Supporting young entrepreneurship in the UK

Challenge

The Enterprise Challenge is a national competition run annually for secondary school students across England by Mosaic, a mentoring charity founded by HRH The Prince of Wales in 2007.

As Mosaic’s flagship mentoring programme, the Enterprise Challenge is designed to develop and encourage the entrepreneurial skills of pupils from some of the most disadvantaged communities in the country. Pupils are mentored by experienced business people, culminating in a Dragon’s Den style presentation in front of a panel of judges during the grand final.

Mosaic tasked Speed Communications with the challenge of delivering a social media and digitally focused campaign to launch the 2015/16 competition, and crucially, recruit members of the business community to volunteer as mentors to deliver it.

Solution

Speed helped develop an agenda and programme for a special event to officially launch the competition during Global Entrepreneurship Week, featuring the winners of the previous year’s competition, ‘Team iRoundUp’ from Skinners’ Academy in Hackney, London.

The pupils signed and presented a letter, ghost-written by Speed, to some of the country’s most successful entrepreneurs and business leaders, including James Caan CBE and Lord Rumi Verjee CBE, Founder of Domino’s Pizza in the UK, urging them to lend their support in recruiting mentors.

A supporting press release was also drafted, with an accompanying video, to drive traffic to Mosaic’s website.

The campaign went live across Twitter, Facebook and LinkedIn on 19 November 2015, with the dedicated hashtag #MosaicEC2016 and photos from the event to drive engagement.

Existing Mosaic mentors, ambassadors and partners were all encouraged to tweet / RT / post content to further extend the reach of the campaign, while a small investment in Twitter advertising resulted in exposure to a further 45,000+ people.

Other tactics to help generate momentum included tying the campaign in with other relevant event hashtags that were trending, including #TheApprentice and #GEWmakeit.

Results

  • 90 – number of mentors recruited
  • 71,387 – total organic reach across all social media channels
  • 61,529 – organic impressions to the Mosaic Twitter account
  • 1.71% – Twitter engagement rate (Twitter states that anything above 1% is a great success)
  • 5,636 – people reached through Facebook
  • 4,222 – impressions via LinkedIn
  • Supporting tweets / RTs from James Caan CBE and The Apprentice’s Claude Littner

“Speed has been the epitome of professional with this campaign, not only helping deliver this punctually and effectively, but also challenging us where required to ensure the best possible outcome.”

Nizam Uddin, Head of Communications, Mosaic

71,387 total organic reach61,529 organic impressions1.71% Twitter engagement rate