Norwich City Council - Local Enterprise Growth Initiative
Client and background:
In 2007, Norwich City Council’s Local Enterprise Growth Initiative (LEGI) programme received £11.2m of Government funding to encourage an enterprising spirit in the city, supporting people living in deprived areas to start a business, get back to work or improve their prospects.
To launch the Norwich Enterprise Centre (NEC) and raise awareness of the support, advice and training available at the NEC and via LEGI funded partners.
We created a debate and stirred excitement around enterprise in Norwich by championing local entrepreneurs and positioning Norwich as a great place to start a business, using the campaign slogan ‘Go For It! Enterprising Norwich’.
Launched in National Enterprise Week 2008, our campaign used media relations, case studies of local entrepreneurs, sponsorship, a micro-website, outdoor and radio advertising, and a competition with the Norwich Evening News.
During the first six months of the campaign, 24 pieces of positive or factual media coverage were generated, with a circulation of 915,412 and advertising value equivalent of over £35,000.
“We have been extremely impressed with Tribe’s ability to deliver quality media coverage. They have worked as a natural extension of our team, providing marketing advice and counsel as well as PR services.”
Karin Pink, programme manager for LEGI, Norwich City Council