Empowering local tradesmen

Client: EMPOWER TRAINING SERVICES LIMITED

Project: Publicise a new training course

Background: Empower had developed a training course for electricians to learn how to install photovoltaic solar panels – one of the few of its kind in the country. The company needed to attract interest among East Midlands tradesmen.

Objective: To fill the places on the first course and generate interest in subsequent courses.

Our role: Word Association undertook research about the major benefits of the training course to local tradesman. This information was used as the basis for a news release. Using its strong local media contacts, the PR team successfully gained coverage of the story in a prominent position in the Nottingham Evening Post’s high circulation May Bank Holiday edition.

Results: The following day, Empower was inundated with calls from electrical contractors who had seen the article and were keen to be amongst the first to sign up for the course on their doorstep. Since the first course in Spring 2004, all subsequent ones have been filled and word has now spread so much that delegates are attending from many other parts of the UK. Not only has a huge amount of interest in Empower’s course been generated by Word Association, but these enquiries have been turned into actual bookings, making the new course a huge success. Word Association continues to undertake media relations activity for Empower on a continuous basis.