mailcamp: dave worsell, govdelivery (driving standards agency)
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Driving Standards AgencyDSA Direct - Case Study
Version: March 2011
Dave WorsellDirector, Government Solutions
[email protected]@dworsell+44 207 993 5595 / +44 7500 902 516
www.govdelivery.co.uk
DSA Case Study - Requirements...
Mission: Safer Driving for Life
To engage with drivers of all ages, types and experience.
• Learner Drivers (not only 17-25 year olds)
• Cars
• Bikes
• HGV
• Coaches
• Driver Trainers (ADI’s)
• Experienced drivers
• Children / Schools
DSA Case Study - Obstacles...
• Website convergence / multiple platforms
• DfT
• DirectGov
• BusinessLink
• Control over messaging
• Promotion – (not everyone uses Social Media to engage Gov.)
• Budget restrictions
• Limited Resources
• Technology / Perception
DSA Case Study – DSA Direct Video
http://www.youtube.com/watch?v=AoqlrVqTz20
DSA Case Study - Outcomes...
Significantly higher levels of engagement…
•Increased usage on the DSA and associated websites
•37.5k email subscribers to online content changes (growing quickly)
•3.6m messages, 19m updates, 1.3m unique clicks
•17k YouTube Subscribers (15k via email) with 3 million channel views
•Multiple Twitter channels: Main has 5.1k followers / 8.6k by email digest
•Chief Examiner now has a Facebook page (2,200 fans)
•Estimated £120k paper savings per annum
•Long term engagement (Advice on driving in icy conditions, changes in
legislation, …)
DSA Case Study - Collaboration...
•DSA Direct collaborates to share subscribers with:
• Highways Agency
• Met Office
• Health and Safety Executive
• British Standards Institute
• Local Authorities
•45% of all subscribers come via the network
•Dramatic increase in subscribers when it snows (via network)
•Widgets help DSA collaborate with ADI’s/Driving schools & Learners
•Provides easy sharing into Social Media
For more information...
Dave WorsellDirector, Government
Solutions0207 993 5595
07500 902 516
www.twitter.com/dworsell Connect:
www.govdelivery.co.uk
John PloughmanDigital Communications ManagerDriving Standards Agency
www.twitter.com/johnploughman