Last month, Atalanta hosted a digital masterclass for five trainees from the Taylor Bennett Foundation, a charity that exists to encourage people from Black, Asian, and minority ethnic backgrounds to pursue a career in communications. Our Chief Operating Officer, Elizabeth Ames, and Senior Account Director, Billy Hill, led the session on how digital campaigns can deliver for purpose-led organisations.
A recent Chartered Institute of Public Relations report found a lack of diversity in the PR industry, with some firms far away from representing the 18% of people in England and Wales who belong to a BAME background.
The trainees, who undertook a six-week training programme, were introduced to how Atalanta approaches digital strategy development, content and website creation, and targeted advertising to help our clients achieve their objectives.
Digital engagement is in Atalanta’s DNA, with our CEO and Founder, Eva Barboni, cutting her teeth developing digital organising tactics for US political campaigns. Since our founding, we have incorporated this focus on digital as a core part of our services, designing and delivering successful digital campaigns on behalf of a range of clients, including political candidates, parties, advocacy organisations, and philanthropies.
The Taylor Bennett Foundation session took a deeper dive into digital strategy, exploring how purpose-led organisations can develop eye-catching content to engage their audience, effectively deploy paid advertising with limited budgets, and target audiences in a crowded online environment. Billy walked the trainees through our approach to strategy development, exploring how effective clients approach their objectives, their strategy based on those goals, and then the right tactics to ensure success.
The trainees discussed how platforms such as TikTok, Elon Musk’s leadership at X (formerly Twitter), and new platforms such as Meta’s Threads are changing social media campaigns and how organisations are adapting their digital strategies accordingly.
Using a previous Atalanta client as a case study, the trainees were then asked to build their own digital campaign, factoring in the target audience's geography, languages, ages, and interests into their strategy. An array of tactics were suggested, all of which showcased the creativity of the Taylor Bennett Foundation trainees.
Closing with a networking opportunity between the Taylor Bennett Foundation trainees and Atalanta’s new joiners, the masterclass was a great success, and we look forward to collaborating with the Taylor Bennett Foundation again in the future.
If you are interested in learning more about the Taylor Bennett Foundation and their work supporting young people to pursue a career in communications, click here. If you would like to discover more about Atalanta’s work with digital campaigns, click here.
