1. Scottish Resilient Communities Conference 2017
We live in communities that are inclusive, empowered, resilient and safe
The Ready Scotland Campaign
Becky Inglis, Safer Marketing, Scottish Government

2. Senior Marketing Manager
READY SCOTLAND
Becky Inglis
Senior Marketing Manager
Scottish Government

3. Scottish Government Marketing Unit

4. Campaign Development and Implementation
Scoping
Understanding and Research
SMART objectives
Strategy and Idea
Execute
Debrief of evaluation

5. Ready Scotland - Driving behaviour change through public engagement
Quality assurance, review and consistency
Recognisable Brand
Structured Messaging
Delivery Mechanisms
Media
Learning
Evaluation
Westie and Ready Scotland name
Risk awareness, simple actions, look out for others, how to find out more and consistent signposting
ScoRDS, Education Scotland, Preparing Scotland and Case Studies
Promoting good practice, building community resilience,
campaigns and
eLearning
Social Media, local radio, advertising and Awareness
Campaigns

6. Radio - Ads and Live Reads
Campaign Execution
TWO TIER APPROACH
TIER 1
SEVERE
TIER 2
MODERATE
3+ Days Lead Time
Radio - Ads and Live Reads
Outdoor
Digital
<3 days lead in
Digital
Outdoor

7. Radio 2016/17 (40-59’s) (25-44’s) (18-64’s) (50+’s) Impacts Reach OTH
Burst 1
7,346,000
40.97%
4.09
Burst 2
6,517,000
40.50%
3.67
Burst 3
6,277,000
39.70%
3.61
(15-34’s)

8. Digital Campaign - Programmatic 2016/17 Impressions Clicks Burst 1
1,526,361
1,036
Burst 2
1,495,668
1,184
Burst 3
2,055,753
1,905

9. Facebook - January Snow 2017
Impressions
Reach
Link Clicks
15,900,992
482,430
10,016

10. Mobile Zapp 360 2016/17 Impressions Clicks Burst 1 472,052 5,193
522,720
5,722
Burst 3
476,726
4,804
Websites:
Independent
Guardian
Daily Star OK
Accuweather
NME

11. Outdoor Trial
101 sites throughout Scotland at Tesco, BP, Shell and Esso stations
Digital Screens located at point of purchase
Targeting people travelling by car during bad weather

12. Watch this space……