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