This document discusses internal partnership marketing at the UK's Health and Safety Executive (HSE). It describes how HSE develops email messages via partnerships with experts within the organization to more effectively reach stakeholders with relevant safety information. Two case studies are provided that show how partnership marketing for announcements about changes to injury reporting requirements and a trainee inspector campaign led to thousands of additional visits to HSE websites and helped meet recruitment goals. The conclusions emphasize that obtaining buy-in for partnerships is challenging but encourages seeing the "bigger picture" and that reporting results demonstrates the value of this approach over acting alone.

1. Internal Partnership
Marketing in HSE
21 November 2013
Gavin Parkinson – Digital Marketing and Evaluation

2. Introduction
Partnership Marketing: development and delivery
of messages via partnerships with other
organisations…
Internal Partnership Marketing in HSE:
development and delivery of email messages via
partnerships with experts around the
organisation…
Results: more stakeholders receive and take
action on messages that are more relevant to
them.

3. Bit about HSE
•
•
Independent regulatory body
•
Do this by visiting and
educating/informing businesses
•
eBulletins are key part of the
educating/informing function in a digital
by default world
Keep people at work safe from harm and
ill health at work

4. Role of Digital marketing in HSE
•
Huge subject; 200+ business types and
categories of hazard
•
Digital Marketing; make it easier for
visitors to stay abreast of news and
updates

5. eBulletin model in HSE
•
Automation is good, but the personal
touch is better
•
•
Experts talk the language of subscribers
Make it easy for colleagues to launch
eBulletins and encourage greater
interaction over time

6. Partnership Marketing Case study 1
Changes to RIDDOR – law requiring businesses to report
injuries at work
Audience; all businesses in UK
Partnership marketing approach;
•
•
•
•
Co-ordinate automated emails
LinkedIn, Press Office, Twitter
Push to one destination
Encourage partners to push message to subscribers

7. Partnership Marketing Case study 1
•
24 emails dispatched
– 17 managed
– 7 automated
•
50k+ visits to the RIDDOR webpage
– 30% from partner managed emails
– 5% from automated emails

8. Partnership Marketing Case study 2
Trainee Inspector recruitment campaign
Audience; graduates, H&S experts,
Partnership marketing approach;
•
•
•
•
Encourage partners to push message to subscribers
Co-ordinate automated emails
LinkedIn adverts
Monitor paid advertising

9. Partnership Marketing case study 2
23 email dispatched:
–12 partnership emails dispatched
–11 automated emails
•
30k+ visits to the website
– 47% from partnership emails
– 9% from automated emails
•
Recruitment quota met!

10. Conclusions
•
50 managed eBulletins; getting buy-in is
tricky
•
Encourages eBulletin Managers to see
the “Bigger Picture”
•
What would the result have been without
the activity? - need to report back

11. Finally…
•
What could we achieve if we used a
Government-wide partnership?
Any questions?