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APS Group has used the following skills/services in the project.
SMBC built an enhanced online service to provide a better user experience for their customers. This objective of this campaign was to promote the benefits of using the improved online service.
Our objectives were to: Create awareness of the online services. Create awareness of the benefits of using this service. Have customers see Stockport council as a pioneering and caring council and drive customers online, reducing call centre volumes.
The target audience for this campaign is every tax paying resident of the Borough, our approach was to focus the campaign on three core groups identified through our research – Career Climbers, Retired Empty Nesters and Financially Stretched Families with particular focus on customers who lack confidence/trust in the online environment.
By focusing on the core three profiles the campaign will have a ripple effect to catch the full spectrum of potential users. The campaign could also the work to overcome the barriers of the three identified user groups – Career Climbers – Will it actually work? Retired Empty Nesters – Too difficult for me, Financially Stretched Families – Heard it all before. We identified the services each target group was most likely to access and developed appropriate messaging and media to reach them.
