Background
Islington Borough Council wanted to improve their service delivery by providing a wider set of customer touch points delivered with an emphasis on efficiency. With this in mind our brief was to develop and produce an effective marketing campaign to promote their new and improved online service offering.
Objective
1. To raise awareness of Islington Borough Council's website and the extended services portfolio available
2. To drive people to islington.gov.uk and encourage them to carry out their council business online e.g. paying library fines, parking fines and council tax
Solution
The campaign had to be inclusive as we were talking to people of differing ages from all walks of life. The core message throughout all communications was that you can have access to Islington Borough Council 24/7 and that carrying out your council business online is quick, easy and convenient. Four different creatives were produced to communicate the wide range of services offered online and these were then executed across various media such as door drops, Ad shells, fly posters, book marks for libraries and pocket guides for council offices. We wanted to reach as many people as possible and tell them about this new fantastic service.
Results
Initial estimations are of 3,000 more transactions during the period, with £4m in incremental revenue online.
