With budgets being tight for local councils, many are looking for ways to reduce costs. One way to do this is to find more efficient ways to communicate with their residents.
Essex County Council came up with an email newsletter called ‘Keep Me Posted’, which residents could sign up to for updates with news and information relevant to them. This included information about events, things to do, education, careers and much more, specific to the county.
Essex County Council approached Coast Digital for help in building awareness of the ‘Keep Me Posted’ newsletter and to increase the number of subscribers. This campaign was to target residents from the Essex area, avoiding the younger demographic.
Building the Campaign
We determined that a display campaign that also made use of Facebook would be the most effective way to reach the target audience and make the most of their budget. We created a suite of display creative, using imagery and messaging promoting the valuable insights the newsletter offers to residents.