Journalista - Enterprise Research Centre (ERC) credential

In just two months, Journalista established the Enterprise Research Centre (ERC) as a voice of authority on small to medium sized enterprises (SMEs), reaching an audience of over 21 million via key publications including the Financial Times, Telegraph, Sunday Times and Economist.

Transcript

1. ENTERPRISE RESEARCH CENTRE: BUILDING A VOICE OF AUTHORITY FOR BUSINESS Client name Sector Timeframe Enterprise Research Centre (ERC) Business March-June 2015
2. 2 Credentials | © Journalista 2015 | journalista.co.uk 01 Secured 98 pieces of coverage across national, regional and broadcast media including the Financial Times, BBC Today Programme, Sunday Times and Economist 02 Total reach of media articles 21.5million (equivalent to 43% of the adult population of the UK) HIGHLIGHTS 03 Media coverage generated was worth equivalent of £280,075 of advertising space – an ROI of 1,300%* *AVE does not represent the total value of PR coverage. 04 ERC tweets reached 123,000 accounts – a 4,700% increase on the pre-campaign period. 05 Unique visitor numbers to the ERC website increased by 81% to over 3,500 unique visits over the course of the campaign. “Journalista were appointed after we’d tried out three other PR firms and scoured the market for someone we thought could translate ERC’s research into accessible material for a wider audience. “Not only were they not scared of the numbers but they were prepared to get alongside senior academics to tease out the real story and develop the right angle for journalists. “Journalista worked really hard and we were both surprised and delighted that three senior national journalists stayed for our entire conference and we had more than 90 pieces of coverage in two months! A great result.” Katherine Hathaway Director, ERC
3. 3 Credentials | © Journalista 2015 | journalista.co.uk COMMUNICATIONS STRATEGY: ENTERPRISE RESEARCH CENTRE (ERC) Our strategy focused on segmenting report content for different national and regional audiences and crafting messaging around the return to growth and the geographic spread of innovation. We used our news-sense to filter out the most surprising facts from the complex data. The Enterprise Research Centre (ERC), a partnership of researchers from five of the UK’s leading university business schools, wanted to raise its profile to be seen as the ‘Institute for Fiscal Studies’ for small to medium sized enterprises (SMEs). ERC’s two data-driven reports, Benchmarking Local Innovation and the Growth Dashboard, linked to ERC’s annual State of Small Business Britain Conference in June 2015, contained brand new findings which told the story of SME growth and innovation since the ‘Great Recession’. Problem Insight Strategy Tactics Results We put together hard-hitting written materials, backed up with infographics and social media and worked directly with journalists on key titles including the Financial Times, Economist, Telegraph and Sunday Times to get coverage of the reports and get media to attend the conference. ERC received nearly 100 pieces of positive media coverage across national, regional and business media over two months, plus a surge in social media, website visits and research downloads. Journalists have since proactively sought out ERC as a source of expert comment on SMEs. 21.5m potential audience of coverage 98 pieces of coverage £280,075 Advertising Value Equivalent (AVE) of coverage – a 1,300% ROI
4. 4 Credentials | © Journalista 2015 | journalista.co.uk IMPLEMENTATION: BENCHMARKING LOCAL INNOVATION Journalista took key data from the Benchmarking Local Innovation report to produce a map showing the key ‘arc of innovation’ finding, which could then be put into an infographic for distribution on social media.
5. 5 Credentials | © Journalista 2015 | journalista.co.uk IMPLEMENTATION: STATE OF SMALL BUSINESS BRITAIN CONFERENCE, 16TH JUNE 2015 Journalista secured coverage from BBC Radio 4’s flagship Today Programme, with Prof Mark Hart and Prof Sara Carter interviewed live on two separate business slots by business editor Simon Jack (below). In addition, the conference was attended by Andrew Bounds (enterprise editor, FT), Andrew Lynch (asst. business editor, Sunday Times) and Richard Cockett (Britain business editor, The Economist)
6. 6 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - NATIONAL
7. 7 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - REGIONAL Value: Client: Source: Date: 1942.38 Page: Journalista Reach: The Scotsman (Main) 30 May 2015 Size: 36 31326 297cm2 UK Key Regionals Client: Source: Date: Journalista Western Mail 29/05/2015 Keyword: Page: Reach: Size: Value: Enterprise Research Centre 21 22041 587 4015.08
8. 8 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - REGIONAL Value: Client: Source: Date: 933.3 Page: Journalista Reach: Oxford Mail (Main) 30 May 2015 Size: 7 17070 255cm2 Ë Value: Client: Source: Date: 2787.48 Page: Journalista Reach: Evening Gazette (Teesside) (Main) 30 May 2015 Size: 4 27977 522cm2 Ë
9. 9 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - NATIONAL Value: Client: Source: Date: 1162 Page: Journalista Reach: City AM (Main) 17 June 2015 Size: 13 127950 100cm2
10. 10 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - NATIONAL Value: Client: Source: Date: 4017.5 Page: Journalista Reach: The Daily Telegraph (Business) 17 June 2015 Size: 5 486025 125cm2
11. 11 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: PRINT COVERAGE - NATIONAL Value: Client: Source: Date: 7393.28 Page: Journalista Reach: The Sunday Times (Business) 21 June 2015 Size: 10 808652 152cm2 Value: Client: Source: Date: 8913.12 Page: Journalista Reach: The Economist (Main) 27 June 2015 Size: 28 210386 186cm2
