Case Studies

Coventry City Council

Challenge

Hiring permanent staff is a tough enough challenge for any local authority. For Coventry City Council (CCC), however the challenge was going to be an even bigger one. Following the much-publicised death of Daniel Pelka, Coventry City Council was in the spotlight for all the wrong reasons, their reputation tarnished. But when you hit rock bottom, you get brave.

Approach

Solution

The research highlighted a belief that Social Workers think that most recruitment marketing is sugar-coated; what they want is an authentic, honest portrait of the challenges.

For CCC, being honest meant acknowledging what happened.

Our campaign for CCC used the galvanising line, ‘Do it for Daniel’. Its controversial approach takes a tragic case and sets out to create a positive legacy for all at-risk children in Coventry. We told the tough, honest story of how the death of Daniel had led to a complete overhaul of systems and processes – giving proof that lessons had been learned and that social workers would see a radically improved work environment.

TMP’s Media Relations team worked with the client to generate and maximise editorial opportunities created by the high profile nature of the campaign. These included: BBC, ITV, The British Association of Social Workers, the Guardian, Community Care, the MJ and the Coventry Evening Telegraph. The advertising equivalent value of the PR coverage generated is estimated at £350,000.

 

Results

Outcome

With a generated click count at 10,849, the overall cost per click is £0.72, the campaign has secured 35 hires.

The campaign also received 80% positive editorial media coverage, as well as multiple plaudits across the industry.

“Coventry City Council should be applauded for their Do it for Daniel campaign.”

The British Association of Social Workers

“Yes, I think it is a bold campaign, and yes, I think it will be divisive. But it needed to be. And it’s working. Where other local authorities struggle to recruit even one social worker, we’ve hired 35.”

Martin Reeves, CEO, Coventry City Council

“This campaign has put Coventry City Council on the map – and for the right reasons”

Shokat Lal, Asst Director HR and Workforce, Coventry City Council

“I just wanted to compliment the website, in terms of the interviews, content, design and the overall message. There are few out there that have approached such a sensitive subject in such an open manner.”

Paul Woulfe, Director, Sanctuary