To make new and existing businesses enthusiastic to relocate to East Cambridgeshire.
The challenge was to deliver a campaign that would encourage the creation of new business and job opportunities within East Cambridgeshire. The campaign would need to showcase the district as a first-choice location choice for businesses.
Our approach was to build on the initiatives already underway that would create a suite of promotional materials to support the umbrella of marketing strategy for the area.
Research emphasised the need for the promotional material targeted to a business audience to highlight the hidden business and lifestyle gems available in East Cambridgeshire. Therefore the proposed branding and design treatment had to recognise the business needs and messages that would trigger the interest of individuals charged with sourcing a suitable location to support the growth of their company.
Key to the relevance and effectiveness of the strategy was the need to use the proposed marketing deliverables to communicate with new and existing businesses in the surrounding areas and to make the information readily accessible.
As a result of the negative conceptions surrounding East Cambridgeshire, we recommended that we highlight all of the positives of the area, of which there are many. One of the ways we did this was by developing a full library of high quality images to be used throughout the project and made available to others.
To ensure the message was relevant, the name had to resonate with the target audience. ‘360 degrees east cambridgeshire’ was chosen as the brand for the campaign. This provided a strong and flexible graphic with a subliminal message, which describes the business opportunities as well as the geographical nature of the area.
Our proposed promotional material developed key messages for each of the target business audiences, underpinned by the already established East Cambridgeshire District Council branding and strapline. The suite of marketing information included reskinning of the existing website, an interactive brochure, email campaigns and PDFs, which were sent to the key audiences identified in the early stages of the project.
Since the rebrand and implementation of key messaging appropriate to the desired target audiences, the website has generated 100 leads per year for the business development team, with six companies signing up to new commercial property, despite tough economic conditions.
The 360 degree customer service approach has been well received by all staff. The approach has also been taken on by ECDC business centre staff who now regularly take a 360 degree view and link up their enquiries with the wider business development support. Time has been saved through increased efficiencies in handling initial enquiries through the website.
The 360 degree service approach has now been rolled out further, as the business development team have sought to build up the portfolio of offers with information and new links with apprenticeship services, the manufacturing advisory service, Ely Business Hub mentoring and FE/HE colleges.
The strong leads generated are followed up by local agents and at this stage final conversion into business relocation is made. The early communications via the website and generation of leads is critical to this success through the lowering of barriers to business.
To learn more about this case study why not talk to Debbie Harvey directly on 07808 795432 or email firstname.lastname@example.org