Outreach for a regional grant programme.

Client: BIPC Cambridgeshire & Peterborough

Brand, Campaigns, Digital, Engagement, Local government, Strategy

The challenge

BIPC needed to attract more entrepreneurs than ever to apply for its Jumpstart awards programme — a grants and support initiative launched in 2021, with up to £75,000 available across 24 grants in the 2023/24 round. The pressure was on to raise awareness, motivate high-quality applications, and expand geographic reach across Cambridgeshire and Peterborough. Keystone was invited back to amplify the campaign after previous success in brand development, launch campaign and engagement success when the grant was first launched in 2021.

Our approach

A scoping workshop was our starting point, to review past grant outreach performance, set clear campaign goals (to build momentum, reach new audiences, widen reach, clarify eligibility, and simplify entry), and shape the narrative. We developed the Jumpstart brand identity and core messaging, supported with branded visuals and videos for multi-channel execution. Tactics included PR and targeted social media updates, a stakeholder toolkit, prospect nurturing via tailored touchpoints, winner showcase content, and messaging for judges and mentors to share within their networks.

Impact

The campaign achieved measurable success:

• PR coverage in multiple local newspapers
• 20% uptick in Facebook followers; 9% rise on LinkedIn
• Nearly 400% increase in impressions across both platforms
• Engagement rates over 8% on LinkedIn; ~300% uplift in click-through on Facebook
• In January 2024, 30 businesses selected for a live “Dragon’s Den” style pitch session, followed by a March celebration announcing 22 winners awarded from the £75k prize fund.