Background

Redcar Council’s Enterprise Team appointed Cool Blue to develop a campaign to promote its Enterprise activities.

The Enterprise Team wanted to encourage the residents of Redcar and Cleveland to consider self employment, enterprise and entrepreneurship with the aim of leading to more people making the first steps to starting their own business.

Strategy

Our strategy included developing:

A distinctive campaign identity which used ‘real people’ who had already benefited from the Enterprise Team’s help with which to badge all campaign materials

An integrated delivery strategy and materials which included press and outdoor advertising, a full media campaign including radio, engagement events, a campaign website and social media profile

Results

During the first phase of activity the campaign generated a consistently high return on investment of at least 16:1.

The campaign created 1,905,675 opportunities to see or hear Enterprise campaign messages and generated more than 200 requests for further information from the radio advertising alone.

Feedback from key stakeholder groups including Council members and existing Enterprise Team users was excellent and existing businesses that were featured as part of our campaign reported an upswing in business.