Case Study
B2C PR

Raising awareness for the coding bootcamp

Client

Spiced Academy
www.spiced-academy.com

date

July 2019 - February 2021

Services

B2C PR Startup / Launch

The results

20

Months

+48.5 Mio

Reach

The brief

The first Spiced Academy opened its doors in 2015. Since 2020, the 12-week coding bootcamps are offered in Stuttgart, Cologne and Hamburg. Founded and led by Frederik Aldag, Spiced Academy trains Data Scientists and full-stack web developers and enables them to enter the digital economy.

When Spiced approached us, their goal was to raise awareness and attention for their training program. The team also wanted to differentiate itself from other coding camps. Challenge accepted!

What that meant for our work: On the one hand, we knew we had to appeal to the target grou through meaningful stories that convince them of the training quality. On the other hand, our task was to push the general topic of coding bootcamps in the media and create special trust in the Spiced Academy brand.

The campaign

Although there were a few international providers of coding bootcamps, the concept of extremely fast - and therefore very intensive - training for programmers had not yet reached the mainstream media in Germany.

So we came up with a strategy that aimed to educate the public about the 3-month intensive courses while at the same time building trust in this new form of education. Part of our concept was also to present Spiced Academy as the answer to the IT skills shortage and to highlight the proven expertise of the head coaches.

We felt the best way to do this was through direct on-site experience. So we invited media such as Handelsblatt to take part in one of the courses - which was met with great interest. The result of this approach can now be read on Handelsblatt.de. Furthermore, a unique selling proposition of the Spiced Academy is the high quality of the training, which is primarily provided by head coaches with many years of professional experience. This gave us the opportunity to place them in expert podcasts as well. For example, Dr. Kristian Rother got invited by Capital to discuss with “So techt Deutschland”. A special highlight was the visit of a camera crew from n-tv , which resulted in the report “Startup lehrt Programmieren in zwölf Wochen”.

The result? Spiced Academy's brand awareness was increased through coverage on Handelsblatt, Capital, n-tv, and many others. Following the various publications, the Spiced Academy also confirmed a significant increase in website traffic and program sign-ups. Especially the signups are a proud achievement that shows the potential of PR to create trust and drive business success.