Co-operatives UK

markettiers was briefed by Co-operatives UK to leverage broadcast opportunities for the Co-operative Economy 2015 Report. The campaign, which markettiers has worked on four times previously, highlighted that the co-operative sector turned over 37 billion, made up of a record 15 million members.

markettiers sought to deliver a strategy to raise awareness of the report whilst demonstrating the value of co-operatives in all industry sectors. To tell this business story in a way that appealed to broadcasters and would result in maximum impact, markettiers worked closely with Co-operatives UK to build a broadcast-ready package for TV and radio media-owners. This included developing a strong news advisory, enlisting engaging spokespeople, obtaining regional data and sourcing case studies alongside visual back-drops for filming.

Ahead of the campaign activation the markettiers team organised for several co-operative member case studies to be filmed at locations such as an art deco lido in Brighton (which a co-operative is coming together to renovate) a cycling co-op coffee shop in Manchester and a biotech co-op in Cambridge. Ed Mayo, Secretary General of Co-operatives UK, was also chosen to accompany the case studies in broadcast interviews.

149 items of coverage were secured overall, including top-tier business and lifestyle programming such as BBC Radio 4’s Business bulletins, Sky News Radio, BBC Radio 5 live’s Wake Up To Money, BBC Breakfast and BBC News Channel along with a series of regional BBC and commercial outlets throughout the UK.

“markettiers helped us to secure fantastic national coverage, smoothly handling all elements, from high level advice to practicalities on the day.”

Giles Simon, communications and marketing manager, Co-operatives UK