Melton Mowbray is world famous for its Stilton cheese and pork pies, and food remains a linchpin of the local economy from agriculture to cat cuisine. Known as the Rural Capital of Food, it is one of the first Food Enterprise Zones in the country. But that is not the whole story.
Melton Borough Council commissioned Hopwood PR and Communications to develop marketing materials and a communications campaign with two distinct audiences – potential inward investors who might be persuaded to move their businesses or set up new operations in the borough and existing businesses in the area including local people considering starting a business.
The result was a set of marketing materials, carefully assembled to each distinct target group.
For inward investors, the focus was on demonstrating the borough’s attractiveness as a business location, not just for food-based businesses but also for those in sectors where there is already a healthy presence. Those included Distribution and Logistics, Creative and Knowledge-Based Services, Leisure and Tourism, Financial and Businesses Services and Engineering Technologies.
Exceptionally low operating costs per head, a central location and the presence of big employers such as Mars UK also helped to make the case for investing in Melton.
Meanwhile, the materials focused on existing SME and start-up businesses encouraged readers by setting out the opportunities and support like this: “Today is the day – With a growing number of businesses and high levels of self-employment, Melton is full of entrepreneurial spirit. With a local authority that’s pro-growth and pro-business, our area is all set for an increasing number of start-ups and thriving small businesses.”
The documents pointed businesses to help available such as training, grants and help with finding property by including an extensive directory of business support.
The marketing materials were distributed via high profile business events. Hopwood also devised a campaign called ‘Good Food for Business’ around the idea of reviewing a group of business volunteers’ diaries. Content for the media and social channels was created around the campaign to drive traffic to a dedicated landing page. Here, dietary advice for business people was available along with the inward investment and business guides, all of which could be downloaded for free in return for capturing their contact information.
This would allow us to monitor the number of downloads and distribute targeted follow up e marketing to key individuals.
Following the success of the original marketing materials, Melton Borough Council has now commissioned us to provide and additional piece of work to sit withing the suite of Marketing Collateral, this time focusing on the areas Food Enterprise Zone, one of the first in the country.