Case study

East of England Development Agency

Issue
Research commissioned by the East of England Development Agency (EEDA) found that the East of England was underperforming in IT adoption for businesses compared to other regions. EEDA recognised that improving the IT use by businesses could help improve the productivity of business and of the region as a whole. The takeITon programme funded by EEDA aims to increase awareness among SMEs of the benefits of IT, and to provide them with practical help. The campaign offers eligible businesses access to a grant funding programme and free specialist IT advice from Business Link.

Strategy
Communications Management devised an integrated marketing communications programme to help increase awareness of the benefits of IT for business. A number of tactics were employed to reach the target audiences, including a media relations campaign, the creation of a campaign website, an online video channel, a programme of workshops and the creation of marketing collateral for Business Link and EEDA to use to promote the programme.

Impact
Over 120 pieces of coverage in print, online and broadcast media have been achieved with 100 per cent positive coverage of the campaign. The takeITon website has received over 10,000 visits and 790 people were referred through to Business Link from the website. The grant funding programme has leveraged a total investment in IT in the region of over £2,500,000 over the lifetime of the scheme.