Campaigns: Public Sector - Hampshire Now is winner with residents

Campaign: Hampshire Now magazine
Client: Hampshire County Council
PR team: In-house
Timescale: January-December 2010
Budget: £82,000

Hampshire Now is Hampshire County Council's residents' magazine.

Objectives

- To use the magazine to keep residents informed about the county council

- To help residents find out what services are available and how to access them.

Strategy and plan

The magazine is a free quarterly and is sent to 550,000 households in the county. Residents' surveys have shown the readership is mainly older people. So, to generate more readership, the council's PR team overhauled the design and layout, and changed the focus of the content from services to people and places. New sections were added, including a news in brief section, features on local services, plus regulars on Hampshire walks and history. The magazine also includes a local personality or celebrity interview.

Measurement and evaluation

A reader survey was carried out to generate qualitative feedback about the magazine, which has been positive.

Results

The magazine was named by residents as the preferred method of getting information about the council in a residents' survey. The magazine won the gold award for Best Magazine at the CIPR Wessex PRide Awards 2010.

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