Building GlobalData’s reputation in education

Written by Eleanor Willock

In October 2016 Dr Robert Stoneman joined the analyst and intelligence team at GlobalData. His role is to research the way in which ICT is procured, deployed and used by the UK education sector (all publically funded universities, schools and further education colleges). He uses this information to write reports for SME and large tech clients, keep them informed of the latest developments in UK education and wider government policy, write regular comment articles for subscribers and advise clients via telephone and at face-to-face briefings.

With a background in education – rather than the analyst and intelligence community [his last role was Data Manager for Hornbeam Academy Trust] – it was essential to raise awareness of Dr. Stoneman publicly to GlobalData’s current clients and prospects too.

Awareness alone wouldn’t be enough though, it was also important to demonstrate Dr Stoneman’s deep knowledge and expertise on key issues and topical debates affecting the sector and suppliers. These would include: investment, financing and spend in education; security, data protection and cyber security; the student experience and digital learning.

The education sector is underserved by media – perhaps because of tight budgets in the sector to spend on subscriptions – and so options to have opinions and thought-leadership published publicly are limited. But, options are available. We’d need to work really hard to get Dr. Stoneman known and trusted by a tight, niche group of media.

Also, because of stiff competition among education media, exclusivity of content was often essential. It would be quite a challenge to make use of content more than once.

The team worked with Dr. Stoneman to publish blog posts and articles he had written for clients, as well as bringing ideas and ‘tip offs’ from the media. It provided successful with:

  • 5 comments written and submitted for feature articles in 2017
  • 3 opinion articles written and published
  • 1 Q&A published
  • 2 comments issues after a breaking news announcement [rapid response]

Along with some great content created and pitched, over a period of 12-months [2017] the team secured:

  • 12 published articles authored to or, referencing, Dr. Stoneman.
  • The press coverage came from a mix of dedicated opinion articles, a written Q&A and comments published into larger feature articles
  • Topics covered include:
    • The Autumn 2016 Autumn Statement – an overview of funding available for schools and higher education
    • The effects of budget constraints on IT spending
    • How to protect Higher Education from cyber attacks
    • How are political changes affect the student experience
    • Slow adoption of MOOCs in higher education
  • Stories were published in Education Technology, University Business, Tech and Learning, Education Magazine, Ed Quarter and Open Access Government

“Since I have recently come from outside the analyst and intelligence community, gaining publicity with others interested in education technology is vital. Mantis is always quick to recognise opportunities where my insight will be of interest, and have made the process of gaining exposure a pleasure and something I look forward to.”

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