Zaio

Zaio, an online coding school offering accredited and beginner friendly courses, engaged Red Ribbon Communications to kickstart their PR efforts. Our mission was clear: position Zaio as the go-to platform for accessible coding education.

We developed a strategic narrative centred on democratising coding education. Our key message? Anyone, regardless of background or prior experience, can master coding. This narrative formed the backbone of our media outreach.

A cornerstone of our PR strategy involved crafting and distributing thought-provoking articles that challenged perceptions about coding careers. Notably, we met the client’s specific request to secure publicity on the Expresso breakfast TV show, significantly boosting Zaio’s visibility across key media platforms.

Furthermore, we capitalised on current events to amplify Zaio’s expertise. When South Africa’s digital nomad visa negotiations were being finalised, we promptly produced a response, securing prime media real estate during this pivotal moment.

Our media engagement led to remarkable results within six months of signing the retainer: over 120 pieces of coverage, with a quarter in tier-one media and almost a third in broadcast.

We secured notable features on Business Day, Cape Times, IOL, Moneyweb, eNCA, SAfm, SABC News and Cape Talk.

A particularly powerful result came from a radio interview on community station Radio 786. This single broadcast directly contributed to almost 20% of the new student signups for their next bootcamp, new students citing the interview as their source of information.

Our strategic focus on securing broadcast interviews to elevate Zaio’s authority and maximise their consumer reach delivered significant results. The impact of our PR efforts was undeniable, as Zaio saw a dramatic surge in website traffic following these key interviews.

A single broadcast on SABC ignited a staggering 60% increase in visitors to Zaio’s website. This momentum continued into the next month, with consecutive features on eNCA and Newzroom Afrika driving yet another 60% spike in traffic.

These substantial spikes in online engagement were a direct outcome of our targeted media placements, demonstrating the effectiveness of strategic PR in boosting visibility and fuelling interest in Zaio’s educational offerings.

“A year ago, we were just known in Cape Town. Now you walk in Johannesburg or any other province, we're recognised. PR has definitely changed the view on Zaio in a positive way. It's building more trust in us, which is crucial in education – you want to send your child to a school that is popular and well-known.”

– Harjot Singh, CMO at Zaio

40%

increase in SoV

38%

tier-one media coverage

112+ million

in online editorial reach