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Moray Economic Partnership (MEP)

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Moray Economic Partnership (MEP) Year one (May 2017 to February 2018) MyMoray • Muckle Media created the brand MyMoray to promote Moray as a place to live, work and visit. • This captured the passion and spirit of individuals and organisations in Moray. • The idea was to find the doctors, nurses, teachers, business leaders, entrepreneurs, apprentices, public sector workers and ex-service personnel to tell their personal stories about Moray • To inspire residents of Moray to feel passion and pride in their home but also to inspire others and put Moray on the radar for business and leisure. MyMoray • A website and social media channels were developed under the brand MyMoray • www.mymoray.co.uk was designed to host a variety of content including media coverage, video, interviews with businesses, details of events etc • MyMoray would feature spotlights on different sectors e.g. food and drink, tourism with video and interview content promoting the successful sector to national and international audiences Engaging with stakeholders • Muckle Media undertook to engage widely with the business community via: • Regular events organised by Moray Chamber of Commerce • Muckle Media undertook to attend regular meetings with the programme managers, the PR team and the quarterly MEP board meetings Targets • Two stories for local media a month • Two stories for national media a quarter • Two stories a year for international media • Coverage in at least three business publications during the contract (two years) • Twenty articles in influential titles during the contract Target media publications (not limited to) • Scottish Business Insider, The Economist, Business Matters • Scottish: The Herald, The Scotsman, Press & Journal, The Times, BBC Radio Scotland Out of Doors, • National: Guardian, Sunday Times (travel supplement - UK wide) Global: The Economist, The New York Times, TIME Food & Drink: Scotsman Food and Drink, Foodies Magazine General interest (with an international and UK audience): Scottish Field, Scots magazine, Scotland magazine • Tourism (including outdoor activities): Wanderlust travel, Cycling UK, Country Lifestyle Scotland, Country Walking, Scotland Outdoors magazine, The Great Outdoors, Runner’s World (UK’s largest running magazine), Trout & Salmon (Britain’s biggest selling game- fishing magazine) • Other sector specific titles as the programme evolved to focus on different sectors e.g. manufacturing Moray Growth Deal • Upon appointment, Muckle Media was quickly informed that supporting the Moray Growth Deal was the top priority • This has therefore taken precedent over original planned activity and in budget terms has accounted for over 40% of fee Highlights of activity MyMoray • MyMoray brand was used to launch the public engagement programme for the Moray Growth Deal • The Scottish and UK governments required the bid for the Moray Growth Deal to demonstrate broad engagement with and support from the public. The results of this engagement would ultimately shape further development of the Deal • To demonstrate engagement and support for the Growth Deal at least 1,000 responses to a survey were required Moray Growth Deal An inclusive approach with multiple touchpoints was developed to reach the following audiences: • Young people (at school) • Young people in further education • Young people in employment • Young people currently unemployed • Parents of children aged 16-29 in Moray • Young families • The business community in Moray In addition to the website My Moray social media channels were created on Instagram, Facebook and Twitter Moray Growth Deal • The engagement programme was launched at a business breakfast meeting with leading Moray businesses at Moray College UHI. • Muckle Media recorded vox pops which were used along with scripted lines spoken by a cross section of the public (young, old and from different locations) to create a video with a clear call to action to take a survey hosted on the My Moray website. • Businesses were also encouraged to publicly pledge their support for the Moray Growth Deal on www.mymoray.co.uk by agreeing for their logo to appear and to sign up for updates. • The survey was created by Muckle Media and hosted on www.mymoray.co.uk. It aimed to find out what would motivate people to stay in Moray and to prioritise improvements to Moray e.g. job creation, leisure facilities, education, etc. Moray Growth Deal • The survey was promoted via the launch of the video on the My Moray website and all associated social media channels. Muckle Media used boosted posts on Facebook to encourage residents to take the survey. Traditional media relations were also used to drive people online to take the survey. • Key events were identified where the team could engage the public on the Growth Deal and give members of the public the opportunity to complete the survey either online or on paper at the event. These events included: • Keith Show • Speyfest • Elgin Food and Drink Festival • All day stand at Moray College UHI and briefings with project team Moray Growth Deal public engagement results • 1,200 responses