Gateshead Council
A Transformative Partnership
When Gateshead Council identified challenges in effectively communicating its mission and work, Mediaworks emerged as a pivotal partner in driving positive change. From designing a strategic communications framework to crafting a compelling regeneration narrative, Mediaworks has helped Gateshead Council transform its messaging, build trust, and position itself for future growth.
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Laying the Groundwork, A Unified Communications Framework.
Facing internal pressures and external criticism, Gateshead Council’s 23-strong Communications Team needed a solution to unify their approach to messaging. Staff expressed frustration about time constraints, limited resources, and a public perception skewed towards negativity. Despite these challenges, the Council recognised the opportunity to reframe its communications strategy, leveraging past successes like the honest and impactful Foster Carer campaign.
The Mission
Mediaworks was tasked with delivering a communications framework that:
Positioned Gateshead Council at the heart of its communities and stakeholders.
Reignited the THRIVE campaign as a vehicle for delivery across Thriving People, Thriving Places, and Thriving Business.
Reasserted a positive narrative around council activities, both internally and externally.
The Approach
Mediaworks adopted a collaborative process to develop a flexible, repeatable framework centred on increasing positive conversations, understanding, and engagement. Key features included:
Priority Audiences and Channels: Identifying target groups and selecting the most effective communication channels.
Strategic Campaign Evaluation: Ensuring all projects aligned with core THRIVE themes, empowering staff to question the value of campaigns that did not.
Enhanced Reporting Culture: Introducing regular, structured reporting to benchmark performance, track progress, and drive continuous improvement.
The Impact
The communications framework empowered the team to deliver more strategic and consistent campaigns. It provided clarity on purpose, improved internal workflows, and laid the groundwork for more focused, impactful messaging. A standout result was the framework’s success in fostering trust and confidence in council communications, both internally and externally.
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Building on Success, the Gateshead Regeneration Narrative.
With the communications framework in place, Gateshead Council enlisted Mediaworks for a new challenge: creating a regeneration narrative to drive investment, growth, and community engagement. Gateshead faced significant obstacles, including population decline, economic inequalities, and a lack of private sector investment. However, its unique opportunities, such as the Metrocentre, riverside developments, and cultural assets, presented a compelling case for change.
The Mission
To develop a place narrative that:
Highlighted Gateshead’s strengths and vision.
Addressed challenges while presenting opportunities.
Acted as the foundation for marketing and communications activities to attract investors and economic partners.
The Approach
Mediaworks conducted stakeholder interviews, analysed data, and leveraged insights to create a narrative that answered key questions like “Why Gateshead? Why now?” The result was a bold, forward-thinking story of Gateshead as a place of growth, innovation, and community. To bring this narrative to life, Mediaworks delivered:
A 100-word summary encapsulating Gateshead’s vision.
A rich media presentation for diverse audiences.
A suite of photography and design assets to support ongoing promotional efforts.
The Impact
The narrative became a cornerstone of Gateshead’s regeneration strategy, enabling the council to communicate its ambitions with clarity and confidence. It provided a consistent message for engaging investors and showcased Gateshead as a dynamic and opportunity-rich location.
Conclusion
Through these two projects, Mediaworks has demonstrated its ability to deliver transformative solutions tailored to Gateshead Council’s needs.
The communications framework addressed immediate challenges, while the regeneration narrative positioned the council for long-term success. Together, these initiatives have redefined how Gateshead Council communicates, engages, and grows—a testament to the power of strategic collaboration.
