Northamptonshire Enterprise Partnership

Northamptonshire Enterprise Partnership was launched in May 2011 to develop the Northamptonshire economy for the benefit of the county’s communities, businesses and visitors.

Brief to CubanEight

CubanEight has worked with NEP for five years, during which time, the organisation has changed and adapted as central Government policy regarding the economic regeneration of the UK regions has evolved.

CubanEight was briefed to establish a comprehensive communications strategy, taking into account all the organisation’s partners and stakeholders. Northamptonshire has particular strength in growth sectors such as high performance technology, logistics, food & drink and culture & media. The PR programme needed to work to promote the county and its businesses across all relevant media, from nationals to TV, relevant trade sector press, general business, TV, radio and the all important local media.

Tactics / activity

CubanEight has forged strong relationships with local and national media outlets to establish the organisation, its senior team and local partners as experts on economic development issues and related topics. Relationships with the local weekly press and BBC Radio are highly valued, as well as successes achieved in The FT, Daily Telegraph and BBC Look East. Regular and consistent media coverage across national, trade and local press for NEP and the companies it has assisted, demonstrates tangible results ‘on the ground’. Positive coverage continues to raise the profile of NEP, showcasing examples of successful work to a range of high-level stakeholders and influencers, as well as local Northamptonshire businesses and people.

A weekly programme of positive stories in local and trade press underpin high profile initiatives such as a London Investment event, the launch of NEP’s Strategic Economic Plan, the launch of a widespread marketing campaign – Love Northamptonshire, Bright Futures and key events such as Engineering Week, National Apprenticeship Week, plus foreign business delegations and ministerial visits.

A ‘virtual PR group’ offers regular PR opportunities to businesses in the county, issuing journalist requests for comment on a range of business topics in relevant national, broadcast and trade media.

Campaign outcomes

In the past year alone, the campaign has secured 222 positive pieces for NEP, including 30 radio interviews, 9 TV pieces and 28 business features in trade and national press titles. Every week, positive local and business press coverage showcases collaborative working relationships with businesses in Northamptonshire and the campaign as a whole continues to demonstrate tangible and positive results, as NEP continues to drive economic growth in the county.