Working with Luton Council
Programme: Luton Online Digital Marketing Launchpad
Commissioned by: Luton Council
In 2024, Let’s Do Marketing began delivering its own place-based marketing support programmes and was appointed by Luton Council to establish, develop and deliver the Luton Online Digital Marketing Launchpad. Following a highly successful first year, the programme was extended and awarded for a second year.
Understanding Luton as a Place
Luton has one of the youngest and most diverse populations in the UK, with over half of residents under 35 and a strong culture of entrepreneurship. Many businesses are micro or early-stage, often run alongside other employment, and a significant number have limited or no digital presence.
While Luton is home to approximately 6,400 independent businesses, digital confidence remains a challenge. Nationally, 65.6% of businesses report needing training and support to grow, and in Luton this gap is amplified by language barriers, time pressures and lower engagement with online platforms.
From the outset, the Launchpad was shaped and then evolved by listening to local businesses and adapting delivery to fit the realities of running a business in Luton, rather than expecting businesses to conform to a rigid programme model.
Adapting Delivery to Meet Real Needs
Flexibility was central to the programme’s success. It became apparent that traditional weekday, daytime workshops would have excluded a large proportion of Luton's business community, so delivery was continually adapted to maximise accessibility and engagement. This included:
Evening and weekend in-person workshops for those juggling multiple jobs
On-demand recorded training to allow learning at a time that suited business owners
Translated on-demand content in Urdu and Polish
In-person or phone-based mentoring for those uncomfortable with video platforms
Clear, jargon-free language and highly practical examples
Recognising that digital channels alone would not reach many businesses, programme promotion deliberately moved away from a digital-first approach, using Royal Mail door drops and local newspaper advertising to ensure awareness reached businesses not active online.
Supporting the Local Economy and High Streets
The programme aligned closely with Luton’s long-term vision for 2040, particularly around unlocking local potential, creating an inclusive economy and supporting businesses to grow and scale locally.
By supporting businesses to build a digital presence, increase visibility and engage customers online, the Launchpad sought to actively contribute to increased footfall for physical premises as well as growth in online sales.
The programme also worked with local stakeholders and education providers to create opportunities for young people to gain skills, work experience and project-based learning linked to real local businesses, particularly those from disadvantaged backgrounds.
Measurable Outcomes and Impact
Across the two-year programme, the Luton Online Digital Marketing Launchpad delivered strong, tangible results:
210 businesses supported
30 jobs created
73 businesses adopting new-to-firm technologies
51 marketing workshops delivered to 282 attendees
53 hours of 1:1 mentoring
These outcomes demonstrate meaningful behavioural change, with businesses increasing confidence, capability and control over their marketing activity.
“It has been an absolute pleasure working with Let’s Do Marketing across two digital marketing business support programmes designed to support our local businesses in building essential skills that help them connect with their customers. Stacey, Kerry and the team have been incredibly passionate about aiding Luton businesses, with their expertise being second to none!”
Business Feedback
Feedback consistently highlighted the accessibility, relevance and confidence-building approach:
Overall Satisfaction rating of 4.75
“Stacey and Kerry are brilliant, delivering quality information on all the courses they provide. Every single time I'm going away with a lot of new and very well structured information.”
Georgeta Tordea
“Stacey gave me such helpful advice and strategy tips—it helped build my confidence and gave me a clear direction for marketing my business.”
Beulah Moses, Business Owner
“The trainers are very friendly and deliver the course in a way that is easy to understand… very informative.”
Joyness Hazel, Olai Tours
“A great initiative. The trainer matched her knowledge to the audience, from younger to older non-tech-savvy members. Very disability friendly.”
Mrs Johals Fish and Chip Shop
The success of the Luton Online Digital Marketing Launchpad demonstrates the power of place-based, flexible and responsive business support. By treating Luton as a community with its own identity and challenges, and by designing support around how businesses actually live and work, Let’s Do Marketing has strengthened local enterprise and contributed to a more inclusive and resilient local economy.