The face of change: Amplifying the voice of a charity leader Digital PR & Social Media / Media Relations
UKSA is a national maritime charity, based on the Isle of Wight, with a vision to widen access to maritime training and to enhance life skills and employment in the sector. We’ve been working with UKSA since 2020 and part of our mission is to highlight its unique breadth of aspirational pathways. This can be from inspiring and engaging a school child taking part in watersports to enable them to build confidence, broaden their horizons and develop life skills, through to the training opportunities for young people.
Ben Willows, the charity’s CEO knows first-hand how UKSA can shape a life; for him it all began when he replied to an advert in a marine magazine for a place to enable him to undertake his RYA Watersports Instructor and Yachtmaster training at the Cowes campus.
Ben worked his way up from Operations Manager until taking the helm as CEO in 2016. He is a young CEO and a self-proclaimed non-academic, giving him a huge advantage with young people, especially those who may struggle in a traditional classroom setting.
With a strong narrative and boundless enthusiasm, Ben is perfectly suited to speak to the media about his journey and inspire others about the charity’s purpose and vision. MTM developed a strategic media profiling programme for Ben, giving him the platform to tell his story and raise not only his profile but UKSA’s.
Thanks to our longstanding relationship with the target media and in depth understanding of the marine marketplace, we put together a strategy to target specific media with interview opportunities with Ben. A selection of TV, radio, podcasts, print and online outlets were targeted to reach core UKSA audiences and this would not only give the opportunity for Ben to talk about his personal journey but also weave in UKSA’s goals and targets as a provider of residential visits, maritime training and the charity.
Once the interviews were booked and topics discussed, MTM put together direction on messaging, provided full media briefings, support during interviews and media follow-up ahead of the features being published or broadcasted.
Over a period of three months, we organised and facilitated a range of interviews and news pieces with a variety of key media titles including Yachts & Yachting magazine, Boating Business, Superyacht News, Yachting International Radio, ITV Meridian, BBC Radio Solent and Boat International.
The titles targeted would reach key UKSA audiences through both regional and marine media, raising the profile of the charity’s activity and forthcoming strategy as it looked forward to a post-pandemic world where being back in the classroom, group activities and school residential trips returned to normal.
Whilst this project is perpetual, we have seen significant reach in international marine and local press.