Crucial Academy


Crucial Academy was founded by a former Royal Marines Commandos to help ex-servicemen and women find for a path back to Civvy Street through free cyber security training, accredited qualifications and careers.

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Campaign objectives

  • Raise awareness and preference for Crucial Academy amongst corporates
  • Position Crucial Consultancy spokespeople as experts in cyber security
  • Make Crucial Group the ’go to’ for military personnel seeking to transition into civilian life
  • Drive traffic to Crucial Academy’s website

Our approach

  • Launched Crucial Academy targeting the national, regional and trade press
  • Liaised with high profile supporters to secure incremental media opportunities
  • Developed thought Leadership campaign, positioning key spokespeople as experts in cyber security
  • Created data-driven Cyber Cities Index campaign, revealing the best cities in the UK to attract cyber talent

Results (June-Dec 2018)

  • Reached over 36m, through 63 items of coverage
  • Delivered high impact coverage in national press including MSN, New Statesman, Forbes, The Times and CityAM, plus major tech titles.
  • Generated strong link building - over 30 per cent of total.
  • High authority sites – over half of coverage on site with Domain Authority of 50+.
  • Courses oversubscribed.
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