Our campaign used positive case studies of interesting young entrepreneurs to inspire others to follow their lead, securing coverage across Wales and nationally everywhere from BBC Radio 1 Newsbeat to The Sun and Daily Mail.
a) Target of the number of young people engaged in the awareness raising activity was 55,753
b) 86% increase in website visits between the June 2015- 2016 period and June 2016- 2017 period: 30,782 increasing to 40,588 website visits
c) Twitter following increased by 37.94% on the Big Ideas Channel. Welsh language feed Syniadau Mawr Cymru saw an increase of 58.45% followers
Our media relations strategy places the young entrepreneurs that Big Ideas Wales support at the heart of our communications focus.
By showcasing the stories of these up-and-coming young entrepreneurs it was our intention to create a culture of confidence, ambition and aspiration among would-be entrepreneurs, in order to inspire them to take the next step to explore their embryonic business ambitions.
Working with the extensive BIW network, and their key stakeholders (principally the Enterprise Champions employed by all FE/HE institutions to inspire entrepreneurial attitudes in young people) we spent time sourcing case studies of young entrepreneurs, carefully assessing their stories to choose ones which would maximise media coverage.
How we did it
From the outset we concentrated on telling the stories of young entrepreneurs with more unique businesses. We knew that stories about more mainstream businesses (e.g. mobile hairdressers etc) would gain very little traction in the media. So we focused our attention on businesses that struck us as particularly innovative, working on the assumption that if we found the business concepts fascinating, then so would the media.
Our research work with the BIW network and FE/HE Enterprise Champions led us to develop an exciting list of candidates for development, including: