1. GREAT
Digital Content Factory & Media Network
2013/14
Phase 2
Building on a Successful Platform
Monday, 30 September 13

2. GREAT – Digital Content Factory Context
• Low levels of awareness and UK SME’s doing business in Emerging Europe –
less than 4% of UK SME’s
• Strong UK Corporate presence – successful experience provides showcase
opportunity
• GREAT global campaign provides huge ‘Bank of Awareness’
• GREAT Emerging Europe campaign targets strategic sectors of opportunity
• Excellent footage generated form high profile events portfolio
• GREAT Digital Factory build on EE digital engagement from 2012/13 and
offers a library of multi-dimensional collateral to target a UK business/
professional audience
Monday, 30 September 13

3. GREAT Campaign Objectives 2013/14
EMERGING EUROPE 2020
• £50bn aspirational trade target
• 10,000 new SME exporters
• 50 quality inward investments
• 50 UK led innovation and technology partnerships
• UK a top 5 services provider in the region
Monday, 30 September 13

4. GREAT Communications and PR Objectives
2013/14
EMERGING EUROPE 2020
• Use existing UKTI/FCO channels to promote Emerging Europe as a
region of accessible, sustainable, near shore business opportunity in the
UK in a way which encourages companies to come and see for
themselves
(market push)
• Engage with professional sector and multiplier targets in the UK (e.g.
COBCOE) to promote specific sector opportunities which are aligned
with UK competencies
(market pull)
• Promote the UK to businesses and consumers in the region as a
GREAT partner for business using the overarching GREAT campaign
themes – with a particular focus on generating inward investment for
the UK and opportunities for UK supply chain companies
• Create a repository of marketing materials that can be easily accessed
by Posts across the region to support future campaign activity and
promote key messages as widely as possible with external media
networks and audiences
Monday, 30 September 13

5. GREAT Key Messaging Goals 2013/14
EMERGING EUROPE 2020
•Promoting the region’s economic sustainability to UK
companies
• Proximity to the UK and ease of market access for UK
companies – distance/time to market
• Showcasing the success of UK companies as a catalyst
for business development
• A shift away from exports to ‘doing business with’ – a
strategic shift in mentality from transactional relationships to a
partnership led approach
• Emerging Europe as a region of opportunities rather
than individual countries
Monday, 30 September 13

6. GREAT Target Audiences 2013/14
•Strategic UK companies and high potential UK SMEs
which are producing innovative products/services and are not yet
exporting (there are 10 000 SMEs which produce innovative products
in the UK who are not currently exporting to the region)
(ii) UK multiplier organisations representing strategic sectors;
enabling organisations and banks
(iii) UK government institutions — UKTI Inward Investment
Services; Visit Britain; UKTI; FCO; regional promotion agencies
(iv) CEE Regional businesses with potential to “buy British” and/
or partner UK firms in key industry sectors (retail, energy, transport
infrastructure, financial services, business and professional services,
automotive, water)
(v) CEE regional companies with potential to invest in the UK –
UK Inward Investment pilot
(vi) Members of the general public in both the Uk and Emerging
Europe who are not familiar with social and cultural specifics of other
nations
Monday, 30 September 13

7. GREAT Media Channels – Creating a
Supportive Media Network
UK audiences
• UKTI/FCO social media channels:Youtube, Facebook, LinkedIn,
Twitter
• Established UKTI/FCO digital channels – Gov.UK
• Multiplier, enabler and partner channels (e.g. COBCOE, RIA, SMMT,
etc)
• UK Trade press in key sectors (see above)
Regional audiences
• UKTI/FCO channels in market – Embassy Facebook pages, Embassy
web pages on Gov.UK
• Local trade press in key sectors (see above)
• British Business Centre (as a landing zone)
• Multiplier, enabler and partner channels (e.g. COBCOE, PWC,
Vodafone, Tesco, etc)
Monday, 30 September 13

