local government
2

Enhancing Public Sector Marketing and Communications 

local government

08:45 - 16:40

Thursday 26 September 2019

Central London

This Forum will provide attendees with the opportunity to discuss innovative and effective methods for enhancing marketing campaigns and communication channels across the public sector. Attendees will hear from leading communications and marketing experts from the Cabinet Office, Department for Education, Chartered Institute of Public Relations and Public Health Wales who will share guidance on techniques for delivering effective marketing and communication in the public sector. In addition, best practice experts will share guidance on how to effectively transform the culture of Internal communications, generate partnership engagement Initiatives and deliver successful social media campaigns.

Audience

This Forum is specifically designed for Central and Local Government and the wider Public Sector

Job titles will include:

  • Marketing Managers and Directors
  • Social Marketing Managers
  • Communications Managers and Officers
  • Digital Marketing Managers
  • Research and Insight Managers
  • Heads of Media Relations
  • PR Managers
  • Heads of Strategy and Engagement
  • Senior Campaign Managers
  • Press Officers
  • Public Affairs Managers
  • Community Engagement Officers

This Forum is also open to the Private Sector to encourage debate and discussion.

Key Speakers Confirmed:
  • Chris Hamilton, Head of Digital, Cabinet Office
  • Mandy Pearse MCIPR, Board Director, Chartered Institute of Public Relations
  • Leah Morantz, Head of Communications, Public Health Wales
  • Tess Tinker, Deputy Director of Strategic Communications and Campaigns, Department for Education
  • Chris Combemale, CEO, Data & Marketing Association
View the agenda and additional speakers

08:45

Registration, Refreshments and Networking


09:30

Chair’s Welcome Address

Daniel Pople, Associate Director of Communications, Croydon Health Services, NHS Trust (invited)


09:40

Interactive Session: Discussing the Key Objectives for the Day

This session will be using the interactive Sli:do application. Please submit your thoughts at Slido.com  

Daniel Pople, Associate Director of Communications, Croydon Health Services, NHS Trust (invited)


09:50

Morning Keynote: Exploring the Government’s Vision for a Modern and Effective Marketing and Communications Plan

  • Exploring the ‘Government Communication Plan 2019/20’ including the Modern Communication Operating Model which supports organisations to create effective campaigns by signposting the capabilities and skills needed success
  • Sharing guidance on how to effectively plan for a campaign by following the ‘OASIS’ strategy: a series of steps allowing for order and clarity to planning campaigns such as by refreshing the approach after each phase of the campaign
  • Outlining the impact of the Rapid Response Unit as a tool for challenging ‘fake news’, including how it monitors online trends and effectively communicates “stories of concern”
  • Highlighting the main challenges for communications professionals such as artificial intelligence, which prompted the creation of the RESIST counter disinformation toolkit helping professional build resilience to disinformation

Chris Hamilton, Head of Digital, Cabinet Office (CONFIRMED)


10:10

Special Keynote: Providing Best Practice Guidance on Successful Digital Communication and Effective Local Authority Campaigns

  • Discussing key techniques as set out in the ‘PR and Communication in Local Government and Public Service’ publication 
  • Using behavioural insights and behaviour change to encourage citizens to play a more active role in the local community 
  • Charting the rise of social and digital communications and marketing and demonstrating how the public sector can effectively use it in campaigns and evaluating success
  • Highlighting the role artificial intelligence (AI), automation and open data can play in public sector marketing and communications  

Mandy Pearse, Board Member of the CIPR and Chair the CIPR’s Local Public Services Group, Chartered Institute of Public Relations (CIPR) (CONFIRMED)


10:30

Interactive Questions and Answers Session


10:50

Refreshments and Networking


11:10

Case Study: Providing Best Practice Guidance on Utilising Apps to Drive Forward Engaging Campaigns

  • Analysing the ‘Veggie Run’ healthy living campaign which educated school children about the rewards of healthy eating via the first council-created app in England
  • Outlining how the council successfully developed the app including taking a two-pronged direct marketing approach which engaged parents by enabling local schools to share updates with them via digital toolkits and ensuring the characters in the app were easily identifiable for children
  • Highlighting the success of the campaign including the app being downloaded over 10,000 time by July 2018 and rising the uptake of healthy school meals by 10% for children aged 4 to 11
  • Exploring the key lessons learnt including the criticality of engaging with the educator sector, since addressing their concerns aided in making the schools direct advocates of the campaign

Kayley Johnson, Marketing Manager, London Borough of Havering (CONFIRMED)


