Mobile Industry Crime Action Forum (MICAF) and The Home Office

Raising awareness of the website and resource offering
www.outofyourhands.com

Background

We have worked with the Home Office and MICAF since 2003 to develop and market an education programme addressing the issue of mobile phone theft and associated crime amongst young people. This case study is based upon the most recent marketing campaign, which was implemented in 2010.

Aim

• Develop a marketing campaign to increase awareness of the Out of Your Hands? core aims and brand
• To extend uptake and use of the website resources amongst teachers, students and those concerned with youth  welfare

What did we do?

Messaging
To ensure that the marketing messages and aims of the site remain compelling and relevant, we keep up-to-date with mobile related crime news. In 2010, current crime statistics were used to highlight the issue to teachers. In addition, the campaign was launched around Christmas, utilising the insight that many children were asking their parents for the latest mobile phone handsets.

Method

We developed a fully integrated digital marketing strategy, which encompassed:

• Digital advertising on teacher resource sites
• A series of e-DMs
• Features in e-Newsletters
• Presence within social media arenas
• Social marketing including tweeting, blogging and reviewing on teacher forums

The above points ensured that the brand could be accessed from multiple digital spaces, maximising the campaign’s potential reach.

Results

The campaign was extremely successful. Monthly site visits increased by 266% in the month after the campaign began. The e-DMs received impressive click-through rates of 17.34%, 18.22% and 23.29%. In addition, reach went beyond teachers, with regional Police education liaison officers (those responsible for relaying messages around crime and safety in schools) making enquiries about the resources, posting links on their own websites/intranet and implementing the resources during their school visits.