A marketing strategy for Crown Representative for VCSEs

Overview

We had the privilege of collaborating with the UK’s Department for Digital, Culture, Media, and Sport (DCMS) on a transformative social media strategy DCMS project. The challenge was to develop  a marketing strategy that would target two distinct audiences: civil servants/commissioners and organisations in the Voluntary, Community, and Social Enterprise sector (VCSEs). Our goal was to make these audiences understand the value of working together with the UK Government, encouraging them to adapt their commissioning behaviours for the greater good.

What we did

  1. Understanding the Audience: One of the foundational pillars of effective social media marketing is understanding your target audience. In this case, we had two diverse groups: civil servants/commissioners and VCSEs. Our approach began with comprehensive research to grasp their motivations, pain points, and communication preferences. Armed with this insight, we were ready to craft messages that would resonate.
  2. Clear Messaging and Motivational Communications: The power of plain English cannot be underestimated. To bridge the gap between these two distinct groups, we developed clear and concise messaging. These messages were designed to not only increase understanding but also motivate behaviour change. Our aim was to make it crystal clear why collaboration between civil servants and VCSEs was not just beneficial but crucial for the greater good.
  3. Event Material: In addition to our digital efforts, we also produced materials that can be used at internal and external events. This was a key component of our strategy to foster engagement and understanding. This involved advising and consulting with speakers to ensure their presentations were engaging and effective.
  4. Social Media Expertise: A strong social media presence was paramount in reaching our target audiences. We used platforms like Twitter to disseminate our messaging effectively. This was especially crucial given the public sector context of the project, and our previous experience in this domain played a pivotal role.

Results

Engaging Charities and Social Enterprises

  • We defined clear objectives aligned with government priorities such as “Levelling Up” and fostering a strong and sustainable VCSE sector.
  • Key messages were drafted for various channels, including Twitter, blogs, GOV.UK pages, and LinkedIn.
  • Engaging content, including tailored presentations, blog posts, and tweets, resulted in increased engagement and understanding among our target audience.

Presentation to Government Commercial Staff

  • We created an engaging presentation showcasing the value of commissioning public services from charities and social enterprises designed to be delivered to government commercial staff. This presentation received positive feedback and demonstrated the potential of the VCSE sector.

Webinar Series

  • We created a proposal for a webinar series promoting VCSE readiness to apply for government contracts in targeted sector segments.

Our collaboration with DCMS proved to be a success. Through strategic social media marketing, event planning and clear messaging, we were able to bridge the gap between two distinct worlds and pave the way for a more collaborative future.

Ready to elevate your social media marketing strategy and achieve transformative results? Contact us today to discover how we can help you!