Best practice from Tribe PR.
In 2007, Norwich City Council’s Local Enterprise Growth Initiative (LEGI) received £11.2M of Government funding to support people starting a business. Investment was made in the Norwich Enterprise Centre – a one-stop-centre for business advice.
In July 2008 Tribe was appointed to lead a 12 month integrated communications campaign to:
- Create a high level of awareness of the LEGI project
- Create and deliver a communication plan that supports LEGI in achieving its objectives of transforming the attitude to business in Norwich
The key aim was to create a debate and stir excitement around enterprise in Norwich, showing anyone can go for it by championing local entrepreneurs and to position Norwich as a great place to start up a business.
The brand ‘Go For It! Enterprising Norwich’ was created for Norwich’s LEGI programme to achieve stand out in media.
Demonstrate a culture of enterprise in the city and raise awareness of the support available for new business start ups.
Go For It! launched during National Enterprise Week (17-21 Nov ‘08), with an event at Norwich Enterprise Centre, inviting members of the public, local business owners and stakeholders.
The initial 12 month campaign rolls through to July 2009, but Tribe has just been awarded an extended 18 month contract to keep Go For It! going until 2011.
Norwich residents wanting to start a business are being targeted, but specifically those people living within the most deprived areas of the city.
The PR campaign kicked off with vox pops in the city centre, which highlighted that 98% of Norwich people surveyed dreamt of being their own boss but felt they couldn’t start up their own business because of not knowing where to start and a fear of failure.
To dispel the common fears amongst potential business owners, ‘real-life’ entrepreneurs were recruited to inspire others to follow in their footsteps, and to illustrate the support available in Norwich.
Their stories have been used in local media and as guest speakers at the launch event. 47 pieces of print, broadcast and online coverage were generated between May 2008 and July 2009 with a total circulation of 1,690,738
The ambassadors of the Go For It! campaign have appeared on a micro-site and bus shelter posters around the city. A Go For It! branded taxi roams Norwich, and a competition to find the best undiscovered entrepreneur rewarded the winner with £2,000 worth of business prizes. Go For It! is a sponsor of the Eastern Daily Press’ search for the ‘Future 50’ – which celebrates 50 up and coming entrepreneurs in East Anglia.
Go For It! will continue to show business is about real people while challenging the current stereotypes of entrepreneurs. It will illustrate that regardless of background, if a person has an enterprising spark and the right support – they can make their business a success.
Since the campaign began Norwich has seen increases in business start-up rates which are now above the national and regional average.
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