FuturePlus

For sustainability businesses, good data only creates value if decision-makers can understand why it matters to them. FuturePlus wanted to turn its SME sustainability report into a credible, commercially relevant platform that could broaden awareness among senior business audiences and support future growth. We needed to strengthen the report with a clear story for media interest, then find the stories within the data that could take FuturePlus beyond the sustainability press and onto the radar of top-tier business media.

We got under the bonnet of FuturePlus’ data, refining the report’s structure, methodology and language to bring its strongest findings to the fore. We then angle-ground the data into stories for different sectors, opening up a wider media universe spanning business, sustainability and hospitality. Ten pieces of coverage landed in priority titles including edie and Startups Magazine, reaching sustainability leaders and SME audiences, while we opened conversations with 10 tier-one journalists, including the Financial Times, BBC and ITV.

Audience behaviour reinforced the value of the report beyond the coverage itself. Post-launch, referral sessions rose 90% and the report attracted 2,200 page views, while web interest in paid services increased 198%. 100% of coverage carried at least one priority FuturePlus message, with 75% reinforcing its data-led approach and the commercial relevance of sustainability, building FuturePlus’ authority with the SME and sustainability audiences that mattered.