The Queen’s Award for Enterprise celebrates outstanding achievements by UK businesses, but entrants and winners from Shropshire and Herefordshire were underwhelming, in comparison with the levels of innovation found in these business communities. The challenge – to raise the profile of local businesses by driving awareness of the awards and increasing the numbers of entrants and (most importantly!) winners from Shropshire and Herefordshire.
Starting with Shropshire, in year one the Reech team designed and developed a bespoke website to explain what the Queen’s Awards are, how to enter and the benefits for local businesses. The launch of the website was supported by a downloadable digital brochure, social media assets and media capture.
We filmed testimonial videos with past winners, detailing their experience of applying for the awards and the impact winning had on their businesses. We also captured a video with the Lord Lieutenant of Shropshire, explaining why the awards are important and the positive impact they have on the Shropshire business community. Making the most of the Lord Lieutenant’s network, a suite of static and social media assets were designed and shared from their channels.
In year two, after increasing the number of entrants, we wanted to increase the success rate of applications. Our strategy was to promote the support available to businesses from Deputy Lieutenants associated with the Queen’s Award. The Reech team developed a new section on the website to outline the help businesses could access and how to get in touch. Accompanying social media animations were created to support the offering and new testimonial videos from year one’s entrants were captured. We also mirrored and rolled out a complementary strategy for Herefordshire, including website development and social media support.
With the aim of showcasing the growth and successes of our local business communities, we worked to increase the digital reach of the Queen’s Awards for Enterprise, boost awareness and drive winning entries.
As a result of our support, the Queen’s Awards for Enterprise, now known as the King’s Awards, saw an increase in applications and winners from Shropshire and Herefordshire.