Research showed that providing customers with the right help and advice was the strongest driver of brand commitment - we used royalmail.com to do this. Business owners could complete a survey about their business in return for a tailored growth plan showing the products and services from Royal Mail that were right for them.One big weekend on TV disrupted the status quo of B2B advertisers, signalled a step change to all and turned the heads of our business audience, prompting them to go online. This dialogue continued in targeted programmes following viewing patterns in real-time and me-time.Digital media including broadband tv, on-demand and mobile allowed our audience to find out more when it suited them. Partnerships cemented our association with business, including sponsoring a league table of the UK’s Fastest Growing Companies. Real customer case studies brought the offering to life further in business areas online and in print.

ROI after just 6 months is 2.7 : 1We inspired 258,000 small business owners to go online and see how Royal Mail can help their business, with over 15,000 personalised growth plans generated already.We reframed the future for Royal Mail as a partner for business growth.

- 47% of business owners said the campaign has provided them with new information- Perception that Royal Mail “can help businesses grow” has gone from 36% to 41%We restored pride in the Royal Mail workforce- 58% say the campaign makes them feel proud to work for Royal Mail