How digital ads are helping entrepreneurs turn ambitious ideas into reality

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‘High Potential Startups’ is an intensive business support programme, designed to bridge the gap between the North East and rest of the UK in terms of the density of regional startups achieving a turnover of +£1m in their first three years.

Through a package of support - including workshops, coaching and mentoring -entrepreneurs are helped to turn their ambitious business ideas into a reality.

所面临的挑战

的 North East Local Enterprise Partnership (LEP) needed to attract a very specific target audience to apply for the programme: high calibre applicants likely to be in well-paid, 安全的工作, but who had an idea for a new business and had the ambition to create a fast-growing startup.

的 target for the final phase of the campaign was to deliver 50 expressions of interest, of 哪一个。 30 offer viable scale up business ideas – specifically, the ideas had to be for businesses that can scale to +£1m in three years.

的 brief was absolutely clear that the campaign had to be about quality not quantity; applications had to be from people with an exceptional business idea that could scale appropriately. 

解决方案

的 communications campaign was informed by research showing the common characteristics and motivations of entrepreneurs, as well as the enabling factors and barriers that might prevent people from taking the leap into starting their own business.

的 比索模型 was used to create an integrated campaign incorporating owned media, 彩乐园dsn, 媒体关系, intermediary and influencer relations and print advertising.

Social media advertising and paid search allowed accurate targeting and made use of the campaign’s digital assets, 包括一个简短的宣传电影, 哪一个。 conveyed the emotion of the ‘light bulb moment’. 画外音是这样开头的: “All great things start with a spark…all the household names and brands we interact with today started with a great idea”. This reinforces the idea that many concepts have the potential to become a high-growth business.

的 film also underlines the extensive support available through the High Potential Startups programme. Recognisable North East icons such as the Metro and coastline were used for filming to locate the campaign.

结果

• 这部电影被观看了26次,543 times in the six-week campaign timeframe and there were 1,617 sessions on the campaign’s website
• 的 combined reach of the campaign was 138,343 and 彩乐园dsn channels were responsible for 66% of the website visits during the campaign timeframe
• 的 cost-per-click for the paid search campaign was £1.41, with a click-through rate of more than 10%. 的 cost-per-conversion, for applicants who went on to take part in the programme, was £18.51
• 的 value for money of the paid social campaigns is demonstrated by the fact that a £300 investment on Twitter resulted in 45,275个额外印象和25个,额外241次视频观看
• 的 campaign secured 119 applications, of 哪一个。 30 (the cohort limit) were deemed eligible to join the programme. 剩下的, many were asked to apply to cohort two or three of the programme - demonstrating that the targeting was successful

Due to the success of 彩乐园dsn in this campaign, it was made a central part of the follow-up campaigns, recruiting entrepreneurs for cohorts two and three of the programme. 再一次。, 这被证明是成功的, with 142 expressions of interest being received and 彩乐园dsn providing the majority of traffic to the campaign website, 每次点击成本低至68便士.