Marketing strategy - final draft-PUBLIC COMMENT DOCUMENT.d–

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Marketing Strategy 2005-2008 PO Box 653 Tel: [phone] PRESTON Website: www.lancspa.gov.uk Lancashire Email: [e-mail] PR2 2WB CONTENTS Page 1. VISION…………………………………………………………………………………….……… 1 2. STRATEGIC OBJECTIVES …………………………………............................................... 1 3. KEY AIMS……………………………..…………………………………………………………. 2 4. DEPENDENT FACTORS……………………………………………………………………….. 2 5. THE STRATEGY………….…………………………………………………………………….. 3 5.1 Aim………………………………….………………………………………………………. 3 5.2 Introduction………………..………………………………………………………………. 3 5.3 Target Audience…..………………………………………………………………………. 4 5.4 Communicating to hard to reach groups ……………………………………………. 4 5.5 Accessibility of marketing material……………………………………………..…… 5 Key Aim: To raise awareness of the role of the Authority………... 5.6 5 5.7 Key Aim: To have clearly stated aims and objectives………………..……………. 6 Key Aim: To create a brand in all marketing, publicity and information material 5.8 that will be used by the Authority to reinforce our role, values, priorities, achievements and reputation………………..………………………………………… 7 Key Aim: To implement a style for all marketing and publicity material that is 5.9 compliant with equalities legislation and that employs the principles of plain language. ………………..………………………………………………………………. 8 Key Aim: To ensure that marketing and publicity material is used at every 5.10 opportunity to promote the role of the Authority. ...

Sujets

• communication marketing

Informations

• Publié par: Navug
• Nombre de lectures: 72
• Langue: English

Extrait

PO Box 653 PRESTON Lancashire PR2 2WB

Marketing Strategy 2005-2008

Tel: [phone] Website:www.lancspa.gov.uk Email:[e-mail]

CONTENTS 1. VISION…………………………………………………………………………………….……… 2. STRATEGIC OBJECTIVES…………………………………............................................... 3. KEY AIMS……………………………..…………………………………………………………. 4. DEPENDENT FACTORS……………………………………………………………………….. 5. THE STRATEGY………….…………………………………………………………………….. 5.1 Aim………………………………….………………………………………………………. 5.2 Introduction………………..………………………………………………………………. Audience…..……………………………………………………………………….5.3 Target 5.4 Communicating to hard to reach groups ……………………………………………. 5.5 Accessibility of marketing material…………………………………………….. …… Key Aim: To raise awareness of the role of the Authority………………………... 5.6 5.7 Key Aim:To have clearly stated aims and objectives ………………..……………. Key Aim: To create a brand in all marketing, publicity and information material 5.8 that will be used by the Authority to reinforce our role, values, priorities, achievements and reputation ………………..………………………………………… Key Aim: To implement a style for all marketing and publicity material that is 5.9 compliant with equalities legislation and that employs the principles of plain language. ………………..………………………………………………………………. Key Aim: To ensure that marketing and publicity material is used at every 5.10 opportunity to promote the role of the Authority. ………………..………………… Key Aim: To embrace e-communications as a marketing tool for the Authority. 5.11 Key Aim: To ensure a consistent approach when using external marketing 5.12 and publicity material when promoting events across Lancashire. …………… Key Aim: In respect of our own activities, to deliver a citizen focused service 5.13 to Lancashire, seeking to ensure that each contact with the Authority is a good experience. ………………..………………………………………………………

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1.

2.

Vision

The way people see us is important. Building a positive image, that is recognised and trusted can help improve and promote a better understanding of the role of the Authority among local residents and the media.

The Marketing strategy aims to co-ordinate the wide range of internal and external communication and promotional activity that takes place within the Authority to maximise opportunities and to ensure consistency and value for money.

Strategic Objectives

Our strategic objectives are to: 2.1. Raise awareness through concentrated and regular campaigns using all available publicity tools to give targeted key messages about our validity and role. 2.2. Develop, during 2005-2008, a comprehensive and targeted awareness campaign and to monitor its effectiveness. 2.3. Encourage a greater take up of consultative activities by Lancashire communities by rising awareness of consultation activity.

