Work in Norwich
OOH | Print | Display | Native | Paid Social | Paid Search
To help grow the local economy by bringing in more business and talent into the city, Norwich BID were keen to convey Norwich as an attractive place to live and work to professionals, start-ups, entrepreneurs and existing SMBs outside of the city. We were asked to create a media campaign that would raise awareness of Norwich, highlighting the benefits of the city as a destination in which to live and work. There were six case studies that could be used to highlight different aspects of the city, from innovation to well-being, creativity to community.
We planned a digital-led integrated media campaign to create initial awareness, drive engagement and encourage people to find out more about living and working in Norwich. We also wanted to raise the perception of Norwich. Target audience segments were built to include job hunters and those who were looking for an improved work/life balance in Greater London and East of England, the primary target geos. We also included some brand uplift research to determine the audiences’ perceptions of Norwich split between those who were exposed or unexposed to the advertising. The campaign exceeded agreed benchmarks and importantly helped define which messaging resonated most to the target audiences, insight that could be utilised in subsequent activity.
People often talk about how the agency they commission is ‘an extension of their team’, and – with Fabbrica – I can genuinely say that this is the case. Working with Richard has transformed the way that we work: we’re an extremely small team working across tourism and inward investment objectives, and Fabbrica’s support has allowed us to understand our audiences better, plan our media more efficiently, and optimise our campaigns with real attention to detail.
The research that Fabbrica provide is unlike anything we’d been able to access regularly before, and the post-campaign reporting gives us the insights we critically need to measure and improve what we’re doing. Our Work in Norwich campaign was our biggest project with Fabbrica to date, and not only did it exceed all of our performance benchmarks, but it has gained industry recognition for best practice in the area of talent attraction and retention.
Isabel Blackman, Head of Marketing, Norwich Business Improvement District
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Native
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Paid Social