OASIS planning for communications campaigns David Watson Head of Marketing, Public Health England david.watson@phe.gov.uk
“Storytelling with a purpose” 16/03/16 “Storytelling with a purpose”
Most of our comms efforts sustain knowledge: Time -> Campaigns can increase and create action: Time ->
How do we do implement them? OASIS Objectives Policy outcome SMART comms objectives Use audience insight to check whether objectives are realistic and feasible Audience Insight Audience segmentation Think, feel, do? Review and refresh the approach after each phase of the campaign Strategy/Ideas Proposition, messaging, narrative Channels, partners, influencers Focused outcomes, strong narrative and mastery of all channels to reach our target audiences – the GCS summarises this approach as OASIS Implementation Timeline and resources Low cost approaches PR, partnerships Use real time feedback to optimise implementation Continuous – not an add on. Key learnings for future Scoring/ Evaluation 4
DECC & OFGEM: Power to Switch campaign (phase 1) OBJECTIVE To get more people to switch energy supplier or tariff, capitalising on improvements made to the switching process AUDIENCE Those who had not switched but are capable of doing so (represent 67% of households) STRATEGY Develop a major campaign to provide a short-term kick to the market, led by paid-for activity IMPLEMENTATION TV/Video on Demand, Radio, Digital display and Biddable, Out of Home (OOH) and Print OUTCOMES Public awareness (55%) much higher than previous DECC campaigns (15%) 350k OFGEM website visits over the campaign period (ten-fold increase on peak level pre-campaign) +80% households switched supplier Total consumer savings: £25 million ROI: £5 in consumer savings/£1 invested DECC & OFGEM: Power to Switch campaign (phase 1)
16/03/16 How we did it Objective: To drive 1.5million applications to register to vote Audiences: Under-registered groups - Younger People, BAME communities, overseas and home-movers/renters Strategy: Develop central resources which could be used/adapted by others. Use of social media, civil society groups, local authorities and departments and influencers as key messengers Implementation: All hands on deck! each department supporting, biggest outreach project around a single message Outcome: 3m applications to register to vote