Flipping the buyer experience on its head
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The O2 Local Government Digital Fund aimed to help local governments in the UK innovate through digital technology and services. It provided a £250,000 fund for local authorities, police, health, education and others to bid on expertise, services, and technology from O2. The fund saw over 250 people register, 57 bids submitted, and 165 attendees at events to share ideas. It generated reusable ideas for areas like supporting unemployed youth and social services planning. While complex to run, it was successful in generating awareness, sales leads, and engaging local governments in innovative digital approaches.
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Flipping the buyer experience on its head
- 1. THE O2 LOCAL GOVERNMENT DIGITAL FUND ‘Flipping the buyer experience on its head’ Robert Ainger Marketing Director
- 2. THE O2 CONTEXT • More than 24m UK customers • 450 high street outlets • In top 20 most valuable UK brands • Provider of B2B digital services • High profile enterprise customers • Marketing worth shouting about
- 3. THE LOCAL GOVERNMENT BRIEF
- 4. A LARGE BUT FRAGMENTED MARKET 2011/12 2012/13 2013/14 2014/15 2015/16 2016/17 £1.5 £1.0 £0.5 £2.0 £2.5 £3.0 £3.5 ITCspendbns District Borough Council Unitary Authority Metropolitan Borough Council London Borough Council County Council 201 55 37 32 27
- 5. THE AUDIENCE CHARACTERISTICS Complex Sought afterCash strappedSlow
- 6. THE INNOVATION PARADOX 0 10 20 30 40 More than 50% 40% 30% 20% Less than 10% Proportion of council’s savings could come from innovative approaches to service delivery 0 20 40 60 80 Lack of time to focus on innovation Lack of skills needed to innovate Public resistance to change Lack of belief that new ideas can deliver change Staff resistance to change Too few good ideas being generated Lack of political buy-in Main barriers to innovation in your council
- 7. LGDF IN A NUTSHELL • £250,000 fund • Bids invited for expertise, services and technology from O2 • Three proposition themes • Mobile working • Connecting with citizens • Workplace collaboration • Open to: • Local authorities • Police • Health • Education • Rolled out as a programme July 13 – Feb 14
- 8. THE BACK-STORY… 2011 • Local Government Futures Forum • 14 workshops • 150 senior officers • 500 hours of insight • 5 key findings summarised in a white paper published by Kable 2012 • Local Government Future Fund • 37 bids from 41 councils • 6 shortlisted • 3 winning authorities
- 9. LESSONS LEARNED Exposure Fantastic coverage Internal support Real resonance at board Services Better to focus on key propositions Structure Local Government alone is too restrictive Positioning ‘Future Fund’ not the right positioning Deliverability Don’t create a monster!
- 10. LGDF CREATIVE PLATFORM • Challenge • Guide • Provoke • Engage • Spark collaboration
- 11. MULTI-CHANNEL AND MULTI-PHASE JULY FEBRUARY165 ATTENDEES 57 BIDS 2WINNERS DRAGON’S DEN Delegate recruitment DRIVING EVENT ATTENDANCE 254 REGISTERED INSIDE SALES TELEPHONE FOLLOW UP LANDING PAGE VIDEO Post event comms MAINTAINING MOMENTUM EMAILS BLOG Post comms SHARING SUCCESS BLOG AND SLIDE SHARE SOCIAL MEDIA VIDEO WHITE PAPER PROGRAMME LAUNCH PRESS RELEASE Pre-Event Awareness Programme ENCOURAGING ENGAGEMENT RATE CARD AND T&CS THOUGHT LEADERSHIP LETTERS DM & EDM BLOG AND VIDEO BLOG SOCIAL MEDIA Three regional events INSPIRATION AND HOW TO APPLY DELEGATE PACKS EXEC SUMMARY LIVE FILMING LIVE TWEETING EVENT BROCHURE PRESENTATIONS TWITTER
- 12. FACE-TO-FACEWITHTHE DRAGONS Julian Bowrey Deputy Director,Strategy and Communications, Department of Communities and Local Government Adrian Hancock Chief Executive, SOCITM Simon Parker CEO, NLGN Amanda Derrick Government Digital Service,Cabinet Office Mark Adams-Wright Managing Partner, Local Government,Telefónica UK Ben Dowd Business Director, Telefónica UK
- 14. GENERATING REUSABLE IDEAS Website and mobile app to support NEETs into work Social listening and analysis to guide social planning App to support young people with SEN travel independently Digital champion programme to combat digital exclusion Universal benefits calculator and action app Mobile location analytics to plan services and regeneration
- 16. REFLECTIONS • A timely proposition • The cornerstone of a sector programme • Great awareness and pipeline building • Peer-to-peer engagement was essential • Required total internal support • Don’t underestimate the complexity…