Client Case Study: Growth Works
Turning a Failing Programme into a High-Impact Business Growth Service
Overview
Growth Works was a £25 million publicly-funded, commercially-delivered business growth service operating in Cambridgeshire and Peterborough from 2021–2023. Its mission was to support high-growth potential start-ups and innovative businesses to scale, create new jobs, and attract inward investment to the region.
In its final year, I was brought in to refine the branding, marketing, and optimisation, transforming Growth Works from a cold-calling brand into a thriving network of entrepreneurs and businesses. Through a focused, strategic approach, we reversed declining engagement and helped the programme exceed its core targets.
The Challenge
Despite its ambitious vision, Growth Works faced multiple challenges:
Low engagement from the business community
A lack of cohesive brand identity and clear messaging
Underperformance in early years against key targets
A need to reposition as a credible, accessible service for entrepreneurs and innovators
The goal was to rebuild trust, visibility, and performance in the final delivery year — a critical period to demonstrate value and meet contractual targets.
Our Approach
We acted as the external Brand & Marketing Lead, repositioning Growth Works with a modernised identity, streamlined messaging, and a joined-up communications strategy.
🔹 Brand Refinement & Messaging
Reworked brand assets and visual consistency
Shifted tone from transactional to relationship-focused
Highlighted success stories and human impact to inspire engagement
🔹 Marketing Optimisation
Developed targeted campaigns to reach high-potential businesses
Streamlined communications across channels to reinforce credibility
Produced content that reflected real-world business impact and opportunities
🔹 Network & Community Building
Shifted focus from isolated outreach to fostering an entrepreneur network
Encouraged peer-to-peer connections through events, online content, and referrals
Integrated marketing with service delivery to ensure consistent follow-up
🔹 Operational Improvements
Aligned marketing timelines with service delivery cycles for maximum conversion
Enhanced clarity of the offer, reducing confusion and increasing sign-ups
Supported internal teams with tools and templates for consistent brand use
The Results
✅ 116% of job creation target achieved — 6,376 jobs delivered vs. 5,486 planned
✅ Performance “significantly ramped up towards the end of the final year” as noted in the official evaluation report
✅ £507m NPV GVA impact projected over three years — a return of £24.40 for every £1 invested
✅ Increased business engagement through improved messaging and network-building
✅ Delivered a strong final-year performance that over-delivered against expectations
The Impact
Growth Works began as a fragmented, underperforming programme. By the end of my involvement, it had become a recognised, trusted, and well-connected growth service for the region. The turnaround in its final year not only met but exceeded key targets, demonstrating the power of strategic brand and marketing intervention — and leaving a lasting legacy for future business support in the Cambridgeshire and Peterborough area.
