Contact is the bespoke email service designed for NHS staff. However it was suffering from very low participation and awareness across the organisation (less than 10%) and faced increasing numbers of inactive users each month.
We needed to re-engage the existing audience, spread awareness of Contact to a much wider audience and build a community around the service. We started by using existing data to help define each audience segment, and then set them specific objectives and individual contact strategies. The campaign was multi-channel; direct mail, email and micro-sites.
The communication strategy was hierarchical; we communicated to c-level director in each Primary Care Trust to secure support for the initiative before contacting their employees. Communications were tailored to their employee behaviour identifying whether ‘many, ‘some’ or none of their employees were using the service. Gathering feedback on the service was a key part of the strategy, using an incentivised questionnaire we gained invaluable insight on how to develop the service and what content would be most valued by the audience.
Open rates of over 65%, 12,000 completed surveys and reactivation of over 7,000 users.