Transactional Services in the UK: effective or Just Efficient? Norman Mellor e-citizen National Project Programme Director 15th Feb 2005
Mar 27, 2015
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