‘Online and ready when you are’ – promoting online services for a UK council
Among the houses and busy streets around our HQ, local Stockport residents now have an easier, online service to view their council tax bill (not that everyone wants to see this!), report a flickering faulty street light or check which day is ‘bin day’. The promotion of this new initiative has been the work of our insight, creative and digital teams.
It was important to identify how, when and why different groups of people might interact with their council. From those who might not be digitally confident, or have a limited awareness about the service, to new homeowners looking for information, the campaign has been very much focused on communicating to groups that going online is an easier way to contact your council.
We’ve delivered all digital and printed assets including targeted Facebook advertising, web banner ads, site takeovers, and direct mail. There has already been an increase in visitors through the Council’s website and, through monitoring real-time results online, we’ve been able to refine activity whilst the campaign is still live.
Next stop is a secondary campaign entitled ‘Did You Know?’ which aims to drive support around those who need help in building the skillset and confidence needed to get online.