Challenge
The major challenge for Vodafone has been to support the sales of a wider range of solutions incorporated in the PSN framework to public sector customers. We addressed this by challenging preconceptions that Vodafone is just a mobile provider. Vodafone also wanted to position themselves as a facilitator of change for public sector organisation throughout the UK and engage decision makers around specific issues to demonstrate how Vodafone can help organisations improve their processes, change the way they use physical spaces and enable their staff to do their best work.
Approach
Base One created a content-led campaign, themed on ‘Public services reform’, focused on exploring what it’s like to deliver public services today and the issues leaders were looking to solve through technology. The hero content consisted of video interviews of public sector leaders talking about their challenges and what role technology is playing now and in the future in solving these key issues. This helped associating Vodafone with efficiency and effectiveness in the public sector, without directly talking about solutions. The primary channel for promotion of content was a partnership with The Guardian Online, where the audience was directed to a Vodafone Partner Zone and three Public Leaders Networks. The content on the Partner Zone was created by Base One under the heading of ‘Public perspectives’. Direct promotion was through a combination of online and offline ads plus communications to Vodafone’s customer base, amplified by PR and social media. Supportive content included: a PSN manifesto, how to guides, resources roundups, articles, case studies and research. A total of 64 pieces of content was produced in the space of six months including: 15 videos, one research, an online survey and interactive infographic.
Outcome
The campaign delivered great results. These are for a six months, from 15th Nov ‘12 to 31st Mar ’13:
BMS and NPS shifted positively by + 6 points from June 2012 to March 2013
Accessed 148,300 public sector leaders through the Guardian Networks, of these, Vodafone directly engaged with 34% of this base
Target KPIs for whole campaign period for the Partner Zone exceeded by Feb 2013:
Unique visitors KPI: 4,000/achieved: 5,585
Page views KPI: 6,800/achieved: 10,542
Dwell time KPI: 3.26 mins/achieved: 4.37 mins
Target KPIs for whole campaign period for the three Leaders Networks exceeded by Jan 2013:1100 hours viewing Partner Zone content (this equates to 140 days of sales engagement at senior decision maker level, to all segments)
Unique visitors KPI: 30,000/achieved: 40,950
Page views KPI: 51,000/achieved: 99,100
Dwell time KPI: 5 mins/achieved: 4.18 mins
Email communication: unique opens ranged from 17.03% to 37.84% and unique click-throughs ranged from 2.43% to 10.78%
Generated 9 leads with an estimated value of £1 million
