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‘Greater
Manchester United’ for Manchester Enterprises
Silver Award winner, Public Sector category, NW
IPR Pride Awards 2005 |
BACKGROUND:
Manchester Enterprises (ME) is the economic development
agency for Greater Manchester. It had never undertaken
any public relations activity, and the media were not
aware of the organisation or its remit to deliver economic
growth in Greater Manchester. Low awareness among key
audiences; government departments, government agencies,
regional partners and stakeholders, skills and training
providers.
OBJECTIVE:
To find an appropriate PR opportunity to create awareness
of ME and to communicate its work to influential target
media. This required separate strategic approaches;
credible positioning for the nationals, and a more creative
campaign for the regional media.
PLANNING AND RESEARCH:
The publication of ME’s 10 year economic strategy
in January 2005 was the springboard to raise its profile.
The Greater Manchester Economic Development Plan (EDP)
was a major GM-wide strategic initiative that involved
all ten local authorities joining together to support
it.
For national media the EDP and
Manchester Enterprises were presented as a straight
economic news story. For local media in the ten local
authority areas of Greater Manchester we required a
creative approach that would grab the attention of editors.
The agency developed the campaign
idea of ‘Greater Manchester United!’ and
commissioned a bespoke 12ft jigsaw of Greater Manchester
– with removable pieces in the shape of each local
authority area.
IMPLEMENTATION:
The national media campaign highlighted EDP’s
projections including statistics about job creation,
productivity, infrastructure and closing the skills
gap.
It positioned ME’s Daniel
Dobson-Mouawad as an ‘expert voice’ and
the man tasked with the delivery of the EDP.
The regional campaign visited all
of Greater Manchester’s boroughs where Daniel
met with senior members from all ten local authorities.
At each Town Hall Daniel presented them with their piece
of the jigsaw and they were asked to formally sign it
as a symbol of them backing the EDP.
Each ‘signing up’ ceremony
was photographed and the images released to local press
with bespoke tailored releases using headline e.g. “Stockport
Signs Up for its Piece of the Action!” etc.
RESULTS:
- The national positioning campaign delivered agenda-setting
coverage in publications including The Financial Times,
New Start, Regeneration & Renewal, Local Government
Chronicle and Property Week.
- The regional campaign delivered coverage in nine out
of the ten targeted local weekly papers plus coverage
on BBC North West Tonight, ITV Granada, BBC GMR radio,
Tower FM and North West Business Insider. Key positive
messages about Greater Manchester’s economic plans
included.
Total Coverage AVE: £178,207
- Opportunities To See: 4,650,897
OBJECTIVE ACHIEVED:
The Manchester Enterprises name and remit was covered
extensively. ME is now contacted by national and regional
media for ‘expert comment’ on a variety
of economic issues. Manchester Enterprises is now regarded
by national and regional media as an influential, newsworthy
and credible organisation. ME’s key audiences
are now greatly more informed about its activities,
which are viewed with enhanced profile and authority.
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