strategic marketing communications





The Agency


Metropolis 2 Wins Black Country learndirect PR Account

learndirect band

James Manning of Metropolis 2, on drums, sets the beat for the Black Country learndirect PR campaign accompanied by Johanne Parsons of Black Country learndirect on guitar and Arian Cliff, of West Midlands-based music shop Red Ice Music, who is delighted to be selling instruments from - a website he created following his successful completion of a learndirect web site publishing course.

Metropolis 2 has been appointed to handle the PR for Black Country learndirect. The account was awarded to Metropolis 2 following the successful brand-building and student recruitment marketing campaigns which it has already delivered on behalf of the client. James Manning comments: "The Black Country learndirect PR campaign will integrate with the other campaigns we are running on behalf of learndirect, which have already seen a 300% increase in learner registrations. The PR will convey corporate messages about the hub in addition to centre specific information. Each centre has to consider the specific demographic factors which dictate the courses it should offer and the PR campaign must reflect and be sympathetic to these criteria.

"The overarching objective of the campaign is to enhance recognition of the learndirect offering among local people, communities and businesses so that they are motivated to engage with their local centres and register. We are naturally delighted to have won this campaign, particularly as it follows on from the positive experiences that learndirect have already had working with Metropolis 2 and being exposed to our proactive, accountable approach."

Johanne Parsons of Black Country learndirect adds: "Our experience with Metropolis 2 to date has shown that, in our opinion, Metropolis 2 differs from other agencies because the account handlers don't just tell you how great they are, they demonstrate it by delivering results which meet and exceed the objectives. They work as part of our in-house team, thus increasing our resources, not just in marketing but also in big-picture thinking.

"Metropolis 2's campaigns, including the Internet strategies and direct marketing, have not only increased awareness of Black Country learndirect, they have increased registrations and enhanced co-operation among centres," continues Johanne. "This is in many ways more important for us in business terms. The PR campaign is already bearing fruit, demonstrating the success of the Black Country learndirect hub in raising the education quotient in the region, and further stimulating competition among and appreciation of the individual centres."

For further information:
James Manning
Metropolis 2
Tel: 0121 236 6116


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