Case Study:
rise in link clicks and record content interactions.
distinct employers and stakeholders have interacted with IoT content.
rise in year-on-year website conversions.
The Lancashire & Cumbria Institute of Technology (IoT) is a regional partnership uniting eight colleges and three universities to deliver advanced technical education across Lancashire and Cumbria.
By year two (Aug 2024-Jul 2025), the IoT had moved beyond its launch phase and needed to consolidate its regional profile as a credible, high-impact skills provider, deepen collaboration and engagement across partner colleges, strengthen connections with employers, stakeholders and political audiences and generate momentum for learner recruitment and long-term reputation.
To do this, the IoT needed a communications strategy that would unite partner voices, tell real stories from the network and extend influence across multiple audiences.
Working in close partnership with the IoT leadership and college marketing teams, Viva led the delivery of a coordinated, multi-channel communications programme.
Key elements included:
Partner storytelling and staff champions
We encouraged every partner college to contribute content – students, staff, employer collaborators – to bring the IoT narrative to life. Over 200 staff engaged across the network, acting as ambassadors for the IoT’s mission.
Flagship report launch: Skills Barometer 2025
The Skills Barometer served as the year’s anchor output. We planned its rollout, coordinated distribution to key audiences (MPs, businesses, networks) and embedded it into wider media and stakeholder engagement campaigns.
PR and media activation
We pitched and placed stories across regional and national outlets (15+ publications), amplified employer case studies and used the Barometer as a news hook to drive additional coverage.
Social media and stakeholder amplification
Through thematic content and consistent partner contributions, we broadened reach and nurtured regular engagement from employers, staff and stakeholders.
Political and employer engagement
We engaged MPs from both counties, leveraged employer case studies to underpin credibility and created content for business networks and regional stakeholders.
Throughout, our guiding principle was strength in numbers: the more colleges, staff and employers sharing the IoT story, the stronger its collective voice.
The results
Viva’s activity led to an increase in engagement and visibility, impactful social media and content, media and stakeholder reach, and digital and conversion metrics.
Viva’s IoT content saw:
- Over 200 staff champions across partner colleges join the storytelling effort
- 342 distinct employers and stakeholders engage with IoT content
- Strong participation from high-profile organisations and MPs reinforced credibility
- Significant uplift in content interaction: the Skills Barometer drive alone delivered 126% increase in link clicks
- Coverage in 15+ outlets (Business Cloud, FE News, Lancashire Telegraph, MSN, Blackpool Gazette)
- Website conversions rose from 75 to 321 over the year (+328%)
- Cost-per-conversion dropped by as much as 85%, reflecting more efficient communications funnelling into recruitment activity
Impact and legacy
By the end of year two, the IoT had successfully elevated its reputation across Lancashire and Cumbria as a leading regional voice in skills and innovation.
The campaign:
- Reinforced stakeholder confidence through visible media coverage, political engagement and employer case studies
- Cemented brand visibility in the region, backed by strong stories and shared ownership
- Laid robust foundations for sustainable recruitment and influence in year three
Viva became a true strategic partner — creative, data-driven and deeply collaborative. They’ve helped us grow visibility and reach across multiple audiences in a complex regional landscape.
