Return on investment

The results of the BIG are unambiguous:Since September 2008, the index has generated 250 pieces of coverage, including 30 national articles, many of which were major half page stories. This provided over 203 million opportunities to see/hear and the report has received very positive comment from the media For the period September 2008 to December 2009, the M>B BIG campaign has generated a PR value of £1,230,162– an ROI of 29x the total cost of the campaign. The day of publication for the first M>B BIG saw a 600% uplift in page views.

Stephen Roper, Professor of Enterprise at Warwick Business School:

"The BIG campaign was conceived, developed and delivered very effectively by the team at MS&L. It has delivered substantial value to the client, probably surpassing their expectations, and achieving wide coverage in national, regional and trade media. From my perspective as a development partner, the project has been marked by high quality input from the MS&L team and effective communication and collaboration. More generally the BIG has created a new source of information about small firms in the UK with the potential to contribute to public policy development in the longer term."

After-reading tasks

Read the text again and complete each sentence 1-8 with the correct ending a-h.

1.	The campaign achieved its goal, creating	a.	be perceived as a PR survey.
2.	The objective of the campaign was to raise awareness of	b.	MS&L ran through a variety of scenarios
3.	MS&L researched the key issues	c.	and demonstrate differentiation for M>B amongst its target audience of independent business owners.
4.	The campaign was not and could not	d.	positioning BIG as the leading and most credible economic research covering micro businesses.
5.	To deliver the campaign,	e.	influential journalists with existing or potential interest in small business issues
6.	To maximise the potential news value	f.	there were two main challenges
7.	For the initial launch, the focus was to create awareness of BIG amongst	g.	branded coverage for M>B over a sustained.
8.	the objective focused on	h.	that impact upon micro businesses

Language development

I. Complete this table with words related to words from the text.

	Noun	Verb	Adjective
1.	………………… …………………	-	notorious
2.	………………… ………………… ………………… ………………….	……………….. ………………..	substantial
3.	………………… ………………… …………………	to launch	-
4.	objective ………………. ………………. ……………….. ………………..	-	-
5.	……………….. ……………….. ………………..	to replicate	………………… …………………
6.	…………………	-	unambiguous ……………..
7.	…………………	to conceive	……………..
8.	collaboration …………………. ………………….	………………..	……………..