Promoting UKAS accreditation

Jon Murthy

UKAS Awareness Campaign

• BEIS funding to support awareness activities (2000-2015)

• Thank you for the contribution, but now ceased

• UKAS now funds to continue this work ~ £800k

• 5.5 staff

Approach

• Direct – email marketing, online, PPC, direct mail,

events, social media, press and PR

• Through intermediaries – Business intermediaries, local

authority networks, Commissioning groups, trade

associations etc.

• With partners

• Government Engagement

Email and direct marketing

• 4 per year

• Subscriber base

doubled in last 18

months to 13,000

Press & PR

• 200 titles targeted across 21 different sectors

• 160+ articles, releases and adverts placed per year

• UKAS receives and handles ~100 press enquiries per year

• On average, there are 1500 positive references to UKAS in the

press per year

• Project to identify current and relevant research projects

Social Media Channels

Presence at over 40 Events per year

• UKAS events

• Receptions, round-tables, and workshops with Regulators, sector seminars

• Commercial sector events

• Waste management, healthcare, legionella / asbestos management etc..

• Customer, partner and intermediary events

• E.g. ISO Stakeholder forum

Website

- SEO to improve search

engine visibility

- Google Adwords

- Landing pages for

Regulators, Commissioners,

Business, and Customers

- Sector pages

- Mobile apps

Website

Resources to promote your accreditation

• 20+ promotional brochures (by discipline, by target

group, by Sector, by theme.

• 48 case studies (covering all UKAS standards)

• Promotional videos

• Update (as well as ILAC and IAF News)

• Joint Communiqués to procurers looking for ISO 9001

Resources to promote your accreditation

• 20+ promotional brochures (by discipline, by target

group, by Sector, by theme.

• 48 case studies (covering all UKAS standards)

• Promotional videos

• Update (as well as ILAC and IAF News)

• Joint Communiqués to procurers looking for ISO 9001

• Expected outcomes of Management Systems

Certification

Supporting information

Supporting information

Supporting information

Growing the evidence base

• In partnership with ISO and IEC

• 200 case studies

• 70 Research papers

www.publicsectorassurance.org

Government engagement

• Keeping in touch with BEIS as our main Government sponsor

• Making sure DExEU and DIT understand the implications for accreditation of leaving the EU

Government engagement

Initiatives to promote the use of accreditation in the health and social care and financial services sectors

Government engagement

Promoting accreditation in support of major policy initiatives such as Better Regulation and Public Sector Reform

Government engagement

• Maintain contact with other departments and agencies that use accreditation

• To widen use of accreditation

Government engagement

Raising awareness of accreditation with the devolved Governments

Government engagement

Keep a watching brief on key departments (and agencies) to pursue opportunities as they arise

For example, post referendum

it is important that UK businesses can continue to benefit from UKAS accredited conformity assessment by: • Continued recognition as the NAB • Continued membership of EA, ILAC

and IAF • Access to notified bodies or other

mutually recognised bodies for EU regulated products

• Mutual recognition of accreditation in any new trade agreements with the EU and international partners

Outputs

Greater understanding of accreditation - 56% of all respondents were able to provide a correct definition

(Source: Databuild 2015)

Outputs

Greater awareness of UKAS - 86% of respondents were aware of UKAS

(Source: Databuild 2015)

Outputs

Social Media

• Over 2000 followers on Twitter - 333K impressions per year

• Over 3000 followers on LinkedIn - 308K impressions per year

• *#WAD2016 reached nearly 3m accounts on Twitter

Email marketing

• Emails sent to over 500,000 contacts per year – 7-10% click-

through (150,000 brochures downloaded from ukas.com)

Outputs

Website

• Search is the most visited area – ‘a search every 10 seconds’

• Traffic up by 2.8% (including PPC)

• 64% of traffic through Google, although significant work still

required to rank on 1st page for CAB-related activities.

• Information videos and case studies viewed 19,692 times online

in the past 12 months.

Outputs

Greater interest in accreditation

for example:

• MACS – environmental

monitoring scheme (SEPA)

• Building inspectors

• Pet shop licensing

• Cyber security

• Anti-money laundering

• Financial advice for later life

• Fire Risk Management Systems

• Bee Health (APHA)

• Building Information Modeling

(BEIS)

• CCTV (Home Office)

• NI Construction tenders

requiring EMS

• Quarantine Units (Wales) etc…

How you can be involved

• Make reference to UKAS on your websites

• UKAS presence at your events / seminars

• Take advantage of UKAS promotional materials

• UKAS could add information to your PR

How you can help

• Send examples of 3rd party research that shows value of

standards and accreditation in the public sector

• Send examples of business benefits that you or your clients

derive from accreditation

• Alert UKAS of any relevant consultations

Further information

Public Sector Assurance

Subscribe to ILAC News

Subscribe to IAF News UKAS Twitter

UKAS LinkedIn

UKAS YouTube

Expected Outcomes

Subscribe to Update

Promotional Resources

UKAS Training

BEIS Policy

UKAS Customer Area

UKAS Brochures Communiques

Questions

www.surveymonkey.co.uk/ukassession03

Questions

www.surveymonkey.co.uk/ukassession03

Questions

www.surveymonkey.co.uk/ukassession03

Questions

www.surveymonkey.co.uk/ukassession03

Questions

www.surveymonkey.co.uk/ukassession03