2.4. Become more effective in disseminating information about ourselves and be able to target information more strategically to Lancashire communities. 2.5. To create and maintain links with the public, our stakeholders and partners and direct the way in which we conduct our business and communicate that activity to the community. 2.6. To manage our reputation so that it earns understanding and support while at the same time influencing opinion and behaviour 2.7. To develop a stronger two way flow of information from within the Authority. 2.8. To recognise the value of the media as a means of communicating information to the public, and to always be open, honest and proactive in our dealings with them. 2.9. To ensure that our literature and the overall appearance of marketing and publicity material is constantly presented in a recognisable corporate style. 2.10. To continually seek out and exploit the opportunities presented by electronic communication, internally and externally, to benefit us and the communities we serve.

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3.

4.

Key Aims

3.1. 3.2. 3.3.

3.4.

3.5.

3.6.

3.7.

3.8.

To raise awareness of the role of the Authority.

To have clearly stated aims and objectives

To create a brand in all marketing, publicity and information material that will be used by the authority to reinforce our role, values, priorities, achievements and reputation.

To implement a style for all communication and publicity material that is compliant with equalities legislation and that employs the principles of plain language.

To ensure that marketing and publicity material is used at every appropriate opportunity to promote the role of the authority.

To embrace e-communications as a communication and marketing tool for the Authority.

To ensure a consistent approach when using external marketing and publicity material when promoting events across Lancashire.

To deliver a citizen focussed service to Lancashire residents ensuring that each contact with the Authority is a good experience.

Dependent Factors

4.1. 4.2.

4.3.

4.4. 4.5. 4.6. 4.7. 4.8. 4.9.

An effective internal and external communication strategy.

Use of existing and new sources to raise the profile and public recognition of the role of the Authority.

The use of consistently branded key messages that emphasis the role of the Authority.

Greater use of new technology

More effective media coverage

Greater penetration into local partnerships and community organisations

Production of local bulletins for local media and partners.

Provision of information material and resources

Co-operative and constructive working relationships with the Constabulary, such that messages do not conflict and the distinctive role of each organisation is recognised.

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5.

The Strategy

This strategy outlines the steps that the Authority will put into place to meet its aims and objectives.

5.1.

5.2.

Aim

To meet the Authority’s Corporate Strategic objectives by promoting awareness and use of the activities that we provide and undertake to the widest possible base of residents and visitors to Lancashire; while ensuring that our achievements are recognised both within the county, regionally and nationally.

Introduction

5.2.1. Effective marketing, publicity and promotional activities; are vital in keeping the public informed. They form a fundamental building block in helping the Constabulary to develop citizen-focused services. The Authority needs to build upon its current marketing and publicity practices to ensure that our communications with the public are effective; and deliver a consistent set of messages which underpin and reinforce the corporate image of the Authority. 5.2.2. In developing this Marketing strategy, reference has been made to the Authority’s Communications Strategy, Corporate plan, Business plan, Consultation strategy and Media protocol and the strategy has undergone race impact assessment. 5.2.3. The strategy also incorporates recommendations and conclusions as defined by the Home Office report ‘Public perceptions of police accountability and decision making’ 2003, the National Practitioner Panel for Engagement in Policing Communication and Marketing strategy and the Home Office report  ‘ Involving the Public: The Role of Police Authorities’– Recommendations for the Home Office Development and Practice Report. In addition, recommendations which resulted from the process of consultation, research and analysis that the Authority has undertaken have been considered. 5.2.4. The Marketing strategy is not a standalone document: the Strategy's implications will also have an impact on the communication strategy, consultation strategy and the media protocol. 5.2.5. It is important that the Authority offers a consistent message to its external target audiences and that both members and officers share an equal sense of ownership and understanding of the processes and messages, underlying the actions they will be taking. 5.2.6. The strategy is based on three requirements: 5.2.6.1. Widening accessibility to information and raising the profile of the Authority;

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5.3.

5.4.

5.2.6.2.

5.2.6.3.

Ensuring that our target audiences are aware of our remit;

Ensuring that a rolling consultation to increase undertaken.

Target Audiences

programme of awareness and

promotion and accessibility is

5.3.1. The market for our work consists of everyone who lives or works in Lancashire. Therefore our approach can be tailored to key target ‘audiences’ which we will address during the life cycle of this strategy: 5.3.2. All key audiences will be communicated to using the most appropriate strategy to meet identified need and the same key messages will be reinforced. For the purpose of this strategy the following are identified as key target audiences:

5.3.2.1. 5.3.2.2.

5.3.2.3. 5.3.2.4. 5.3.2.5. 5.3.2.6.

Officers and members of the Authority

Elected representatives (County Councillors, Unitary, District, Parish )

Lancashire Residents*

Media

Crime and Disorder partners

Potential partners

*Includes those groups who are currently under-represented in our user profile or highlighted as a LPA corporate priority (e.g. young people, people from Black and minority ethnic communities, culturally diverse backgrounds, and business communities).

