Transactional Services in the UK: effective or Just Efficient?

Norman Mellor e-citizen National Project Programme Director

15th Feb 2005

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)

Project Overview

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

Market Research overview

Literature Review/ best practice

Omnibus Resident segmentation

LA web Marketing/metrics best

practice

Target groups for e-channels/

services

Metrics to measure take up

Marketing campaign messages

Intermediary Depths

Interim

findings for

local

authorities

Info for

Proof of

Concepts

Topline ResultsFor 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 ResultsFor 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 e-

channels 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

Research Results

Key MessageAn 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

Use of the Results

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 e-mail.

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, T-shirts, business cards and bag to hold everything), local radio, targeted e-mail.

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

Next Steps

www.e-citizen.gov.uk