The London Borough of Barnet gave TMP a brief to

create a new recruitment portal for all vacancies

within Barnet’s recently integrated Children and

Young People’s Services. The challenge was to

generate a new identity for the Service’s recruitment

activity and website and this umbrella brand needed

to represent all the stakeholders in the Service.

In the three months leading up to the launch date,

TMP met regularly with stakeholders including

Social Services, Youth Services & Connexions, the

local PCT and Middlesex University. This was crucial

in planning the campaign, gaining buy-in and

strengthening the overall message and campaign

creative. Local residents were also consulted and

their opinions directly informed the campaign.

TMP developed an overall theme for the campaign

– Together, anything’s possible in Barnet. This

inspirational statement sets out Barnet’s vision

and emphasises the collaborative

nature of the integrated Service. It

highlights the fact that the Service

works together with children and young

people and it invites the target market

to join in and be part of the initiative.

The campaign message was brought to

life through imagery featuring a mix of

live photography and illustrations. It was

featured in press ads and on the web

and also in a highly creative video for

use at exhibitions, on YouTube and the

website and in other marketing activity.

The Results

The campaign had a soft launch initially, enabling

Barnet to test the site and make any tweaks. The

initial attraction activity featured web driving

adverts in Children’s Service’s recruitment

supplements in the Guardian and Community Care.

This was complemented by a comprehensive

pay-per-click and online marketing campaign.

In just the first two weeks of going live,

www.barnet.gov.uk/barnetpossibilities generated

3705 hits, 2779 unique users and 200 people

registered for future alerts and events.

The client was very happy with the site and is

selling it into partnership groups such as Middlesex

University, Barnet College, Barnet Voluntary Service

Council, PCT and NHS Trust, to name but a few.

The next major event was the full campaign launch

at Community Care live and the RAF Museum

London. This was followed by a carefully planned

media campaign linked

to key recruitment

events and Barnet

initiatives. Podcasts and

video soon appeared on

the site too. The mid-

term plan is to move to

full automated

application, and

ultimately to develop a

candidate pipeline and

talent pool.

Case Study – London Borough of Barnet