A national media platform

The Business Inflation Guide

Read the text and find the answers for the questions above.

Reading

Pre-reading tasks

CASE STUDY

UNIT I

Answer the following questions:

1. What do you know about inflation? What definition of inflation can you suggest?

2. What can be the ways of creating branded coverage in notoriously difficult subjects like for instance small business? (Cooperation with prestigious Business Schools, delivering branded coverage across national, regional and trade media…)

3. Is it difficult to provide a high return on investment in the field of small business?

Agency: MS&L

Client: More Th>n Business (part of the RSA Group)

Fighting for ‘share of voice’ on the subject of small business is notoriously difficult. It is not a topic that generally gets a journalist excited, even on the lightest news day. To launch a platform that, from its first release, generated substantial, strongly branded media coverage while the media agenda was dominated by the biggest corporate failures in history is nothing short of amazing.

Developed in conjunction with the prestigious Warwick Business School, the first 16 months of the MORE TH>N BUSINESS campaign (September 2008 to December 2009) generated a PR value of £1,230,162– an ROI of 29x the cost of the entire programme.

The campaign achieved its goal, creating branded coverage for M>B over a sustained period and reaching the insurer’s diverse client base, ranging from plumbers to florists. It also alerted the public to an economic threat facing hundreds of thousands of small enterprises, which together form the backbone of the UK economy.

MORE TH>N BUSINESS (M>B), one of the Britain’s most innovative insurance companies and part of RSA Group, worked with MS&L to develop a media strategy that would deliver branded coverage across UK national, regional and trade media. The objective of the campaign was to raise awareness of and demonstrate differentiation for M>B amongst its target audience of independent business owners, typically operating micro companies with less than five employees. The campaign had to deliver high quality coverage that was directly relevant to the target audience, spoke to their issues and provided a high return on investment. Another prerequisite was a programme that could be replicated once per quarter, whilst continuing to deliver substantial coverage. Focusing on M>B’s communications strategy; “to be the champion of the micro business”, it was determined that the campaign needed an ‘ownable’ property. This had to generate coverage but also needed to deliver a thought leadership platform that illustrated M>B’s campaigning activities on behalf of small enterprises.

Дата добавления: 2015-03-31