Marketing/PR activities

Rhian Jones made this Freedom of Information request to Longfield Academy

This request has been closed to new correspondence from the public body. Contact us if you think it ought be re-opened.

The request was successful.

Dear Longfield Academy,

1. Please could you provide data for the total spend on marketing and public relations activities in the academic years 2009/2010, 2010/2011 and 2011/12 (to date).

2. Please could you also provide a detailed breakdown of the total marketing/PR spend using the following categories:

-website

-social media

-printed media (e.g. letters and leaflets)

-advertising (including posters and banners)

-consultation (of parents)

-photography/digital media

-salaries

-entertainment/gifts

-public relations representation (to secure local or national print or broadcast media coverage or manage unfavourable media coverage, for example)

3. Please could you confirm whether you employ a full or part-time member of staff with responsibility for external public relations, marketing or communications. If so, please provide a figure for their annual salary (before tax) and any additional benefits such as pensions or bonuses.

4. Please could you confirm whether you have engaged the services of an education consultancy, during the last six years, for the purposes of public relations/marketing and/or to generate media coverage (print or broadcast) or manage unfavourable coverage.

If so, please provide the name of the organisation or individual, plus details of their duties and responsibilities, as per the contractual agreement. Please also provide details of how much they have been paid to date including any monthly or annual retainers.
If the consultancy has been arranged via a third party i.e. consultants, project management companies or contractors, please provide the full name of the organisation and their duties and responsibilities, as per the contractual agreement. Please also provide details of how much they have been paid to date, including any monthly or annual retainers.

Yours faithfully,

Rhian Jones

info, Longfield Academy

Thank you for contacting the Academy. If your email is in regard to a FOI request can you please resend it to [email address]

Sent request to Longfield Academy again, using a new contact address.

FoI Longfield, Longfield Academy

Dear Mr Jones

I can confirm that we have received your request and will consider its contents and respond within the specified time frame.

The reference for this request is LA002.

Regards

Frank Lawrence

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Dear FoI Longfield,

Thank you, I will look forward to your reply.

Yours sincerely,

Rhian Jones

FoI Longfield, Longfield Academy

2 Attachments

Dear Mr Jones

In response to your FoI request in respect of Longfield Academy I can respond as follows:

Attached is the information in respect of your 1st and 2nd questions.

In response to your 3rd and 4th questions the answers are:

3. We do not employ such a person.

4. We have not engaged the services of a consultant.

Regards

Frank Lawrence

Dear FoI Longfield,

The information supplied is in an inaccesable format. Would you please resend using a different programme, thank you.

Yours sincerely,

Rhian Jones

FoI Longfield, Longfield Academy

2 Attachments

Dear Mr Jones

My apologies the attachment was in Apple Numbers format.

I have attached it in Excel format.

Regards

Frank Lawrence

Dear FoI Longfield,

Great, thank you.

Yours sincerely,

Rhian Jones

Dear Longfield Academy,

I would like to follow up on question 4 in your reply to the FOI request:

We have not engaged the services of a consultant.

However, in a news article on the website of Communitas PR - a specialist education marketing and public relations consultancy based in London, they state the following:

Communitas has recently been appointed to work with an Academy in Watford, and has just completed consultation and branding work on the Academies Enterprise Trust and Longfield Academy as they move towards their opening in September 2008.

This would appear to suggest that Longfield Academy have engaged the services of an education consultancy, during the last six years, for the purposes of public relations/marketing and/or to generate media coverage (print or broadcast) or manage unfavourable coverage.

Please could you confirm whether this is, in fact, true? If this is the case, please could you confirm whether the figures given for public relations representation are correct.

Yours faithfully,

Rhian Jones

FoI Longfield, Longfield Academy

Dear Mr Jones

I can confirm that our original answers are accurate.

The organisation you refer to was not employed or commissioned by Longfield Academy, which did not come into existence until the 1st Sep 08. They were commissioned and paid for by the DfE as part of the transition to academy status and any records of that arrangement will be with the DfE to whom any FoI request on the matter should be addressed.

Regards

Frank Lawrence

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