Objective: • Create a campaign for the Adam Street Club (a
private members club for entrepreneurs)
to raise its media profile and communicate the
commercial benefits
of joining.
• On a small
budget, engage with business leaders of new and
established companies,
to achieve a high degree of cut-through in business
media.
Activity: • Threepipe created the world’s first ‘Speed
Mentoring’ event. • Speed Mentoring followed the well known format
of speed dating but, instead,
would match budding entrepreneurs with experienced
business leaders
who could act as their mentors. • The application of the speed dating format within
a business environment would
also stir the imagination of the business media,
giving journalists the opportunity
to cover a business story with a very unusual
angle. • Research into the lack availability of mentors
for start-up businesses was developed,
to support the campaign. • We found 10 entrepreneurs and 10 experienced mentors
to trial the concept
at the Adam Street Club.
Results: • Media coverage prior to the event included: The
Evening Standard, The
Daily Express, BBC Radio Five Live, The Times
and Business Link websites. • The event itself was attended by The Financial
Times, The Times, CNN and startups.co.uk,
resulting in positive coverage promoting Adam
Street as the place
for entrepreneurs! • This campaign won a SABRE EUROPEAN PR AWARD, 2006
and an AWARD OF
EXCELLENCE at the 2005 Communicators in Business
Awards. • Membership enquiries rose 30% following the event.
