Eleri Roberts, Campaign Manager

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Essex Superheroes

• Eleri Roberts, Campaign Manager
• Louise Alabaster, Account Executive

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EssexWorks Our vision for the best quality of
life in Britain

• Twelve key issues
• Working from the customers perspective
• Cutting bureaucracy
• Empowering communities
• Championing residents interests
• E.g. Post Offices, Banking on Essex

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Research

• 37,000 members of staff - approximately 50 on
  email and located at over 400 offices
• Existing communications channel were sporadic and
  inflexible internal newsletters (corporate and
  service), manager briefings, all staff emails,
  intranet stories
• Only 20 of employees were aware of the
  inspections

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Objectives

• Ensure 80 of employees aware of the inspections,
  when they were taking place and what was involved
  
• Generate 10,000 page views to the website in the
  first week and 5,000 page views in subsequent
  weeks
• Motivate employees with a view to recognising
  that the inspection was a chance to promote all
  the great work they did, helping to break down
  silos across ECC, increasing understanding and
  awareness of each others jobs.
• Humanise and remove the fear factor from the
  process and explain the process in clear, jargon
  free language.

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Strategy

• We wanted a campaign that
• championed EssexWorks
• portrayed the inspectors as approachable
• gave staff the confidence to speak about their
  work
• celebrated all the good work to date

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Getting creative

• No limitations
• Fresh
• Engaging
• Motivating
• Value for money

• The Council delivers high quality services in a
  broad range of areas staff and elected
• members demonstrate pride in the county and
  strong commitment to local people
• IDeA Peer Review

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www.essexsuperheroes.org
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Implementation stage 1

• Polaroid desk drop
• Teaser poster
• 6,200 newsletters

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Implementation stage 2

• Posters
• Intranet stories
• Jos blog
• Article in INSX

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Implementation stage 3

• Posters

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Budget

• 12,900, an average cost per employee of 33p
• Website 5,000
• Photography 2,100
• Print 2,800
• Design 2,625
• Mailing 375

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So how did we do?
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What could we have done better?

• Better IT
• Develop into a long running internal
  communications campaign
• Used as a platform to evaluate and improve
  internal communications channels

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Questions ?