Elmwood LaunchPod is an accelerator programme that invites start-ups into a creative community for 12 weeks, where access to expert mentoring, growth networks and in some cases, funding are provided. Based in Leeds and managed by global brand experience agency, Elmwood, participants received specialist insight from a world-class community of marketers and creative designers and free workspace at Elmwood’s creative and dynamic studio in Leeds.
The programme is propelled by the power of design, and brings businesses with breakthrough ideas together to cover areas that include group-based workshops on business model canvas development, value proposition creation, brand storytelling and marketing. Participant businesses also receive one-to-one coaching and support from experts, and mentoring in a real setting in collaboration with Elmwood and its partners.
Elmwood commissioned KC Communications to deliver a PR campaign for Elmwood LaunchPod from April 2018 to early December 2018. This inaugural programme was themed ‘the future of consumer health’ and sought to attract early-stage business participants innovating in the consumer health markets. This required us to identify and engage with a niche audience to create the desired result of attracting those businesses to apply to LaunchPod for a place on the programme. We achieved this through undertaking the following:
- Drafting key messages and internal FAQs document
- PR announcing launch, key stages during and wrap-up of the LaunchPod
- Feature articles discussing topics relevant to consumer health
- Profile opportunities featuring key Elmwood LaunchPod staff and participating LaunchPod businesses
- Undertaking research surveys and publishing the findings
- Forward feature opportunities
We also supported a learning day at the LaunchPod by presenting insights and best practice on PR, including template documents for the participating businesses to use in their own marketing and press campaigns.
LaunchPod received multiple applications, selecting four businesses that they felt were best aligned to the chosen theme of ‘the future of consumer health’, and at the right stage of their business journey to benefit from the programme.
During our PR campaign we placed over 100 pieces in business, trade and special interest press and with other information outlets such as the Leeds City Region Enterprise Partnership (LEP), generating a total advertising value equivalent (AVE) value of over £131,000.
“We engaged KC Communications to help us develop our launch strategy for our inaugural accelerator programme, LaunchPod, and specifically needed solid PR expertise, good regional contacts and the ability to understand the design and health environment.
“KC has been instrumental in driving the reputation of our accelerator programme and of Elmwood over the past months. We’ve seen our regional brand reputation improve substantially, which had been waning over the past years in favour of a national and international presence.
“KC is responsive, professional, and able to think through the line. It has been a pleasure working with them this year, and they have played a substantial part in the success of the programme.”
Wander Bruijel – Global Marketing Director, Elmwood Brand Consultancy