case study


The Association of Accounting Technicians, or AAT, is a UK qualification and professional body for vocational accountants, with over 133,000 members worldwide.

GK has worked with AAT providing media support with the launch of an independent report carried out by CEBR called ‘The Economic Benefits of Reskilling’. GK worked on another campaign to positional vocational education as a driver of social mobility by drafting reports and providing media and event support.

For AAT’s ‘The Economic Benefits of Reskilling’ report, we created a media pack with tailored press release for specific audiences and accompanying case studies and developed targeted media lists. We briefed journalists in advance of the report’s launch sending them advanced notice and then an embargoed copy of the report and press release. For AAT’s social mobility campaign, we were keen to generate conversation and ideas to contribute towards a report on the impact high quality vocational education can have on social mobility. We organised a panel event with leading speakers from industry, government, think tanks, and leading business groups to talk about the subject, their experience and what can be done to enhance the role vocational education plays in creating social mobility. Following this we produced a high quality report with key recommendations to take to stakeholders and policy makers.

GK secured coverage print and online coverage in the Daily Mail for AAT’s ‘The Economic Benefits of Reskilling’ report, reaching over 2 million people through the print and estimated online audience of 345K. It also gained strong social media traction achieving: 146 shares on Facebook, 100 shares on Pinterest, 7 shares on LinkedIn. For the expert panel, we secured the Sky News Education Editor Afua Hirsch, and panelists from the Institute of Directors, PWC, CentreForum (now the Education Policy Institute).

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Nigel Rees - Chief Executive

Glass and Glazing Federation

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Mark Greaves - Managing Director

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