No more internal/external. Integrated campaigns conference, 25 February 2016

The Post Office storyMark Davies, Communications and Corporate Affairs Director

February 2016

WE’RECHANGING

WE’RECHANGING

Some key facts…

• 11,500 branches• 50,000 people• 17m customers…a major transformation

WE’RECHANGING

And a complex communications environment…..

4

NFSP

Media

Labour Party

Consumer Futures

Active agents/communities

(inc CWU postmasters)

MPs(all

parties)

Liberal Democrat

Party

Conservative Party

SoS/Minister

CWU/CMA

BIS officials

SNP

Partners and suppliers

Employees and agents

WE’RECHANGING

Promote

WE’RECHANGING

Protect (single image to show (Panorama)P

ro

tect

WE’RECHANGING

WE’RECHANGING

Engage

WE’RECHANGING

Internal –employees

- Supply chain- Crown

branches- Support

services(7,500)

Customers/Stakeholders

- Unions- MPs- BIS

- Media- Interest groups

Branches- Agents network

- Multiples (WHSmith, Co-

Op etc..)- (50,000)

Culture – vision – strategy – leadership comms

Audiences….

WE’RECHANGING

Crowns Agents Supply Chain Central Media Stakeholder

How we used to do it…

WE’RECHANGING

WE’RECHANGING

New product delivery

Commercial

PR plan

Internal comms Stakeholder Agents Crowns

WE’RECHANGING

New product delivery

Commercial

Campaigns team defines strategy for all audiences

Draws on specialist

input

One vision

WE’RECHANGING

The team

• Campaigns to drive sales, footfall and surprise the nation

• People and Transformation engage in the vision, tell the transformation story – build confidence

• Public Affairs influence key opinion formers, tackle issues

• Policy guiding the business, linking with shareholder, overseeing regulatory environment

• Planning, creative and production delivering the message, measuring our effectiveness

WE’RECHANGING

Talking points

• More efficient: reduced staffing by 25pc in 18 months, non-staff down £2m since 2012

• Engagement increased, metrics increased

• Development challenge: key learning

• Using agencies - in the right way

• Clarity is crucial! [And content ownership is key]

• Work in progress…..

WE’RECHANGING

Visit the CharityComms website to view

slides from past events, see what events

we have coming up and to check out

what else we do:

www.charitycomms.org.uk

Conference

25 February 2016

London

#integratedcomms

Integrated campaigns:

planning, delivering and

evaluating

Sponsored by

@goodagencyldn