Public Sector: Campaign breakdown - Centre for Process Innovation

Agency: Admiral PR and Marketing
Client: The Centre for Process Innovation (CPI)
Timescale: April 2008-present
Budget: Undisclosed

- The Lowdown

CPI has hired Admiral to position it as a driver of world-class technology for the UK processing sector. The communications strategy will raise the profile of the centre among international industry and regional policymakers. CPI is funded by One North East, the regional development agency in north east England.

- Who is being targeted?

Admiral will look to increase CPI's corporate profile across the public and private sectors, including potential industrial clients in vertical markets, plus stakeholders, influencers and investment audiences.

- Strategy and tactics

Admiral has set up media relations opportunities for CPI projects such as the launch of the Printable Electronics Technology Centre and the rapidly growing National Industrial Biotechnology Facility. The aim is to establish the CPI as a thought leader.

- Media coverage

Admiral has generated coverage in online and offline trade media, as well as more mainstream national and regional press. Coverage includes news and opinion pieces in the Financial Times, The Economist and New Scientist; and features across priority chemical processing, engineering and technology trade press.

- What happens next?

Admiral is working with CPI to review its comms strategy in a changing political climate. Soft lobbying around critical government policies such as the low-carbon agenda is a central part of the strategy, as well as maintaining a commercial presence in key industrial markets through targeted media relations.

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