UK Export Finance is the UK’s export credit agency and provides over £4 billion in export finance products to UK businesses, banks and overseas buyers. The agency wanted to enhance management of its content, while also delivering a number of high profile quick wins.
David developed and implemented a communications plan, in which he:
- Improved product content planning and implementation by developing communications planning tools and a messaging framework, writing and placing content across international finance and business publications.
- Created a suite of product marketing materials for global use, to support the Exporting is Great Campaign, including campaign narrative, storyline, elevator pitch, core script, messaging, case studies, magazine supplement, feature articles and forewords, infographics and copy for marketing collateral.
- Prepared written marketing materials for launch of new export finance and insurance products and services aimed at international businesses, for use by internationally-based export finance advisers and global media.
- Researched and wrote a keynote speech on export finance to sub-Saharan Africa, which was delivered to four African presidents and delegations at an international conference.
Overall, the actions improved handling of content management and increased product awareness among domestic and overseas businesses, banks and employees. The first wave of the Exporting is Great Campaign reached 107 million people and generated 50,000 web page views over two months.