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2015 Deloitte UK Technology Fast 50
Media Guidelines & Public Relations Kit
Many congratulations to the winners of 2015. Becoming a winner of the Deloitte UK Technology Fast 50 is
recognised as a significant achievement. Now in its 18th year, the awards are all about growth driven by
leading intellectual property and are a celebration of innovation and entrepreneurship.
Over the years, the press has rewarded UK Fast 50 winners with positive media exposure, often requesting
information about the Fast 50 winners, overall statistics and related trends in the UK tech SME sector.
This Media Guidelines & Public Relations Kit has been developed to help Fast 50 winners maximise their
publicity efforts and be aware of the publicity efforts initiated by the Fast 50. We hope you find the
information useful.
Further information on the Fast 50, including this year’s ranking, winner breakdowns by region and sector,
and top winners’ case studies are available at www.fast50.co.uk
Contents
1. Deloitte UK Fast 50 PR plans & contacts 2
2. Media guidelines 2
3. Specific media tactics 3
4. Social media 4
5. Customer tactics 5
6. Employee tactics 5
7. Your website 5
8. Approval process for press materials 6
9. Deloitte boilerplate 6
10. Fast 50 press release template 7
11. Approved quotes for Fast 50 press releases 10
12. Using the Fast 50 logo 11
13. Public relations tips 12
14. Frequently Asked Questions 12
15. Deloitte Fast 50 PR & marketing contacts 12
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1. Deloitte UK Fast 50 PR plans & contacts
A Deloitte Fast 50 press release will be distributed on the morning of Friday 27 November. Deloitte’s national
Fast 50 PR team will focus on national media outlets and the regional PR teams will handle local press. If
your company is a top winner or regional winner, a Deloitte PR person will be in touch with you. You are, of
course, welcome to contact us with your ideas – please see below for your local PR contacts.
Region PR contact Phone Email
London Region George Parrett 0207 007 7285 [email protected]
South East George Parrett 0207 007 7285 [email protected]
Cambridgeshire and East Claire Campbell 0122 325 9357 [email protected]
Midlands Heather Kirkman /
Shirley Wilson
0121 695 5627
0121 695 5888
South West Nicola Abernethy/
Caroline
Klinkenberg
0117 984 3653
0117 984 2741
North East Isobel
Hainsworth-Brear
0113 292 1127 [email protected]
.uk
North West Richard Wagstaff 0161 455 8686 [email protected]
Scotland Louise MacLeod 0141 304 5033 [email protected]
Northern Ireland Kathy Kenny 0 2890 531110 [email protected]
2. Media guidelines
The following media suggestions are designed to help Fast 50 winners maximise their publicity efforts.
Objectives
Clearly define your publicity strategy. It is important to first identify the key objectives, which might include:
Creating awareness for your company
Building credibility for your company and its products/services
Increasing leads and sales among existing and prospective customers
Attracting funding through venture capitalists, investment bankers and others
Setting the stage for an IPO (if applicable)
Attracting prospective business partners
Positioning the company for a merger or acquisition
Audiences
Clearly define your target audiences, such as your customers, prospective customers, employees, financial
and business communities and the media.
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Overall strategies
Identify strategies to help meet your objectives, our suggestions:
Use the media to reach your key audiences through coverage of your company as a Fast 50 winner
Use the win as a way to create employee pride and satisfaction
Use the win to publicise your company and its products directly to existing and prospective
customers
3. Specific media tactics
Press kit
Develop a press kit that will tell the media about your win, start with the press release template on page 7. In
addition, you may want to include:
Corporate fact sheet
Product fact sheet
Frequently asked questions (FAQs) about your company
Biographies on key executives
Other recent press releases on your company and products
Media relations
While the Fast 50 list will be announced to major national media, we encourage you to identify the business
and technology editors at the key media targets in your region.
Target media include:
Print media
- Local business press (newspapers, magazines, journals)
- Trade publications
- Industry press specific to your technology segment
Broadcast media
- Local radio stations — news and business programs
- Local television stations — news and business programs
Online publications
Pitch your Fast 50 win to the local media
Highlight why your company’s success gives substance to the story, which will give journalists a starting
point for their interviews. Develop media angles that appeal to your local media. Just the fact that your
company has maintained such stellar growth in a tough economy can be a good pitch. However, look deeper
into your company to create a pitch that talks about why your company was able to grow during this time of
economic uncertainty.