Communicating to ‘hard to reach’ groups

5.4.1. LPA recognises that some members of Lancashire communities may have difficulty in accessing information about the Authority, and that they are currently less likely to engage in mainstream communication and consultation activities, for example, because of access to information, language, or confidence. 5.4.2. The Marketing Strategyis designed to provide an over arching framework for all Authority publicity and marketing initiatives. 5.4.3. To ensure ‘hard to reach’ groups receive information about the authority, the authority intends to: 5.4.3.1. Build on partner agencies’ contacts and networks 5.4.3.2. Encourage community groups, residents’ associations, and neighbourhood groups and organisations to link in with,

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5.5.

5.6.

5.4.3.3.

5.4.3.4. 5.4.3.5.

suggest and support facilitation of the most effective channels for reaching key audiences.

Take advice on how marketing materials can be adapted to have the most impact on key audiences.

Use community groups to ‘market test’ materials

Harness contacts and networks who are able to build up the validity of the authority via positive ‘word of mouth’ messages as these can sometimes be more effective than media stories or marketing materials for getting messages across

Accessibility of marketing material

5.5.1. The Authority will ensure that as far as reasonably possible all marketing material complies with the provisions of the Disability Discrimination Act (1995) and the Race Relations (Amendment) Act (2000). It should be available in Braille, large print, on audiotape and in appropriate minority community languages (if required). 5.5.2. Marketing activity, proposals, methods and procedures for all key audiences are included in yearly consultation action plans and a projected timeline for implementation is contained in the communication and marketing action plan. This will be endorsed by the full Police Authority.

Key Aim: To raise awareness of the role of the Authority

Actions needed 5.6.1. To ensure full ownership of the Marketing strategy, its objectives and action plan, by both members and officers. 5.6.2. To undertake an awareness campaign to ensure the extent of our activity and role is appreciated by Lancashire communities with regular targeted communications. 5.6.3. To formalise a structure of external marketing communication and publicity material (that includes media relations) to ensure rapid two-way information flows. 5.6.4. To issue regular press releases incorporating stories of successes, policy, role consultative events in Lancashire- as identified in the media protocol. 5.6.5. Introduce marketing as a regular agenda item for the Community engagement, Consultation Working Group and the External Relations committee meetings to report on current initiatives and plan future activities directly relating to promotion of the authority.

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5.7.

5.6.6. Establish protocols and procedures to ensure consistency of message and style in all internal and external publicity and communication information. 5.6.7. Commit to attending networking opportunities, locally, regionally and nationally, in order to raise profile, promote partnerships and be aware of new developments/best practice in other services 5.6.8. Establish a database of key contacts to receive regular updates and briefings on our role, targets, objectives, services and achievements. 5.6.9. Distribute leaflets and information using community based organisation structures and buildings to display information. 5.6.10.To ensure that a programme of special campaigns and initiatives designed to encourage those currently under-represented in our user profile to access informative and consultative events facilitated by the Authority. 5.6.11.Profile attendance at our public engagement and consultative events and compare with demographics of the district to assess gaps in penetration. 5.6.12.Establish a programme of initiatives designed to target individual groups linked to the consultation strategy and yearly action plan. 5.6.13.Work with colleagues in the Constabulary’s Communications Unit to ensure the strategy fits with appropriate corporate strategies and brief all members and officers via reporting structures on how the strategy delivers key corporate objectives.

NB::: All these actions will have to be delivered within the existing resources available to the Authority, which will dictate the extent and speed to which they are pursued in practice. Key Aim: To have clearly stated aims and objectives

Action needed

5.7.1. To publicise our Corporate Priorities and seek continued improvement in public perception and understanding of the Authority role in taking forward those priorities. 5.7.2. To actively educate and inform the public about the Authority, its practices and its services 5.7.3. To take a targeted, high profile approach to major local issues reinforcing our key messages and corporate identity. 5.7.4. To use the following key brand messages, communicating them to all members and officers, our external partners and to our target key audiences to foster a shared understanding of our aims and targets. 5.7.5. Lancashire Police Authority…..

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5.8.

5.7.5.1.

5.7.5.2.

5.7.5.3.

5.7.5.4.

5.7.5.5.

5.7.5.6.

5.7.5.7.

Providing through Lancashire Constabulary an efficient and effective police service for all the people of Lancashire.

