Funds for Learning
Real-time PR campaign vaults expert to center of national breaking news.
Goals
Funds For Learning, a firm that helps schools and libraries obtain E-rate funding, is a leading cybersecurity advocate. And when the Federal Communications Commission (FCC) scheduled a vote on $200 million for the Schools and Libraries Cybersecurity Pilot Program, we knew an important news cycle would follow quickly. Our team made Funds For Learning a fixture in coverage of the FCC’s action through real-time media relations informed by deep knowledge of the issue and insightful expert commentary.
Education Marketing Strategy
Public Relations
Public Relations
Strategy
- In strategy sessions with Funds For Learning, we identified cybersecurity as an active issue—one to monitor on an ongoing basis for relevant and newsworthy updates.
- Our strategists subscribed to key information sources, such as the FCC Daily Digest, and reviewed updates related to cybersecurity.
- When the FCC scheduled a date for the Schools and Libraries Cybersecurity Pilot Program vote, we pre-pitched the vote to key media contacts for awareness and prepared a statement from Funds For Learning in response to the upcoming vote.
- We followed the vote live and issued Funds For Learning’s statement praising the action to a curated list of influential media.
- The prepared statement hit reporters’ inboxes even before the FCC issued a news release, putting Funds For Learning in front of the news and creating a natural opportunity for us to follow up with journalists and share the FCC release.
- Funds For Learning also hosted an informational webinar on the Schools and Libraries Cybersecurity Pilot Program, which top-tier outlet K-12 Dive covered extensively.
Results
The speed of our outreach, paired with a strong point of view on the breaking news, garnered coverage in a “who’s who” of top-tier trade media. In less than 48 hours, Funds For Learning was included in coverage by StateScoop, GovTech, Cybersecurity Dive, EdTech Magazine, SC Media and Inside Cybersecurity, among others. Our prepared quotes from John Harrington, CEO of Funds For Learning, were regularly cited in media hits. The earned media helped cement Funds For Learning as an expert on an issue of vital importance to the firm’s current and prospective clients.
13
earned features in less than 48 hours
9
featured quotes from Funds For Learning executives
760,000
earned media impressions in high-relevancy outlets
100%
positive coverage sentiment
3300
informational webinar registrants, 43% higher than average
43%
higher than average informational webinar registrants
Testimonials
Funds for Learning
“We’re all in this to help schools and students. In many ways, it has become more challenging with so many demands and pieces of information. The CB&A team has helped us cut through all of that to establish a rapport with the education community, and that connection is extremely important.”
