Download IDEA Conference 26/02/2004 Take up & Marketing National

Transactional Services in the UK:
effective or Just Efficient?
Norman Mellor e-citizen National Project
Programme Director
15th Feb 2005
Project Overview
 An ODPM-funded National Project led by Norwich City Council
working with and providing information to local authorities.
Investigating:
 How to promote the access of council services via e-channels to
local citizens with the aim of
 Improving e-channel take-up.
 The key questions are:
 E-channels and services (what to promote)
 Citizen segmentation (who to promote to)
 Marketing Communications (how to promote)
 Measuring take-up (how to measure the success of the promotion)
Market Research
The starting point:
 Ask citizens  How they communicate with their local authority
 Are they aware of e-channels
 Website, E-mail, SMS Messaging, DigiTV
 Are they prepared to use e-channels
 What services do they want to access
 What are the benefits to them of using e-channels
 What marketing communication techniques will they
respond to
Market Research
The starting point:
 Ask Local Authorities  What Services do they currently offer via e-channels?
 What targeted marketing campaigns have they carried out?
 What take-up measurements do they use and how useful are
they?
 What market research have they carried out to inform any of
the above?
Market Research
Market Research overview
LA web
Marketing/metrics best
practice
Omnibus Resident
segmentation
Intermediary
Depths
Literature Review/
best practice
Interim
findings for
local
authorities
Target groups for
e-channels/
services
Info for
Proof of
Concepts
Marketing campaign
messages
Metrics to measure
take up
Research Results
Topline Results
For Local Authorities
 The two most common channels which councils use / provide are
websites and call centres
 Information about most key services is provided online
Marketing communications
 Most websites and call centres are marketed at the whole of the
general public
 Marketing of e-channels is predominantly undertaken through
traditional media – council newsletters (69%), local press (66%)
and letterheads (61%)
 Half market services over their website
 Only 45% of councils encourage front-line staff to direct the public
to their e-channels
Research Results
Topline Results
For Citizen’s
 High percentage of people with access to e-channels - websites,
SMS messaging, DigiTV
 Over 2 in 5 of the population are willing to use these channels to
access Council information / services
 Awareness of Council e-channels is fairly low
However
 Specific segments of the population are more amenable to using echannels e.g.
 Under 35 year olds, Male from ABC1 socio-economic group (A)
 35 to 54 year olds, Female from C2DE socio-economic group (B)
 Segments have different interests e.g.
 (A) are interested in on-line payment facilities
 (B) are interested in Education and Environmental Service issues
Use of the Results
Key Message
An effective Marketing Strategy is built on  Understanding the customer and their wants / needs (Market
Research)
 Where different customer segments and interests exist, targeted
marketing and promotion needs to be undertaken.
What have we done ?
Proof of Concepts to test the research findings  Identified a number of customer segments most amenable to using
e-channels
 Identified their transactions or services of interest
 Developed targeted marketing campaigns x 13
Proof of Concept
Campaign - A campaign covering electronic benefit calculator via the Council
website aimed at C2DE socio economic groups within the under 35 age group.
Media - Billboards, bus headliners, bus rears, pub beermats, pub washroom
panels, local press, household distribution, leaflets, personalised direct mail,
local radio, roller banner (for council office), targeted e-mail.
Proof of Concept
Campaign
A campaign covering reporting of
abandoned vehicles to the Council
via SMS texting aimed at females,
in the ABC1 socio economic
groups within the under 35 age
group.
Media
Bus rears, pub beermats, local
press, household distribution,
leaflets, personalised direct mail,
theatre newsletter ad, targeted email.
Proof of Concept
Campaign
A campaign covering health and
welfare information (including
sexual health: drugs, substance
and alcohol abuse: well being) via
the Council young persons website
aimed at all socio-economic,
ethnic and religious groups within
the 13 to 19 year old age range.
Media
School billboards, telephone
kiosks, bus headliners, household
distribution, roller banners, packs
for school (including posters, Tshirts, business cards and bag to
hold everything), local radio,
targeted e-mail.
Next Steps
Evaluate the Proof of Concepts
 Market Research on the creative materials used
 Attitude / awareness of the target customer segment
 Any measurement of increased take up
Post Proof of Concepts
 Develop products and deliverables
 Guide on how Market Research and MarComms can inform a
Marketing Strategy i.e.
 increase / raise awareness
 Increase take up
 Develop targeted marketing campaigns
 Completing late Spring 2005
www.e-citizen.gov.uk