Some possible angles include:
Your ranking if it’s in the top 5, top 10 or top 50
Your ranking if it’s among the highest in your region, city or county
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Your ranking if it’s among the highest in your industry category
Your past years’ UK Fast 50 ranking
How your company’s growth has impacted your community
Interesting human interest story on your CEO, founders and other leaders
How your company is doing things differently — unique culture, management style, etc. – and how
this ultimately contributed to the company’s fast growth
Your company’s success in its industry — if it’s a leader and why
Customer success stories — particularly if you deliver an unusual or unique solution or deliver a
solution in a special way
New and different sales techniques that made the difference in your company growing faster than
the competition, etc.
The best ways to pitch stories to the media are by telephone and email. Below are some template
pitches you can use to contact the media. Remember to always ask for a time/day for an interview if the
editor shows interest.
Sample email/telephone pitch:
I’m calling/writing from [insert company name] to let you know that our company ranked number [insert rank]
in the 2015 Deloitte UK Technology Fast 50, a ranking of the 50 fastest-growing technology companies in the
UK.
The ranking is based on percentage growth of fiscal year revenues over the last four years.
Making the Deloitte UK Technology Fast 50 is a significant accomplishment for us, and we propose that you
consider doing a story on our win.
Prepare your spokesperson to speak with the editor. Discuss the story topic, the objectives for the
interview and the desired results. It helps to prepare message points to keep the interview on target. It’s also
essential that your spokesperson understands what the Deloitte UK Technology Fast 50 award means. The
Deloitte UK Fast 50 is a ranking of the 50 fastest growing technology companies in the UK based on percent
growth in fiscal year revenue over the last four years.
Be prepared for questions about your financials since the Fast 50 award is based on percentage revenue
growth over the last four years.
4. Social media
Don’t forget to make the most of your success on social media. You can develop a series of tweets and
updates for your company’s LinkedIn profile on your success.
>> Join the Fast 50 LinkedIn group, follow @TechFast50 and remember to use #ukfast50 in your tweets <<
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A sample tweet could read: “Thrilled to be ranked 25th in Deloitte’s @TechFast50 #ukfast50”
5. Customer tactics
Promote your win to current and prospective customers:
Send an announcement along with a response card (to return if they would like to know more about
your company/products) to current and prospective customer contacts
Put the Fast 50 winner logo on business cards, letterhead and/or envelopes to remind customers
that your company is a Fast 50 winner. People will ask about it, especially when they get a business
card with the Fast 50 logo on it, and it will give your employees (particularly salespeople) an
opportunity to talk about the company and its successes
NB: (To download the Fast 50 logo, visit www.deloitte.co.uk/ukfast50awards password: Langham
Promote your win on your website by posting the Fast 50 logo on your homepage and linking it to
www.fast50.co.uk.
Promote the win to your local business community:
Pitch a presentation to local organisations, such as the Chamber of Commerce and other business
groups, on how your company accomplished its goals and received placement on the Fast 50. It’s
important to make this of value to the audience, so you want to include tips and information that can
help their companies succeed as well.
6. Employee tactics
Promote your win to employees. Making employees aware that their contribution helped the company win
this prestigious ranking goes a long way to developing employee confidence, satisfaction and retention.
7. Your website
Post the Fast 50 logo on your website
Promote your Fast 50 win on your website. Post the Fast 50 logo on your home page with a link to
www.fast50.co.uk. The Fast 50 logo can be downloaded from www.deloitte.co.uk/ukfast50awards
(password: Langham).
Create a Fast 50 section on your site that includes:
A press release on your win (see template on page 7)
An interview with your CEO on why your company made the Fast 50 — this could include questions
that highlight specific management strategies and tactics as well as new technologies and
developments that enabled your company to sustain its fast growth (include a photo of your CEO).
Profiles of key employees at your company who helped make the Fast 50 win possible, such as
employees who exceeded their sales goals, developed a winning technology, or found ways to
increase productivity — anything that had an impact on your company’s fast-paced growth (include
photos).
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Reprints of articles about your company’s Fast 50 win (be sure to get copyright permission from
each publication).
A photograph of your Fast 50 award being held by your CEO and other top executives.
8. Approval process for press materials
Deloitte must approve all press materials not conforming to these guidelines.
Please forward non-standard press materials to George Parrett – [email protected]
No approvals are required IF...
Company press materials follow the format and content guidelines listed in this “UK Technology Fast
50 Media Guidelines and Public Relations Kit.”
Only authorised Deloitte spokesperson quotes are used (approved quotes are enclosed in these
guidelines).
Approvals are required IF...
