Super Leaders campaign

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?