Harborough District Council located in the southeastern part of Leicestershire, England, serves the residents, businesses, and visitors of the Harborough district in Leicestershire, England. Established in 1974, the council provides a wide range of services including waste collection, planning, housing, and community support. The council is also involved in local economic development, tourism promotion and environmental sustainability initiatives
Harborough District, covers a largely rural area with Market Harborough and Lutterworth as its principal towns. The district spans approximately 230 square miles and includes picturesque villages and market towns. According to the 2021 Census, Harborough has a population of around 97,600, reflecting a significant growth of 14.3% since 2011. The council is committed to engaging with the community and ensuring that services meet the needs of its diverse population.
Challenges
Harborough District Council faced multiple challenges in its effort to create a communication strategy that resonated effectively with its diverse community. One significant issue was low engagement with traditional formats like printed newsletters and basic email communications. The Council recognised that many residents simply weren’t interested in the way information was presented, leading to poor participation and missed opportunities for community involvement.
Additionally, the Council found it difficult to engage the district’s rural communities, which are geographically dispersed and often isolated. These remote villages frequently felt overlooked, which fuelled the perception that the Council focused more on Market Harborough, the district’s main town. This perceived bias created an imbalance in engagement and led to dissatisfaction among smaller communities.
Another challenge was the lack of targeted messaging. Without detailed insights, the Council struggled to create content that was relevant to different audience segments. This lack of personalisation often resulted in content that felt generic and disconnected from the real concerns of residents.
Finally, adapting to new technology and changing consumption habits was a key challenge. With more residents accessing information on mobile devices, the traditional, column-based layout of their newsletters did not translate well to smaller screens. The Council needed a platform that could accommodate different viewing experiences while maintaining the quality and clarity of its messaging.
Overall, these challenges created a pressing need for a more sophisticated, data-driven approach to communication that could overcome these barriers and ensure inclusivity across the district.
Key Challenges
- Engagement Across Demographics: Reaching diverse age groups and preferences in the district.
- Rural Inclusion: Engaging remote and less connected communities.
- Content Perception: Overcoming the view that the Council’s newsletters were dry and irrelevant.
- Data Management: Managing and cleansing data to ensure GDPR compliance and relevance.
- Content Adaptability: Creating engaging, mobile-friendly content that appeals to different devices and viewing habits.
The Strategy: Using Data to Drive Engagement
With NewZapp’s analytics tools, the council tracked which articles and content generated the most interest. This data-driven approach enabled them to tailor their messaging, ensuring it resonated with specific segments of their community. Key strategies included:
Behavioural Analytics in Public Sector Communications
Utilising behavioural insights to understand patterns and preferences, Harborough Borough Council adjusted its messaging to align with community interests. Effective public sector communication requires a comprehensive understanding of behavioural dynamics, which guides the development of targeted campaigns This approach has been particularly successful in driving targeted engagement by identifying what content works best for different audiences. For example, focusing on local initiatives that align with residents’ values and priorities led to higher engagement rates.
Content Personalization Based on Engagement Data
Through continuous analysis of open and click-through rates, the council was able to tailor content, making it relevant for various community groups. Personalized content was found to significantly enhance outreach efforts, meeting the unique needs and preferences of diverse segments.
Personalised communication not only improved engagement but also reduced unsubscribe rates, as residents felt that the content addressed their specific needs.
Mobile Optimisation and Flexible Design: NewZapp’s platform allowed the Council to optimise content for various devices, ensuring a seamless reading experience for mobile and desktop users. Enhanced use of visuals, videos, and interactive elements replaced text-heavy formats, making communications more engaging and user-friendly. With a high percentage of residents accessing content via mobile, newsletters were redesigned to ensure consistent quality across all screen sizes. A responsive design that adjusts seamlessly across platforms can significantly improve user engagement and information retention.
Transparency and Community Trust Building: The Council shared detailed feedback and results from the data collected, making residents feel heard and valued. Using NewZapp’s analytics, the council monitored key engagement metrics, including open rates, click-through rates, and social media interactions. This data-driven approach provided valuable insights into content performance, enabling the council to refine their strategy continuously.
Implementing a data-driven approach enhanced transparency and trust in the council’s communications. By basing decisions on real-time data, the council demonstrated accountability and responsiveness to resident needs, fostering a sense of inclusion.
Particularly for marginalized and digitally isolated communities, the ability to see tangible changes based on their feedback helped rebuild trust in local government.s
Sentiment Analysis to Shape Messaging
Using sentiment analysis tools, the council assessed resident sentiment in real-time, allowing them to adjust messaging accordingly. This proactive approach enabled them to address concerns and preempt negative feedback, maintaining positive community relationships.
The use of AI-driven sentiment analysis tools provided deeper insights into how residents perceived various topics, ensuring that communications were always aligned with community sentiment.
Targeted Outreach to Rural Areas: NewZapp’s segmentation features enabled the Council to tailor messages to smaller communities, promoting local events and addressing specific rural concerns. Using NewZapp’s segmentation tools, the council crafted personalized messages for different community segments, promoting local events and initiatives relevant to both urban and rural residents.
Long-Term Strategy and Continuous Improvement
The council adopted a long-term approach, utilizing ongoing data analysis to refine strategies as community dynamics evolved. By continuously evaluating and adapting, they ensured that their communication remained effective and relevant over time. This continuous improvement model is crucial in a rapidly changing environment, as it allows public sector entities to remain responsive and maintain high levels of engagement.
Impact and Outcomes
Implementing a digital-first approach led to significant benefits:
Increased Engagement: Average open rates rose above 50%, surpassing industry standards.
Improved Rural Connectivity: Targeted content addressing rural concerns led to stronger ties with the rural community.
Cost Reduction: The digital transition cut distribution costs, freeing resources for community initiatives.
Enhanced Trust and Transparency: Data-driven communication fostered a sense of inclusion and transparency, improving community perception.
“Switching to NewZapp has transformed how we engage with our community. The ability to target content and gain real-time insights has been invaluable in ensuring our messages resonate across the entire district.”
Helen Knight, Marketing Manager, Harborough Borough Council:
Conclusion
Harborough Borough Council’s journey showcases how local governments can modernize their communication strategies to engage diverse and dispersed populations effectively. By leveraging digital platforms, the council bridged the engagement gap between urban and rural residents, setting a benchmark for public sector communication strategies.
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