Streamlining Public Notice Advertising for Warwickshire County Council - TMP Worldwide UK
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Case study

Streamlining Public Notice Advertising for Warwickshire County Council

How we delivered huge savings to Warwickshire County Council in an often overlooked area.

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Total media cost reduction

45%

Traffic/Footpath Orders

500

Highlights

A 45% reduction in Public Notice advertising and media spend.

Challenge

  • 1
    Warwickshire County Council (WCC), like many other Councils, were spending a significant amount of money on their Public Notice advertising.
  • 2
    They were overpaying for their media, and their advertising took up a lot of unnecessary space, with repeated copy content, an inefficient layout, and large font typography.
  • 3
    They needed a way of streamlining their content to reduce media spend, without straying from their brand guidelines.
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Solution

How we collaborated

  • 1
    Our Client Service team met extensively with Warwickshire County Council’s Head of Service and other key stakeholders to understand their needs, share our cost saving models and outline a plan for moving forward.
  • 2
    Our Brand and Design specialists explored how we could meet Warwickshire County Council’s brand guidelines and cover the necessary legal requirements using less space, thereby reducing media spend.
  • 3
    Our Media team undertook a detailed analysis of the geography of the Council’s advertising requirements, the expenditure by each media, and a legally compliant audience reach. They then proposed a new approach to media spend that required less Council resource, allowed for improved expenditure planning, and reduced costs.

What we delivered

Using in-depth insight, industry knowledge, and excellent attention to detail, we were able to deliver huge savings to Warwickshire County Council across two distinct areas of their media spend:

01

Their advertising was streamlined to take up less space, with the same result. Copy content was edited to be more succinct and reduce unnecessary repetition, the layout was revised, and the typography was reviewed. The result is a slick, brand safe approach to advertising.

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02

Their media spend was analysed and evaluated to identify inefficiencies. Alongside a new proposal that delivered huge cost savings, TMP now present regular media spend reports that demonstrate savings and map out safeguards.

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01

Their advertising was streamlined to take up less space, with the same result. Copy content was edited to be more succinct and reduce unnecessary repetition, the layout was revised, and the typography was reviewed. The result is a slick, brand safe approach to advertising.

WarwicksCC_castle-by-the-river
02

Their media spend was analysed and evaluated to identify inefficiencies. Alongside a new proposal that delivered huge cost savings, TMP now present regular media spend reports that demonstrate savings and map out safeguards.

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RESULTS

The results are hugely compelling:

For this County Council, the savings have been game changing. They allow Warwickshire County Council to more effectively allocate resources, and prioritise their spending for the things that matter.

20% Reduction

Reduction in media costs resulting from increased design efficiencies

25% Reduction

Reduction in media costs resulting from media spend analysis

500 Traffic/Footpath Orders

We process over 500 Traffic/Footpath Orders annually, whilst being extremely conscious of the budgets involved.

A happy client

“Within Legal Services at Warwickshire County Council, we process over 500 Traffic/Footpath Orders annually, whilst being extremely conscious of the budgets involved.

We’re constantly looking for ways to improve and TMP have helped us to gain real efficiencies through refining our internal processes, creating and implementing tighter design templates and taking a more innovative and strategic approach to how and where we advertise our notices throughout the surrounding areas.

TMP have a close working relationship with the media, this has helped us when negotiating the best possible rates. Working together we have achieved considerable savings, and now have a slick process in place.”

Mark Randell, Business Manager, Warwickshire Legal Services, Warwickshire County Council

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