The brief
Grayce is a change and transformation specialist, with over a decade of experience in the field. It works with some of the world’s most ambitious organisations in a range of sectors by developing and deploying high-performing, emerging talent to help with major projects. With its proven delivery model, Grayce’s low-risk, scalable solution enables long-term capacity building for clients tackling complex problems.
Grayce appointed Refresh to run a press focussed PR campaign to build brand awareness via top-tier media coverage, as well as boosting its influence across multiple professional sectors, including the public sector, energy and utilities, and financial services.
The objectives of the campaign were to:
- Build brand awareness for Grayce on a national (UK) level
- Elevate Grayce’s voice ad position it as an authority on emerging talent and skill
- Increase engagement with core audience groups and sectors – with a focus on HR, technical and change/transformation professionals
25
Pieces of quality coverage
92%
Spokespeople quoted in coverage
3x
Achieved 3x company news coverage KPI
The campaign
To build Grayce’s share of voice in the media, Refresh developed a research campaign that allowed Grayce to own the narrative around skills and emerging talent.
Informed by hot topics in the media, including how Gen Z will perform in the workplace having had their development and university experiences impacted by the pandemic, the research uncovered how the next generation of talent views their current skillsets and what they are looking for in a career and in their employer.
The findings were explored in a series of press releases specific to Grayce’s target sectors. The releases were backlinked to blog posts on the Grayce website with further insight. The content was accompanied by informative infographics and shared on Grayce’s social media channels.
The press releases were complemented by thought leadership opportunities which positioned Grayce as true experts in the change and transformation space, and elevated its key spokespeople within the media.
Services delivered
- Strategy and planning
- Market research
- Press releases
- Content development
- General copywriting
- Media relations
- Thought-leadership
- Exec profiling
The results
Refresh delivered:
- 25 pieces of quality coverage were generated across well-read target publications ensuring widespread brand awareness aimed within Grayce’s target market
- Ten pieces of thought leadership were secured to enhance Grayce’s reputation across several sectors, such as HR/People, tech, and business
- Grayce’s spokespeople were quoted/mentioned in 92% of coverage generated
- At least one of Grayce’s five key messages were mentioned in every single piece of press coverage
- Significant business updates were captured, such as Grayce’s expansion to the US which achieved 3X the campaign’s KPI
“We worked with Refresh for several months across 2023-2024 and found them to be insightful, creative, and professional. They were thorough from the very start, spending time to understand our business needs whilst remaining adaptable to a changing market. Offering a broad range of services, we worked together to design and deliver a campaign to achieve maximum benefit. The team are a pleasure and make everything run smoothly. We’re really excited about what the next campaign will look like!” Hollie Smith, head of marketing, Grayce