11:30

Case Study: Establishing an Effective Partnership Engagement Initiative

  • Outlining the ‘Running Away Is Not The Answer’ initiative which successful reached over 16,000 young people across West Yorkshire through video advice by experts from Leeds Safeguarding Children Partnership and West Yorkshire Police
  • Highlighting how to effectively embed a collaborative nature when running campaigns by ensuring a ‘Partnership and Collaboration’ strategy is in place in an agencies internal policy
  • Exploring how to eliminate the issue of having only a small-scale effect by collaborating with regional groups outside the council 
  • Sharing the key lessons learnt throughout the campaign including ensuring there is background research and funding for the campaign which can be ameliorated for instance by pooling resources from a number of organisations

Shortlisted for the Partnership Engagement Initiative of The Year at the Public Sector Communications Awards 2018

Phil Coneron, Manager, Leeds Safeguarding Children Partnership (CONFIRMED)

Lucy Chadwick,Communications and Engagement Officer, Leeds Safeguarding Children Board Business Unit  (CONFIRMED)


11:50

Case Study: Sharing Lessons from An Award-Winning Social Marketing Campaign

  • Exploring the ‘Nightmare Rental’ Campaign which successfully increased traffic to the council’s website by 188%, utilising a targeted campaign based on consideration of key behaviours and activities of the main target audience
  • Demonstrating how to effectively reach a specific demographic by carrying out prior market research into the key interests and preferences of an audience, such as ‘cinema’ for 18-25 year olds
  • Highlighting the effectiveness of free online channels in generating easily accessible trailers to display on social media such as Twitter and Facebook
  • Advising on how to overcome the issue of hard to reach groups, outside of social media by airing a short term 3-month television campaign and displaying ‘cinema’ style campaign posters in the local area

Winner of the Social Media Marketing Campaign of the Year at the Public Sector Communications Awards 2018

Stuart Cameron, Marketing and Communications Account Manager for Housing, Neighbourhoods and Building Services, Portsmouth City Council (CONFIRMED)


12:10

Interactive Questions and Answers Session


12:30

Lunch and Networking


13:30

Afternoon Keynote: Effectively Utilising Communication Campaigns to Improve Services

  • Exploring the ‘Help Me Stop’ campaign, which uses data, evidence, intelligence and experience to succeed, for instance through hyperlocal targeting on Google and Facebook which reached +244,827 impressions
  • Analysing the benefits of qualitative research in generating a clear and concise message before the campaign launches
  • Exploring the ‘#loveyourcervix’ social media campaign to encourage cervical screening which found that turnaround times for screening results exceed the 95% target of results being received within 4 weeks, with over 99% of women receiving their results within standard time
  • Highlighting 3 key steps to success in public sector marketing and communication, including good insight, careful targeting and using the resources of your teams

Leah Morantz, Head of Communications, Public Health Wales (CONFIRMED)


13:50

Special Keynote: Influencing Attitudes and Behaviours – Lessons from the Department for Education

This session will focus on the ingredients for impactful campaigns to change attitudes and behaviours –  including the ‘Fire It Up’ apprenticeship campaign, teacher recruitment & retention, and the new T-levels campaign.

The session aims to draw out key techniques used which can be implemented across other public sector agencies to build trust and reach your target audience.    

Tess Tinker, Deputy Director, Strategic Communications and Campaigns, Department for Education (CONFIRMED)


14:10

Special Keynote: Discussing the ‘Quantum Marketing’ Skills Challenge

Marketing is evolving faster than ever, due to rapid technological advancement, proliferation of data and increasingly savvy consumers. In order to keep pace with the changing environment, attract and retain talented staff, the public sector need to cultivate a culture of continuous upskilling and professional development.

Relevant skills are essential for remaining competitive, delivering innovation and taking advantage of new opportunities. In this talk, Chris will discuss how these issues come about and will they continue? What the next steps are? How government can work with the marketing industry to address these skills gaps today, for a better tomorrow.

