SRH-Learnlife GmbH: End-to-end training from a single source

SRH Learnlife GmbH, a fully-owned subsidiary of SRH Holding, has successfully established itself on the fiercely competitive training market as one of the top four private training providers (Lünendonk List, 2004). With its four training companies SRH Fachschulen, SRH Hochschulen, SRH Berufliche Rehabilitation and SRH Business Academy, SRH Learnlife GmbH covers all aspects of vocational and further training.

Objectives and challenges

Due to the drop in order volume from the publicly promoted training sector, SRH Learnlife GmbH has been focusing increasingly on private customers over the last few years. Despite its positive sales figures and comprehensive service portfolio, SRH Learnlife GmbH was still unable to reach its target groups satisfactorily because it did not have a high enough profile. The aim of the PR work was to raise the public profile of SRH Learnlife GmbH as an innovative vocational training provider. In addition, SRH Learnlife GmbH was to be established as a sub-brand of SRH and as the training brand of SRH.

Measures and actions

The PR concept was aimed at ensuring fundamental awareness of SRH Learnlife GmbH with press releases and contact management for key media. The profile of the CEO of SRH Learnlife GmbH as a training expert was to be raised through interviews and background talks. This was backed up by the placement of articles on training issues in the trade and general media. The SRH Learnlife team also used the numerous SRH Learnlife GmbH events such as symposia, new course launches or award ceremonies for the Germany-wide school competition "Fit for Job" as an opportunity to invite journalists to press conferences. An in-house study of the German training system also enhanced the reputation of SRH Learnlife GmbH.