Enterprise West Yorkshire
Strategy and Multi-channel Campaign
Enterprise West Yorkshire came about as a result of the pandemic and was one of West Yorkshire Combined Authority (WYCA)’s solutions for covid recovery and the need to support the most disadvantaged communities with career and business support. It offered a programme of fully funded support for people wanting to start their own business in West Yorkshire.
With multiple workstreams, audiences and suppliers contracted to deliver the work and the absence of a unified campaign look and feel or tone of voice, marketing comms had adopted delivery partner branding rather than having a distinct identity of their own. This had resulted in a fragmented and confusing customer journey with exposure to multiple brands and delivery partners and an absence of context to link them.
Ewe were appointed to work with WYCA to develop a marketing and engagement strategy for the Enterprise West Yorkshire programme. Help was needed to position the different elements into a coherent package with a messaging framework and look and feel that was recognisable across the programme.
The Solution
We simplified and re-mapped the customer journey, developing it from the customer’s, rather than WYCA’s, perspective. We then created three audience personas – young people, Mums and Career changers - and developed a strong brand identity and campaign concept to target these audiences in underrepresented communities across the region.
We recorded video and photographic content, to represent each of our personas, using real people who had taken part in the programme and gone on to start a successful business after it. This formed the basis of our aspirational campaign concept - real, relatable stories to convince the people of West Yorkshire that they too could ‘Be the Boss’!
This was then delivered across an integrated multi-channel marketing campaign spanning both on and offline media across West Yorkshire.
191%
increase on registrations
The Results
The campaign delivered a 191% increase on registrations when compared to the same period the previous year. We are now developing the campaign further using new case study content to further amplify what we now know is a hugely effective engagement strategy.
