Relations Group companyB2B and professional services · Small Business Advice Week 2017
XLN Telecom on apprenticeships for Small Business Advice Week
XLN Telecom's chief executive spent Small Business Advice Week 2017 talking to radio about apprentices in small firms. The result was 15 items of coverage and a combined reach of 4.1 million.
- Items of coverage
- 15
- Combined reach
- 4.1 million
- Time on air
- 1h 49m
- Return on investment
- 27:1
The brief
XLN Telecom wanted to take on the telecoms partner role for Small Business Advice Week 2017. It also wanted its chief executive known as a go-to telecoms voice for SMEs.
The angle
Research released for the week showed 89% of firms see the value of apprentices, but 77% are unsure of the rules for hiring one. Among 25 to 34 year olds, one in four said they would pick that route themselves. A gap between good intentions and confusion is easy for a presenter to unpack in a few minutes.
On air
XLN's chief executive and founder was the spokesperson.
The result
The campaign produced 15 items and 1 hour 49 minutes on air, reaching 4.1 million with a 27:1 return on investment. Sky News Radio, Jazz FM and Central FM were among the stations.
Coverage highlights
- Sky News RadioNational news network
- Jazz FMNational radio
- Central FMCommercial radio
What the budget bought
| Campaign budget | £3,000 |
|---|---|
| Coverage delivered | £5,650 |
| Advertising value equivalent | £26,873 |
| PR value | £80,618 |
| Return on investment | 27:1 |
Figures from the campaign's Relations Group coverage report. AVE is what the same airtime would have cost as advertising.
Business suppliers can win airtime by talking about a wider SME issue rather than their own service.
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Want results like these?
Book a call with Adam Cox, Chairman of Relations Group. Tell him what you want to get across and he will tell you honestly how radio could carry it.
or call 020 7158 0000