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Jamie Crane, PR and Earned Media Account Executive

The author

Jamie Crane

PR and Earned Media Account Executive

We've had another month of amazing campaigns, but this month we've chosen to highlight the Oxford Home Schooling “Homework Quiz” campaign, showcasing the perfect mix of creative content combined with fantastic media relations, resulting in outstanding results!

About Oxford Home Schooling:

Oxford Home Schooling is one of the UK’s leading home education providers, helping individuals gain GCSEs, IGCSEs and A Levels for the last 20 years.

Campaign objectives

  • Increase the number of high authority links to the Oxford Home Schooling domain

Homework is a necessary part of education, as it helps children to continue learning outside of the classroom.

However, without the presence of a teacher, it’s up to parents to provide support if a child is struggling with an answer. With this in mind, we conducted some research to see how many adults are comfortable with this responsibility.

Working with a Year Three primary school teacher, we created a homework test for parents using questions typically asked of seven-year-olds.

Three of these questions were included in a survey which was sent to 1,000 parents across the country. We also explored their attitudes towards the difficulty of homework and how they feel when they are asked for support.

The results showed that two-thirds of parents don’t feel confident when asked to help with homework and that a third feel embarrassed when they get a question wrong.

This means that there will have been a lot of red faces amongst our surveyed parents as only 6% got all three of the Year Three homework questions correct!

The press release included more of the survey results and to encourage journalists to link back to the Oxford Home Schooling site, we also created an online quiz where people could test themselves on the homework questions.

Results:

The campaign was incredibly successful and generated 32 pieces of coverage, including 21 links to the Oxford Home Schooling domain. The story was covered by nine different national publications, such as The Independent, Metro, and The Irish Sun.

The on-site quiz was completed by over 4,500 people.

Excitingly, the statistics and questions were even discussed at length on The One Show on BBC One. In a five minute segment, the presenters highlighted the main results before a reporter used our questions to test members of the public.

The campaign definitely achieved its objective and the links we generated meant Oxford Home Schooling saw a huge spike in website traffic. Over 2,000 people visited the client’s website as a direct result of clicking through from the new links.

Content:

Oxford Home Schooling blog post, featuring the homework test. 

Well done to the Oxford Home Schooling Team! 

Laura, Charlotte, Jamie and Rachel H