Sunderland City Council
Just the Job was the brand that linked 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 were: 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 was the driving force behind the Just the Job campaign.
Approach
Press Ahead worked closely with Sunderland City Council to develop a series of case studies studies and news stories that demonstrated the positive benefits that Just the Job delivered, in helping signpost people to support to get their business off the ground, or to offer practical support with finding a new job. Press Ahead developed a clear approach that delivered strong results.
Results
The campaign delivered a significant return on investment, generating in excess of £100,000 worth of coverage, and delivered a combined audience of more than one million people.
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Press Ahead was appointed to manage the public relations to support the launch of the Sunderland Economic Masterplan, a strategy that lays out the ways in which the city will develop and grow over the next 15 years.
Objectives
Press Ahead was asked to deliver PR support to raise awareness of the launch of the masterplan among the Sunderland and wider North East public. A secondary objective was to target relevant trade and specialist titles with stories about specific aims of the masterplan, including plans to develop key industries like automotive and software.
Approach
Press Ahead developed a general launch release, as well as sector specific press releases that were used to target mainstream and specialist titles, announcing the launch of the city's masterplan. The media was invited to the launch event, held at the Stadium of Light, as well as sector-specific events held at venues London.
Results
The Sunderland Economic Masterplan launch event was attended by journalists representing The Sunderland Echo, The Journal, ITV Tyne Tees, Metro Radio, Real Radio, BBC Radio Newcastle and Sun FM. As well as generating significant PR coverage in The Sunderland Echo, there was prominent coverage in the Journal, Northern Echo, Shields Gazette, Northern Housing and Local Government Executive among others. The value of the coverage placed exceeded £30,000 and reached well over a million people.
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