Mr Paul Jones
Date
11 July 2023
xxxxxxxxxxxxxxxxxxxxxxx@xxxxxxxxxxxxxx.xxx
Post Office
100 Wood Street,
London, EC2V 7ER
Classification:
Public
Dear Mr Jones,
Freedom of Information Request – FOI2023/00321
We are writing in response to your email received by Post Office Limited (“
Post
Office”) on 08 June 2023, which has been dealt with under the terms of the
Freedom of Information Act 2000 (“
FOIA”).
In your email you have requested the information shown in bold below:
“
Could you please supply details of adverts which have appeared in National
Papers and television which relate to the Post office banking services. I require
only the past years campaigns. I have enquired on twitter with your media team
and they have told that the Post Office advertise this regularly as do all of the
banking partners.”
We can confirm that Post Office does hold some information you have requested.
We use a range of channels, nationally and locally. We’ve tested and assessed
results from several activities, including joint activity with the Banking industry.
Over the last 12 months we’ve delivered:
• Out Of Home advertising, in locations where banks have closed and in
proximity to Post Offices.
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postoffice.co.uk
Post Office Limited is registered in England and Wales. Registered No. 2154540.
Registered Office 100 Wood Street, London, EC2V 7ER
Post Office and the Post Office logo are registered trade marks of Post Office Limited.
• National and local media interviews and articles, across print, radio and online,
talking about the importance of cash, our cash tracker, and partnership with
the Trussel Trust.
• Social media advertising, across Facebook and Instagram.
• Local events, where Postmasters, Area Managers, local representative
councils and MP’s run focus days providing information to the local
community. Postmasters also visit local bank branches. For example, this
activity has delivered an increase in footfall of c. 15%, where customers
previously unaware now use Post Office.
• Branch merchandising, including feather flags, posters, leaflets and a toolkit
with promotional materials.
• Website updates, promoting the range of Banking services.
In addition, we work with Banks who have adapted their websites and reference
Post Office in the communications they send to their customers when branches are
closing. For example, NatWest, Barclays, and Lloyds send text messages to
customers.
We’ve not paid to advertise Banking services on TV or in national papers over the
last 12 months, as it can be expensive, deliver low returns, and be unsustainable.
For example, in 2019 the industry (all the major banks and UK Finance) and Post
Office ran two significant trials:
1)
In the North West of England and North Wales (chosen due to its mixed
rural, provincial, wealthy urban, industrial, and urban deprived locations) a
series of radio advertisements ran over a 3-month period, addressing a
potential population of over 4 million, together with billboard and bus
shelter/train station advertising. Awareness was surveyed before and after
the campaign – revealing a less than 2% increase in awareness of Post
Office banking services.
2)
In South East Scotland around Dumfries and Galloway, a door-drop and
newspaper campaign to over 100,000 homes were conducted over a 2-
month period. Awareness surveyed before and after that campaign
revealed a lower awareness.
In summary, targeted and timely activity had a far greater impact on awareness.
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postoffice.co.uk
Classification: Public
If you are dissatisfied with the handling of this response, you do have a right to
request an internal review. You can do this by writing to the address above within 40
working days of receipt of this response stating your reasons for your internal review
request or alternatively, by emailing xxxxxxxxxxx.xxxxxx@xxxxxxxxxx.xx.xx.
If, having requested an internal review by Post Office, you are stil not satisfied with
our response you also have a right of appeal to the Information Commissioner at:
Information Commissioner's Office
Wycliffe House
Water Lane
Wilmslow
Cheshire SK9 5AF
Telephone: 0303 123 1113
https://ico.org.uk
Yours sincerely,
Information Rights Team
xxxxxxxxxxx.xxxxxx@xxxxxxxxxx.xx.xx
https://corporate.postoffice.co.uk/en/governance/access-to-information/access-to-
information/
Post Office Limited is committed to protecting your privacy, information about
how we do this can be found on our website at www.postoffice.co.uk/privacy
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postoffice.co.uk
Classification: Public