The Thomson Reuters Foundation is the charitable arm of Thomson Reuters, working globally to advance media freedom, foster inclusive economies and promote human rights. Alongside its philanthropic work, the Foundation delivers specialist training programmes in journalism, communications and media. These programmes generate critical revenue to support its mission of empowering people and communities in need.
Although Thomson Reuters is a household name, the Foundation itself was not widely recognised for its expertise in learning and development or for its media and communications training. With little historical investment in digital marketing, they had minimal visibility in search engines for relevant business terms and were missing out on corporate training opportunities that could fund their mission.
POLARIS were appointed to build a digital strategy that would increase awareness and visibility of the Foundation’s corporate and media training solutions. The ultimate goal was to drive training revenues that would in turn fuel the Foundation’s philanthropic initiatives.
Driving exposure through B2B SEO & digital PR for the charitable arm of the global news brand.
POLARIS were appointed to build a digital strategy that would increase awareness and visibility of the Foundation’s training division, while creating a sustainable pipeline of leads.
Our first step was to develop the business case with the Foundation’s senior leadership team, aligning growth targets with a clear digital roadmap. By translating those objectives into a search-driven revenue model, we were able to identify the traffic and enquiry volumes needed to deliver commercial success.
Drive delegate bookings and in-company training enquiries
A key commercial objective was to establish dual pathways for growth: individual delegates booking public courses, and L&D/HR professionals commissioning in-company programmes at scale. For a training business, these two streams are the foundation of sustainable revenue growth, and our digital strategy had to support both equally.
Champion charitable L&D contributions
Position the Foundation’s training offer as a way for organisations to meet learning needs while also contributing to social good.
Increase exposure in L&D media
Secure placements in specialist publications read by HR, L&D and training leaders.
Boost search visibility and traffic
Improve keyword rankings and build authority through targeted digital PR campaigns.
"POLARIS were great to work with. From day-one they guided us through the process required to amplify our digital marketing efforts. They were flexible, approachable and patient, and delivered results"
Gerry Boniface
Thomson Reuters
“TRF had a business objective and a budget. We filled the gap by delivering the strategy, intel and infrastructure."Amo SokhiManaging Director
