KidsTek | Building Partnerships and Buzz about Technology Workforce Readiness

  • Challenge

    Create and execute a PR campaign highlighting Westwood College’s innovative partnership with KidsTek and DPS

  • Solution

    Generate media coverage through a public announcement followed by a community celebration with Denver’s mayor

  • Results

    Top-tier local media coverage supplemented by paid content yielded more than 21 million impressions

Challenge

Westwood College and Denver nonprofit KidsTek joined forces with Denver Public Schools (DPS) to provide high school students with critical technology skills and workforce-readiness training. Westwood turned to GFM to create and execute a public relations campaign, including a public announcement and community celebration, to build awareness for the partnership.

Solution

GFM laid the groundwork for the public launch of the partnership by facilitating partner meetings and developing a public relations plan with ideas for the program rollout and launch event. Program goals included generating positive media coverage about Westwood’s partnership with KidsTek and helping to forge positive relationships for Westwood with DPS leadership and other local influencers, including government officials and business leaders.

The public relations program was executed in two phases, and GFM drafted and coordinated all support materials, including the partnership announcement press release and fact sheets. The partnership was launched publicly in October, and in January the partners hosted a celebration event involving Denver Mayor Michael B. Hancock and a panel of Westwood technology graduates. GFM was responsible for securing the Mayor, generating media interest, and drafting and coordinating all speaking points.

Results

Between the public announcement and celebration event, Westwood College received widespread local media coverage highlighting its unique private/public/nonprofit partnership and local influencer support of its efforts. Stories were featured in the Denver Business Journal and The Denver Post, and on Examiner.com and YourHub.com. Additionally, GFM secured an in-studio segment on 9NEWS. GFM also coordinated the development and distribution of a Brandpoint article, titled "Helpful tech training for your student may go beyond traditional classes," which received 824 placements and a circulation of more than 21 million. Two related YouTube videos received a combined total of more than 500 views.