Central Co-op set to become Fertility Friendly employer
Fertility Matters At Work is an educational training provider that exists to educate and inspire businesses with an understanding of how infertility affects both their employees and their organisation.
pieces of press coverage
increase in website referrals
new social media followers
Wild PR began working with Fertility Matters in June 2022. We were brought on board to support SEO objectives and strengthen the brand’s backlink profile. Key objectives for our activity included achieving high-quality links from a dedicated wishlist of media publications, including national, regional, lifestyle and women’s interest, health, and industry-specific publications.
We developed a full digital PR and link-building strategy after undertaking a media and competitor analysis to achieve the desired outcomes. This was then followed by creating a bespoke activity matrix, including digital PR campaigns, PR mailers, content, and ongoing press office monitoring.
Since beginning to work with Fertility Matters at Work, the team has developed numerous digital PR campaigns, PR mailers and business news announcements as well as monitoring and managing their press office daily.
One of the campaigns we developed focused on a call to action for individuals to write to their MP to support the Fertility Workplace Pledge. We developed a variation of releases targeted at different regions to call out for a show of support for creating a fairer workplace for those undergoing fertility treatment alongside onsite content. Coverage included regional coverage in Shields Gazette, Hartlepool Mail, and Sunderland Echo. As well as this, we achieved online coverage in HR News, HR Director, York Press (online and print), Yahoo!, Ovulation Check, IVF Babble and London Daily News. Overall, this generated 56 users to the site.
Another campaign we developed focused on utilising results from a survey of 200 respondents navigating their fertility journey in the workplace. We analysed the standout results to create a press release target at national, women’s interest, business/HR, and industry-specific titles. This campaign achieved coverage in the likes of Women’s Health, MSN, Yahoo!, IVF Babble, and HR News.
In addition to our digital PR campaigns, one of our core priorities for Fertility Matters at Work is highlighting key business announcements. Through the introduction of industry leaders, including names such as Diageo, Cadent Gas, Co-op, Cornwall Council, and many others, we have successfully elevated Fertility Matters at Work’s presence within their target audience. All together business news has generated over 400 pieces of coverage, including wishlist titles: Employee Benefits, Business Leader, HR Director, Retail Sector and Femtech World.
Alongside planned activity, the team continues to work on an active press office function that involves responding to media requests from key news outlets, monitoring trending news stories, and responding with expert commentary from Fertility Matters at Work. This activity stream has led to linking coverage in wishlist titles, including: Mirror Online, The Telegraph, inews, Express, Stylist, Huffpost, The Times, and Mail Online. These pieces, in particular, help to strengthen SEO objectives and the trust and authority of the brand in the fertility and health space.
Website metrics have also seen a major improvement. Comparing June 2022 – October 2023 to the previous year (June 2021 – October 2022), Fertility Matters at Work saw an increase in new users (+68%), users (+70%), and organic search website sessions (+405%). Similarly, page views saw an uplift of +513% during this period, with some of the highest improved pages, including: the ‘contact’ page (+506%), ‘about us’ page (+420%), and ‘our members’ page (+1,067%).
Additionally, comparing 2022 to 2021, organic Google search clicks for the search query ‘Fertility Matters at Work’ was up by over 41,400%, and organic Google search impressions saw an uplift of 159,362%. These improvements suggest that our campaign and content activity has resulted in Fertility Matters at Work appearing more frequently on search engine results pages.
Since beginning to work with Fertility Matters at Work and through the dedicated PR campaign and press office function achieving high-quality linking coverage, we’ve seen some fantastic keyword improvements (October 2022- October 2023) for various focus keywords, including ‘fertility resources’ (+21) ‘ivf companies’ (+39), and ‘the f word series’ (+48), as well as multiple new keywords, such as ‘fertility reading’, ‘Becky Kearns’, ‘fertility support’, and ‘fertility business’.
After working with Fertility Matters at Work for three months, they enquired about us taking on their socials, which we now manage. Since kicking off social activity for the fertility organisation, we have seen some standout results, including:
- Increase in Instagram followers (860+)
- Increase in LinkedIn followers (900+)
- Increase in Twitter followers (130+)
Standout posts that we’ve created, which have received significant engagement from their audience, include:
A quote from Jennifer Aniston’s Allure article on Instagram, which achieved 276 likes, five comments, eight saves, and reached 3,583 accounts. Of the accounts reached, 3,055 were followers, and 530 were not. This suggests that the content we create for Fertility Matters at Work consistently surpasses those currently following their accounts.
A LinkedIn post highlighted that the Fertility Matters at Work team were nominated for the Northern Power Women Awards. This post achieved 1,017 impressions and 48 likes.
Since partnering with Wild last year to support us with our PR activity, we’ve been hugely impressed with how they’ve worked with us to get to know our organisation and why we do what we do, we’ve since streamlined our social media activity to line up with the external PR focus so that Wild are able to support all of our external comms. Wild’s support has helped us to become more focused and expand our brand reach, we’re looking forward to growing with them in the future! Huge thanks, especially to Abi and Mollie, who have been a huge support to our team.