The aim is to project the London Borough of Havering as a progressive area with developing companies across a wide variety of business sectors and to encourage new companies to relocate into the area.
The Havering Business Awards are open to small, medium and large companies, who have the dedication, hard work and commitment, which make their companies a success. Start up businesses and social enterprises are also encouraged to participate. The awards were targeted with bringing together 400 local business people.
- To create and develop a self-funding Business Awards programme for the London Borough of Havering which would encourage local businesses to celebrate their successes and recognise best practice.
- To culminate the awards programme with a black tie gala dinner and awards ceremony for local business people.
The credibility of this project would rely heavily on the council’s endorsement and also that of its inaugural year’s sponsors.
As a self-funding project with no Media Sponsor, to fully meet the brief the team had to carefully work through a branding, sponsorship and PR plan, to include:
- Writing the branding brief to incorporate the Council’s logo and therefore ensure that the two logos could sit side-by-side or independently depending on the award programmes success.
- Identifying the eight categories for entry.
- Launching the Awards programme to the local business community and potential sponsors by way of a Champagne reception.
- Formulating the programmes budget to determine the sponsorship levels and associated costs.
- Creating sponsor contracts and clear lines of regular communication and involvement.
- Writing and executing the Communications plan and negotiating advertising rates for print and radio media.
- Following the success of the inaugural awards programme in 2005, the evening format was retained.
- New areas were introduced with regards to the Awards programme as follows:
- 12 categories (previously eight)
Bronze, Silver and Gold sponsorship packages for category sponsors – highlighting their potential return on investment.
- Introduction of the Havering Business of the Year award and sponsor.
- Introduction of online entries to acknowledge technology and improve the programmes carbon footprint.
As the awards are self-funding we have to be creative in order to achieve the greatest impact.
- Sponsor Toolkit
Creating all the tools needed by a sponsor to promote the awards through direct mail, e-shot, website feature, including:
- Ambience Advertising (JC Decaux) – 110 locations throughout the borough, three 2 week campaigns – as far as we are aware this is the only business event promoted through this media.
- Link FM – the business and community radio station in the borough started broadcasting in April 2007, we negotiated a weekly 45 minute Friday drive-time slot to promote the awards. We scheduled category sponsors with the previous year’s winner to take part in a live, on-air informal chat about why they were involved in the awards and how it had benefited their business. This generated 12 entry pack requests, which resulted in 5 entries.
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