Hardworking Rachel cooks up a media storm for bespoke Edinburgh care home
THE story of Cramond Residence’s newest Food Services Assistant, Rachel Murray, landed a TV feature and helped her employer exceed in digital searched by 426%, thanks to our Scottish PR agency.
Rachel, 21, who has Down’s Syndrome, has been excelling in her new role and is now a core part of the Cramond Residence team, supporting the home’s four chefs preparing and serving food and baking cakes for residents.
Our team knew the importance of making Rachel’s story the main focus of the piece, while weaving in key messages about the perks of working at Cramond Residence and its commitment to hiring a diverse team.
Through a targeted press and broadcast rollout we secured:
- A broadcast feature with STV News
- An exclusive interview with My Family Our Needs, a branch of Care Choices
- A 426% Increase in Google searches for Cramond Residence
- 15 items of coverage across national, regional and trade specialist publications
- 601,389 opportunities to see across broadcast, online, print and social media
- Key Features in The Carer, Edinburgh Evening News, The Carer Weekly, North Edinburgh News and The Edinburgh Reporter
We timed our release perfectly, issuing slightly ahead of Down’s Syndrome Awareness Week – highlighting Rachel as a role model for others in a similar position and Cramond Residence as an example to other employers.
The story achieved an abundance of coverage reaching over half a million people across print, online and social media. In addition, the care home saw a 426% increase in Google searches for ‘Cramond Residence’, making the story a digital success.
Rachel’s inspiring story not only attracted the attention of regional and specialist outlets, but also resulted in a broadcast feature with STV News and an interview opportunity with My Family, Our Needs, which supports children and young people with additional needs.
As a result, the piece portrayed Cramond Residence as an employer who is leading by example, values diversity and supports the inclusion of people with disabilities.
Read the original story here:
New role a piece of cake for care home Food Services Assistant
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