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LG Comms, 26 May 2010

Partnerships Working better together Date: 26 May 2010. LG Comms, 26 May 2010. A little about us Social communications agency Specialising in positive change campaigns Experience of partnerships at national and local government level Cross sector Engaging hard to reach.

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LG Comms, 26 May 2010

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  1. PartnershipsWorking better together Date: 26 May 2010 LG Comms, 26 May 2010

  2. A little about us Social communications agency Specialising in positive change campaigns Experience of partnerships at national and local government level Cross sector Engaging hard to reach Partnerships; working better together

  3. Partnership in a new context Seismic political shift = a different landscape The Big Society in real life? Local IMPACT communications will be key Creating a ‘communicating community’, not a louder voice Understanding the power of your networks and partners Partnerships; working better together

  4. Why we depend on partnerships CREDIBILITY REACH PERCEPTIONS CHANGE LEGACY Partnerships; working better together

  5. CREDIBILITY Talk to FRANK (Home Office/Department of Health)

  6. Talk to FRANK Honest, non-judgmental drug information for young people and parents Partnership nationally and locally Big, bold brand strategy Comprehensive stakeholder engagement Partnerships; working better together

  7. Our brief Engage vulnerable young people; hard to reach and disengaged Maintain and extend FRANK’s credibility Work in partnership in 42 High Focus Areas Deliver through credible and connected partners Partnerships; working better together

  8. How we did it Found the most credible messenger Used peer to peer marketing techniques Created an army of FRANK ambassadors Used surprising and provoking tactics

  9. REACH It Doesn’t Have to Happen

  10. Tackling knife crime in partnership A new approach, partnering with young activists Brave use of social media, letting go of message control Campaign Youth Taskforce More reach through local partnerships with small but vibrant local organisations Partnerships; working better together

  11. INSERT SCREEN GRAB OF BEBO SITE Partnerships; working better together

  12. PERCEPTION One Westminster

  13. One City A unifying brand strategy, commended by LG Comms in 2006 and 2007 Strong community and stakeholder involvement throughout Internal engagement of council staff as delivery partners Clear, consistent messaging across all services and partners Overall satisfaction with the council = 78 per cent (higher than the typical individual service rating of 43 per cent) Partnerships; working better together

  14. CHANGE Tower Hamlets Smoking Cessation

  15. Bangladeshi men and smoking • Brief: Increase the uptake of smoking cessation services in Tower Hamlets by Bangladeshi men • Collaborative ‘steering group’ approach was central to campaign success: • NHS Tower Hamlets Tobacco Control Team • Bangladeshi Media Association • East London Mosque/London Muslim Centre • Bangladeshi Stop Tobacco Project, specialist tobacco cessation service • Local residents, service users • Voluntary and third sector organisations, faith leaders • Quit dates increased by 45% from 603 in 2007-2008 to 1104 in 2008-2009 • Validated 4 week quits increased by 36% from 381 in 2007-2008 to 595 in 2008-2009 Partnerships; working better together

  16. LEGACY CLG Inspiring Communities

  17. Inspiring Communities to inspire young people 15 areas selected country wide to develop behaviour change strategies to inspire young people Implemented through Neighbourhood Partnerships comprising statutory and voluntary organisations Developed in partnership with communities themselves Processes and structures set in place to ensure partnerships were effective and productive Rooted in real behaviour change insights to ensure sustainability Partnerships; working better together

  18. Our behaviour change approach 2 Developing and testing the plans 4 Evaluating the programme 1 Scoping the audience and issue 3 Implementing the intervention Partnerships; working better together

  19. Partnerships; working better together

  20. CHALLENGES? Partnerships; working better together

  21. Tips for getting started • Mapping, with your audience at the heart • Prioritise and segment your partners • Approach with clear benefits and desired outcomes • Agree terms of reference • Devise structures and processes Partnerships; working better together

  22. Mapping your audience’s influencers The Guardian Cinema Five Live Daily Mirror FHM Radio 1 Daily Express Commuter titles – Metro What’s on TV LBC Skymag Talk radio Galaxy FM Manchester Evening news The Sun 16-19 GMTV MSN/Yahoo Local radio Sport Viral/social networks This Morning Pub Local papers Dad talk Recruitment sites Job centre Plus/recruitment Personal interest consumer sites Partnerships; working better together

  23. Segment and prioritise Partner Your tier 1 partners Young activists Residents’ Groups Youth clubs Involve Inform Schools Police Neighbourhood Watch Your tier 2 partners Consult Partnerships; working better together

  24. Any questions? Contact: Amanda Duffy or Athena Lamnisos 020 7403 2230 amandaduffy@forster.co.uk athena@forster.co.uk Partnerships; working better together

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