8. Critical Success Factors - Implimentation
• Commercial Diplomacy, UKTI and Comms teams work together in
synergy to promote GREAT – whole of Embassy approach
• Pre-event planning and legacy – media impact key to success
• Strategic balance of ‘market push’ and ‘market pull’
• UKTI provides ‘commercial opportunity feed’
• PDG provides ‘policy opportunity context’
• Comms provides the most appropriate messaging
support
• GREAT is the best catalyst for growth available to Emerging Europe
Monday, 30 September 13

9. GREAT Successes so far
• GREATstopbus – 2000 followers – converted
to whyemergingeurope
• www.tradeisgreat.co.uk (25 000 hits per
month)
• www.economicscorecard.eu
• GREAT Radom Airshow – CEE’s leading
airshow
• GREAT Krynica – CEE’s leading Economic
Forum
• GREAT Top GEAR Live – a GREAT CEE 1st
• GREAT Trako – CEE’s leading Rail Fair
Monday, 30 September 13

10. Follow the GREAT bus
Monday, 30 September 13

11. Follow the GREAT bus
• 30+ days on the road
across Emerging Europe
• 10,000+ km
• 20+ cities, towns and villages
incl. two capital cities
• ≈100,000 people visiting the
bus incl. local officials and
business representatives
• 30+ videos feat. 100+ talking heads incl. ministers, governors, marshals,
city mayors as well as CEO’s and SME’s representatives
• 2,000+ followers on Facebook fan page who participated in forums and events
• 20,000 views of videos available in social media
• 100+ news reports in both British and Polish media
• an innovative Economic Scorecard launched together Pwc which enables
companies to scope their own opportunity, distributed via multipliers
to over 200 000 companies as a driver for the service delivery journey
• using our media and communications package as a negotiating tool we have
benefited from £120,000 in waived exhibit fees, £100,000 in barter
media coverage and generated high levels of goodwill in the locations
we have visited, the package cost £85,000
Monday, 30 September 13

12. GREAT Radom Airshow
• over 8,000 visitors to the GREAT Bus within two days
• video feat. Peter Findley - Business Development Manager, Hawk & Training
Services BAE Systems, Ed Dudley - Royal Air Force, Nicola Bianco - Managing
Director & Vice President, PZL Świdnik S.A. (Augusta Westland)
and Andrzej Kosztowniak - Mayor of Radom
Monday, 30 September 13

13. GREAT Krynica
• nearly 3,000 politicians, business people, managers, economists and journalists
• videos feat. UK’s government’s representatives: Sajid Javid — Economic Secretary
of the Treasury and Barbara Woodward — Director General Economic
and Consular Foreign and Commonwealth Office, Zygmunt Berdychowski
– Chairman, Krynica Economic Forum Programme Council, Prof. Witold
Orłowski — Chef Economic Advisor, PwC , Olga Grygier-Siddons — President,
PwC Poland Robin Barnett — British Ambassador to Poland and Jonathan Knott
— British Ambassador to Hungary.
Monday, 30 September 13

14. GREAT Top GEAR Live
• 68,000 visitors to the National Stadium in Warsaw
• videos feat. Robin Barnett — British Ambassador to Poland, Terry Spall
— Commercial Director, MIRA Technology Park Ltd, Aleksander Libera
— Director at the Polish Information and Foreign Investment Agency,
Andrzej Person — Senator
Monday, 30 September 13

15. GREAT Trako
• over 500 exhibitors and over 10,000 visitors to the railway fair
• videos feat. Andrzej Massel, Deputy Minister of Transport, Remigiusz
Paszkiewicz, President of PLK, Jeremy Candfield, Director General, Railway
Industry Association, Robin Barnett — British Ambassador to Poland, Stephen
J Novis — Managing Director Atkins, Richard Burchell — UKTI
Monday, 30 September 13

16. Achieving the Government’s goals
• The National Challenge of 100,000 more companies exporting by 2020 and
doubling exports to £1 trillion by 2020.
• 20 pilot markets, including the biggest CEE countries — Poland and Romania.
• Identified insufficient knowledge of the Emerging Europe market
opportunities.
• In order to achieve the goal, British entrepreneurs first need to learn about
the opportunities available on the market
• According to the government’s estimates, by 2017, the support available to
UK SMEs from government and business groups will have significantly
increased in quantity and quality in at least twenty markets. Business support
for British SMEs overseas will, at a minimum, be on a par with the services on
offer by UK’s competitors.
Monday, 30 September 13

