The brief –
- Carry out internal communications audit and create a more robust strategy.
- Create and deliver a campaign with high return for 13 agencies
- Create a partnership strategy
- Create new Website
- Communications strategy
- Delivery of campaigns
- Budget management
This was possibly the most difficult contract due to thirteen agencies being involved and all wanting the campaigns to focus of vastly different directions.
The challenge here was to find a common ground that touched each one of them and would deliver impact to each of their services.
After a month of research and meetings I found the common denominator that effected each service was burglary. If I could cut the amount of burglaries happening in the hot spots of Nottingham this would save considerable money and manpower.
I set about creating a campaign that was: – simple to remember, simple to engage with, simple to deliver, and could be used year on year by all the agencies. I called it simply “REMEMBER” and added appropriate strap lines for the different agencies. The branding and the delivery methods were the same and consistent.
REMEMBER – Be SMART and mark your valuables
REMEMBER – Check your fire Alarm today
REMEMBER – Check doorstop caller’s credentials
REMEMBER – Keep your valuables in a safe place
REMEMBER – Don’t leave valuables on display in your car
REMEMBER – When no one’s home close your windows
REMEMBER – Burglars love BBQ’s
REMEMBER – Lock up when you go out
I utilised all the delivery options the council already had – campaign advertising vehicles, refuse trucks, library busses, and a portable events stand, even magnetic panels on police cars.
By utilising all these existing assets I reduced their expenditure and was able to deliver the campaign directly into the community every single day.
I also created a new website with a communications portal for all the agencies to access to gain campaign material and to share their best practices.
The REMEMBER campaign reduced burglary by 66% in the hot spots and was the highest performing campaign the county council has ever run.