Chris Combemale, CEO, Data & Marketing Association’  (CONFIRMED)


14:30

Interactive Questions and Answers Session


14:50

Refreshments and Networking


15:10

Case Study: Engaging the Local Community Through an Innovative Digital Communication Campaign

  • Exploring the ‘My Firefighting Mum’ campaign which successfully attracted over 30,000 engagements across multiple platforms by creating engaging and shareable stories across digital channels
  • Sharing guidance on how the service utilised interview structures used in popular television shows to portray emotional and political messages pertaining to gender equality, aiding in the rise of female intake by 37% in 1 month
  • Examining how the campaign has been sustained, by ensuring the video was unbranded so that it can be used and shared by other fire and rescue services across the UK
  • Highlighting the key lessons learnt from the campaign including speaking to a wider audience about their motivations for joining the service rather than a handful of workers and preparing for celebrating men in the service too

Winner of the LGcomms Public Service Communications Excellence Silver Award 2018

Alex Mills, Corporate Communications Manager, South Yorkshire Fire and Rescue Service (invited)


15:30

Case Study: Effectively Transforming the Culture of Internal Communications

  • Introducing the GREAT Together Campaign which successfully changed the internal culture by establishing a new behavioural framework and a value-based approach to recruitment
  • Sharing best practice guidance on how WOA utilised internal communication methods and embed staff feedback to successful achieve whole scale buy in for the campaign across the workforce
  • Highlighting how the WAO effectively ran a campaign under a limited budget of  £1,500 by using internal resources to their advantage such as setting new computer lock screens
  • Drawing key lessons from the campaign such as the need to provide incentives for staff to stay engaged, achieved in this campaign through devising a ‘Caffi Culture’ coffee and cake sessions to facilitate conversation

Winners of the Consultation & Engagement Campaign Award by the Public Sector Communications Awards 2018

Gold winners at the CIPR Pride Awards 2018

Rachel Moss, Head of Communications, Wales Audit Office (WAO) (CONFIRMED)

Non Jenkins, Performance Audit Manager, Wales Audit Office (WAO) (CONFIRMED)


15:50

Workshop: Successfully Delivering a Hyper-Local Communication Campaign and Engaging Partnering Organisations

An interactive session where delegates will learn effective strategies for conducting a successful local campaign whilst also facilitating local partners

  • Outlining how to ensure there is an evidence base to a marketing campaign before implementing it by working with neighbouring organisations to gather data and information
  • Demonstrating how to persuade other partners in the local area to aid in implementing the campaign by highlighting how they can mutually benefit from the campaign and offering media packs on the campaign
  • Generating behaviour change amongst the audience by raising awareness of an issue and encouraging the audience to commit to helping for instance by signing a pledge
  • Highlighting how to sustain an effective campaign such as ensuring the campaign is hyper-local, making it appear more direct and relevant to the audience

Katherine Lloyd, Communications Team Leader (Campaigns and Digital), Reigate & Banstead Borough Council (CONFIRMED)


16:10

Interactive Questions and Answers Session


16:30

Interactive Session: Discussing the Key Outcomes from the Day

This session will be using the interactive Sli:do application. Please submit your thoughts at Slido.com  


16:40

Chair’s Summary and Close

*programme subject to change


According to a survey published in the Chartered Institute of Public Relations (CIPR) ‘State of the Profession 2019’ document, on average, only 18% of workers surveyed cited marketing as a considerable part of their activity in the workplace while social media relations decreased by four places from 5th to 9th most common activity at 28%. 

Ahead of the release of the Government Communications Plan 2019/20, Alex Aiken, Executive Director of Government Communications warns of “major challenges” that will be faced in communications for the public sector in 2019, including artificial intelligence, rapid social media and the increasing presence of online influencers. The plan, which was released in April 2019, is set to deliver over 160 campaigns in the coming year, which will focus closely on tackling disinformation and promoting Britain’s place globally post-Brexit. The plan sets out key objectives for the year ahead including tackling disinformation and delivering results for local communities through large campaigns, in order to meet national challenges this year. It also highlights the need to work collectively, both inside government and with partners from across different sectors, in order to achieve meaningful outcomes for society.  The plan hopes to accelerate digital skills and culture transformation through the Accelerate training programme, and encourages the use of the Modern Communication Operating Model which will support organisations to create effective campaigns by signposting the capabilities and skills needed for communicators to succeed in producing campaigns. Additionally, public sector workers are encouraged to plan marketing and communication strategies which follow the ‘OASIS’ strategy through a series of steps allowing for order and clarity to planning campaigns. The steps include ‘Objectives, Audience Insight, Strategy, Implementation and Scoring’.

The Executive Director of Government Communications suggests that effective communication is paramount in allowing the public, businesses and communities comprehend how they can make the most of public services. Therefore, to achieve this and successfully reach the main objectives of the UK Government’s Communications Plan 2019/2020, local authorities, health and emergency services and those working across central government must collaborate now to implement effective communication practices. 

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