Late in 2018, empr was asked to help Harrogate Ladies’ College promote the opening of its brand new, purpose-built Wellness Centre, with the aim of securing coverage across national and education media.
The centre, thought to be one of the first of its kind in the country, provides pupils at HLC a dedicated space to focus on students’ mental and physical wellbeing. Targeted activities include mindfulness training, meditation, yoga, massage and reflexology, stress prevention and management and nutritional advice for its students.
A launch day for the centre, which was completely rebuilt from a former classroom block, had already been carried out but given the ongoing concern over young people’s mental health, it was agreed that the story itself was still worth telling.
Given the size of the project, empr teamed up with Chalmers News & PR and together we put together a press release, case study, and organise photographs to ensure journalists would have everything they needed for news stories or comprehensive features on the centre.
We drew up a target media list covering mainstream press, education media and wellness-focused publications and after approval the material, contacted key journalists and publications in those areas with the story.
The campaign secured coverage in the Harrogate Advertiser and Yorkshire Post, as well as Independent Schools Magazine, which ran a double-page spread on the centre as well as featuring it on the front cover.
Independent School Parent Magazine also published a feature on the Wellness Centre as well as including Wellness Prefect Mollie Wilson as their ‘pupil voice’ off the back of PR outreach for the centre. On top of this, wellness publication Happiful Magazine also ran a feature on the centre.