CIPR Presentation 2009
35
Are you Are you measuring up? measuring up? Planning evidence based campaigns John Shewell Head of Corporate Communications
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Are you measuring up? Planning evidence based campaigns
Transcript of CIPR Presentation 2009
Are you Are you measuring up?measuring up?
Planning evidence based campaigns
John Shewell
Head of Corporate Communications
ContextContext
Lead up to an election State of economy Public sector finances Reputation as a sector not great
Public Sector squeezePublic Sector squeeze
‘When we hear the prime minister talking about what is required is some efficiency savings, a few low-priority budgets need to be dealt with… similarly when the Conservatives talk about a £7bn spending cut package, I’m not quite sure that is bringing home to people the scale of the squeeze.’ - Robert Chote, director of the Institute for Fiscal Studies (9 Oct 2009)
Public Sector squeezePublic Sector squeeze
“PricewaterhouseCoopers suggest that the government will have to close a fiscal gap of around 3% of GDP by 2015/16, equivalent to £43bn at today’s prices” – Jon Sibson (PwC)
Public Sector squeezePublic Sector squeeze
“To put us on track to achieve the 2015/16 target, the government should aim for additional fiscal tightening of around 1.8% of GDP by 2013/14, which is equivalent to around £26bn at today’s values, over and above plans in the Budget” – John Sibson (PwC)
Public Sector debtPublic Sector debt
deficit on current budget of £12.8 billion in August 2009, compared with a surplus of £7.7 billion in August 2008
Public sector net debt, expressed as a percentage of gross domestic product (GDP), was 57.5 per cent at the end of August 2009, compared with 44.0 per cent at end of August 2008. Net debt was £804.8 billion at the end of August compared with £632.8 billion a year earlier – Office of National Statistics (Oct 09)
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1974-75 1978-79 1982-83 1986-87 1990-91 1994-95 1998-99 2002-03 2006-07 2010-11
A9: PUBLIC SECTOR NET DEBT(excluding liabilities and losses from financial sector interventions)
Projections from 2009-10
Source: Treasury
Tough times aheadTough times ahead
There are three areas where tough decisions will have to be made to reduce public spending:
1. the use of fewer resources for services that will continue to be provided in the same way, by implementing pure efficiency measures;
2. considering how best to achieve outcomes and look for smarter ways to achieve them, including determining who is best placed to deliver them; and
3. prioritisation of some services, with others being discontinued or left to the private and/or third sector to provide
■ It promises to be the most savage period of public expenditure restraint since that of the mid-1990s, and to continue for longer (FT, June 09)
Our role in societyOur role in society
“Government expenditure will soon account for almost half of the UK economy. One in five of Britons now works for the state; more than one in twenty work for the National Health Service. Only in world wars or when it owned the commanding heights of industry has the British state assumed such importance. From the National Health Service, the world’s third largest employer, to the 21 concrete mixers owned by the Ministry of Defence, the public sector reaches almost every area of people’s lives.” – Chris Giles & Simon Briscoe (Financial Times, June 09)
‘‘anti public sector’anti public sector’
MPs expenses CEx salaries Baby P Political rhetoric
– Who can make the bigger and deeper cuts?
Credit: Steve Bell, Guardian (Oct 09)
Reputation?Reputation?
Providers not enablers
Slow Inefficient Regulatory Nebulous org Faceless Etc…
Poor engagementPoor engagement
Credit: Anthony Zacharzweski, Democratic Society
Planning: why?Planning: why?
Better use of resources
Focusses effort – prioritises outcomes
Encourages longer-term view
Proactive agenda Minimises
‘disruption’ Builds understanding
about what we do
ModelsModels ROSIE
– Research
– Objectives
– Strategy
– Implementation
– Evaluation
RACE– Research
– Activity
– Communicate
– Evaluate
Know the numbers!Know the numbers!
Stay away from the creatives! Focus on outcomes…then get creative
ResearchResearch
Identify & define the KEY ISSUES Who you need to talk to What are their barriers Content versus Context
ResearchResearchTransient Educated Young On-line, social media
Older families in suburbia Face-to-face, traditional media
ObjectivesObjectives
SMART– Specific
– Measureable
– Agreed
– Realistic
– Time-bound
Linked to outcomes
Three types– Info provision
– Awareness raising
– Behavioural change
‘‘Be Local Buy Local’Be Local Buy Local’
Objectives (what are we trying to achieve?)
– Position the council as a ‘friend’ to at least 25% of local businesses by 31 March ‘09
– Raise awareness of the campaign amongst 25% of the target audience
– Encourage over 100 businesses to sign up to the campaign within three months of launch
StrategyStrategy
Road map to destination
The approach
Umbrella Corporate Campaigne.g. ‘Your City’
Parking
Refuse/Recycling
Housing
Roads/Transport
Comm.Safety
Social Care
Environ. Health Schools
Housing Benefits
TourismR
ep
uta
tion
D
rivers
Your
Safe
ty
Your
Envir
onm
ent
Your
Com
munit
y
Your
Eco
nom
y
Super
Cam
paig
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Pla
ce/Is
su
es B
ased
C
am
paig
ns
INTER
NA
LEX
TER
NA
L
City Economy
Pla
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Strategic GridStrategic GridSTRATEGIC GRID
0-6 months 6-12 months 12-18 months 18-24 months Reputation Drivers Target Audience (Mosaic Profile) Actions KPIs Actions KPIs Actions KPIs Actions KPIs
Super Outcomes
Urban Intelligence Grey Perspectives
Community Safety
Blue Collar Enterp Grey Perspectives
Housing
Refuse & Recycling
Schools
Social Care
Transport (including parking)
Tourism & Inward Investment
Environmental Health
Brand Narrative
Place Narrative
Be Local Buy LocalBe Local Buy Local
Strategy – Deploy a focussed six months integrated
marketing-communications campaign at local residents who believe in the ‘Brighton & Hove’ brand in an effort to persuade them to spend their money locally.
ImplementationImplementation
Tactical delivery Channel management The ‘nuts and bolts’
Community Safety
Sample Reputation TrackerSample Reputation Tracker
Be Local Buy LocalBe Local Buy Local
Last survey = 75% awareness of campaign amongst target audience
Nearly 400 businesses signed up (same with residents) Over 80% positive media coverage 2000 businesses have successfully applied for rate relief
(£500k) 40 local newspapers, 10 radio interviews, six national
trades Privately endorsed by national commentators eg Polly
Toynbee, Anne Widdicombe MP and Libby Purvis Local media partnership – Argus & Juice FM Pledge card – next phase = behaviour change (done in
partnership with media) = aim to get 1000 residents
My plea…My plea… Stop doing silly things Plan…Plan…Plan Unify public sector comms – let’s work together! Be passionate about what you do We’re here to serve – let’s evangelise our
services and organisations Opportunity – focus efforts, be smarter and
share info Have fun!
Raise the barRaise the bar
