ecitizen Experience Sharing Workshop

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e-citizen Experience Sharing Workshop

• local e-gov EXPO 21st April 2005Barbican, London
  

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Todays Workshop

• Your expectations
• Project Overview
• Market Research initial results
• Proof of Concepts
• E-citizen next steps
• Breakout sessions

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Project Overview

• An ODPM-funded National Project lead by Norwich
  City Council working with and providing
  information to local authorities. Investigating
• How to promote the access of council services via
  e-channels to local citizens with the aim of
• Improving e-channel take-up.
• The key questions are
• E-channels and services (what to promote)
• Citizen segmentation (who to promote to)
• Marketing Communications (how to promote)
• Measuring take-up (how to measure the success of
  the promotion)

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Market Research

• The starting point
• Ask citizens -
• How they communicate with their local authority
• Are they aware of e-channels
• Website, E-mail, SMS Messaging, DigiTV
• Are they prepared to use e-channels
• What services do they want to access
• What are the benefits to them of using e-channels
• What communication techniques will they respond
  to

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Market Research

• The starting point
• Ask Local Authorities -
• What Services do they currently offer via
  e-channels?
• What targeted marketing campaigns have they
  carried out?
• What take-up measurements do they use and how
  useful are they?
• What market research have they carried out to
  inform any of the above?

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Market Research

• The starting point
• Ask Intermediaries
• What services they access for their clients?
• About their use of e-channels?
• Commission a Literature Review -
• Assess existing research
• Identify best practice
• What take-up measurements are established
• Public usage attitude to modern technology

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Market Research
Market Research overview
Interim findings for local authorities
What Citizens Want
Local Authority Survey
Target groups for e-channels/ services
Intermediary Depths
Info for Proof of Concepts
Marketing campaign messages
Literature Review/ best practice
Metrics to measure take up
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Research Results

• Topline Results
• For Local Authorities
• The two most common channels which councils use /
  provide are websites and call centres
• Information about most key services is provided
  online
• Marketing communications
• Most websites and call centres are marketed at
  the whole of the general public
• Marketing of e-channels is predominantly
  undertaken through traditional media council
  newsletters (69), local press (66) and
  letterheads (61)
• Half market services over their website
• Only 45 of councils encourage front-line staff
  to direct the public to their e-channels

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Research Results

• Topline Results
• For Citizens
• High percentage of people with access to
  e-channels - websites, SMS messaging, DigiTV
• 46 of the adult population are willing to use
  these channels to access Council information /
  services - 17.5 million
• Awareness of Council e-channels is fairly low

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Research Results

• Topline Results
• However
• Specific segments of the population are more
  amenable to using e-channels e.g.
• Under 35 year olds, Male from ABC1 socio-economic
  group (A)
• 35 to 54 year olds, Female from C2DE
  socio-economic group (B)
• Segments have different interests e.g.
• (A) are interested in on-line payment facilities
• (B) are interested in Education and Environmental
  Service issues

Also
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Research Results
Customer Attitudinal Clusters
contented
e-amenable progressives
Satisfied with council
sceptics
left-behind traditionalists
disenchanteds
dissatisfied traditionalists
Comfortable with technology
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Research Results

• Customer Attitudinal Clusters
• Prime clusters for e-channels
• Cluster 1 E-Amenable Progressives (16 of
  population)
• The most pro-technology confident when using
  and would like greater opportunities from council
• Male, ABC1, high income earners, under 55, high
  access to technology
• Cluster 2 Contenteds (30 of population)
• Generally happy with council and comfortable with
  technology but no strong views on future
  rollout of services
• Male, single, high level qualifications, high
  access to technology

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Research Results

• Key Message
• whilst there is massive potential, e-channels
  are not for everyone

• Barriers.
• Access
• Skills
• Awareness

• Opportunities
• Cost advantage
• Convenience
• Trust

• in the technology
• in local government
• in own ability to use it

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Use of the Results

• Key Message
• An effective Marketing Strategy is built on -
• Understanding the customer and their wants /
  needs (Market Research)
• Where different customer segments and interests
  exist, targeted marketing and promotion be
  undertaken.
• What have we done ?
• Proof of Concepts to test the research findings -
  
• Identified a number of customer segments most
  amenable to using e-channels
• Identified their transactions or services of
  interest
• Developed targeted marketing campaigns x 13

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Proof of Concept
Campaign - A campaign covering electronic
benefit calculator via the Council website aimed
at C2DE socio economic groups within the under 35
age group. Media - Billboards, bus headliners,
bus rears, pub beermats, pub washroom panels,
local press, household distribution, leaflets,
personalised direct mail, local radio, roller
banner (for council office), targeted e-mail.
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Research Results

• Topline Results
• Awareness up 11 during campaign
• 64 of people said they would be interested in
  using the service
• Recall of the campaign was 10

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Proof of Concept
Campaign A campaign covering reporting of
abandoned vehicles to Non-Such Council via SMS
texting aimed at females, in the ABC1 socio
economic groups within the under 35 age group.
Media Bus rears, pub beermats, local press,
household distribution, leaflets, personalised
direct mail, theatre newsletter ad, targeted
e-mail.
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Research Results

• Topline Results
• Awareness increased from 1 to 24
• Use of service increased from 0 to 8
• 79 of people said they would be interested in
  using the service
• The number of people saying they would definitely
  use the service increased from 32 to 49.

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Proof of Concept
Campaign A campaign covering health and welfare
information (including sexual health drugs,
substance and alcohol abuse well being) via the
Council young persons website aimed at all
socio-economic, ethnic and religious groups
within the 13 to 19 year old age range.
Media School billboards, telephone kiosks, bus
headliners, household distribution, roller
banners, packs for school (including posters,
T-shirts, business cards and bag to hold
everything), local radio, targeted e-mail.
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Research Results

• Topline Results
• Awareness of the campaign up by 7 during
  campaign
• 58 of people said they would be interested in
  using the service

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Next Steps

• Develop Proof of Concepts conclusions based on
• Market Research on the creative materials used
• Attitude / awareness of the target customer
  segment
• Any measurement of increased take up
• Post Proof of Concepts
• Develop products and deliverables
• Guide on how Market Research and MarComms can
  inform a Marketing Strategy i.e.
• increase / raise awareness
• Increase take up
• Develop targeted marketing campaigns

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Event
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Key Questions

• Using the e-citizen products as a starting point
• How would you determine where to focus your local
  authoritys marketing communication campaign
  spending?
• How would you identify the attitudes of your
  local authoritys citizens and then translate
  this into a campaign?
• What must be in place before a campaign is run?