Starting a new business can be an incredibly exciting, life-changing moment for any would-be entrepreneur. However, without the right support and guidance, it can also be a journey fraught with peril.
Launchpad is a free-to-access business support programme that helps new entrepreneurs to overcome the challenges they face when it comes to building and growing a new business.
Led by Enterprising Barnsley, Launchpad is delivered in partnership across the Sheffield City Region by Business Doncaster, Business Sheffield, RiDO, Bassetlaw District Council and the Prince’s Trust.
Our mission? To help would-be business owners transform the dream of running their own business into a reality by signposting them to the help and support available through the Launchpad programme.
Background
Start-up businesses act as a catalyst towards driving innovation and creating skilled jobs; they also play a vital role in building a stronger, more dynamic regional economy. However, compared to the national average, South Yorkshire lags behind – not our words but the key findings of a report commissioned by the Sheffield City Region in 2015.
It was this report that acted as a catalyst for the creation of Launchpad, and in doing so, equipped a new generation of would-be entrepreneurs with the vital skills needed to succeed in their chosen vocation.
The Launchpad programme provides individuals with access to a comprehensive range of workshops, as well as access to tailored one-to-one help and assistance from experienced business advisers. The programme is designed to help would-be business owners get to grips with every aspect of running a business: from understanding the all-important finances to attracting customers and, as the business grows, recruiting and retaining staff. All support delivered through Launchpad is provided at no cost to the business owner.
Cannon PR was appointed by Barnsley Metropolitan Borough Council, which oversees the project, to signpost both existing and aspiring business owners to the help and support available through Launchpad.
Our approach
From the outset, we recognised that Launchpad had a potentially broad and diverse target audience. After all, being an entrepreneur isn’t dictated by geographical location, age or gender. It’s about having the right mindset, and given the right help and support, anyone can be an entrepreneur.
It was this ethos that we placed at the very heart of our campaign. In doing so, we recognised that celebrating the achievements of new business owners wouldn’t just help to showcase how Launchpad had supported their own journeys but could also serve to inspire others.
In each case study, we explored what had influenced that all-important decision to take the plunge into self-employment.
For some it was about trying to earn a living from their hobbies and passions; for some it was the result of spotting a new opportunity in a market they knew, and for others it was a decision influenced by circumstances such as redundancy, starting a family and a desire to achieve a better work-life balance.
We built new social media channels for Launchpad, which were used to signpost would-be business owners to the range of different courses available throughout the region. The channels were also used to build an online community, creating a platform for new business owners to make new connections and to showcase and celebrate their achievements.
Another important consideration in the PR campaign was to highlight and showcase best practice when it comes to running a business effectively. Working with business advisers responsible for delivering the programme, we targeted relevant media publications to offer comment and advice.
Clearly, the priority for this work was to build visibility and awareness of the help and support available through Launchpad throughout South Yorkshire, but we also wanted to challenge some of the negative perceptions associated with starting a new business and celebrate the achievements of South Yorkshire’s local business community.
Working with the Launchpad team, this culminated in the annual Launchpad Awards – bringing together business owners from across the region to reflect on their achievements and celebrate their success.
Results
Our successful PR campaign has helped more than 8,000 aspiring entrepreneurs to engage with Launchpad, resulting in the creation of more than 2500 new businesses, many of whom have gone on to create new skilled jobs within the local economy.
Our rolling programme of case studies ensured that regular press coverage was attained in all key local and regional media titles, with stories also appearing regularly in the national media.
Every case study developed by Cannon PR successfully achieved media coverage in its core target publications. From a starting point of zero, Launchpad’s social media channels achieved some of the largest audiences in terms of business support services within South Yorkshire.
Our work successfully showcased the diversity of South Yorkshire’s local business economy, and the campaign successfully highlighted some of the innovative work being delivered in many different business sectors including manufacturing, retail, education, green businesses and many more.
Media coverage saw Launchpad regularly appear not just in local and regional publications but in the national media, helping to showcase the hot bed of entrepreneurial talent within South Yorkshire.
In addition to developing case studies aimed at both web and print-based publications we also devised video content, communicated advice and support from the Launchpad team, as well as helped to signpost businesses to the help and assistance delivered by Launchpad during the Covid-19 pandemic.
Results achieved:
- Over 700 published media articles.
- Launchpad social media channels were successfully established as primary places to access business support within South Yorkshire.
- A total of 8,000 individuals engaged with Launchpad, with plans for opening their own business.
- Over 2,500 new businesses created.
- More than 500 new jobs created in businesses supported by Launchpad.
- An impressive £33.5 million per annum added to South Yorkshire’s economy, as a result of Launchpad engagement.