to the online survey • 83% approval rating for the deal, with the top areas people wanted to see improvement listed as jobs, education, leisure/recreation and business growth. • More than 3,000 unique visitors to the My Moray website • My Moray Facebook, Instagram and Twitter following grew to more than 1,000 from zero. • More than 25 businesses pledged their support for the Growth Deal. • The ambitious plans for the Moray Growth Deal were featured in the following media outlets: • BBC Radio Scotland: Good Morning Scotland, interview with Chair of Moray Economic Partnership • STV News at 6 • MFR News • Press and Journal • Northern Scot • Forres Gazette • Banffshire Advertiser Website • Over 1,200 unique visits • Over 25 business pledges Scottish Care St Giles Shopping Centre NHS Grampian Social media #MyMoray Events Coverage highlights TV and radio coverage Moray Growth Deal cont’d • Muckle Media informed media and the public regarding the results of the public engagement and is now working on the messaging and communications strategy for the next phase of the campaign which will be the submission of the business cases for the projects Other activity highlights Moray Speyside Tourism: Moray as a great place to visit • Conference in November • Photo call for National 5 Travel & Tourism syllabus (for which ambassador videos were created earlier in the year) • Press announcement of Moray Speyside shortlisted in BBC Countryfile Magazine Awards 2018 as Holiday Destination of the Year – the only area in Scotland to be shortlisted: • radio interview BBC Radio Scotland Out of Doors • coverage in Scottish Field Moray Business Week: Moray as a great place to work Moray Business Week: Moray as a great place to work Moray Business Week –coverage highlights 12 Days of Moray Christmas: Moray as a great place to live • Video • Press release • Social media campaign https://vimeo.com/246799346 12 Days of Moray Christmas - video Between December 15th 2017 and January 25th 2018 The Twelve Days of Moray Christmas video was viewed a total of 3,475 times The 12 Days of Moray Christmas was also featured in: The 12 Days of Christmas Outtakes video was also viewed 569 times between 15th December 2017 and 25th January 2018 …A collective reach of 78,060 Doors Open Day: Moray as a great place to live and visit Business Loans Scotland: Moray as a great place to work ProBond Marine Ltd Business Loans Scotland cont’d Windswept and Wooha! Scotland’s most beautiful high street: Moray as a great place to live and visit Monthly columns for John Cowe Social media performance Social media performance • New channels under the MyMoray brand were created on Facebook, Instagram and Twitter in July. • The followers now stand at: • Facebook: 521 Likes • Twitter: 367 followers • Instagram: 476 followers • The existing MEP Facebook page has grown in followers from 296 to 529 Media performance Media performance (May 2017 to February 2018) Targets Results AVE • Two stories for local media a month 115 v 20 £205,956.75 • Two stories for national media a quarter • Two stories a year for international media 5 v 6 • Coverage in at least three business 2 v 3 publications during the contract (two years) • Twenty articles in influential titles during the 8 v 10 contract Focus for 2018 will be building the profile of Moray in more national, international and business titles Stakeholder engagement Stakeholder engagement • Muckle Media has attended all programme manager meetings and PR manager meetings as well as MEP Board meetings • Muckle Media has engaged extensively with the Moray Chamber of Commerce: • All planning meetings for Moray Business Week in addition to media and social media support • Pro bono support to facilitate a creativity workshop with members • Sponsorship of Chamber lunch in Moray Business Week • Support and attendance of Moray Chamber of Commerce annual dinner Priorities for March 2018 onwards Priorities for March 2018 onwards Moray Growth Deal: • Development of key messages and communication strategy for next phase of the Moray Growth Deal • Implementation of communication strategy for Moray Growth Deal: • Media briefings • Business events • Population of MyMoray channels International Women’s Day: • Highlighting ambition of Moray to be a place of diversity and encouraging celebration of successful women in Moray (social media campaign and by- line article in The Herald) Priorities for March 2018 onwards cont’d Working closely with MOD: • Maximising all opportunities from the developments at RAF Lossiemouth • Working with Jo Lenihan and all parties to develop long term communication strategy to promote Moray as a great place to live, work and raise children • Highlighting transferable skills of ex-service personnel Supporting the visitor economy: • Awareness campaign for Moray Speyside Tourism to change status to a Tourism BID Monthly columns for John Cowe Ongoing content development and publishing on mymoray.co.uk Ongoing social media activity Ongoing press office activity Ongoing activity • Monthly columns for John Cowe • Ongoing content development and publishing on mymoray.co.uk • Ongoing social media activity • Ongoing press office activity .
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