MAXIMUM IMPACT

The corporate citizenship scheme for Leicester and Leicestershire

As Leicester continues its transformation through one of the largest regeneration programmes in the country, a number of parallel activities are taking place to ensure that the city and county capitalise on these physical changes and deliver a positive and lasting shift in the image of the destination.

Aimed at those already with a vested interest in the area, Maximum Impact is a corporate citizenship scheme in which Leicester Shire Promotions calls on leading companies and institutions to make a significant commitment and actively back work being carried out in driving the image of the city and county forwards.

Success will be measured the coming years when locally and globally, Leicester and Leicestershire will be firmly established as a destination of choice in the minds of key audiences - investors, visitors, students and the people and businesses that make up this vibrant destination.

Major organisations already signed up to support the scheme include Alliance & Leicester, Andrew Granger & Co, Clegg Group, Cooper Parry, De Montfort University, East Midlands Airport, Institute of Directors, Next, Samworth Brothers and Sturgess Motor Group.

Latest news

• INSTITUTE OF DIRECTORS ANNOUNCES SUPPORT FOR LEICESTER AND LEICESTERSHIRE CORPORATE CITIZENSHIP SCHEME

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"East Midlands Airport is committed to supporting the aspirations of each of the three major cities in our region. The more Leicester and Leicestershire raise their profile in terms of investment, visitors and quality of life, the greater the positive impact upon the airport and the region as a whole. For example, airlines will continue to increase the number of routes if they believe that the destination into which they are flying is viable and vibrant.  

"The regeneration plan for Leicester is moving the city forwards and we share the confidence that the people, businesses and developers in Leicestershire have invested in the future of the city and county. By getting involved with the Maximum Impact scheme, we are supporting the ways in which Leicester is capitalising on its strengths, both now and into the future."

Penny Coates, MD, East Midlands Airport 

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"Our family-run company has been trading in Leicestershire for 110 years this year. During this time, the local economy has been very supportive of our operations and we feel that this support should be acknowledged by us putting something back into the future development of Leicester and Leicestershire. We are committed to the work being undertaken to enhance the reputation and raise the profile of the destination.

"For us, local pride is key and this is why we are supporting the Maximum Impact campaign. For too long, it's been too easy for local people to ‘rubbish' Leicester and Leicestershire; whereas in my experience, the city and county rate above many comparable destinations across the region and nationally. We are proud of our association with Leicester and Leicestershire and are confident that this campaign will help to get this positive message across to people locally."

Chris Sturgess, Director, Sturgess Motor Group

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"I joined Samworth Brothers ten years ago and was surprised to see the low-key way in which Leicestershire regarded itself. Originating from Liverpool myself, I was used to seeing great pride in the local area and have been critical in the past few years of the lack of pride here.

"I've also been critical of the levels of investment made in the local area and the inadequate infrastructure in place. However, following concerted efforts by the public and private sectors, this is now changing and people in the city and county have something to shout about. By joining up with the Maximum Impact campaign, Samworth Brothers is demonstrating its commitment to the future development of Leicester and Leicestershire.

"Most of our businesses are based in Leicestershire and the majority of our staff hail from the city or county. Therefore, local prosperity and the attractiveness of the area are important elements in terms of us continuing to recruit and grow our business locally.

"I've worked around the country and can honestly say that the staff in Leicestershire re the best I've ever worked with. We have a workforce that is incredibly committed and helpful, and we want to reward their support by helping Leicester and Leicestershire to achieve their potential." 

Brian Stein, Group Chief Executive, Samworth Brothers

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"Alliance & Leicester is the second largest Midlands-based company on the UK stock market.  Leicestershire is the home for a significant number of our staff and we have many customers in the county.  We find Leicestershire a great place to do business and we are happy to support Maximum Impact to help to spread that message."

Stuart Dawkins, Director of Corporate Communications, Alliance & Leicester plc

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"We believe that any business deriving a benefit from the local community should seek to put something back, when the opportunity arises. Our organisation has enjoyed a considerable amount of business from Leicester and Leicestershire. By continuing to promote and show the destination in its best light, the wider community can also benefit and as the prosperity increases and the regeneration programme progresses, there are then further opportunities for many locally-based businesses to gain.

"The regeneration programme is gaining considerable momentum and the work of Leicester Shire Promotions and the Maximum Impact campaign in particular, are highly complementary to this process. With the likes of Clegg and the other partners on board, we can add further credibility to the Maximum Impact campaign."

John White, Group Chairman, Clegg Group

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"I've worked in the city and county since 1969. The current regeneration programme is set to change the face of Leicester and Leicestershire and although we're starting at a medium base, the destination is set to move forward rapidly and that is tremendously exciting for businesses and residents.

"Although the focus of regeneration is on the city, the impact and the positive benefits will ripple throughout the county. A great number of people who work in the city, live in the county, for instance.

"In addition to the regeneration works, we can also offer a number of important market towns and three world-class universities - not many other UK destinations can boast that. My business, my employees and I all want to be part of this change and by supporting the Maximum Impact scheme, we are not only confirming our confidence in the vision for the destination, but are also giving something back to the area that has provided us with such great business opportunities."

Andrew Granger, Chairman, Andrew Granger & Co

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"The profile of the city supports the strategic direction of the University. The perception of the city is particularly important for our student recruitment, both domestically and overseas. We need to be able to sell the image of a vibrant and attractive city to new students, and the development of the Leicester ‘brand' is key to this.

"We believe that Maximum Impact will help us to meet these objectives and based on that, we are supporting Leicester Shire Promotions through this process."

Kerry Law, Director of Marketing, De Montfort University

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"We've had a base in Leicester for over five years now and our business strategies have been aligned with the planned growth of the city. As a professional services business, we're keen to help make the destination a more attractive proposition for retaining graduates and recruiting skilled employees within this key sector.

"Leicester has suffered from a lack of identity in the past and we are confident that with Maximum Impact as a catalyst, the major re-branding and promotional work carried out to raise the profile of the city and county will be successful. It's all about putting Leicester and Leicestershire back on the map as an ideal location in which businesses can flourish and grow, and Cooper Parry is showing its commitment to making these changes happen."

Kevin Harris, Lead Partner at Cooper Parry

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For more details on the scheme or to register your interest, please download this file or contact Robin Pointon at Leicester Shire Promotions on 0116 225 4035 or via email at robin.pointon@l-p-l.com

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