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West Midlands Growth Company

11:1

return on investment

418k

AVE

29 million

audience reach

The brief

The West Midlands Growth Company works on behalf of the West Midlands Combined Authority to ensure that the region makes its mark nationally and internationally – increasing jobs, business and productivity. We were tasked with promoting Birmingham’s unique draws and to encourage further inward investment.

The challenge

  • Engage and excite the media, stakeholders and the local community.
  • Manage relationships across a wide range of stakeholders.  
  • Ensure an even spread of support across the B2B, B2C and corporate landscapes, including its Visit Birmingham, Meet Birmingham and Business Birmingham brands.

The story

  • Established relationships with national and trade media on behalf of the organisation.
  • Implemented a comprehensive stakeholder and investment engagement programme, including newsletters, case studies, social media and events.
  • Launched international campaign #MoreBirmingham to coincide with a range of launches and reopenings, including the renovated New Street Station and the £50m refurbished Mailbox.
  • Delivered a data-driven media relations campaign, backed up by tourism figures, hotel occupancy and foreign investment data.
  • Set up and ran a 24/7 press office.

The results  

  • Ensured 11:1 return on investment, with 130 pieces of media coverage in ten months.
  • Achieved an Advertising Equivalent Value of £418,000 on a £35,000 investment in the campaign.
  • A reach of 29 million reach.
  • Engagement with 200 stakeholders.

I can’t speak highly enough of Story Comms, they have always delivered a high standard of strategic media relations and creative capability for the West Midlands Growth Company. Story Comms are always ready to help, even in very tight timescales, to provide great media coverage and online engagement. It’s a pleasure to recommend Story Comms as an agency that has helped craft innovative and successful campaigns on behalf of the West Midlands Growth Company.

Ann Gill
Communications Manager, West Midlands Growth Company

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