Sunderland City Council
Just the Job is the ‘brand’ that links together a number of initiatives running across Sunderland as part of the City Council’s Working Neighbourhoods Programme, designed to tackle worklessness and boost enterprise in the city.
Objectives
The objectives of the campaign are: to establish a high profile for Just the Job among target audiences; to make working or starting a business more attractive; and to increase positive perceptions of Sunderland City Council by making clear that it is the driving force behind the Just the Job campaign.
Approach
Press Ahead has worked closely with Sunderland City Council to develop a series of case studies that demonstrate the positive benefits that Just the Job has delivered, in helping signpost people to support in starting up a business, or to offer practical support with finding a new job. Work is ongoing on the campaign. However, Press Ahead has developed a clear approach that we believe will deliver strong results. Targeting key Sunderland media outlets, Press Ahead will develop case studies, advice columns and key milestone pieces to deliver sustained coverage for the campaign.
Results
The campaign is ongoing.
†This page links to a PDF document. You will need the Adobe Reader plugin in order to view this. Download the latest version of Adobe Reader.
Press Ahead was appointed for a three month period to launch and promote Sunderland City Council’s ‘Shop Sunderland F1rst’ campaign, aimed at encouraging local residents to shop and enjoy leisure time the city centre.
Objectives
Press Ahead identified the key media for this campaign and developed a strategy that involved PR and advertising activities. Using a creative approach to PR that involved working closely with the news and features desk of the Sunderland Echo, Press Ahead developed creative ideas to promote the cities shops and restaurants. Press Ahead also highlighted events being organised linked to the Shop Sunderland F1rst campaign with PR and advertising.
Approach
As well as generating PR coverage around the launch of the campaign, as part of a media call, Press Ahead secured a number of Shop Sunderland First branded double page features with the local media, achieved coverage for a number of events linked to the campaign and co-ordinated advertising campaigns with Sun FM and Living magazine. Press Ahead also organised a shopping promotion with the Sunderland Echo.
Results
The campaign is ongoing.
†This page links to a PDF document. You will need the Adobe Reader plugin in order to view this. Download the latest version of Adobe Reader.
