UK Department of Trade and Industry
Export Promotion
Project
To provide a means of keeping small UK businesses up to date with the activities of Trade Partners UK (The DTI’s export promotion arm) and to make them aware of new export opportunities in European markets.
Brief
The government had launched a new export promotion drive, aimed at educating small businesses in exporting techniques and to encourage them to do business with partners in continental Europe. Our task was to develop and launch a new magazine to communicate with potential exporters and to provide information about events and opportunities.
Agency Response
We interviewed several members of the Trade Partners UK team, including country Desk Officers and Export Promoters to establish what information should be included in the magazine. We also sent out a questionnaire to potential exporters to find out how they would use such a publication. We then provided a number of different concepts and ideas for the magazine, including mock editions, from which the client was able to decide on the right look and content for the publication. We then managed the whole project, from researching and writing copy through to final production of the magazine.
Results
The magazine was a highly distinctive and attractive publication that was very well received by readers. Response to articles (as measured by Desk Officers whose names were given as contacts) indicated that it was well read and fulfilled its purpose. It became a benchmark for other similar publications produced by Trade Partners UK and was commended in the Communicators in Business awards.
Export promotion magazine
Brochures and direct mail programme
Marketing collateral