Super Leaders campaign

3 March 2022

Be the Business launched the Super Leaders media campaign to further extend its reach and network.

This campaign sought to drive registration to the Be the Business website; raise awareness of Be the Business and their activities; and create a "user base" of SME leaders actively thinking about productivity issues and working towards creating a stronger economy and more prosperous society. Be the Business commissioned SQW to undertake an evaluation of the Super Leaders campaign.

The three main questions the evaluation sought to answer were:

• If the campaign had been successful in driving registrations on the Be the Business webpage, raising awareness of their activities and building an active user base?

• Has the campaign led to behavioural changes among the target population of SME leaders?

• To what extent could these changes lead to measurable effects on business performance and productivity (output per worker) and can they be monetised?