OUR WORK

Wesleyan Bank

SMB integrated PR campaign

Engaging small businesses across many channels

THE BRIEF

Wesleyan Bank is an alternative finance provider to a large number of UK small businesses. It wanted to increase brand awareness by educating the small business market on the growth advantages of alternative finance. So it turned Skout as a small business PR specialist; we created an integrated campaign that would support Wesleyan Bank’s lead generation while positioning it as a market leader across many communication channels.

With a wide variety of funding and financing options available to small businesses, it can be a confusing market. So we took an in-depth look into the range of views towards external and alternative funding that SMEs take.

We conducted research and used the findings to position Wesleyan Bank as a thought leader in its sector, helping drive relevant audiences to its website and engagement on its social media feeds. Based on the findings, we created press releases, blogs, a findings report and an animated video.

OUR APPROACH

First we focused on the desperate measures that some small business owners take to raise finance

Then we explored the 'fear of funding and debt' that exists among many UK SMEs

Finally we examined why younger entrepreneurs' have a greater desire for alternative funding

RESULTS AND BENEFITS

The campaign was a resounding success. Wesleyan Bank was able to create a whole social media campaign using the content that we created, including using the blogs to engage with relevant audiences. Press coverage alone was shared 328 times across Facebook, Google Plus and LinkedIn.

The research report and animated video on the Wesleyan Bank website helped engage visitors and promote its services. The report and video have both been viewed and downloaded many times. The news releases and blog content secured extensive media coverage with top tier media as well as providing additional content for the website and social media feeds. The coverage gained an estimated 296,000 views, along with several pieces containing links back to Wesleyan Bank’s website, helping social engagement and digital optimisation.

Small businesses are a critical market for Wesleyan Bank and Skout’s campaign really helped to position the brand as a market thought leader. The campaign was great value and the content continues to be used on an ongoing basis.

 

Claire Carter

Head of Marketing, Wesleyan Bank

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