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Royal Academy of Engineering

The Challenge

Having undergone a successful launch phase, the Enterprise Hub has significant growth ambitions. Our challenge over recent years has been to shift perceptions of the Hub from new player to proven entity, driving further investment, attracting top quality applicants, and supporting each of its member companies.

The Enterprise Hub operates in a particularly crowded market, so helping to differentiate its offering from those of similar organisations is a key aspect of the communications challenge.

The Solution

Our strategy was to shift perceptions of the Hub from a new player to a proven entity by showcasing the Hub’s past and present success stories alongside thought leadership designed to reinforce the credibility of the Hub. A messaging workshop also enabled us to develop new messaging that focused on the Enterprise Hub’s differentiators, such as the calibre of its mentors and the money-can’t-buy networking opportunities.

We refreshed collateral marketing materials with the new messaging and developed case studies to showcase success stories. This ensured audiences would be met with the most effective content when driven to find out more from social and traditional media channels.

To drive applications, AprilSix Proof uses targeted media relations to showcase the opportunities provided by each scheme in publications whose readership demographics match those of potential applicants. For example, the Hub’s Launchpad competition is aimed at engineers between the ages of 16-25; we have secured extensive coverage of the Launchpad scheme in media read by young engineers and/or entrepreneurs, including GoThinkBig, Just Entrepreneurs, Grad Mag, Wired and the Huffington Post.

We also place a stream of thought leadership articles in high-level media to reinforce the credibility of the Hub’s leadership team and mentors. SEO-friendly contributed articles have also been secured in publications including the Financial Times, the Guardian Small Business Network, Growth Business, and Entrepreneur & Investor. News-jacking is used to maximum effect, ensuring the Hub is seen as a leading voice on STEM business issues, with coverage secured in the Times, Guardian, and Management Today.

To promote member companies to potential customers and investors, we use strategic media relations to secure coverage in international, national, regional and technology press, and conduct small but highly-targeted vertical media campaigns for each member in the industry press they valued the most. Coverage for members to date includes BBC News online, Daily Telegraph, Sunday Times, Reuters TV, Wired, British Airways Business Life, BBC Radio 5 Live, and many more national and international titles. Within the vertical press, we have secured coverage in publications as diverse as Optometry Today, Digital Marketing Magazine, and UK Haulier.

One feature we secured in the Daily Telegraph online became the most read financial story of the week and led to 15 serious enquiries from potential customers for the Hub member featured.

The Results

We have helped:

• Increase the number of quality applications for Hub programmes

• Increase the Hub’s investment for existing programmes, including funding for a new scheme and the development of a new physical space for the Hub

• Raise the profile of 61 Hub member companies, reaching new customers, securing millions of pounds in additional funding/investment from third parties, and potentially contributing to several successful acquisitions.