Mailcamp: Dave Worsell, GovDelivery (Driving Standards Agency)

Driving Standards Agency
DSA Direct - Case Study
Dave Worsell
Director, Government Solutions
dave.worsell@govdelivery.com
@dworsell
+44 207 993 5595 / +44 7500 902 516
www.govdelivery.co.uk
Version: March 2011

DSA Case Study - Requirements...

DSA Case Study - Requirements...
Mission: Safer Driving for Life
To engage with drivers of all ages, types and experience.
Learner Drivers (not only 17-25 year olds)
Cars
Bikes
HGV
Coaches
Driver Trainers (ADI’s)
Experienced drivers
Children / Schools

DSA Case Study - Obstacles...
Picture by Ian Britton - http://www.freefoto.com/preview/21-54-3/Traffic-Cones

DSA Case Study - Obstacles...
Website convergence / multiple platforms
DfT
DirectGov
BusinessLink
Control over messaging
Promotion – (not everyone uses Social Media to engage Gov.)
Budget restrictions
Limited Resources
Technology / Perception

DSA Case Study – DSA Direct Video
http://www.youtube.com/watch?v=AoqlrVqTz20

DSA Case Study - Outcomes...

DSA Case Study - Outcomes...
Significantly higher levels of engagement…
Increased usage on the DSA and associated websites
37.5k email subscribers to online content changes (growing quickly)
3.6m messages, 19m updates, 1.3m unique clicks
17k YouTube Subscribers (15k via email) with 3 million channel views
Multiple Twitter channels: Main has 5.1k followers / 8.6k by email digest
Chief Examiner now has a Facebook page (2,200 fans)
Estimated £120k paper savings per annum
Long term engagement (Advice on driving in icy conditions, changes in legislation, …)

DSA Case Study - Collaboration...

DSA Case Study - Collaboration...
DSA Direct collaborates to share subscribers with:
Highways Agency
Met Office
Health and Safety Executive
British Standards Institute
Local Authorities
45% of all subscribers come via the network
Dramatic increase in subscribers when it snows (via network)
Widgets help DSA collaborate with ADI’s/Driving schools & Learners
Provides easy sharing into Social Media

For more information...
Dave Worsell
Director, Government Solutions
0207 993 5595
07500 902 516
dave.worsell@govdelivery.com
www.twitter.com/dworsell
Connect:www.govdelivery.co.uk
John Ploughman
Digital Communications Manager
Driving Standards Agency
john.ploughman@dsa.gsi.gov.uk
www.twitter.com/johnploughman

Mailcamp: Dave Worsell, GovDelivery (Driving Standards Agency)

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