Creative United: telling the story of business support in the arts

 

The challenge

Creative United provides a range of financial products and services designed to enable the growth and development of the UK’s cultural and creative industries. In the lead-up to the launch of the report into Prosper, their business support programme for the sector, in September 2018, they needed a content strategy that engaged the audience before, at the time of and after the report launch.

Prosper printed report

Prosper printed report


The response

I worked with Sarah Thirtle, Director of Business Support Programmes, and the wider Creative United team to define the KPIs, key messages and calls to action for the report campaign. I then implemented these key activities:

  • I created a marketing calendar for before, during and after event launch with an integrated campaign across Creative United’s key channels.

  • I wrote copy for social and email, with calls to action targeting the relevant audience groups on each channel, with a template that the in-house team could continue to implement for visibility around wider industry events in future.

  • I worked with the designer to create an executive summary that brought the topic to life, as well as a suite of infographics.

  • I disseminated the press release to our target channels with bespoke introductions based on my understanding of the sector.


The outcome

  • The activity significantly increased our key conversion rate - sign up to the newsletter - ahead of report launch.

  • Unique pageviews of the programme landing page were 17.8% higher during the three months of the campaign compared to the previous three months.

  • Average time on the programme landing page was 76.6% higher during the three months of the campaign compared to the previous three months because we’d been able to fill it out as a content hub with blogs, case studies, the full report and executive summary.

  • I secured four pieces of significant arts and cultural sector PR coverage: Arts Professional, AMA CultureHive, TaitMail, Libraries Deliver guest blog.

  • I ensured social media support and content dissemination from key partners such as Arts Council England using the same key messages and graphics for consistency.

The infographics were incorporated into social templates to allow wider on-brand dissemination and future use.

The infographics were incorporated into social templates to allow wider on-brand dissemination and future use.

 
 

If you’re gearing up for a report launch and need to understand all the moving parts, contact me to see how we can tell a cohesive story.