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HOW SOCIAL MEDIA AND PR MADE DERBY ENTERPRISE GROWTH FUND THE MOST SUCCESSFUL RGF IN THE UK

The Derby Enterprise Growth Fund (DEGF) gave away £20 million in grants and loans between April 2013 and March 2015 – quicker than any Regional Growth Fund (RGF) in the UK. It helped create 300 jobs through the process.

From August 2013, we worked with PR firm JJPR to promote the fund. We made a good team: we have more than 40 years social media, PR and journalism experience between us.

Multi-Platform Marketing Strategy

Our campaign involved blogging, PR, and a number of social media platforms.

PR: Working with the DEGF team, JJPR interviewed those business owners who were successful in bidding for funding. Thanks to JJPR’s extensive press contacts, scores of stories about DEGF appeared in newspapers, radio and magazines. The DEGF was rarely out of the news thanks to JJPR’s efforts.

Blog: We created a simple WordPress blog. Then, using JJPR’s press releases as a starting point, we turned these success stories into blogs. The 76 blogs posted were designed to encourage business leaders to check out the DEGF website for more information. They also gave us content to share across social media.

Twitter: We recognised that influencers were the key to the success of DEGF over Twitter, so we built relationships with business leaders in Derby and the surrounding areas. We sent out approximately 3,000 tweets throughout the campaign, all of which were predominantly designed to be retweeted, to encourage people to read the blog, and to visit the website.

LinkedIn: Many business owners are on LinkedIn. We used the platform to inform them about DEGF. We used personal profiles to build relationships, we created a DEGF group, and we posted relevant blog content into multiple LinkedIn groups.

The Results

We set a number of key performance indicators at the start of the campaign. All of them were achieved. Results included:

– 28% of all enquiries for DEGF funding recorded that they had heard of the fund through social media and PR – 15% through social media, 13% through PR.
– 1,093 clicks from social media to the DEGF website.
– 30,000 views of the DEGF blog.
– 700 retweets of DEGF tweets, reaching an estimated audience of 1 million people.
– £332,000 advertising equivalent of editorial coverage gained.
– £20 million pounds of DEGF funding given away.

Got grants and loans to give away? We can help you reach out to businesses. Contact us for a chat about how we may be able to help you out.

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