Campaigns: Public Sector - Essex County Council passes inspection

Campaign: Essex Superheroes
Client: Essex County Council
PR team: In-house
Timescale: September 2008-September 2009
Budget: £12,899

Essex County Council had three major external inspections, conducted by the Audit Commission and Ofsted. The PR team wanted an internal campaign to reach staff and tell them about the inspections.

Objective

- To ensure at least 80 per cent of employees were aware of the inspections

- To generate 10,000 page views to the Essex Superheroes website during inspections

- To motivate employees for the inspections.

Strategy and plan

A website was created as a focal point for the campaign, housing information about the inspections, along with interviews with inspectors, case studies, timelines, podcasts, blogs and competitions. Traffic was driven to the site through direct mail, posters, a newsletter, blogs, and weekly competitions.

Measurement and evaluation

Qualitative feedback from staff members revealed views such as: 'The site is excellent', 'this is a great way to get the message across', and 'it was a good idea to contact every member of staff'.

Results

The website generated 51,982 views over the inspection period, while the campaign won the Internal Communications category award at the CIPR East Anglia PRide awards.

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