Helping to ensure that the constabulary are accountable for the services they provide to people in Lancashire

Engaging with local communities in Lancashire to enable local people to have a say in how they are policed

Consulting clearly, openly and regularly with the public, in order to promote a high level of mutual understanding and facilitate a better Policing service to the people of Lancashire.

Setting local policing priorities that reflect communities needs concerns and aspirations.

Lancashire

Working with partners to develop community safety strategies that address local priorities and aim to enhance the quality of life for all Lancashire residents

Giving Lancashire communities the information needed to assess policing performance, and ensure that community concerns are raised on their behalf.

Key Aim: To create a brand in all marketing, publicity and information material that will be used by the authority to reinforce our role, values, priorities, achievements and reputation

Actions needed

5.8.1. To build upon and enhance the current Authority’s visual identity and confirm presence through improved internal and exterior marketing materials within community buildings, police stations and other identified community localities. 5.8.2. Create and disseminate new generic promotional materials. 5.8.3. Develop a comprehensive distribution network to reach into the community and target key groups by using and expanding upon existing networks through partners such as CDRPs, Youth Services, etc. 5.8.4. Invest time in improving relationships with local, regional, national and specialist media contacts (in partnership with Better Times- Lancashire Police Authority external media provider). 5.8.5. Establish reciprocal promotion activities and consultative delivery opportunities with our partners. 5.8.6. Develop the programme of promotional activity in the community by attendance at local events.

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5.9.

5.8.7. Continue to develop marketing material in relation to agreed targeted initiatives that are reflected in the corporate plan and consultation strategy. 5.8.8. Develop marketing plans linked to the delivery of and feedback on targeted consultative events

Key Aim: To implement a style for all marketing and publicity material that is compliant with equalities legislation and that employs the principles of plain language

Actions needed

5.9.1. To agree guidelines relating to our corporate identity by production of a protocol that dictates corporate guidelines relating to the Authority’s publications and printed material protocol. 5.9.2. Create and disseminate targeted print/promotional material to key audiences and organizations targeting appropriate messages to the intended audience. 5.9.3. To produce print explaining our role, the benefits and how to access it (including other linked services for potential users with impairments) 5.9.4. To consult specialist groups for their views on the development of targeted material tailored to need. 5.9.5. To provide information in a clearly branded, concise fashion to both internal and external audiences

5.10.Key Aim: To ensure that marketing and publicity material is used at every opportunity to promote the role of the Authority

Actions needed

5.10.1.

5.10.2.

5.10.3.

5.10.4.

5.10.5.

To foster and develop partnerships across key bodies both from within the local authority structure and from the voluntary, private and business sectors generally, to market and raise the profile of LPA and create marketing and promotional activities that match key corporate objectives and targets.

Expand and promote the website as a source of information and services

Exploit opportunities for marketing and promotional opportunities at all times where appropriate to do so.

Build on the strong relationships with our partners to develop opportunities to deliver shared projects and agendas.

Regularly update current and potential partners with news of successful projects, developments and enhancements to LPA remit.

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5.10.6.

5.10.7.

5.10.8.

5.10.9.

5.10.10.

5.10.11.

Establish a standard ‘marketing and promotional protocol’ for all events that details the marketing material to be used, gives numbers and profile of participants and allows officers and members to feedback on any issues and difficulties in planning and running the event.

Improve the quality of marketing, information and promotional material overall and ensure that its presentation is consistent with the quality of the events themselves.

Develop a public identity incorporating our brand logo that reflects an outward-facing accessible and modern Police Authority.

To continually exploit the opportunities presented by electronic communication, internally and externally, to benefit the Authority and the communities it serves.

To use all available local public sector and other websites to promote the Authority, its role and services and to facilitate within this channels of communication so that the public can engage with us.

To maintain a process of monitoring and evaluating the communication, marketing and use of various publicity materials that takes account of all statutory requirements by

5.10.11.1. Seeking views from the Citizens' Panel as appropriate and through other corporate consultation opportunities 5.10.11.2. Monitoring performance against agreed performance indicators 5.10.11.3. Producing monitoring Report for External Relations Committee

5.11.Key Aim: To embrace e-communications as a marketing tool for the Authority

Actions needed:

5.11.1.

5.11.2.

5.11.3.

To work with developments in technology to ensure potential users can access information and consultative opportunities through the widest possible range of gateways.

To expand and promote the accessibility and awareness of our websites and the opportunities for consultation and information that is available through them.

To explore the use of SMS texting as tool to encourage participation, enable consultation, or more generally increase communication with residents.

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