Edinburgh Napier university

Muckle Media was tasked by Edinburgh Napier University with the launch of their new Centre for Military Research, Education and Public Engagement. The team delivered media relations support that demonstrated Edinburgh Napier’s close ties with the Armed Forces.

Challenge

Muckle Media was approached by Edinburgh Napier to help launch the centre within 10 days to coincide with Armed Forces Day. The quick turnaround ensured the story remained topical and didn’t get buried under other military stories. Our core objective of the campaign was to position Edinburgh Napier as the leading higher education and research partner for the armed forces in Scotland.

Strategy

Muckle Media organised a photocall to capture imagery that would accompany the press release being issued on the same week as Armed Forces Day. By capitalising on Edinburgh Napier’s history and contacts we were able to set up the former Craiglockhart Military Hospital to use as the backdrop for the photocall. We liaised with a variety of age groups to reflect the different stages of military life and also invited the Cabinet Secretary for Justice and Veterans Keith Brown, giving the event a higher profile. As well as providing case studies for those who have attended Edinburgh Napier whilst being in the services. A bespoke media list was created to ensure all the relevant contacts were covered and we could effectively communicate Edinburgh Napier’s launch and involvement in the armed forces.

Results

A news hook and strong imagery was required to ensure the best chance of securing coverage in national papers.We generated nine pieces of coverage across national and trade titles, as well as providing commentary on ‘How universities can support the military and their families’.