Case Studies

Welsh Assembly Government

Sector:Public Sector
Objectives:
The Welsh Assembly Government was presented with the objective of promoting an entrepreneurial culture in Wales by encouraging successful business start-ups and supporting businesses in their infancy.
Strategy:
We set about identifying key audiences and potential barriers to action, and then talked to each audience sector in their own language. We achieved this through multi-media campaigns across Wales including high volume direct mail with diverse range of creative aimed at:
Young adults - Stop Dreaming. Start Living
Punchy, upbeat, inspirational creative encouraging young people to think differently and take control of their own futures through becoming their own boss.
Over 40's - 'caption' creative -
Barrier/solution creative illustrating traditional 'stumbling blocks' faced by this market through humorous captions. Providing simple solutions and encouraging action.
Women - Ontop magazine
Glossy female-focused magazine addressing issues of confidence and telling inspirational real-life stories of women who have succeeded against the odds.
Small businesses - Sell2Wales
Supporting small businesses through highlighting their potential to win contracts in the Public Sector, overcoming issues of business relevance, shortage of time and inexperience with tendering.
All communications offered free advice, free books and one-to-one biz clinics regionally
Results:

• We met European targets for new business start ups
• Over 5,000 new registrations from small businesses where made on the Sell2Wales scheme
• 27% of women responders to Ontop questionnaire have now started their own business and a further 16% are close to starting.