17. The GREAT Digital Content Factory &
Media Network
• Digital media (incl. social media) is a new complimentary, but at the
same time, a direct tool that can provide that information at a lower cost and a
more exciting manner and reach far more potential exporters and investors
than a single business meeting – it also supports conventional media
production.
• Digital Content Factory & Media Network is a media platform that
we launched to collect all opportunities in all the countries within Emerging
Europe (factual and objective information eg approaching tenders, press
releases, audio and video files), process that information and release a
complete set of news — a newsletter sent to individual British entrepreneurs,
British chambers of commerce, associations, etc. as well as the UK-based
economic media (sent within three days after an event).
• Emerging Europe News platform aims at producing it’s own video
news bulletins available for all institutions and companies to use at no cost
(downloadable or linkable from the website) as well as providing high quality
raw footage that could be used by any organisation (editable), including the
UK’s media (available up to three days after an event).
Monday, 30 September 13

18. Content Generation Scheme
Events / Opportunities
Virtual Media Centre
Content
(Videos, Photos, Copies)
emerging-europe.com
social media — Why Emerging Europe Youtube,
Facebook, Twitter, LinkedIn channels
newsletter sent to UKTI, FCO, partner channels
and channels in market
UK media channels
Monday, 30 September 13
Media Library
(Footage, Copies, Images)
emerging-europe.com

19. Suggested events to be covered in phase 2
December 2013
September 2013
Top gear live/automotive sector/export Emerging Europe is GREAT/ export
week/Emerging Europe UK roadshow
and inward
Trako/rail sector/export and inward Emerging Europe Economic Scorecard –
CEO London briefing
Security is GREAT
January 2014
October 2013
Innovation
World Nuclear Forum Budapest/
Infrastructure
energy/export
Energy
British Business Centre/Export is
GREAT
British Polish Integration visit to UK February 2014
Life Sciences
Financial Services
November 2013
Digital economy
Food and Drink are GREAT
Innovation and Health
March 2014
Shopping is GREAT
Megamission
British Business Centre
Strategic Sectors/High Value
Opportunity
Monday, 30 September 13

20. Additional topics to be covered
• Unknown GREAT British Brands
A series of videos about British products that are very popular in the UK but
seem to be completely unknown in Emerging Europe, i.e. cheeses, cars, etc.
published on the Digital Factory channels and also sent to channels in Emerging
Europe: importers, retails chains, economic media, etc.
• How to do business in Emerging Europe / the UK
A series of videos that would explain the legal and social differences between
the regions and countries, i.e. the importance of the proof of address in the
UK, registering a limited liability in court in Poland, etc.
• Our Emerging Europe success story
British companies that entered Emerging Europe and have been successful in
the region share their experiences, talk about challenges and the region’s
economic potential, for example, PolskiBus.pl/Souter Holdings, Atkins, Tesco,
etc.
Monday, 30 September 13

21. Next Steps
• Expansion of Newsletter programme – flagship content promoted
to key multiplier organisations in UK (BCC, FSB, IOD and CBI plus sector
professional associations) – August 2013
• Strategic linkage with Chamber project – September 2013
www.tradeisgreat.co.uk – significantly extends reach
• Why Emerging Europe – expand with ‘expert report content’based on
Economic Scorecard and developing strategic sectors – 3rd party knowledge
partners – September 2013 onwards
• Secure Strategic Partners – broaden reach, secure more coverage eg
Polskibus 100 000 users;Virgin Mobile 200 000 users and generate private
sector funding – October 2013 onwards
• Expand Talking Head Library – continue raise profile of region in UK
– November onwards – Export Week
• Regional news expansion – actively generate coverage from posts to
promote the Region as a grouping of exciting countries – November 2013
Monday, 30 September 13