Business Wales

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Business Wales.

The Welsh Government invested £86m in a European funded programme, Business Wales, to ensure entrepreneurs and SMEs have access to the information, advice and support they need to help them start, grow and prosper.
With regional centres across Wales, Business Wales offer a mixture of online and face-to-face support, as well as training workshops and individual advice.

In 2017, Ubiquity were commissioned to assist in developing the Business Wales brand. From stakeholder workshops and interviews we developed a core concept, brand positioning and narrative that formed the core messaging matrix.
From there, our relationship continued and saw us develop, implement and manage a bilingual national marketing campaign including but not limited to Web, PPC, Social, TV, Outdoor, Radio & Experiential to raise awareness of the brand and service offering.

Breakdown

Client: Business Wales

Disciplines: Account Management, UX & UI Design, PPC Campaign, Animation, Asset Creation, Media Planning

Summary.

Brief.

After working with many different agencies, Business Wales were looking for a long-term marketing partner to ensure brand consistency and maximum results.

As the service covers five levels of business support, they wanted to raise awareness of the Business Wales brand by uncovering and developing more accurate personas for their different target audiences.

Approach.

When devising our strategy, we interviewed people who had previously used the service, as well as people who hadn’t, to see what trends/themes we could uncover which would then help shape our marketing strategy going forward.

As added value, this market research was carried out free of charge.

Outcome.

So far, we have achieved a 9% uplift in enquiries from both the website & helpline.

We are continuously learning and identifying key insights that help shape the strategy and creative development in real-time, ensuring that activity can be tailored to their target market.