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1
Ending CSA arrangements – national campaign
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Campaign purpose
• National campaign in order to:– raise CSA client awareness that their current arrangements will end– build understanding of the process of ending arrangements– build understanding of the options open to parents making a new child
maintenance arrangement.
• Campaign launch timed to coincide with increase in case closure mailing quantities.
• Campaign activity will help us maximise the number of CSA clients who go on to make an effective arrangement.
• Campaign to run from September 2014 to March 2015.
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Campaign overview
• The campaign includes:
– engagement with stakeholder and partner organisations
– proactive PR activity
– client engagement through social media (Online forums, Facebook, Twitter)
– information available through gov.uk and cmoptions.org
– national press advertising
– advertisements on local radio stations
– online display advertising
– paid search activity
– Facebook advertising
– making supporting materials available to partner organisations on the Child Maintenance Toolkit.
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Media campaign outline
Sun on SundayDaily Mirror/Daily RecordRadioOnline display advertsFacebook advertsPay Per Click
MarchSeptember October November December January February
• Campaign based on short bursts of press and radio supported by ongoing digital activity.
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Focus on: Press advertising
• Advertisements will run in: The Sun on Sunday, The Mirror, and the Daily Record.
• Titles chosen on basis of high reach among target audience.
• Will run in two bursts – September 2014 and January 2015.
• Changes are explained and clients are directed to campaign landing page www.gov.uk/csachanges for further information.
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Campaign press advertisement
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Focus on: Digital display advertising
• Advertisements will run in a variety of formats.
• Ads click through to campaign landing page www.gov.uk/csachanges
• Sites chosen on basis of high reach among target audience – will include local and national press sites.
• Will run throughout the campaign period – September 2014 to January 2015.
3 Frames are animated
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Display advertising – the ad network
• Sites within the network are selected to maximise reach among CSA clients.
• Placement of adverts optimised throughout the campaign.
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Focus on: Facebook and Pay Per Click
• Facebook adverts will run throughout the campaign period – September 2014 to January 2015.
• Adverts targeted demographically to reach CSA clients.
• Links to landing page on gov.uk.
• Paid search activity targets key terms to pick up CSA clients.
• Search terms to be refined and optimised throughout the campaign period.
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How partner organisations can support the campaign
• Adding or updating content on your web pages to explain the changes (we can provide or check content).
• Sharing case studies showing clients how they can make new arrangements and the range of arrangements they can make.
• Sharing social media content: blogs, Tweets, Facebook posts.
• Looking at the Child Maintenance Toolkit for further information about ending CSA arrangements for you and your clients.
• Keeping us informed on client reactions:
– What are clients saying?
– What is their awareness?
– Is there more we can do to support them?
– Do they have enough information?
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Next steps
• DWP will evaluate the impact of the campaign activity throughout.
• Learning from evaluation activity will be used to shape communications planning for the remaining period of case closure.
• Continue to work with partners to provide accurate information to clients affected by the ending of CSA arrangements.
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• Campaign landing page at www.gov.uk/csachanges
• Further information for clients and stakeholders available through:• www.gov.uk • www.childmaintenanceoptions.org
• For more about the changes to child maintenance:• https://www.gov.uk/government/consultations/supporting-separated-
families-securing-children-s-futures
• Email us at [email protected] with any questions.
Further information