Supporting SMEs is one thing. How do you excite them?
Paper Cuts
Officeworks
The Brief
Officeworks is a major office-supply and stationery chain, with 167 stores across Australia. A significant market for Officeworks is the small-to-medium (SME) business sector. Officeworks understands its audience incredibly well, so they know that running a business is a struggle. It’s why they developed WorkWise, a portal supporting businesses at each stage of their growth, with practical tools and information. In addition to the WorkWise website, the office supplies giant was looking for an interesting way to reach SMEs and encourage use of the portal.
The Approach
The Paper Cuts podcast was produced to complement the WorkWise resources. The series examines five different and diverse businesses around Australia, each with its own particular struggles and lessons learnt. Experienced media personality Jason Cunningham deftly brings out the stories from each business owner. Audiences are taken on a journey; they learn how each business owner was close to throwing in the towel, but persevered to find success. Each episode concludes with James and Dr Alex Birrell – entrepreneur and CEO of PAFtec – dissecting each of the case-studies with valuable insights for others in business.
The RESULT
Paper Cuts has been one of the most successful and commended business podcasts in Australia to date. The quality of the narrative, sound design and overall craft of the series has drawn wide praise. It’s a hallmark of what can be achieved with a podcast, and sits as evergreen content on the company’s website.