Company officials decide to write their own press release or other press materials that differ from
those in these guidelines.
Company officials wish to use quotes from Deloitte other than the authorised quotes provided in
these guidelines.
9. Deloitte boilerplate
Please use the following standard description of Deloitte at the end of each Fast 50 press
release.
About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's
leading professional services firms.
Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private
company limited by guarantee, whose member firms are legally separate and independent entities. Please
see www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.
The information contained in this press release is correct at the time of going to press. For more information,
please visit www.deloitte.co.uk.
Member of Deloitte Touche Tohmatsu Limited
Deloitte Technology, Media & Telecommunications (TMT) Group
The Deloitte TMT Group is composed of service professionals who have a wealth of experience serving TMT
companies throughout the UK in areas including cable, communications providers, computers and
peripherals, entertainment, media and publishing, networking, semiconductors, software, wireless, and
related industries. These specialists understand the challenges that these companies face throughout all
stages of their business growth cycle and are committed to helping them succeed. Deloitte is a leader in
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providing strategic, financial and operational assistance to its technology, media and telecommunications
clients.
Deloitte’s Technology, Media & Telecommunications (TMT) industry group brings together more than 15,000
professionals across 48 countries, serving over 90% of world’s most recognised TMT brands in the Fortune
Global 500, and helping companies of all shapes and sizes thrive in a digital world.
For more information, please visit www.deloitte.co.uk/tmt
10. Fast 50 press release template
2015 Deloitte UK Technology Fast 50 announced
For Immediate Release
PR Contact: Insert PR contact name, company, telephone number and e-mail address
[Insert Company Name] Ranked Number [insert rank] Fastest Growing Technology Company in the
UK in the 2015 Deloitte Technology Fast 50
[Insert company name] attributes its [insert growth %] per cent Revenue Growth to [insert what growth is
attributed to]
[Insert City, County], [Insert date] — [Insert company name] today announced that it ranked number [insert
number] in the 2015 Deloitte UK Technology Fast 50, a ranking of the 50 fastest-growing technology
companies in the UK. Rankings are based on percentage revenue growth over the last four years. [Insert
company’s name] grew [insert growth rate] per cent during this period.
[Insert company name]’s CEO, [Insert name], credits [insert here] and [insert here] with the company’s [insert
growth rate] per cent revenue growth over the past four years. He/She said, "[Insert quote here]."
David Cobb, partner leading the Deloitte UK Technology Fast 50, said: “The Deloitte UK Technology Fast 50
gives great profile to technology companies and is internationally recognised as being one of the most
important business awards in the sector.”
“The 2015 Deloitte UK Technology Fast 50 shows that tremendous growth rates are still possible, with
software sectors showing particular strength, they have had the greatest amount of entries in the past four
years.”
“The Deloitte UK Technology Fast 50 awards are an opportunity for businesses to gain recognition for their
successes and achievements over the last four years.”
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“Deloitte’s ranking of the 50 fastest growing UK technology companies generated over £820 million in total
annual revenues in the year 2014/15, employing more than 7,400 people and recorded an average four-year
growth rate of 1,883 per cent, according to the Deloitte UK Technology Fast 50.”
“The awards are an opportunity for businesses to gain recognition for their successes and achievements.
This year’s ranking highlights the importance of being innovative and finding a niche product or service, to
beat the recession.”
Notes to editors
* Growth rates are all over the last four years.
The full list of this year’s winners and winner breakdown by region and sector is available at
www.fast50.co.uk
About Deloitte:
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's
leading professional services firms.
Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private
company limited by guarantee, whose member firms are legally separate and independent entities. Please
see www.deloitte.co.uk/about for a detailed description of the legal structure of DTTL and its member firms.
The information contained in this press release is correct at the time of going to press.
For more information, please visit www.deloitte.co.uk.
Member of Deloitte Touche Tohmatsu Limited
Deloitte UK Technology Fast 50
The Deloitte Technology Fast 50 is one of the UK’s foremost technology award programmes. Now in its 18th
successful year, it is a ranking of the country’s 50 fastest-growing technology companies, based on revenue
growth over the last four years. The UK Fast 50 awards are all about growth driven by leading intellectual
property and are a celebration of innovation and entrepreneurship. The UK Fast 50 is part of an international
programme run by Deloitte, qualifying entrants of the UK Fast 50 will be put forward to the Deloitte
Technology Fast 500 EMEA (Europe, Middle East and Africa) programme. Previous winners have come from
across the UK, are both large and small, and included some of the most dynamic players in all areas of
technology, from Internet specialists to biotech, digital media technology to life sciences, computers to
semiconductors and software to telecommunications.
