Business Wales Brexit Resilience
With the uncertainty of Brexit looming, Business Wales wanted to make SME’s in Wales aware of the support services that were available to them.
As part of our communications strategy for Business Wales, we were tasked with creating and implementing a multimedia campaign promoting the Brexit Support offered from Welsh Government. Business Wales had designed a ‘Brexit toolkit’ located on the website, where people could go and complete simple questionnaires to uncover how prepared their business was for the potential impacts of Brexit. The aim of this campaign was driving website traffic to the Brexit Portal page.
We selected suitable channels within our communications activity that would reach key decision makers in business, and direct them to the Business Wales online Brexit portal to test their ‘Brexit Preparedness’. These channels included TV, OOH & Social Media.
We also developed an idea to bring key business leaders in Wales together for an open, honest discussion on the impact Brexit could potentially have on SME’s. These included leaders from chambers of commerce, the Brexit minister for Wales, and a selection of CEO’s from some of Wales’ leading businesses. This passive, non-intrusive approach enabled Business Wales to be seen as true leaders for business support in Wales.
Throughout the campaign period we saw nearly 25,000 people visit the Brexit portal site and out of that, we can see that our digital advertising alone accounts for over 65% of this total number. Looking at the website analytics, we can see clear spikes in activity when running additional activity including TV & OOH advertising.