Help to Grow:
Management Course
Real Support for Real Businesses
A delegate-first campaign inspiring SME leaders to sign up for a government-backed management course.
Help to Grow: Management is a UK government-backed executive development course designed specifically for SME leaders. Delivered by leading business schools and accredited by the Small Business Charter, the programme is 90% funded, making world-class leadership training accessible to small and medium-sized businesses across the country. With ambitious national targets for sign-ups, the programme team needed a campaign that cut through the noise of a crowded training and development market. The brief was to create a compelling, delegate-first proposition that positioned the course as practical, relatable and immediately valuable to business leaders.
Help to Grow: Management is a UK government-backed executive development course designed specifically for SME leaders. Delivered by leading business schools and accredited by the Small Business Charter, the programme is 90% funded, making world-class leadership training accessible to small and medium-sized businesses across the country. With ambitious national targets for sign-ups, the programme team needed a campaign that cut through the noise of a crowded training and development market. The brief was to create a compelling, delegate-first proposition that positioned the course as practical, relatable and immediately valuable to business leaders.
The Help to Grow: Management team tasked Upp B2B with launching a national campaign that would:
Key objectives:
Drive awareness and engagementamong SME decision-makers, many of whom were unaware of the course or misunderstood its value.
Deliver high sign-up volumesagainst ambitious targets, with an emphasis on quality leads likely to convert into delegates.
Position the course as accessible and relevant,countering perceptions of it being overly academic by highlighting its practical benefits and real-world outcomes.
The campaign needed to reach business leaders across a wide range of industries and company sizes, many of whom felt isolated in their roles, under pressure, or unsure of the right direction for growth. By putting delegates at the heart of the story, we aimed to spark recognition. Leaders needed to see themselves in the creative and believe the course was designed for people like them.
Key objectives:
Real people, real learning, real results
Our strategy focused on creating a delegate-first campaign anchored in the proposition Real Support for Real Businesses.This idea captured the essence of the programme: practical, real-world learning from people who understand the challenges SME leaders face every day.One idea brought to life across every channel
From the core messaging and creative concept, we built a fully integrated campaign spanning paid social, PPC, content marketing and display. Every touchpoint worked together under one clear story.Authentic creative that connected
Real SME scenarios made the campaign feel relatable and human, helping delegates see themselves in the story and engage with confidence.A campaign that inspired action
The result was an immediate connection with business leaders. Many said the creative made them feel seen and understood, motivating them to take the next step and enrol.
