Creative United: telling the story of business support in the arts
Creative United provides a range of financial products and services designed to enable the growth and development of the UK’s cultural and creative industries. In the lead-up to the launch of the report into Prosper, their business support programme for the sector, in September 2018, they needed a content strategy that engaged the audience before, at the time of and after the report launch.
I worked with Sarah Thirtle, Director of Business Support Programmes, and the wider Creative United team to define the KPIs, key messages and calls to action for the report campaign. I then implemented these key activities:
I created a marketing calendar for before, during and after event launch with an integrated campaign across Creative United’s key channels.
I wrote copy for social and email, with calls to action targeting the relevant audience groups on each channel, with a template that the in-house team could continue to implement for visibility around wider industry events in future.
I worked with the designer to create an executive summary that brought the topic to life, as well as a suite of infographics.
I disseminated the press release to our target channels with bespoke introductions based on my understanding of the sector.
The activity significantly increased our key conversion rate - sign up to the newsletter - ahead of report launch.
Unique pageviews of the programme landing page were 17.8% higher during the three months of the campaign compared to the previous three months.
Average time on the programme landing page was 76.6% higher during the three months of the campaign compared to the previous three months because we’d been able to fill it out as a content hub with blogs, case studies, the full report and executive summary.
I secured four pieces of significant arts and cultural sector PR coverage: Arts Professional, AMA CultureHive, TaitMail, Libraries Deliver guest blog.
I ensured social media support and content dissemination from key partners such as Arts Council England using the same key messages and graphics for consistency.