Launching The MAT Finance Awards – Celebrating Excellence in Education Finance
Overview
The MAT Finance Awards was established to recognise and celebrate the often-overlooked achievements of finance professionals in the UK’s Multi-Academy Trusts (MATs). As a brand-new awards programme, it needed a clear identity, compelling messaging, and a strategic marketing plan to build awareness and encourage participation. Partnering with Brandtale, the organisers tasked us with developing the brand and go-to-market (GTM) strategy from scratch.
In just two years, The MAT Finance Awards grew from an ambitious idea to an established platform, with 100 applications in its inaugural year and an impressive 150 in its second year.
The Challenge
Launching a new awards programme in a niche sector presented several challenges:
Building Awareness: The concept of a finance-focused awards programme was novel within the education sector, requiring targeted efforts to engage MAT finance professionals.
Establishing Credibility: In a competitive and budget-conscious industry, the awards needed to immediately convey value and prestige.
Encouraging Participation: Finance professionals are often unsung heroes, making it crucial to craft messaging that motivated nominations and applications.
Dan Bassett, Founder of Brandtale, reflects:
“The MAT Finance Awards was a unique project, and it was exciting to create something entirely new for such a critical group of professionals. From defining the brand’s purpose to executing campaigns that built momentum, this project showcased the power of thoughtful strategy combined with creative execution.”
Our Approach
We developed a comprehensive plan to establish The MAT Finance Awards as a must-attend event in the education sector:
Creating the Brand Identity
Developed a professional yet approachable brand identity that resonated with finance professionals in education.
Designed a modern logo and visual assets that reflected trust, innovation, and the importance of finance in driving educational outcomes.
Crafted a compelling tagline and mission statement to communicate the awards’ purpose and vision.
Building Awareness Through Targeted Campaigns
Executed a multi-channel marketing strategy, including email campaigns, LinkedIn ads, and partnerships with education media outlets.
Created content that celebrated finance professionals, including case studies, testimonials, and behind-the-scenes stories.
Engaged with MAT leaders and stakeholders to act as ambassadors for the programme.
Developing the Application and Judging Process
Designed an intuitive application process that made it easy for MATs to submit nominations.
Supported the judging panel with clear criteria and guidelines to ensure a fair and transparent process.
Driving Engagement and Building a Community
Leveraged social media to share stories of past winners and finalists, creating excitement and FOMO for future events.
Created a dedicated website with resources, key dates, and application information to streamline the user experience.
Executing the Events
Provided branding and promotional materials for the awards ceremony, ensuring the event felt prestigious and memorable.
Supported post-event marketing, including press releases, winner announcements, and content recaps to sustain momentum.
Results
The MAT Finance Awards quickly established itself as a prestigious programme:
Application Growth: Achieved 100 applications in its first year and 150 in the second, reflecting a 50% growth in interest and participation.
Industry Buzz: Generated significant awareness and positive sentiment, with coverage in key education publications and glowing feedback from MAT leaders.
Engaged Community: Built a thriving online community of finance professionals who felt recognised and valued.
Prestige and Credibility: Established the awards as a benchmark for excellence, with participants proud to showcase their nominations and wins.
Dan Bassett reflects on the success:
“Finance professionals in education play a vital role, and they deserve to be celebrated. With The MAT Finance Awards, we built not just a brand but a movement—one that highlights their critical contributions and inspires others in the sector to aim higher. Seeing the growth and impact over two years has been incredibly rewarding.”
