Yorkshire School of Garden Design - Silver Pear Communications

The Brief

World renowned landscape designer, Alistair Baldwin, approached us to assist in launching the Yorkshire School of Garden Design. The first school of its kind in the North East of England, Yorkshire native, Alistair, was keen to share his expertise from two decades working with and designing northern gardens, to inspire budding designers and those looking to explore a career in the industry.

Silver Pear were first tasked with communicating the news of the School’s launch to the national, regional and trade media. Following the official launch, the Yorkshire School of Garden Design was also keen to continue media outreach to regional, national and trade press, to sustain awareness of this exciting School, and the opportunity to showcase the talent of its students and tutors.

Over the course of the following year, Silver Pear was subsequently tasked with launching the inaugural Diploma in Garden Design, the School’s flagship qualification, as well as the School’s introductory series of short courses.

The Approach

A year-long media awareness campaign positioned the Yorkshire School of Garden Design and its talented cohort of tutors, as the industry leading spokespeople for education within the landscape design sector.

Silver Pear used targeted communications to key national, regional and trade journalists at key moments during the year, in the form of bespoke press releases, exclusive interviews, features and commentary opportunities to share key news stories, including:

The Yorkshire School of Garden Design launch
The launch of the 2023 short course timetable
The publication of Alistair Baldwin’s latest book with eminent photographer Clive Nichols
The School’s receipt of the illustrious Educator Status award
An invitation to the 2023 Yorkshire School of Garden Design Open Day
Alistair Baldwin’s participation in the well-known Sky Arts series, The Art of the Garden

To further build awareness at a regional level, Silver Pear positioned Alistair Baldwin to contribute a bi-monthly regional column with a well-known local publication. Through this medium, Alistair was able to further share his expertise on northern landscapes and promote the fantastic work the School is doing.

The Results

150 pieces of coverage with a reach of over 33 million

17 pieces of consumer national coverage with a reach of 16 million

73 pieces of regional coverage with a reach of over 11.5 million.

Positive sentiment throughout, driving increased interest in the Yorkshire School of Garden Design, its courses and tutors.