2012 Bronze Best Customer Journey

Client O2 Enterprise Public Sector team

How did the campaign make a difference? The Local Government Future Fund is a way to help local authorities kick-start vital new technology programmes, while meeting stringent spending targets. Three councils won shares of £250,000-worth of services and technology. 43 local authorities got involved with the launch, generating 62 new leads.

What details of the strategy make this a winning entry? One of O2's key audiences is local government, and one of this sector's biggest pains is shrinking budgets. They’ve had to absorb a 25% cut in annual budgets, with more to come. Technology has a big role to play in making savings, but needs upfront investment. The Local Government Future Fund spearheaded O2’s local government lead generation strategy, establishing O2 as a credible partner for voice and data services by engaging councils, sharing ideas and creating a community. Driving this was the chance to win a share of £250,000-worth of consultancy, services and technology. The journey began with the Local Government Futures Forum, 14 fact-finding workshops run in autumn 2011. Councils were consulted by Kable, specialists in public sector research, resulting in the Kable Report on UK local authorities’ key challenges. Among five key findings the need for innovation – with technology as the key driver – stood out. The Future Fund was conceived to offer councils direct help with the issues they’d identified themselves.

How did creativity bring the strategy to life? The Futures Forum was an innovative business model based on a shared commitment to the citizens served by the councils. It engaged councils in a dialogue that led to a tangible programme of action. The Kable Report became a key element of the Future Fund campaign. It created debate, spread ideas around and fostered a professional community. Future Fund creative focused on the idea of innovation, with the theme ‘Use your initiative – apply for ours’. Social media, telemarketing, DM and email built awareness and opened the way for telemarketing follow up. O2 partnered with industry magazine Local Government Chronicle, whose editor was one of the Future Fund judges. Online banners and a dedicated O2 website area also helped to spread the word. The campaign culminated in a day-long event where 17 specialist O2 teams showcased new technologies, such as mobile payment schemes and community wi-fi services.

Results 41 councils applied to the fund - over 10% of the UK local government sector. Six were shortlisted to present their ideas to the judging panel. 62 meetings were booked for O2 sales managers.

Team Michael Poole, Alan Mackie, Nicky Bullard, Chris Daplyn, Carla West, Zoe Senior, Philippa Sidney, Emma Heaton