Repositioning New Economy
New Economy is one of the six Association of Manchester Authorities (AGMA) commissions, which were established in 2009. New Economy’s purpose is to create economic growth and prosperity for the regions of Greater Manchester. They had recently rebranded but were experiencing significant challenges within their communications. With a highly complex offering, numerous stakeholders and partners, New Economy did not have a clear sense of purpose, message or communication platform.
Working with our partners Claire Helm Consulting we were asked to build upon the strong existing brand and communications plan starting with a repositioning exercise. We began by developing a new message that would easily and successfully communicate the value of New Economy, to all its stakeholders. Through a period of consultation and review, we also identified a target audience that includes public and private sector organisations, government and the general public. We then created a new simple strapline that clearly communicates New Economy’s position and value – ‘Growth and Prosperity for Manchester’ and 5 core pillars of communication so that New Economy could be easily communicated in person and through marketing channels.
Next we developed a new brochure, crafting the simple and compelling copy. The brochure was launched at the AGMA conference in August 2010. It was extremely important to New Economy that we delivered the most effective solutions, within the minimum budgets. We therefore worked within the current website to create a new simple navigation, developing a style guide so staff could write effective copy and finally creating new copy for the website for internal implementation.
“Claire and Laura quickly identified that we needed to re-position the organisation, creating a new clear, compelling message about what we do, whilst really understanding who our key audiences are. They began with a period of consultation across internal and external stakeholders. They then repositioned New Economy, creating a new strapline and a simple way of communicating what we do based on five pillars, communicating this to staff and stakeholders. The next project was the brochure. They successfully project managed and created excellent copy, completing the whole project within a tight deadline. We are delighted with the results and are now working on the website. I am happy to recommend Laura and Claire and am looking forward to working with them on future projects.”