high performance. Coaching Focus works closely with HR and L&D functions as well as CEOs within enterprise and FTSE 100 organisations.

The Challenge

• Coaching Focus was seeking to work with a PR partner for the first time and wanted support to raise awareness of their brand and offer across key sector press and in target verticals.
• Support development of PR and marketing functions
• Build Coaching Focus’ share of voice and visibility of leadership as thought-leaders
• Capitalise on a strong existing client base to build a pipeline of case studies and media stories
• Develop sector-specific research output for the energy and utilities sector

The Solution

We began our collaboration with an in-depth messaging workshop to understand Coaching Focus’s underlying philosophy and the vision which drives their work, as well as the key issues that their clients are facing.

As the client was new to working with a PR agency, we also delivered a competitor analysis and share of voice exercise, in addition to a channel audit and recommendations on keywords and backlinks to ensure that PR activity supported digital goals.

Our strategy focused on a proactive press office and regular feature opinion articles that could be sweated across Coaching Focus’s owned channels, highlighting the importance of coaching in resolving several key organisational challenges.

In addition to an always-on press office approach, seeking comment opportunities on key themes such as the role of coaching, business agility, the great resignation and neurodiversity in the workplace, we supported Coaching Focus to gather and draft case studies as a means of driving proactive news stories.

Another key strand of our strategy was a research report focused on the energy and utilities sector, with AMBITIOUS leading on question design and coordination as well as report drafting and campaign planning. AMBITIOUS supported Coaching Focus to leverage the research report using the PESO model, including a media campaign in energy and utilities and HR press and counsel surrounding owned and shared opportunities.

The Results

• 13 pieces of earned media coverage
• Research report written and issued to sector and trade press
• Combined outlet circulation of over 3 million
• 4 award submissions with 2 achieving shortlist
• 5 client case studies were initiated and coordinated