'SME' Partnership

The Challenge: Support the Breakthough programme to raise awareness that Santander offer business banking, and drive consideration for Santander amongst SMEs, through becoming known for helping businesses achieve their ambitions & having programmes to help SMEs grow.

The Solution

In partnership, The Times and Santander developed the Successful Modern Entrepreneurship (SME) campaign across a series of editorial supplements. The campaign set the agenda for small business growth by formulating a blue print of strategies and initiatives needed to create a fast growing SME. Working with Santander’s Breakthrough programme, The Times formulated a SME growth blueprint using the thought leadership of the UK’s fastest growing SMEs.

This blueprint was communicated through a series of editorial features, live events and an SME growth hub online.

The SME campaign was a catalyst for SME growth across the country, delivering valuable, tried and tested, actionable strategies that companies can use to spearhead their own success. It was also a platform to showcase the entrepreneurial talent within Santander’s Breakthrough programme.


The Results: Top Line

  • Finding out more

    Finding out more

    Nearly 50% interested in finding out more about Santander’s business banking

  • Knowledge


    7 in 10 who saw supplements familiar with Santander Business - +125% from the pre wave

  • Supplements


    Drive consideration - 35% likely to consider switching to Santander; up 150% from pre wave

  • Online Activity

    Online Activity

    55,000 unique users. 61,000 visits so far with an average dwell time of nearly 4 minutes**

Source: *increase of 125% from the pre wave. **Oct 13- Apr 14, 73% complete against the KPI of 75,000 for the campaign with only 6 months of the campaign expired.