lg comms, 26 may 2010 partnerships working better together date: 26 may 2010
TRANSCRIPT
LG Comms, 26 May 2010
PartnershipsWorking better together
Date: 26 May 2010
Partnerships; working better together
A little about us
Social communications agency
Specialising in positive change campaigns
Experience of partnerships at national andlocal government level
Cross sector
Engaging hard to reach
Partnerships; working better together
Partnership in a new context
Seismic political shift = a different landscape
The Big Society in real life?
Local IMPACT communications will be key
Creating a ‘communicating community’, not a louder voice
Understanding the power of your networks and partners
Partnerships; working better together
Why we depend on partnerships
CREDIBILITY
REACH
PERCEPTIONS
CHANGE
LEGACY
CREDIBILITYTalk to FRANK (Home Office/Department of Health)
Partnerships; working better together
Talk to FRANK
Honest, non-judgmental drug information for young people and parents
Partnership nationally and locally
Big, bold brand strategy
Comprehensive stakeholder engagement
Partnerships; working better together
Our brief
Engage vulnerable young people; hard to reach and disengaged
Maintain and extend FRANK’s credibility
Work in partnership in 42 High Focus Areas
Deliver through credible and connected partners
How we did it
Found the most credible messenger
Used peer to peer marketing techniques
Created an army of FRANK ambassadors
Used surprising and provoking tactics
REACHIt Doesn’t Have to Happen
Partnerships; working better together
Tackling knife crime in partnership
A new approach, partnering with young activists
Brave use of social media, letting go of message control
Campaign Youth Taskforce
More reach through local partnerships with small but vibrant local organisations
Partnerships; working better together
INSERT SCREEN GRAB OF BEBO SITE
PERCEPTIONOne Westminster
Partnerships; working better together
One City
A unifying brand strategy, commended by LG Comms in 2006 and 2007
Strong community and stakeholder involvement throughout
Internal engagement of council staff as delivery partners
Clear, consistent messaging across all services and partners
Overall satisfaction with the council = 78 per cent (higher than the typical individual service rating of 43 per cent)
CHANGETower Hamlets Smoking Cessation
Partnerships; working better together
Bangladeshi men and smoking
Brief: Increase the uptake of smoking cessation services in Tower Hamlets by Bangladeshi men
Collaborative ‘steering group’ approach was central to campaign success: • NHS Tower Hamlets Tobacco Control Team• Bangladeshi Media Association• East London Mosque/London Muslim Centre• Bangladeshi Stop Tobacco Project, specialist tobacco cessation service• Local residents, service users• Voluntary and third sector organisations, faith leaders
Quit dates increased by 45% from 603 in 2007-2008 to 1104 in 2008-2009
Validated 4 week quits increased by 36% from 381 in 2007-2008 to 595 in 2008-2009
LEGACYCLG Inspiring Communities
Partnerships; working better together
Inspiring Communities to inspire young people
15 areas selected country wide to develop behaviour change strategies to inspire young people
Implemented through Neighbourhood Partnerships comprising statutory and voluntary organisations
Developed in partnership with communities themselves
Processes and structures set in place to ensure partnerships were effective and productive
Rooted in real behaviour change insights to ensure sustainability
1
Scoping the audience and issue
Our behaviour change approach
3
Implementing the intervention
4
Evaluating the programme
2
Developing and testing the plans
Partnerships; working better together
Partnerships; working better together
Partnerships; working better together
CHALLENGES?
Partnerships; working better together
Tips for getting started
1. Mapping, with your audience at the heart
2. Prioritise and segment your partners
3. Approach with clear benefits and desired outcomes
4. Agree terms of reference
5. Devise structures and processes
Partnerships; working better together
Mapping your audience’s influencers
Cinema
16-19
Five Live
Radio 1
LBC
Galaxy FM
GMTV
This Morning
Recruitment sites
Personal interest consumer sites
Job centrePlus/recruitment
Local papers
Localradio
Manchester Evening news
Skymag
FHMDaily Express
Daily Mirror
The Guardian
Commuter titles – Metro
Talk radio
MSN/Yahoo
Viral/social networks
Dad talkPub
Sport
The Sun
What’son TV
Segment and prioritise
PartnerYour tier 1 partners
Involve
Consult
Inform
Youth clubs
Police
Schools
Residents’ Groups
Neighbourhood Watch
Your tier 2 partners
Young activists
Partnerships; working better together
Partnerships; working better together
Any questions?
Contact:Amanda Duffy or Athena Lamnisos020 7403 2230