The goal of the campaign was to achieve one quality hit of coverage in the national media (including industry publications) and coverage in regional media per each event for each area SETsquared operates in. Carswell Gould developed a campaign plan with SETsquared that centered around two events that also acted as showcases for specially-chosen SETsquared companies.
The objectives were to gain column inches to shout about the ranking and to put SETsquared in a prime position for further opportunities to work and share best practice with organizations, start-ups and entrepreneurs globally as well as in new regions of the UK.
Following the UBI Index announcement, Carswell Gould gained coverage in five national and industry titles including The Telegraph and BBC Online, as well as regional coverage in all six areas SETsquared operates in. The tweet announcing the UBI global number one ranking had racked up 983 impressions and received 213 engagements 24 hours after the announcement. The coverage was achieved on a day when the business and financial news was busy with the Spending Review and Autumn Statement.
At the parliamentary reception, the campaign achieved a total potential coverage reach of 2,438,111, national coverage in Times Higher Education and regional coverage in every area SETsquared operates in, including on BBC South Today and BBC Oxford. The attendance from MPs who were invited via Twitter was also a great outcome. Overall, the campaign was a huge success in raising awareness and support for SETsquared’s mission and achievement.
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