Creating relevance for two different audiences

The need
The Small Business Service, an agency of the Department of Trade and Industry, required two 'No-Nonsense' guides aimed at helping small companies and growing firms raise finance. SBS wanted a clear distinction between both guides: the first should offer financial advice to small or start-up companies, while the second must focus on companies seeking growth or large investments. Following a competitive tender, SBS awarded Crimson Business the contract to write, design and produce both publications.

The challenge 
While remaining consistent with the previous 'No-Nonsense' guides, it was essential that the publications engaged with the specific needs of two different audiences. Each guide also had to communicate a wealth of financial information clearly and creatively.

The solution
We first researched the audience's motivations behind searching for financial information, and used these insights to create two distinct approaches. To reach the small business audience, we presented topics reflecting events that might inspire them to seek information. Conversely, for the growing business audience, the guide focused on relevant topics and questions they might ask.

The response
The campaign launched with a £250,000 advertising campaign, and within three weeks, companies had requested a third of the guides. We reprinted 40,000 small business and 20,000 high growth brochures within three months of launch.

"The flexibility and cooperation of Crimson to incorporate changes and new ideas did not go unnoticed, and was greatly appreciated by the project team at SBS."
Esther Johnson, partnership manager, SBS

"Despite the complexities of presenting information to two distinct audiences, Crimson Business rose to the challenge. From writing copy and designing the guides to comprehensive project management, the team played a major role in the project's success."
Gavin Dollin, head of Business Link partnerships, SBS