Case study · Small Business Advice Week 2014

Sage

Relations Group ran a broadcast PR campaign for Sage around Small Business Advice Week 2014. A radio day of interviews put their spokesperson on air, securing 48 items of radio coverage with a combined audience of 2.1 million. Highlights included Central FM.

Part of Small Business Advice Week on air →
48Items of coverage
2.1 millionCombined reach
2h 09mTime on air

Coverage highlights

The story

Sage, Small Business Advice Week 2014

The aim
Sage wanted to align Sage with Small Business Advice Week and build its association with business mentoring.
The message
Closing the mentoring gap will help small businesses grow faster, and Sage has created a guide on finding the right mentor for your business.
The angle
Research released during Small Business Advice Week found 89% of small businesses think mentoring is helpful or essential, yet only 22% use a mentor. Only 3% would take business advice from the Government, while 60% would ask a friend with relevant experience.
On air
A business mentoring expert and head of customer loyalty at Sage
The result
48 items of coverage reaching 2.1 million, including Central FM.
Budget £3,000Delivered £7,575Above budget 152%On air 2h 09m

What the budget bought

£3,000
£7,575
£12,330
£36,991
12:1return on investment: PR value is 12 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Small Business Advice Week

Small Business Advice Week is a UK campaign owned and run by Relations Group, which holds it as a registered trademark. It has run since 2004, bringing together experts and businesses to give free advice that helps the UK's small firms grow and cope with tough times. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Small Business Advice Week for 2027?

Small Business Advice Week usually runs in September; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

Book a call with the team