Public Sector: Campaign breakdown - Making Waves

Agency: 3 Monkeys
Client: The Water Industry Commission for Scotland (WICS)
Timescale: Ongoing
Budget: £120,000

THE LOWDOWN

WICS, the Scottish equivalent of Ofwat, is the Scottish Government's delivery body set up to launch a new competitive framework for water services in Scotland. 3 Monkeys was briefed to ensure that Scottish businesses are aware of the new range of options that are available to them.

- Why is the Government doing this now?

Scottish business previously had one water supplier - Scottish Water - but the new initiative, which came into force in April, saw four licensees supplying water and sewerage services to all commercial businesses.

- Who is being targeted?

The 130,000 Scottish businesses.

THE TACTICS

The programme includes support for industry events, pre-publicity, a launch day and follow-up activity to maintain the level of interest in the services. Launch PR activity targeted national and local radio stations including BBC Radio 5 Live and BBC Radio 4 and television stations BBC1 Scotland and ITV Border.

OTHER INITIATIVES

Another element of the programme is managing and staffing two high-profile seminars in Glasgow and Edinburgh to raise awareness of competition in the water sector, with high-profile attendees from business and the Scottish Government.

ANY POTENTIAL PITFALLS?

The range of options needs to be communicated in a clear and simple way for businesses to really accept the financial benefits.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.