Mastercard Strive UK – supporting the nation’s entrepreneurs to thrive
Mastercard’s Strive UK programme is an initiative from Mastercard’s Center for Inclusive Growth which supports micro and small business owners with free guidance, helpful tools, and personalised, one-to-one mentoring to help them tackle a range of business challenges.
The programme has a particular focus on supporting female entrepreneurs and those from minority ethnic backgrounds, who, research shows, are more likely to face barriers and have less access to help when starting and growing a business. It is also targeted at those who are less digitally engaged and may be looking to develop their understanding of technology and how it can support their business.
Seven has led on the comms for the Strive UK programme since its launch in 2021. During this time, we have worked closely alongside other agencies – digital, paid, and public affairs – to deliver a cohesive campaign that lands across multiple channels and reaches key audiences.
The goal was to raise awareness of the initiative among entrepreneurs and the general public, as well as reach key stakeholders – which include Mastercard partners, small business representatives and influencers, and the UK government.
Our Approach
Launch
For the launch of Strive UK in 2021, we partnered with the Centre for Economics and Business Research (CEBR) to commission research that was used as the basis for a report exploring the state of play for UK micro and small businesses. The research was designed to be news-friendly and to demonstrate the issues faced by entrepreneurs and how Strive UK was going help address these.
The findings were used to create a launch release, as well as multiple press releases that were published to maintain momentum in the months following launch, with the CEBR’s involvement adding credibility to the research.
As well as earned media coverage, paid media was placed with Stylist, The Voice, and EasternEye to reach female and minority ethnic entrepreneurs, covering both online and print to reach those who may not be as digitally engaged.
Since launch we have commissioned several further rounds of research to support media activity, tracking some questions over time to draw comparisons and adding questions on more topical issues.
Thrive Street
We created Thrive Street – a small business pop-up – as an annual, in-person moment to engage with small business owners across the UK, as well as connect with stakeholders and secure media coverage. The event is a mini high street that gives small business owners the opportunity to sell their goods and test out physical retail for free.
Thrive Street has taken place in Birmingham (2024), Manchester (2023), Westminster (2022), and Newcastle (2021), and is supported each year by Strive UK ambassador, retail champion and Queen of Shops, Mary Portas. Attendees have included local mayors, MPs, journalists, and Mastercard partners, providing a valuable opportunity to engage with key stakeholders.
Local media is invited to attend the launch to learn more about the Strive UK programme, meet small business owners, and interview Mary Portas and Mastercard executives. Attendees have included local BBC stations and high-profile regional media, including Manchester World. Photo stories from events have been picked up in national titles, notably The Daily Telegraph.
The Results
Since launch, Strive UK has been covered by national, regional, trade, and broadcast media, including Sky News, The Sun, City AM, This is Money, Politico, and Business Matters. The programme has achieved nearly 200 pieces of coverage, with an online reach of 1.72B and estimated coverage views of 4.3M.
At launch, the goal was to reach 650,000 small businesses over three years. This target was met – and exceeded – well ahead of time. To date the Strive UK programme has reached more than a million small business owners, with over half of these women, and more than 40% from a minority ethnic background.
Some of the small businesses that attended Thrive Street and the masterclasses have gone on to act as advocates for the programme. Their first-hand testimony of how they have used and benefitted from Strive UK has been invaluable in helping to spread the word to other small business owners through case studies published in the media, as well as to policymakers and others in the industry at events.