penn foster group

Strengthening media visibility.

Penn Foster Group (PFG) is a portfolio of companies that provide online education and training solutions to create an accelerated path for students to achieve economic mobility.

As they underwent a rebrand, PFG wanted to deploy an earned media campaign to ensure their new image stood out in a crowded environment. 

IMPACT STATS*

2,000+higher education mentions

24%increase in share of voice

2xhigh school media mentions

*in 2023.

01Challenge

In a transition period marked by rebranding efforts, PFG sought to enhance its media presence and visibility, particularly focusing on its high school offerings for adult and non-traditional learners. This initiative aimed to solidify PFG’s position in the education market and align its brand image with its expanding range of programs. By strategically increasing its outreach, PFG aimed to highlight the unique value it brings to this growing demographic.

02Solution

CLYDE developed a comprehensive media relations strategy that targeted outreach to key media outlets and journalists, emphasizing PFG’s unique value proposition in the high school education market for adult and non-traditional learners. CLYDE positions the institution as a thought leader in the online education space, leveraging its expertise and insights to secure media opportunities and speaking engagements.

03Impact

As a result of our strategic media relations efforts and leadership strategy, PFG achieved significant results in 2023. They earned a 6% increase in higher education mentions compared to 2022, and their SOV rose from 15% in 2022 to 39% in 2023. High school mentions jumped from 346 to 680, demonstrating the success of CLYDE’s targeted media outreach and spot-on messaging.

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