Flipping the buyer experience on its head

THE O2 LOCAL GOVERNMENT DIGITAL FUND

‘Flipping the buyer experience on its head’

Robert AingerMarketing Director

THE O2 CONTEXT

• More than 24m UK customers

• 450 high street outlets

• In top 20 most valuable UK brands

• Provider of B2B digital services

• High profile enterprise customers

• Marketing worth shouting about

THE LOCAL GOVERNMENT BRIEF

A LARGE BUT FRAGMENTED MARKET

2011/12 2012/13 2013/14 2014/15 2015/16 2016/17

£1.5

£1.0

£0.5

£2.0

£2.5

£3.0

£3.5

ITC

sp

en

d b

ns

District Borough Council

Unitary Authority

Metropolitan Borough Council

London Borough Council

County Council

201 55 37 32 27

THE AUDIENCE CHARACTERISTICS

Complex Sought afterCash strappedSlow

THE INNOVATION PARADOX

0 10 20 30 40

More than 50%

40%

30%

20%

Less than 10%

Proportion of council’s savings could come from innovative approaches to service

delivery

0 20 40 60 80

Lack of time to focus oninnovation

Lack of skills needed to innovate

Public resistance to change

Lack of belief that new ideas candeliver change

Staff resistance to change

Too few good ideas beinggenerated

Lack of political buy-in

Main barriers to innovation in your council

LGDF IN A NUTSHELL

• £250,000 fund

• Bids invited for expertise, services and technology from O2

• Three proposition themes• Mobile working• Connecting with citizens• Workplace collaboration

• Open to:• Local authorities• Police• Health• Education

• Rolled out as a programme July 13 – Feb 14

THE BACK-STORY…

2011

• Local Government Futures Forum

• 14 workshops

• 150 senior officers

• 500 hours of insight

• 5 key findings summarised in a white paper published by Kable

2012

• Local Government Future Fund

• 37 bids from 41 councils

• 6 shortlisted

• 3 winning authorities

LESSONS LEARNED

ExposureFantastic coverage

Internal supportReal resonance at board

ServicesBetter to focus on key propositions

StructureLocal Government alone

is too restrictive

Positioning‘Future Fund’ not the

right positioning

DeliverabilityDon’t create a monster!

LGDF CREATIVE PLATFORM

• Challenge

• Guide

• Provoke

• Engage

• Spark collaboration

MULTI-CHANNEL AND MULTI-PHASE

JULY FEBRUARY165 ATTENDEES 57 BIDS

2 WINNERS

DRAGON’S DEN

Delegate recruitmentDRIVING EVENT ATTENDANCE

254 REGISTERED

INSIDE SALES TELEPHONE FOLLOW UP

LANDING PAGE

VIDEO

Post event commsMAINTAINING MOMENTUM

EMAILS

BLOG

Post commsSHARING SUCCESS

BLOG AND SLIDE SHARE

SOCIAL MEDIA

VIDEO

WHITE PAPER

PROGRAMME LAUNCH

PRESS RELEASE

Pre-Event Awareness ProgrammeENCOURAGING ENGAGEMENT

RATE CARD AND T&CS

THOUGHT LEADERSHIP

LETTERS DM & EDM

BLOG AND VIDEO BLOG

SOCIAL MEDIA

Three regional eventsINSPIRATION AND HOW TO APPLY

DELEGATE PACKS

EXEC SUMMARY

LIVE FILMING LIVE

TWEETING

EVENT BROCHURE

PRESENTATIONS TWITTER

FACE-TO-FACE WITH THE DRAGONS

Julian Bowrey

Deputy Director, Strategy and Communications, Department of Communities and Local Government

Adrian Hancock

Chief Executive, SOCITM

Simon Parker

CEO, NLGN

Amanda Derrick

Government Digital Service, Cabinet Office

Mark Adams-Wright

Managing Partner, Local Government, Telefónica UK

Ben Dowd

Business Director, Telefónica UK

GENERATING REUSABLE IDEAS

Website and mobile app to support NEETs into work

Social listening and analysis to guide social planning

App to support young people with SEN travel independently

Digital champion programme to combat digital exclusion

Universal benefits calculator and action app

Mobile location analytics to plan services and regeneration

RESULTS

B2B Awards

254 registered

ExtensiveMedia

coverage

Sales closed10 x

investment

57 bids

165 attended

events

REFLECTIONS

• A timely proposition

• The cornerstone of a sector programme

• Great awareness and pipeline building

• Peer-to-peer engagement was essential

• Required total internal support

• Don’t underestimate the complexity…