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.