Staffordshire County Council’s complete ‘Welcome to Staffordshire’ sponsorship package was booked by Staffordshire University on the very first day of its release.
Forty-one newly installed 2-metre signs now feature the name and logo of the University alongside the ‘Welcome to Staffordshire’ message and council branding.
CP Media were awarded the contract to partner with the council and market this new opportunity on their behalf, achieving immediate success on the scheme’s launch date. It generated considerable interest from some of Staffordshire’s leading organisations, but it was the University who were successful in securing the entire portfolio for the next 3 years.
Cristian Marcucci, Head of Communications at Staffordshire County Council made the following comments on the new scheme: -
“We didn’t have a sponsorship scheme in place previously and were keen to find out how we could be making more use of our assets.
We’ve worked closely together with our new partner, CP Media, to develop a scheme which would benefit both the Council and its residents by generating revenue to be used to maintain vital services and update some of the old civic boundary signage. The newly released ‘Welcome to Staffordshire’ sponsorship package created a hugely positive response and high levels of interest, and it was immediately reserved in its entirety by Staffordshire University.
We’re delighted that the University now has a presence across the county, and look forward to exploring further asset sponsorship with CP Media to provide more opportunities in the future.”
The boundary sign sponsorship initiative is a brand-new venture for the Council – it’s the first time that signs have been utilised for promotional advertising purposes. Sponsorship schemes which capitalise on available or unused council assets are a simple and efficient way for local authorities to increase their revenue generation capability, while also helping organisations and businesses to have an increased presence in the local area.
Staffordshire University’s Head of Communications, Julie Odams provided some insight into why it was the right choice for the University: -
“The opportunity to sponsor the “Welcome to Staffordshire” county road signs was too good for us to miss. We are very proud of our region, and the signs reinforce our attachment to Staffordshire and enhance our branding campaigns. Working with Staffordshire County Council and CP Media has been a very easy process and we are very happy with the quality and position of the signs which contribute to our overall brand promotion.”
The signs are found across all major arterial roads bordering Staffordshire and neighbouring counties. Each sign will be seen 500,000 times every month, which equates to 20 million monthly views for the entire welcome sign package (based on Department for Transport traffic figures).
CP Media work with councils and local authorities in over 100 cities and towns throughout the UK, ensuring that every asset is fulfilling its potential to create additional revenue. If your council is interested in a review of its assets, please get in touch with us on 01422 322255.