Digital Switchover Awareness Campaign for Businesses in Cambridgeshire and Peterborough

Background

The Digital Switchover represents a significant change for businesses in Cambridgeshire and Peterborough. (this will open in a new window)Connecting Cambridgeshire wanted to proactively inform businesses about the transition and its impact, ensuring they were prepared and supported throughout the process.

Drawing on FarrPoint’s expertise in digital transformation and multichannel communications, Connecting Cambridgeshire enlisted them to design and deliver a campaign that would effectively reach and engage businesses across the region.

The Challenge

Local businesses varied widely in size, sector, and technical understanding. Many were unaware of the Digital Switchover and its implications, creating a risk of disruption once the switchover occurred.

Connecting Cambridgeshire needed:

• A structured awareness campaign that could reach businesses across multiple channels.
• Practical guidance and resources to make the switchover understandable and actionable.
• Engagement with local council teams to ensure they could support businesses effectively.

FarrPoint’s challenge was to design and implement a campaign that maximised reach, engagement, and long-term impact.

What did FarrPoint Deliver?

FarrPoint implemented a comprehensive, multichannel awareness campaign from March to October 2025. The campaign included:

• Webinars and Workshops: Four online webinars and two in-person workshops, led by FarrPoint consultant and industry expert Steve Smith, offered businesses detailed guidance and in-depth Q&A sessions to ensure participants were fully prepared for the Digital Switchover.
• Informational Materials: Guides, videos, adverts, and other materials were developed and hosted on the Connecting Cambridgeshire website for ongoing access.
• Multichannel Promotion: FarrPoint’s marketing team created and deployed an extensive range of PR materials, social media assets, press releases, email campaigns, website news posts, and targeted paid social media advertising. By managing the full multichannel strategy, FarrPoint ensured the campaign reached businesses through multiple touchpoints, maximising awareness and driving engagement with the webinars, workshops, and other resources.

The Digital Switchover isn't just about technology, it's about people. By partnering with FarrPoint, we've helped local businesses understand what the change means for them and where to find support. This collaboration has enabled us to provide practical guidance so businesses can prepare with confidence - reducing disruption, driving digital growth, and keeping Cambridgeshire and Peterborough connected.

Will Plant, Senior Programme Manager - Digital Inclusion, Connecting Cambridgeshire

Some examples of campaign assets:

Next Steps

The campaign successfully gave local businesses a strong understanding of the Digital Switchover. With guides, webinar recordings, and other materials now available on the Connecting Cambridgeshire website, businesses can continue to access support and information as the transition progresses.

Get in touch

FarrPoint’s marketing expertise helps organisations design and deliver multichannel campaigns that reach, engage, and inform target audiences effectively. If you want to create impactful awareness campaigns or ensure your communications reach the right people effectively, get in touch with FarrPoint today to see how we can support you