no more internal/external. integrated campaigns conference, 25 february 2016
TRANSCRIPT
![Page 1: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/1.jpg)
The Post Office storyMark Davies, Communications and Corporate Affairs Director
February 2016
WE’RECHANGING
![Page 2: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/2.jpg)
WE’RECHANGING
![Page 3: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/3.jpg)
Some key facts…
• 11,500 branches• 50,000 people• 17m customers…a major transformation
WE’RECHANGING
![Page 4: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/4.jpg)
And a complex communications environment…..
4
NFSP
Media
Labour Party
Consumer Futures
Active agents/communities
(inc CWU postmasters)
MPs(all
parties)
Liberal Democrat
Party
Conservative Party
SoS/Minister
CWU/CMA
BIS officials
SNP
Partners and suppliers
Employees and agents
![Page 5: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/5.jpg)
WE’RECHANGING
![Page 6: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/6.jpg)
![Page 7: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/7.jpg)
Promote
WE’RECHANGING
![Page 8: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/8.jpg)
Protect (single image to show (Panorama)P
ro
tect
WE’RECHANGING
![Page 9: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/9.jpg)
WE’RECHANGING
Engage
![Page 10: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/10.jpg)
WE’RECHANGING
Internal –employees
- Supply chain- Crown
branches- Support
services(7,500)
Customers/Stakeholders
- Unions- MPs- BIS
- Media- Interest groups
Branches- Agents network
- Multiples (WHSmith, Co-
Op etc..)- (50,000)
Culture – vision – strategy – leadership comms
Audiences….
![Page 11: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/11.jpg)
WE’RECHANGING
Crowns Agents Supply Chain Central Media Stakeholder
How we used to do it…
![Page 12: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/12.jpg)
WE’RECHANGING
![Page 13: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/13.jpg)
WE’RECHANGING
New product delivery
Commercial
PR plan
Internal comms Stakeholder Agents Crowns
![Page 14: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/14.jpg)
WE’RECHANGING
New product delivery
Commercial
Campaigns team defines strategy for all audiences
Draws on specialist
input
![Page 15: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/15.jpg)
One vision
WE’RECHANGING
![Page 16: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/16.jpg)
The team
• Campaigns to drive sales, footfall and surprise the nation
• People and Transformation engage in the vision, tell the transformation story – build confidence
• Public Affairs influence key opinion formers, tackle issues
• Policy guiding the business, linking with shareholder, overseeing regulatory environment
• Planning, creative and production delivering the message, measuring our effectiveness
WE’RECHANGING
![Page 17: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/17.jpg)
Talking points
• More efficient: reduced staffing by 25pc in 18 months, non-staff down £2m since 2012
• Engagement increased, metrics increased
• Development challenge: key learning
• Using agencies - in the right way
• Clarity is crucial! [And content ownership is key]
• Work in progress…..
WE’RECHANGING
![Page 18: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/18.jpg)
Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk
![Page 19: No more internal/external. Integrated campaigns conference, 25 February 2016](https://reader031.vdocument.in/reader031/viewer/2022030300/5880e6a11a28ab0d358b5b03/html5/thumbnails/19.jpg)
Conference
25 February 2016
London
#integratedcomms
Integrated campaigns:
planning, delivering and
evaluating
Sponsored by
@goodagencyldn