Campaign breakdown - TakeITon

Agency: Communications Management
Client: The East of England Development Agency (EEDA)
Timescale: April 2008-March 2009
Budget: Not disclosed

The lowdown

EEDA is helping small to medium enterprises (SME) in the East of England fight the recession by using IT to win more business and cut costs.

- Why is the campaign happening now?

SMEs are key to the economic health of the region, and have been identified as incredibly vulnerable. It is EEDA's job to provide direct practical guidance to survive.

- Who is being targeted?

Entrepreneurs, managers and owners of small and medium-sized businesses.

- What has EEDA done?

A regional PR campaign has helped drive 753 businesses to seek an IT health check from Business Link and 150 businesses have attended 'Fight The Credit Crunch' workshops.

- What happens next?

EEDA, supported by Communications Management, will be holding touring workshops to target another 300 businesses.

- Is anything else on the agenda?

EEDA is launching takeITon.tv, an online series of short masterclasses hosted on YouTube and the takeITon.org.uk campaign site. There will also be a virtual IT agony aunt. A media relations campaign will complement the activity.

- What are the challenges of this campaign?

The campaign needs to work on a number of levels to offer material benefits to a large number of diverse businesses in the East of England. EEDA and Communications Management aim to handle this by considering how to capture people's imagination around IT, an issue that many businesses find uninspiring.

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