For more information visit www.fast50.co.uk
UK Technology Fast 50 eligibility criteria
1. The company must have been in business for a minimum of four years;
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2. The company must be considered a technology company, which is defined as:
o Developing or owning proprietary technology that contributes to a significant portion of the company's
operating revenues;
o Producing technology;
o Manufacturing technology-related products;
o Be technology intensive, or use unique technology to solve problems;
o Devoting a high percentage of effort to technology R&D;
o NB: Using another company’s technology or intellectual property in a unique way does not qualify.
3. The parent company must be UK-owned and have its headquarters in the UK;
o NB: Subsidiaries of UK or multinational organisations do not qualify.
4. Operating revenues must be at least £44,000 (€50,000) for the first financial year of the four year period
and £806,000 (€1,000,000) for the most recent financial year;
o NB: The accounts for year four should have an accounting period ending between 1 June 2014 and 31
May 2015.
5. All submissions must be accompanied by signed accounts for the first and last financial year being
measured in the competition. Unless a statutory exemption is being taken, these accounts must be
unabbreviated and audited.
Technology Fast 50 selection and qualifications
The Technology Fast 50 list is compiled from Deloitte’s nominations submitted directly to the programme. To
qualify for the Technology Fast 50, entrants must meet the eligibility criteria stated above, including operating
revenues that must be at least £44,000 (€50,000) for the first financial year of the four year period (2011/12)
and at least £806,000 (€1,000,000) in the most recent financial year (2014/15). Deloitte researchers
examined financial statements to validate operating revenues.
Entrants must also be public or private companies headquartered in a participating region of the UK and
must be a “technology company,” defined as a company that owns proprietary technology that contributes to
a significant portion of the company's operating revenues; or devotes a significant proportion of revenues to
the research and development of technology. Using other companies' technology in a unique way does not
qualify.
About the sponsors
About Eight Roads
Eight Roads Ventures is a venture capital investor backing technology entrepreneurs with aspirations to
greatness. By combining a collaborative approach with a global network and a 50-year history of venture
investing, Eight Roads Ventures helps companies accelerate their growth and become leaders in their field. A
strong track record in Europe includes investments in market leaders such as Cúram (IBM), NewBay (RIM),
Seatwave, InnoGames, Wahanda (Recruit), Made.com, NotontheHighStreet.com and Rivo Software. Eight
Roads Ventures Europe is currently investing a £150 million fund dedicated to backing fast-growing European
companies focused on enterprise, consumer and financial technology. www.eightroads.com
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About Silicon Valley Bank UK
For more than 30 years, Silicon Valley Bank (SVB) has helped innovative businesses and their investors
move bold ideas forward, fast. SVB provides a range of targeted financial services and expertise through its
office in the UK. With commercial and international banking services, SVB helps address the unique needs
of innovators. Forbes named SVB one of America’s best banks (2015) and one of America’s best-managed
companies (2014). In 2014, SVB was recognised as Service Provider of the Year for the third year in a row
at the Investor Allstar Awards in London.
Learn more at svb.com/uk
About Taylor Wessing
Taylor Wessing is a full-service international law firm, with 1,200 lawyers working with clients in the world’s
most dynamic industries. Our focus on the industries of tomorrow has enabled us to develop market-leading
expertise in: Technology, Media and Communications; Life Sciences; Private Wealth; and Energy. We support
clients wherever they want to do business. Our 28 offices* across Europe, the US, the Middle East and Asia
are not token presences - they blend the best of local business, industry and cultural knowledge with
international experience to provide astutely commercial solutions for our clients.
www.taylorwessing.com
*Including our associated offices in Indonesia and South Korea
11. Approved quotes for Fast 50 press releases
Any of the following quotes may be used in your press release without prior permission.
Quotes should be attributed to [Insert Partner Name], Technology Partner for the [Insert Region].
Region Partner
South East David Cobb
Scotland Mike McGregor
London David Cobb
North West Jodi Birkett
North East David Taylor, Director
Cambridgeshire
and East David Halstead
South West Laurence Hedditch
Midlands Vijay Thakrar
Northern Ireland David Crawford
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If your company would like to include a different quote, please send to George Parrett
([email protected]) for prior approval.
