Public Sector: Campaign breakdown - South Tyneside

Agency: Gardiner Richardson
Client: South Tyneside Council
Timescale: September 2008 onwards
Budget: Undisclosed

- The lowdown

A community engagement campaign was launched in September to stimulate business ideas and improve the entrepreneurial spirit of the area. A number of projects were introduced under the 'South Tyneside Means Business' banner. A key aim is to raise awareness of opportunities and motivate the community.

- Why is this campaign happening now?

South Tyneside Council won £16.2m of Local Enterprise Growth Initiative funding in 2005 to improve business start-up and growth rates in the borough.

- Who is being targeted?

Residents in South Tyneside aged 16 to 65 years.

- What are the plans?

A number of inspirational case studies and targeted events. The community campaign is designed to maintain and build on current momentum in an increasingly challenging economic climate. This campaign complements existing PR activity by Gardiner Richardson.

- Is it an integrated campaign?

Yes. PR activity is being supported by a marketing campaign, which includes a series of targeted posters across the community at locations including doctors' surgeries, cafes and retail outlets, as well as newspaper inserts, branded beer mats and sandwich bags distributed across the borough.

- Are there any potential pitfalls?

The increased numbers of start-up businesses in the area to date is testament to the fact that South Tyneside is a place where local people have viable business ideas. However, the current economic climate is difficult for local business and entrepreneurs.

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