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GEW European Meet-up / Sarah McMillan, YBI Presentation
- 2. Background to the campaign Campaign founded by Enterprise UK in 2004 as “Enterprise Week” – precursor to Global Entrepreneurship Week… …Enterprise UK closed down in 2011 because it lost its funding from the government… …Youth Business International took it over in September 2011 and delivered a campaign which reached 213,000 people… …YBI, through its global network already ran the campaign in 10 other countries…
- 3. Why we run it High unemployment Very fragmented and low growth means advice/support that it is vitally infrastructure for important to support entrepreneurs in efforts to make the UK UK more entrepreneurial Huge difference between awareness Raise profile of of entrepreneurship our work and number of around the people who are world entrepreneurs
- 4. What we are trying to achieve Supporter/funders Partners Participants • Encourage 60% of non-entrepreneurs to think about starting up their own business • Improve entrepreneurship skills for 60% of aspiring entrepreneurs taking part in Global Entrepreneurship Week • Improve entrepreneurship skills for 60% of start-up entrepreneurs taking part in Global Entrepreneurship Week • Enable 80% of people taking part in Global Entrepreneurship Week to learn more about accessing practical support for entrepreneurs
- 5. This year’s theme We’ll be using Global Entrepreneurship Week UK to pass on practical support and advice to entrepreneurs that are starting up and those considering taking the plunge
- 6. YBI’s role • Bringing in new partners • Sponsorship • National (social) media campaign • Coordinating global communications around YBI network • Website relaunched in July • Monitoring and evaluation
- 7. Media campaign • Conducting research on future trends in entrepreneurship – where are the best opportunities for aspiring entrepreneurs? • Start-up Six – profiling six start-up entrepreneurs and following their journey • Launch event will drive media coverage – planning to hold at an entrepreneur’s business close to central London
- 8. Social media campaign The campaign is called #Need2Know We want to find out what aspiring / start-up entrepreneurs need to know. Is it where to find a mentor, or how to write a marketing plan, or how to conduct market research? During Global Entrepreneurship Week, we’ll release content – mainly videos and blogs - that explains this, using our partners around the UK.
- 9. Evaluating the campaign • We have already started encouraging partners to help us measure the effectiveness of the campaign http://www.gew.org.uk/evaluation • We want partners to: – Promote our online survey to their participants; OR – Add two key questions to their surveys, and send us the responses • We will be using social media to reach participants directly and survey how effective the campaign has been
- 10. Global campaign: around the world, around the clock Goal is to show how every hour of every day, a young entrepreneur starts up a business through our members’ support. Activity will be focused around eight countries Campaign comprises: • A 3-4 minute film • A global commitment to support more entrepreneurs between GEW 2012 and GEW 2013 • A viral element where entrepreneurs post up films onto Facebook
Notas do Editor
- The other ten countries where we run GEW are:Barbados, Belize, Bhutan (new for 2012!), Canada, Dominica, India, Paraguay, Saudi Arabia, Trinidad & Tobago, Ukraine
- - Lots of services but not that joined up – GEW UK partly acting as a signposting to existing services - Used to be more centralised government support; business links (walk-in advice centres) closed down replaced with website - 20% say they want to but only 5% do. Dragon’s Den high profile but number of entrepreneurs still not that high // cooking programmes
- In our planning we identified three stakeholder groupsSupporters / funders – we are working with a range of potential funders, mostly from the corporate sector, to try and secure sponsorship for 2012. Our goal is to have GEW fully funded from sponsors, which we believe is absolutely possible because of the wide reach and prominence of the campaign. We are approaching any businesses interested in reaching entrepreneurs (FIs, IT companies, orgs doing it from a CSR perspective eg. London Stock Exchange; some from a PR/commercial perspective eg. Sage providing accountancy software. (Prince’s Charities Foundation (profits from Duchy originals) might step in….)Partners – we need to engage hundreds of partners across the UK, and we need to ensure that they are getting something out of the campaign. Nb. We don’t get together a panel of lead partners to drive the campaign (Enterprise UK never did it largely because it’s been running a long time and you don’t need to do it in the UK)Participants. These are the most important of course – the aspiring and start-up entrepreneurs, so its worth focusing on these…We have developed specific targets for the participants and we’ll be spending a lot of resources on M&E to find out if this actually happened.
- - Skills - Contacts - Confidence - Knowledge - ResourcesWe’ll be using GEW UK to pass on practical support and advice to entrepreneurs that are starting up and those considering taking the plungeThe tone of our campaign is:Practical: all about helping people start or grow their businessLocal: wide reach across the UK, with local partners adapting the campaign for their own requirementsCollaborative: partners working together as much as possibleThis is the philosophy that we adopt in our work around the world, and we think its one that is well suited to GEW.
- - Bringing in new partners: regular newsletter campaign goes out to all previous partners; identify useful networks (eg. Chambers of Commerce) and getting them to help us market it to other potential partners - Sponsorship: we felt we could develop a generic/standard proposal but didn’t work that way because organisation’s agendas differ (esp balance between commercial agenda vs CSR agenda). But loads of orgs out there that could be interested. We need to work out how to make it commercial for these guys.Website – we had quite a bit of feedback that the old website was quite dull, so we spent some time earlier this year improving it. Participants can search for events in their area and event organisers can download useful materials to help them with their campaign.(Note in case anyone asks: we have not used the free website templates that Kauffman have provided / are about to provide. This is for two reasons: 1. We needed to launch the new website in July so that we could get our campaign going, which meant we started work on the site around May. 2. We don’t think that the Kauffman template has all the functionality that we need, because we have a fairly sophisticated events registration tool on there. The questions on the event registration are designed to help us extract the most out of our M&E work so we needed to have full control over what questions we ask. We’ll look at the Kauffman templates when they are released and see if we can make them work for 2013.)We’ll talk more about the media campaign, social media campaign and evaluation on the next few slides.
- We’re working with a PR agency on a number of strands to generate media coverageResearch is vital. New research can give journalists something to write about, and also positions YBI as an authority in entrepreneurship.Start-up Six – important to give the human side. Lots of journalists are interested in profiling ‘the next big thing’ – we are over with celebrity entrepreneurs (except Branson), at the moment.A launch event isn’t in itself news, but you’ve got to have it to get the week going, set the tone. Journalists expect to be invited. We hope that launching the week at an interesting business will provide a good photo moment.
- Social media is extremely useful for us because it enables us to reach participants in GEW directly. Because we have such a wide number of partners, we can get content shared around very rapidly, especially through Twitter.We’re focusing on Facebook and Twitter because these are the most established in the UK, but we’re also exploring Google + to see if we can use it effectively. We also have a regular blog on our website where we will be updating news from the campaign.
- Stress that evaluation is extremely important to us, for two reasons:Media want to know what the point of the campaign isFunders want to know how effective the campaign is. This is not just how many people got involved, but what change occurred as a result of them getting involved in GEW?
- Plan is to engage all YBI members in GEW (10 countries, tho not all participating). Aim is to reinforce the message that we are all working together giving practical support to entrepreneurs. What’s happening all around the world through the YBI network. Trying to illustrate the stat that every hour, every day, an entrepreneur starts up a business through that support that our members provide. Film – how entrepreneurs are being supported by YBI members arund the world, every hour of every day Commitment – we (the YBI members)make a public commitment on the first day to supporting a certain number of entrepreneurs over the next 12 months. Each country will talk about their component of that: in Bhutan we are going to support X entrepreneurs and provide training to X. This is quite newsworthy and will help to get media coverage for our members. Viral campaign – we encourage entrepreneurs to post up short films of themselves showing what they are doing on a certain time of day