Public Sector: Campaign Breakdown - Enterprising Norwich

Agency: Tribe
Client: Norwich City Council's Local Enterprise Growth Initiative (LEGI)
Timescale: July 2008-July 2009
Budget: £38,550 fees to end of July

The lowdown

The 'Go For It! Enterprising Norwich' brand was created for Norwich's LEGI programme to achieve stand-out in media. The aim was to stir excitement around enterprise to position the city as a great place to start up a business.

- Why is it happening now?

In 2007, Norwich's LEGI 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.

- Who is being targeted?

Norwich residents wanting to start a business, but specifically those living within the city's most deprived areas.

- What has already taken place?

The PR campaign kicked off with vox-pops in the city centre, which highlighted the fact that 98 per cent of Norwich residents dreamed of being their own boss but feared starting their own business. Real-life entrepreneurs were recruited to inspire others. A competition to find the best undiscovered entrepreneur has just closed.

- What else is being planned?

Tribe will follow the competition winner as they embark on their new business, to explore the challenges faced in the current economic climate.

- What challenges did the campaign face?

The recession is a daunting time for anyone starting a business, but it also creates opportunities. The campaign has also had to cut through the vast information already out there for business start-ups.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.