Campaigns: Public Sector - Knox D'Arcy highlights manpower waste

Campaign: Public sector manpower
Client: Knox D'Arcy Associates
PR team: Kelso Consulting
Timescale: August-October 2010
Budget: £15,000

Management consultancy Knox D'Arcy has been running for 24 years, but until 2010 had only expanded through contacts and referrals.

Objectives

- To generate online presence for the firm

- To provide leads, especially for the local government practice.

Strategy and plan

Using Knox D'Arcy's fieldwork data, the PR team put together a report that analysed the ways in which public sector manpower was used. Using the report's conclusions, Kelso ran a campaign highlighting the poor use of manpower in the public sector and explaining how improvements would dramatically reduce cuts to frontline services. This contradicted claims by politicians and unions that spending cuts would lead to service cuts.

Measurement and evaluation

An opinion article ran in The Guardian ahead of the report's launch. The campaign was covered by six national newspapers - including the front page of The Daily Telegraph. In total, 83 pieces of coverage were generated across all media.

Results

The Knox D'Arcy website received more than 6,000 page views. The full report was downloaded by local authorities or government bodies 45 times. This has led to eight leads for the firm, including one from the Department for Work and Pensions.

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