ADVERTISING IN THE PUBLIC SECTOR
When it comes to advertising, every business will have their own reasons for doing something at a particular point in time or for doing nothing at all.
This is very true for the public sector.
Each time a public sector operation advertises, they have to weigh up the importance of what and why they are advertising against the budget they spend as ultimately, they are using tax-payer money.
Having worked with several public sector businesses over the years, CG Advertising understands this dilemma. Therefore, we will always work with a public sector client and ensure whatever spend they make, will offer value for money and be as cost-effective as possible.
Industry Specific Problems:
The public sector invariably only advertises to promote a message that is relevant to the general public. This could be the NHS promoting a mental health helpline, a recruitment campaign for the Police or the Fire Service promoting a fire safety message. Sometimes the campaign is purely for information purposes, other times it is asking for a direct response.
Normally, the only time restraints on this type of advertising are those dictated by the project itself. There are always exceptions to this of course, such as local councils promoting their Christmas festivities in November and December each year.
However, whatever the reasons and timing of the advertising, the campaign must be cost-effective and the spend must always be justified.
At CG Advertising, we have regularly worked with different public sector organisations over the years and have the experience to be able to provide the right solutions at the right time.
Each time I will discuss the sound and vision concept with the client and work out the most effective and cost-effective way to promote their message.
'Sound and Vision'
Public Sector campaigns should all be put out on that organisations digital and social media platforms. If they aren’t, I will recommend this as it is important they maximise the free opportunities open to them.
This will then make any paid for campaigns more effective.
For all campaigns, the key is to maximise the number of people who are aware of the message and where applicable, to actually search for the service. In most cases, if you give a really good reason to do something, then people invariably will.
Using a mix of commercial radio with outdoor and bus advertising will put the campaign squarely in the ears and eyes of the general public on a daily basis. The importance here, is the public will see and hear the message as they go about their daily routines. This consistency will then encourage them to find out more information either on-line or via social media. This then gets that part of the marketing mix to work.
Here is an example of how to utilise 'sound and vision' concept effectively.
With the short-term nature of most public sector campaigns, airtime offers the most flexible option on the most appropriate commercial radio station. We will help create a message or series of messages and play them out over a specific period of time to give the most effective coverage.
Outdoor and bus advertising
we look at the time of year the campaign is required and book a bus and billboard campaign accordingly. Sometimes availability will dictate what we propose, but both options will give maximum visibility in the required area.
As both the radio and bus and billboards are something most people will listen to and see on a daily basis, and the advertiser is a known entity, then the campaign becomes something that will be remembered.
This is how sound and vision advertising works!
A - I have worked in commercial radio since 1997. As such I know what stations are the most relevant for your business in the area you want to advertise in
A - With the experience I have in commercial radio I am aware of the benefits of both options. If budget allows do both options. The reality though is that a good commercial radio station will have most of their main sponsorships already sold on a long term basis meaning airtime will be the only choice. However, if a key sponsorship becomes available, then this definitely should be taken. Something like Traffic and Travel or Weather sponsorships are perfect for a business to get a consistent message out at key times of the day.
A -The simple answer is both are as good as each other. Billboards are all located in high volume areas and will therefore be seen. Buses are so regular that you cannot help but see several on most journeys you take.
Highly visual and mobile
A highly visual and mobile advert that works fantastically well in conjunction with other media, particularly radio. It is one of the most cost-effective ways to promote your business as you book a campaign of multiple buses in 4 week blocks. This brings the price in line with local newspapers and on many occasions is better than local radio.
‘95 of the top 100 advertisers in the UK use outdoor advertising
This highly creative and visual medium is one of the fastest growing forms of advertising in the Country with popularity high among National, regional and local advertisers. In fact 95 of the top 100 advertisers in the UK use outdoor advertising as part of their mix.
Creative, relevant and memorable
Radio plays a vital, if somewhat unsung, role in people’s lives. Whether you like music or speech, there is a radio station for just about everyone. For many people, their choice of station is with them throughout the day. They wake up to it, go to work with it, they’re at work with it, and they come home with it. In fact they probably spend more time with the radio than they do with their family!
SOME OF OUR HAPPY CLIENTS
North Lincolnshire Council
In mid-July, North Lincolnshire Council approached us to run a local advertising campaign. This was to promote safe practices that would help prevent local outbreaks of COVID-19. This campaign was also supported by NHS North Lincolnshire and Healthwatch North Lincolnshire.
Lincolnshire Talent Academy
We were approached to work alongside Lincolnshire Talent Academy to help promote the event. They wanted to reach both potential candidates and the wider general public. After a detailed discussion, we decided to proceed with a bus advertising campaign out of the Lincoln depot.
Proud to Care
The bus campaign consisted of a mix of both Lower Rears and Streetliners. The Lower Rears were to specifically target drivers, whilst the Streetliners targeted both drivers and pedestrians. These were booked to run for 8 weeks across November and December. The purpose of using both these options was to make the Council message as visible as possible to as many people as possible.
"With Chris’s wealth of knowledge he was able to secure a number of advertising opportunities for my company that included radio and billboard advertising.
As a result of the advertising we have seen a significant increase of traffic onto our website and more importantly we seen a much higher level of new customers since the advertising started, so clearly it is working!"
PETER FROHMAIER, S&P GARAGES