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  • Weston GREAT
  • GREAT Brompton
  • GREAT AJ Wells
  • Launch event
  • G3

' Business is GREAT '

Client: The Department of Business, Innovation and Skills
Brand: GREAT Britain

The challenge
Small and medium-sized businesses (SMEs) are vital to the UK economy, accounting for over half of all jobs in the private sector. How could we inspire them to adopt business behaviours that would benefit them and, in the process, further drive UK economic growth?

Audience insight
Research confirmed that many SMEs are simply unaware of the range of business services and support available. It also highlighted that they mistakenly assume the Government is not really interested in them and are therefore cynical about taking the advice on offer. We identified that the best way to overcome these barriers is to use a peer-to-peer approach – the best way to communicate with a SME is through another inspiring SME. Critical to success was the selection of the SMEs to be featured in the campaign – they had to be companies which demonstrate success, have benefitted from a service and, critically, who others can identify with.

Launched in November 2013, the campaign has consistently achieved or surpassed KPIs, including:
- Over 700,000 unique visitors to the Business is GREAT website (target 450,000)
- Over 900% increase in followers of the Business is GREAT LinkedIn group
- Over 1,900 new exporting leads to date (target 1,500)

One more thing
‘GREAT Britain’ is about creating jobs and growth, uniting all Government activity at home and overseas. Kindred is proud to have been entrusted with the UK launch.

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