Industry
Public & Social Sector
Public Sector
Company Profile
- National, government-sponsored umbrella association
- Self-governance structure with public elections guaranteed by national laws
Situation and Objectives
- Self-governments elected by service users
- Elections not popular and participation low
- Cost and meaningfulness of elections questioned by public and media
- Communication budget to attract voters limited
- Nonetheless, voter participation must not decrease
- Project objective: Increase voter participation
- Sub-goals: Improve awareness and relevance of elections to general public
Approach
- Optimized communication strategy: Question past communication efforts and discover optimization potential
- Focus on eligible voters with the best cost-benefit ratio of communication measures
- New approach of attracting voters through activating key messages and targeted communication channels
- Identify and deploy influencers and multipliers to improve public perception and media coverage
- Comprehensive management of criticism: Pre-involve potential critics and have a concrete reaction type plan in case of need
Results
- Roll-out of new target group concept for election campaign
- Efficient budget allocation to optimal channels based on tactical recommendations
- Companies well-prepared for potential criticism
Impact
- Increased voter turnout beyond client expectations
- Favorable news coverage with strong positive effect on awareness and relevance of elections
