The Enterprise Initiative: Narrowing the Focus of Communication to Increase Cost Effectiveness

Aim to create awareness of types of DTI service available to firms and brand the initiative, targeting small/medium independent businesses. Initially needed to encourage brochure application, increase awareness of subsidised rates for independent consultants and reduce the need for future advertising by increasing awareness so further recruitment would come via word of mouth. TV supported by press received a high level or response, second phase, added radio and shifted to businesses receiving consultancy services. Brochure applications fall steeply during break between the two phases, so campaign made more continuous. Responses showed awareness of service and its value, increase of likelihood of future use