12. 12  Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: ONLINE COVERAGE Monday  22  June  2015 Northern Ireland is the best place to start and grow a business More young businesses reach £1m in sales in Northern Ireland than anywhere else in the UK Search  -­  enhanced  by  OpenText Home Video News World Sport Finance Comment Culture Travel Life Women Fashion Luxury Tech Cars Film Budget Companies Comment Personal Finance ISAs Economy Markets Property Enterprise Deals Telegraph Investor HOME » FINANCE » BUSINESS  CLUB Email 142 173 0 246 561 News   >   Business   >   Business  Comment NEWS VIDEO PEOPLE VOICES SPORT TECH LIFE PROPERTY ARTS + ENTS TRAVEL MONEY INDYBEST STUDENT OFFERS UK World Business People Science Environment Media Technology Education Images Obituaries Diary Corrections Newsletter Appeals PRINT A A A Where are Britain’s small businesses performing most strongly? If your instinct is that London, where the economy is growing faster than in the rest of the country, is the place to look for small business success, you’re right – but also wrong. Research published last week jointly by the Enterprise Research Centre and the Business Growth Service paints a fascinating picture of the geographical diversity of small businesses – and suggests the progress they make and the challenges they face are far more nuanced than policymakers may understand. Take London, for example. With around 90 start-up businesses for every 10,000 people in the population over the past 12 months, it is miles ahead of anywhere else on business creation (the average figure across the country is 50 or so). But London is close to the bottom of the table on start-up survival rates – just one in two businesses started in the capital three years ago are still trading. Looking for a high-growth business? Then your best bet is to talk to start-up companies in Northern Ireland, where 11 per cent of launches in 2011 were turning over at least £1m by 2014 – the national average is closer to 6 per cent. Or maybe try the Thames Valley, where 9 per cent of companies with a turnover of between £1m and £2m in 2011 had grown that to £3m by 2014, a larger proportion than anywhere else. The research also suggests that businesses based in different part of the country are struggling to overcome different types of obstacles. In London, the most significant issue appears to be Local differences in the conditions for start-ups need to be recognised Small  Talk DAVID  PROSSER       MONDAY 22 JUNE 2015 51 ADVERTISING   More ON  THIS  TOPIC LSE  chief  sees  debt  as  threat  to economy UK  retail  spending  rises  4.6%  in May Start-­up  map  shows  enterprise hotspots UK  construction  data  show  firmer recovery IN  UK  BUSINESS  &  ECONOMY Graduates  set  a  record  for  finding jobs Is  a  new  City  era  dawning? Pellets  add  fuel  to  fire  in  Liverpool port Wealth  managers  shun moderately  rich Sign  up  now FirstFT  is  our  new  essential daily  email  briefing  of  the  best stories  from  across  the  web Share Author alerts Print Clip Gift Article Comments June  22,  2015  12:02  am Kate  Burgess  and  Andrew  Bounds The mood of entrepreneurs and small businesses has picked up in the second quarter since the election, with revenues, profits, staff levels and wages all rising. Entrepreneurs’ commitments to invest more in their businesses over the next 12 months reached highs not seen since 2010, according to a survey by the Federation of Small Businesses. The FSB’s findings follow work published last week by academics at the Enterprise Research Centre in Birmingham who said the rate of growth among the UK’s small and medium-sized enterprises and start- ups was back at pre-financial crash levels in 2008. The FSB’s findings also echo a more positive mood among small quoted businesses, with one manager of a portfolio of investments in fledgling public companies saying she had not seen such confidence for years. She said “the lid lifted” after the election, ending months of uncertainty. Official data published last week showed average weekly pay for employees increased 2.7 per cent in the three months to April and real earnings growth was at rates not seen since September 2007. The FSB, which has 200,000 members, many self- employed, said levels of spare capacity, which affects interest rate decisions, have dropped from 47.7 per cent to 40.7 per cent. But it added rising confidence was lifting productivity “which should be encouraging to policy makers, who have been grappling with the issue of low productivity growth Home UK World Companies Markets Global  Economy Lex Comment Management Personal  Finance Life  &  Arts Africa Asia-­Pacific Europe Latin  America Middle  East  &  North  Africa UK US  &  Canada Science  &  Environment World  Blog Tools Mood improves among small businesses ©Costcutter ft.com  >  uk  > Business  &  Economy You  are  signed  in   Northern Ireland is home to the most entrepreneurs who achieve a £1m turnover within three years of starting their company, a new report that plots UK small business growth has shown. According to the Enterprise Research Centre (ERC) more Northern Irish small companies reached the 'magic milestone' between 2011 and 2014 than anywhere else in the UK. The country has a 10% average for firms hitting the mark with small companies in the west and south regions of the country leading the way followed by 9.7% of companies based in Belfast. The Northern Ireland average for £1m turnover firms compares to 7.9% in London and 6.2% in England overall. Cumbrian firms have the lowest proportion with 2.2% reaching £1m. Professor Mark Hart, deputy director of ERC said: "Part of the story in Northern Ireland is long-standing policy infrastructure, a commitment by government and its agencies to invest in the enterprise agenda from startup through to growth. "Local policy, through the Department of Enterprise, Trade and Investment and its agency Invest NI, working with partners on the ground, seems to be making a difference. Sign In Become an EN member Want a £1m turnover business? Go to Northern Ireland 17/06/2015 in Growing your business and Starting your business Blog Events Membership Resources Campaigning
13. 13 Credentials | © Journalista 2015 | journalista.co.uk OUTPUTS: SOCIAL MEDIA 28-day summary of Twitter activity to 23rd June 2015
14. 14 Credentials | © Journalista 2015 | journalista.co.uk OUTCOMES: GOOGLE ANALYTICS Over the course of the campaign period (24/05/15-22/06/15), 3,593 unique users visited the ERC website. This compared with 1,986 unique users in the previous month. This was an 81% increase in visitor numbers.
15. WWW.JOURNALISTA.CO.UK GET IN CONTACT WITH US: JAMES@JOURNALISTA.CO.UK +44 (0)203 817 7623