Approved quotes: “The Deloitte Technology Fast 50 gives great profile to technology companies and is internationally
recognised as being one of the most important business awards in the sector”. David Cobb, lead
partner, Deloitte UK Technology Fast 50 and Technology Fast 500 EMEA Programmes
“Achieving sustained revenue growth of [Insert percentage growth] over four years is a tremendous
accomplishment,” said [insert partner name], Deloitte Technology partner for the [insert Region]. “[Insert
company name]’s exceptional growth puts it in select company.”
“Because the Deloitte Technology Fast 50 measures sustained revenue growth over four years, being one of
the 50 fastest growing technology companies in the UK is an impressive achievement," said Deloitte
Technology partner for the [Insert Region]. "[Insert company name] deserves a lot of credit for its remarkable
growth."
“Making the Deloitte UK Technology Fast 50 is a testament to a company’s commitment to technology,” said
Deloitte Technology partner for the [Insert Region]. “With its [Insert percentage growth] growth rate over four
years, [Insert company name] has proven that its leadership has the vision and determination to grow in
competitive conditions.”
“Being one of the fastest growing technology companies in the UK is an impressive accomplishment. We
commend [insert company name] for making the Deloitte UK Technology Fast 50 with a phenomenal [Insert
percentage growth] growth rate over four years,” said Deloitte Technology partner for the [Insert Region].
12. Using the Fast 50 logo
Fast 50 winners may use the 2015 Fast 50 logo for your company’s marketing and promotional materials,
which include items such as:
Company website (please hyperlink the logo to www.fast50.co.uk)
Brochures and printed marketing materials
Company letterhead, envelopes and business cards
Company multimedia presentations, videos, trade show exhibits
Company advertising
Company recruiting materials
The Fast 50 logo is trademarked. By using the logo, you agree to use it without any modifications or
alterations and strictly adhere to these guidelines.
Any questions regarding special use of the logo should be directed to Harriet Powell, Assistant
Marketing Manager, 0207 303 0392, [email protected]
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13. Public relations tips
Think of the media as a valued customer. Take the time to assess their needs, and market your story
to meet those needs.
As a rule, the media are looking for stories that are: timely, interesting to their target audiences, and
controversial. More specific trade publications want stories that are: credible, unique, and easy to
understand.
Develop and cultivate friendships with journalists. Offer relevant stories; build rapport through
dialogue; and establish relationships based on an ongoing discussion.
Assess the “personalities” of competing publications; deliver scoops and exclusives to those that are
in line with your story.
Consider what makes each medium unique. Think visual for television, sound bites for radio, and
speed for online.
Do not neglect the online media. Core benefits of the Internet are the ability to spread a story with
speed; a lack of space limitations; and the capacity to revise. Beware: information access means
that bad PR does not disappear.
Know your rights — be prepared for interviews. Learn something about the journalist who cover
your industry. Remember to ask: who else will be interviewed; how long will the interview last; what
type of story are you working on; what additional information may I contribute?
Credible “third parties” will help your stories get better placement. Help the journalist help you by
having relevant analyst and customer references available.
14. Frequently Asked Questions
How is the Fast 50 list compiled?
The ranking is compiled from the nominations submitted directly to the Technology Fast 50 team via the
online nomination form. Deloitte verifies the percentage growth of fiscal year revenue over four years from
2011/12 to 2014/15 based on financial accounts received as part of entrants nominations. Winners must also
meet the strict definition of a technology company to make the list.
When will the Fast 50 be publicised?
27 November 2015. You will also automatically be entered into the Deloitte Technology Fast 500 EMEA
programme, a ranking of the 500 fastest-growing technology companies in Europe, the Middle East and
Africa (EMEA).
Will the Fast 50 be publicised?
The Deloitte Technology Fast 50 will be publicised via press releases and will be pitched to national and
regional media.
Can we publicise our placement in the Fast 50?
Yes, by following the guidelines set forth in this media kit.
15. Deloitte Fast 50 PR & marketing contacts
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Region Contacts Phone Email
London Region George Parrett 0207 007 7285 [email protected]
South East George Parrett 0207 007 7285 [email protected]
Cambridgeshire and East Claire Campbell 0122 325 9357 [email protected]
Midlands Heather Kirkman / Shirley Wilson 0121 695 5627
0121 695 5888
South West Nicola Abernethy/ Caroline
Klinkenberg
0117 984 3653
0117 984 2741
North East Isobel Hainsworth-Brear 0113 292 1127 [email protected]
o.uk
North West Richard Wagstaff 0161 455 8686 [email protected]
Scotland Louise MacLeod 0141 304 5033 [email protected]
Northern Ireland Kathy Kenny 02890 531110 [email protected]
