2016 Finalist

The AIB Start-Up Academy in association with The Irish Times

The Irish Times

Dublin , Ireland

Category Marketing Solutions for Advertising Clients

Media associated with this campaign

Overview of this campaign

Having exceeded KPIs and receiving overwhelming feedback on the first year of the AIB Start-up Academy, AIB renewed their partnership with The Irish Times to run the AIB Academy programme for another year from April 2015 to March 2016.

The brief, provided by their agency Starcom, was to help further enhance AIB as the leading bank for start-ups and to extend the reach and recall of The AIB Start-Up Academy.The partnership aims to further enhance brand perception of AIB amongst the start-up community.The partnership allows both partners to engage with start-up customers in a positive and on going way.

Key Objectives for Year 2 included:
1. Elevating engagement levels with the Irish Start-Up Community (of which there are approximately 2,000 start-ups). A secondary objective was to drive engagement with the business hub and create content which start-ups would find insightful, informative and engaging.
2.A clear social strategy, before, during and after events.
3.Proactive internal engagement process to ensure local ownership of events
4. Integrated into Backing Brave Platform (AIB's Positioning in the Market centres around #BackinBrave initiative
5.Data collection – contacts with the start up community, lead generation for brand managers
6. Increased attendance at events
7. Strong Content views
8. KPI for opening new Business Accounts.

The Irish Times key objectives included:
1. Establish our credentials as a multi platform media partner
2.Promote Irish Times Content Services & Events
3.Reader engagement, in particular outside Dublin, support the Irish Times brand
4. Build the Brand Equity of The Irish Times Media Solutions Department (invitations to speak at trade and industry events/ conferences etc)
5. Increased Views/ shares/ social.

Results for this campaign

Year 2 of the AIB Start-up Academy included a 12 month Multi-Platform partnership to facilitate learning and business growth by:

1.Giving entrepreneurs & start-ups access to valuable business information via consistent content across print and digital & through a series of nationwide events where experts in their own field talked about their learnings from the start-up world.
2.Sharing the opinions and advice of industry leaders across these events and through video content.
3.Establishing online information hubs to fill the gaps in knowledge and help them start and/or succeed.

The programme was delivered in 3 phases.

What did we do?

Event Nights
- 11 Events
- 9 Counties
February - April

Academy Recruitment
-Irish Times print, digital, social and events database
-AIB eMailer
- In branch promotion (POS)

The Academy & Final Pitch - 8 Week Accelerator Programme - One Winner & Lots of Stories

Year 1 Results
11 Start-Up nights
•298 Academy applications
•€175k PR value for events
•Won two National Media Awards 2014 & bronze at the Shark Awards 2015
•New Accounts + 16.5% vs previous 12 months

Year 2 Success to Date
•11 events + 70% attendance vs 2014
•428 Academy applications (+33%) (out of a community of circa 2,000)
•€275k PR value for events
•Avg. 4% social engagement with all 2015 events trending
•Opened up Academy to NI so first ROI start-up competition
•New accounts +18.5% vs Year 1

(please note at time of entry the full 8 week Academy and Final had still to be held).

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