Quantum PR was commissioned by Maidstone Borough Council (MBC) to deliver a campaign to promote investment and economic development within the borough and to position MBC as an entrepreneurial council.
At an exciting time for Maidstone when key projects in the town were coming to fruition, the Council was keen to maximize exposure and promote the borough’s appeal to wider investors, developers and commercial agents. With its health-centric Innovation Centre starting construction, town centre development opportunities and the Maidstone East expansion with new Thameslink services, it was vital that the campaign reflected Maidstone’s status as the county town of Kent and hub of regeneration and economic development.
Maidstone is established as the ‘Business Capital of Kent’ and the council’s business accelerator scheme, the Business Terrace played a significant part in the campaign. Developed in 2015, ‘The Business Terrace’ is a first-of-its kind initiative, which provides affordable incubator office space to start-ups in the Borough. A key part of the scheme is the extensive free and unlimited support available from business advisors.
Award entries, case studies, media interviews and coverage and tenant videos which centered around highlighting the phenomenal success of the Business Terrace by using real-life stories formed part of the wider investment campaign.
A key part of the project’s success was ensuring council members were up to speed and on board with the initiatives. Two interactive workshops were held during the campaign for members to understand key messages and hear about future activities. Setting the scene was important so members could disseminate key messages when discussing Maidstone as a business destination.
A new Business Bulletin e-newsletter was researched, written and distributed each month to more than 2,300 recipients. The newsletter highlighted the latest business news from the borough, national economic development trends and shone a spotlight on local businesses. The e-newsletter gained fantastic feedback from businesses and councilors alike and Maidstone-based firms were encouraged to get in touch via the e-newsletter to share their success stories, ensuring companies in the town to promote their good news.
Quantum PR also delivered MBC’s first ever Business Forum event in December 2018. The event saw more than 100 members of the local business community attend to learn more about the Council’s plans to promote growth and regeneration in the borough. The breakfast event also featured inspirational speaker and futurist, Jamie Susskind who delivered a fascinating insight into what technology and AI bring to our economy and society. Interactive surveys and networking followed the main event, which proved to be so successful it is back by popular demand in 2019!
Over the course of the 15-month campaign several tangible results were recorded, including: · 23.4% increase of hits to the www.businessinmaidstone.co.uk website
- Over 60 cuttings in local, regional, broadcast and national titles including Kent Business, Insider South East, Local Government News, KMTV and Public Sector Building News.
- 17 local firms profiled in case studies and video testimonials via the website – https://www.businessinmaidstone.co.uk/why-maidstone/case-studies/
- Winning the Best Implementation award from the Institute of Economic Development – the UK’s leading independent professional body representing economic development and regeneration practitioner – for the strategy and execution of the Business Terrace.
John Foster, Head of Regeneration & Economic Development, said: “Quantum PR developed and delivered an exciting campaign on behalf of the council. The team were responsive, agile and perceptive to media opportunities and secured us invaluable coverage. Their organisational skills to deliver the Business Forum were indispensable and ensured we hosted a first-class event that the business community welcomed.
“The council has received hugely positive feedback regarding the campaign to showcase Maidstone as an attractive business destination. This would not have been achieved without Quantum PR’s commitment and diligence to position Maidstone as a thriving business community that is attractive to investors and developers.
“The Quantum team delivered a fantastic campaign which really helped put Maidstone on the map!”