Campaign: Witajcie to the West Midlands!
Client: Regional Language Network, West Midlands
PR Team: Quest Public Relations
Timescale: February-April 2007
The Regional Language Network West Midlands (RLN WM) is part of a national support programme. It acts as an access point for businesses, language professionals and individuals seeking advice and information about language training.
To increase awareness of RLN WM among the region’s businesses and its ‘Business Language Champion’ scheme. To increase web and phone enquiries. To secure coverage in key media such as The Birmingham Post.
Strategy and plan
Quest planned a two-tier campaign involving case studies connected to the research and promoting the Business Language Champion scheme, which sends CEOs into schools.
The research identified Polish as the region’s most widely spoken language in the workplace after English so the story was released to coincide with National Mother Tongue Day on 21 February 2007.
In the second month Quest turned the spotlight on the Business Language Champion scheme, following the publication of Lord Dearing’s report that recommended all children should learn a language from the age of seven.
Throughout the campaign Quest kept the pressure on by releasing fresh statistics from the original research.
Measurement and evaluation
The campaign achieved 26 pieces of coverage – ten broadcast and 16 print. This included three radio interviews on the Lord Dearing report, six print articles on the Business Language Champion scheme and long pieces in The Birmingham Post and Birmingham Mail.
As a result of the campaign there was a 400 per cent increase in the number of businesses approaching RLN WM and three schools contacted RLN WM about its Business Language Champion scheme.
RLN WM’s website (www.rln-westmidlands.com) saw traffic soar by 30 per cent in March 2007 and regional development agency and RLN WM key funder Advantage West Midlands praised RLN WM for its research.