HP Online Learning
HP
Brand marketing | Corporate reputation | Technology
HP uses technology to help create an equitable educational system through its technology, infrastructure, geographical reach, and digital inclusion efforts. The company wanted to develop a unique and meaningful way to contribute to the conversation around changing the pedagogy (the practice of teaching), to tell a holistic story that naturally incorporates the brand’s actions (HP IDEA) and in turn result in positive brand reputation.
The Challenge
Edelman proposed the idea of HP conducting a research survey (respondents being a blend of female and male teachers in South Africa and Nigeria) that provided insights and supported HP’s hypothesis that a soft skills gap exists within the teaching profession in South Africa and Nigeria – that teachers are not well enough equipped for today’s educational environment.
The Strategy
To launch the research outcomes, Edelman developed a communication plan to maximise share of voice, using the findings as proof points. The campaign approach prioritised media engagement, leveraging editorial content and the MD of HP Africa, Brad Pulford, as the key spokesperson.
We created a narrative based on the research findings, developed a messaging matrix, which outlined the relevant statistical point with each message. To ensure that we broadened this conversation, we also included various education stakeholders into our strategic approach, including using educators to create content, as well as leading African education experts as opinion leaders.
The Execution
To disseminate the research findings far and wide, we engaged with stakeholders across the continent:
CNBC Africa Future of Education Summit
To create anticipation for the launch of the research results and further entrench HP’s messaging around education, Edelman managed HP’s participation in the CNBC Africa – Future of Education Summit in July, in which Brad Pulford took part as a panelist.
Editorial Content
The key element underpinning the campaign was a press release titled “African teachers want to become future-fit with more “soft skills” training”. This was drafted by Edelman and distributed to media in South Africa, Nigeria as well as broader pan-Africa media.
NextGen Educators Forum
We also facilitated a multi-stakeholder dialogue, which took place two days ahead of the UN’s World Teachers Day. This was a virtual panel discussion event, with education experts from Nigeria and South Africa leading the conversation with pan-African media were in attendance.
The Outcome
The research informed a sustained six-month communications programme which earned engagement and media coverage.
Overall media reach was 136,628,964.
The campaign was launched in July 2022 in South Africa and Nigeria, and during this period we:
Helped establish HP as a company committed to the measurable and sustainable growth and development of Africa’s education sector.
Amplified HP’s commitment to partnerships with the government for collective action - to make real impact.
The campaign earned a Certificate of Excellence in the Public Education category in the 2023 SABRE Africa awards.