Your Ref:
Our Ref: FOI/291086 /
Sueb Jabbar
Email: / Date: 31 December 2013
Dear Sir/Madam
Freedom of Information Request 291086
Thank you for your recent request received2 December 2013 which was actioned under the Freedom of Information Act 2000 and you requested the following informationregarding marketing spend in Adults social care
If the service has its own dedicated marketing staff
1. How many staff?
2. How many hours?
3. For long has the post(s) been in existence?
4. Are they marketing qualified professionals?
5. How is performance measured?
6. What difference has having a dedicated marketing member of staff had compared to not having one?
If no dedicated marketing staff
1. Who carries out marketing?
2. Is this internally provided by your corporate organisation or externally?
3. Does this have advantages compared to having a dedicated or directly managed marketing staffing?
4. What methods of marketing have proved to be successful?
And finally,
1. Do you have any (anonymous) data or performance reports which demonstrate effectiveness of the service? – If so can you provide us with copies?
Response:
Liverpool City Councilholds information relevant to the terms of your request and can confirm the following:
- Please note that Liverpool City Council Adult Social Care does not have dedicated marketing staff therefore the relevant questions for this sectionare not applicable.As such please see response below relating to Adult Social Care having no dedicated marketing staff:
- There is a dedicated Liverpool City Council marketing team
- Corporate
- The relevant team managers are all qualified marketeers holding either a diploma in marketing or other qualification in marketing. They meet with members of individual teams to discuss objectives and then set a budgeted plan to meet those objectives. We can meet & liaise with them easily – there is also a small team of designers who we can work with.
- We use a range of marketing methods including social and digital media (Facebook, mobile phone messages etc.) outdoor ( bus stops, train stations) ambient (taxis, bus sides) printed (local newspapers big issue, echo, metro etc.) as well as posters distributed to various venues; libraries, children’s centre’s, doctors surgeries, hospitality outlets) pull-ups which can be taken to events, conferences etc.
- We no longer have a research team to do pre and post research but at the end of campaigns results are collated on eachspecific aspect of marketing and outcomes. Google analytics is used by Lifestyles centre’s on such things as increased membership following marketing campaigns e.g. Recent Bonfire Campaign re fireworks Facebook ad results as follows;
Please see below for the campaign results:
Impressions: 5,726,050
Clicks: 2,499
Cost-per-click: £0.48
Total cost: £1,199.72
As the above shows, the campaign performed very well generating c.2,500 clicks and 5.7 million impressions. The cost-per-click was low are £0.48.
This concludes our response
The City Council will consider appeals, referrals or complaints in respect of your Freedom of Information Act 2000 request and you must submit these in writing to within 28 days of receiving your response.
The matter will be dealt with by an officer who was not previously involved with the response and we will look to provide a response within 28 working days.
If you remain dissatisfied you may also apply to the Information Commissioner for a decision about whether the request for information has been dealt with in accordance with the Freedom of Information Act 2000.
The Information Commissioner’s website is and the postal address and telephone numbers are:-
Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, CheshireSK9 5AF. Fax number 01625 524 510, DX 20819, Telephone 01625 545745.Email – (they advise that their email is not secure)
ÿYours sincerely
Mr Kevin Symm
Senior Information Officer
Information Team, Legal Services Municipal Buildings Dale Street
Liverpool L2 2DH
Telephone 0151 225 3132 Fax 0151 225 2392