Campaign Breakdown - If We Can, You Can

Agency: Admiral PR Client: The Entrepreneurs' Forum (funded by One North East) Timescale: March 2008-March 2011 Budget: Undisclosed

 

The lowdown

If We Can, You Can aims to unlock the entrepreneurial potential among the general public in north east England. The campaign is built on the principles of peer-to-peer support, using personal stories to help inspire and nurture budding and existing entrepreneurs.

- Why is it happening now?

The Regional Economic Strategy 'Leading the Way' identified north east England's key challenge as growing the value of its economy to 90 per cent of the UK's average. To achieve this, the region needs 18,500-22,000 new VAT-registered businesses by 2016, while encouraging existing businesses to grow.

- Who is being targeted?

Entrepreneurs at all stages - people looking to take that first step towards turning an enterprising idea into reality; those who have already taken the plunge and launched a business; and established entrepreneurs looking to take their businesses to the next level.

- What activities are planned?

The campaign is now in its second year, and a regional search for the faces of north east entrepreneurship is under way. Media partnerships are being formed with press titles across the region. The campaign will continue to focus on driving members to the growing community at ifwecanyoucan.co.uk.

- What challenges does the campaign face?

Critical to the campaign's success was ensuring engagement and interaction. Although dealing with the subject of enterprise, the campaign unconventionally focused on the 'human' angle through communicating people's 'journeys' rather than their 'destination'.

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