Enterprising idea for Gardiner Richardson
North East-based integrated agency Gardiner Richardson has launched the second phase of a rolled out national initiative to create a brand new generation of entrepreneurs.
South Tyneside Means Business was created after ten projects across the UK received Local Enterprise Growth Initiative (LEGI) funding in 2007 to boost the economic potential and employment opportunities of the most deprived local areas in the country.
South Tyneside received £16.2m and Gardiner Richardson has created phase two of the integrated marketing campaign to target people across the Borough.
Dom Aldred, director at Gardiner Richardson, said: "We placed a strong focus on creativity with the campaign theme, using TV, radio, outdoor and press advertising, visual PR and media relations, a website and DVDs as platforms for reaching our target audience and raising awareness. This first phase, 'Wherever you find your idea' (looking theme) was launched in summer 2007 delivered significant results.
"Following its completion in June 2008, the impact of phase one was assessed and between 70 and 95 per cent of feedback showed the public knew about South Tyneside Means Business - and what it offered. Over 3000 people so far have contacted South Tyneside Means Business with enquiries about starting a business in South Tyneside."
Phase two 'When you find your business' (finding theme) will build on the successful work of phase one and focus on direct action, targeting those who have considered starting their own business and encouraging them to take the next step.
Dom Aldred continued: "Gardiner Richardson has market tested phase two and found a high level of understanding of the next campaign concept, which again uses recognisable local photography from around the Borough to encourage local people to engage.
"This is a perfect project to demonstrate how we put into practice our integrated services for our clients, drawing on the full range of our marketing, PR and design skills. We hope that phase two of the campaign proves equally, if not more, successful than the first."
Phase two will be further supported in September 2008 by press ads and bus stop posters for 'Found your idea', which will use successful business case studies in the area.
John Scott, programme director at South Tyneside Means Business, said: "The future is bright for South Tyneside. We have a fantastic location and 'can do' attitude, creating new opportunities and leading the way when it comes to enterprise.
"It's been exciting to see the excellent results of our campaign, which reflects on the creative input by Gardiner Richardson. We now have some really strong examples of South Tyneside Means Business success and this campaign is something that both South Tyneside and Gardiner Richardson can be proud of."