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Thinkubator campaign

Nottingham Business School

Overview

Nottingham Business School at Nottingham Trent University (NTU) wanted to raise its profile and demonstrate its strengths whilst enhancing its relationships with the business community in the Midlands region and beyond. Communications Management (CM) was commissioned to help devise and deliver a campaign that would demonstrate the best of the business school in a creative and unique way.

 

Strategy

Communications Management developed and delivered the innovative Thinkubator Challenge. The Thinkubator Challenge provides local, regional and national businesses with access to free expertise to support their growth. Nottingham Business School mobilised over 1000 of its students and staff, focusing their business brains and knowledge to solve real-life challenges for companies from start-ups and SMEs to multinationals.

  • A microsite was developed so businesses could submit their problems online.
  • Communications Management and NTU promoted the event’s free business advice through a media partnership with the IOD’s Director magazine as well as via the Federation of Small Businesses, Chambers of Commerce and other business networks.
  • For the second and third events in 2014 and 2015, CM developed a thought leadership report identifying business trends and patterns emerging from the previous year’s event, using this as media collateral.
  • Communications Management also devised and delivered a social media campaign to promote the event, to generate challenges and to engage with staff, students and regional and national stakeholders.

 

 

Results

  • The 2014 event secured national coverage in the Financial Times, FT Non-executive Directors’ Club, Director magazine and the Daily Telegraph Online.
  • Locally the 2014 event was covered in the Nottingham Post, Midlands Business Insider as well as on broadcast media, Notts TV and one of the region’s leading business programmes, Working Week.
  • The social media campaign led to nearly 70,000 organic twitter views and 35,000 organic LinkedIn engagements
  • On average there was a near 50 per cent increase in NTU’s twitter feed activity throughout the Thinkubator social media campaign.