British Business Bank
The UK government’s economic development bank. Its mission is to drive sustainable growth and to enable the transition to a net zero economy, by improving access to finance for smaller businesses. In 2021 the Bank engaged Working Word to start communicating specifically with audiences in Wales for the first time. We launched the Bank to Welsh audiences through media relations and managing the Bank’s Wales LinkedIn channel.
Objectives
- Build/enhance the Bank’s position as the centre of expertise on smaller business finance.
- Raise awareness of the Bank’s role in increasing the supply of finance and creating more diverse finance market.
- Raise awareness of the finance options available to smaller businesses for start-up, scale-up, and stay ahead businesses.
- Support the Bank’s Environmental Social & Governance strategy.
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Prior to our work with British Business Bank, it was relatively unknown in Wales, but thanks to our campaign activity and the levelling up of the volume, span and complexity of media content, we helped establish them as a major player in the finance ecosystem:
- We delivered bespoke press releases on the Bank’s ‘Centre of Expertise’ reports using geographically tailored data tables.
- We identified and shared 10 case studies from the Start Up Loans programme to help tell human stories for audience cut through.
- We penned six Op-eds on behalf of Bank spokespeople to provide further context to report findings, or comment on macro-economic news.
- Secured five advertorials, including a four-page supplement in the Western Mail.
- Developed a Welsh language offering for the Bank, adding value and supporting them on their bilingual journey by populating a bilingual LinkedIn channel, translating press releases, securing Welsh speaking case studies and helping implement the Bank’s bilingual policy for the £130m Investment Fund for Wales.
- This campaign won the Silver Award for Corporate and Business Communications Campaign at the 2023 CIPR PRide Awards.
