Case studies - AN Communications

OCN London

A rebranding project

The task

OCN London is a small national awarding body that develops and awards vocational qualifications. It operates in a highly competitive marketplace where other awarding bodies are offering similar products and services. To help OCN London stand out I needed to build a strong narrative of human interest stories that showed its impact, create a tone of voice that spoke directly to its audiences and create a visual style that was distinctive.

What I did

I started by commissioning photography that showed learners engaged in activities rather than posed group images. Then I interviewed people (current clients) to create a bank of case studies and testimonials. An important task was changing the tone of voice to a more conversational style and creating a new strapline — ‘Making learning matter’. Finally, I commissioned a design and branding agency to create a new logo and visual identity.

Results

The new identity was well received by OCN London’s existing clients and helped the organisation to gain new business by standing out from its competitors. What worked particularly well was the way in which the organisation’s values were communicated through words and images.

www.ocnlondon.org.uk

The Parliamentary and Health Service Ombudsman (PHSO)

A case for urgent treatment – an influencer campaign

The task

When the Francis Review on the Mid-Staffordshire hospitals scandal was published in February 2013 there were very few mentions of the PHSO. Furthermore, in evidence to the Health Select Committee, PHSO’s role in changing NHS culture was dismissed as “limited” and “irrelevant”. This was worrying as the Ombudsman was at the forefront of dealing with complaints to the NHS and needed to be seen as a key player. An influencer campaign was urgently needed. The strategy – a team effort between myself (as senior press officer) and the policy department – was to produce powerful evidence to demonstrate PHSO’s insight into the systemic failings within the NHS, position it as an authority on complaint handling and set out some practical solutions that hospital trusts could adopt.

What I did

The first task was to produce two publications. The NHS hospital complaints system. A case for urgent treatment provided an insight into the systemic issues about complaint handling in NHS hospitals. Designing good together: transforming hospital complaint handling (released several weeks later) set out practical solutions. The second task was to ensure maximum media coverage for both reports. The third was to work with the policy team on an influencer strategy.

Results

Media coverage for both reports exceeded expectations. Coverage was achieved in the Telegraph, Mail, Express, Evening Standard, Guardian, BBC, ITV, Sky TV, specialist health publications and numerous regional media There were over 2100 views for both reports on the PHSO website with coverage (shares, likes and tweets) in social media adding to the story’s reach. Both reports were sent to 570 contacts that included MPs, special advisers, civil servants, heads and senior staff in hospital trusts and health authorities, advice and guidance organisations, major health bodies and charities. A round table event attended by senior stakeholders in the health sector was arranged plus individual meetings with Ministers and senior civil servants. The outcome was that the PHSO firmly established itself as crucial in addressing complaints in hospitals – a major step forward. The campaign was shortlisted for a CIPR (Chartered Institute of Public Relations) award in the Public Affairs Category in 2014.

London College of Communication

Restructuring the marketing and communications team

The task

When I joined London College of Communication in 2006 the marketing team of just three people (including one part timer) was overstretched, demotivated and needing leadership. Their focus was on print advertising at a time when other universities were using digital communications and embracing social media. The website – managed on a part time basis by a member of staff in another department – had been neglected and was badly in need of a major revamp. There was no one doing any media relations and the recruitment fairs needed proper coordination. Summer degree shows were all run by separate academic teams with no overall branding.

What I did

The first priority was to recruit a web editor and digital communications officer. Feedback from students showed a need for more detail about courses and visual images on the website. I commissioned photography and video (using internal resources), rewrote much of the course content and worked with the university on a new website architecture. I introduced a social media campaign using a blend of offline and online media for the summer student recruitment campaigns – the first time that digital communications had been used. A coordinated approach to the summer degree shows included clear signage and branding, a show catalogue and a creative industries debate that brought in influencers to the college. Other innovations included a more streamlined approach to student recruitment fairs and a press officer intern (paid) to generate media coverage.

Results

The new website attracted praise from staff and students and generated increased traffic. Visitors to the website increased following each recruitment campaign. Attendances for open days increased by 400% in just one year. Media coverage went up substantially with stories appearing on BBC’s The One Show, the Richard and Judy Show, MTV, the national press and specialist art/design media. An evening event featuring PR gurus Max Clifford and Mark Borkowski generated over 30 pieces of media coverage in national, regional and specialist media.

London College of Communication

Production of award winning prospectus.

The Task

London College of Communication runs over 200 part-time and short courses as part of its adult education offer. Feedback from students suggested that the prospectus needed a major rethink. There wasn’t enough information about the courses, the layout was confusing and Saturday and vacation courses were published separately.

What I did

It was important to bring all the courses together into one publication instead of splitting them into two. The revamped prospectus provided full course information, easy navigation and an attractive design. It was structured to provide clear information about the course content, duration, fee structure and qualifications gained, with an explanation of what the different awards meant

Results

The prospectus won a Heist (Higher Education Information Services Trust) gold award for “best part-time prospectus” in 2009. Other prospectuses were highly commended.

CAN

Brochure and leaflet

The task

CAN need to demonstrate its impact on the not-for-profit sector and to profile its work with corporate clients

What I did

I wrote and produced two publications. One was a 12 page brochure that demonstrated the impact of CAN’s work and explained its innovative social return on investment (SROI) work. A leaflet about the CAN Engage programme, aimed at businesses, provided powerful examples of the benefits of pro bono work with charities as part of a leadership development programme.

The results

Both publications are being used to profile CAN’s work with corporate businesses and demonstrate its impact.

Institute of Career Guidance

Media relations

The task

The Institute of Career Guidance (about to become the Career Development Institute) was the professional body representing people working in careers education, advice, information and guidance. They wanted a strong media profile to position themselves as the leading voice for career professionals during a time of political change

What I did

My main approach was to establish ICG as an expert commentator on education, employment and careers during the period following the A level and GCSE results. Names of spokespeople were circulated to all the important national and regional education correspondents, press releases were issued and meetings with journalists were arranged in August for the ICG President. This was supported with placed articles and two surveys – one on the cuts to the careers service and one on how schools were planning to handle new duties for career guidance.

Results

Media coverage included substantial articles in the Guardian (including one front page story), Independent, Times Educational Supplement, Children & Young People Now, SecEd and the Yorkshire Post, together with coverage in the BBC (radio and TV news), on ITV’s Daybreak and Sky News. The media coverage attracted widespread attention and was cited in debates in the Commons and Lords about the future of the careers service. Although the new legislation that requires schools to provide access to career guidance instead of the careers service was not overturned the issue continues to attract controversy and debate.