Disrupting the status quo in corporate venturing with Capita Scaling Partner

The Mission:

Disrupting the status quo in corporate venturing with Capita Scaling Partner

The Brief:

Scaling Partner was founded as a business division of FTSE 250 listed Capita plc in 2018 with a mission to fix corporate venturing. Its founders John Downes and Matt Bunn felt passionately that traditional corporate venturing models were flawed, being either cash-based funds with operational know-how, or ‘accelerators’ offering short, time-bound programmes that are not sufficiently focussed on creating long-term value for both parties.
Scaling Partner was founded to address this challenge and set out on a path to create a unique solution. Believing that other models were too passive to unlock synergies between SMEs and corporates, Scaling Partner uniquely deploys experienced and dedicated resource within each SME in its portfolio, whose sole purpose is to drive commercial opportunities for the startup to work with Capita and its wider ecosystem of clients and suppliers.
Recognising that its credentials and reputation as a trusted partner is critical to the success of attracting SMEs to join its portfolio, and for corporates to trust its roster of SMEs for innovative solutions, Scaling Partner turned to Element to launch impactful communications campaigns across the media and social media to showcase its proposition.
What Scaling Partner needed:

  • To refine its go-to-market messaging and engage corporates and startups with dynamic corporate videos and other visual assets
  • To develop thought provoking editorials in key business media to highlight why there is a better way to do corporate venturing
  • Launch the company’s LinkedIn presence, growing an active and engaged community of target decision makers
  • Run Account Based Marketing campaigns to target and measure engagement with top prospects

The Campaign:

To bring Scaling Partner’s unique proposition to life, Element embarked upon a campaign to create and amplify a range of multimedia assets, providing the Scaling Partner team with the tools to engage prospects and partners across multiple channels.
A crucial step was the development of visual content to engage audiences – particularly on social media – Element produced a suite of short form videos. In addition to capturing the Scaling Partner team presenting the unique aspects of the business model, Element created the ‘Founder Talks’ series, providing insight into pitfalls and opportunities that startup founders have experienced, while providing first-hand endorsement for working with Scaling Partner.
These dynamic videos with custom animation were launched across Scaling Partner’s LinkedIn channels and have consistently been the highest performing content assets for driving engagement with key stakeholders. Central to this social strategy was creating a regular flow of social media posts that demonstrate commentary on breaking issues, alongside celebrating the success of its portfolio companies. This was supplemented by sponsored campaigns around key events to drive visitors to dedicated landing pages.

Finding timely ways to make the Scaling Partner messaging relevant in the media, Element has run a highly effective thought leadership campaign, hijacking national business and economic news, proactively giving top tips to start up founders, and presenting to corporate decision makers the most successful ways to deliver innovation.

Both media coverage and social media activity tactfully demonstrates the need for the corporate venture market to adapt and tells the authentic story of Scaling Partner’s ambitions.

The Results

Ambitiously growing the profile of Scaling Partner in the UK media, Element has made introductions to international business titles such as Forbes, secured commentary in leading broadsheets including The Telegraph, and driven over 30 pieces of coverage in a year across business, technology and industry trade media. Proactively devising timely thought leadership, Element has delivered Scaling Partner coverage with over two million readers.

Having launched Scaling Partner’s LinkedIn account from scratch, Element has grown the account to nearly 1500 followers within 18 months, with over 70% being in senior decision-making and C-suite roles. Creating a rich stream of content, Scaling Partner’s LinkedIn content has generated over 5,000 link conversions in 12 months and consistently pushes 7% engagement rates on content – well above industry averages. Sponsored campaigns have also seen more than a dozen large corporates engage with Scaling Partner, signing up to events and initiatives that drive commercial success.

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Our partnership with Element
enables us to showcase Capita Scaling
Partner’s unique model and develop
meaningful engagement with our
target audiences. Element is a
partner that strives for excellence and
is focussed on delivering tangible,
compelling results. They have a
culture of high-performance and it’s
a pleasure to work with them as an
extension of our own team

Jess Bonner
Head of Origination at Capita Scaling Partner

Authentic communications for ambitious brands