Channel shift campaign - digital marketing spend
Dear City of Edinburgh Council,
Please supply an itemised list for:
Please supply a detailed itemised cost list for:
a) the expenditure so far on the Council's “Save Time Online” digital marketing campaign, including cost breakdown on agency fees, poster runs, radio ads, and all other elements of the campaign. Please also include staff salaries in this costing.
b) Future expenditure for the next 12 months on the same campaign.
Yours faithfully,
Annabelle Slaughter
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Ms Annabelle Slaughter
Date: 18/11/2015
Our ref: 9590
Dear Ms Slaughter
Acknowledgement of Request
Subject: Channel shift campaign - digital marketing spend
Thank you for your request for information of 18/11/2015 which was received on 18/11/2015. In your request you asked for the following;
"Please supply a detailed itemised cost list for:
a) the expenditure so far on the Council's “Save Time Online” digital marketing campaign, including cost breakdown on agency fees, poster runs, radio ads, and all other elements of the campaign. Please also include staff salaries in this costing.
b) Future expenditure for the next 12 months on the same campaign."
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Yours sincerely,
Information Governance Unit
Level 2:1, Waverley Court, Edinburgh EH8 8BG Tel 0131 200 2340
[Edinburgh City Council request email] www.edinburgh.gov.uk
Ms Annabelle Slaughter
Date: 15/12/2015
Our ref: 9590
Dear Ms Slaughter
Freedom of Information (Scotland) Act 2002 - Release of Information
Subject: Channel shift campaign - digital marketing spend
Thank you for your request for information of 18/11/2015 which has been
processed and considered under the Freedom of Information (Scotland) Act
2002 and the information is provided below.
Please supply a detailed itemised cost list for:
a) the expenditure so far on the Council's “Save Time Online” digital
marketing campaign, including cost breakdown on agency fees, poster runs,
radio ads, and all other elements of the campaign. Please also include
staff salaries in this costing.
The campaign budget (£900,000 set out over five years’) was agreed on 15
January 2015 by the Finance and Resources Committee. The report can be
viewed at the following link:
[1]http://www.edinburgh.gov.uk/meetings/mee...,
item 7.3 – BOLD business cases – delivering a lean and agile Council.
Strategy/planning £49,968.00
Radio £9,515.00
Print £5,193.00
Promotional items £1,758.00
Press £3,844.66
Digital £37,396.42
Outdoor £15,367.63
TOTAL £123,042.71
The costs above include production costs, creative time, media and account
management time. The spend is front loaded (biggest spend at the start of
the campaign to establish the brand and strategy) and is currently running
under budget.
The five year salary budget was also agreed on 15 January 2015 and is part
of the report referred to above. Cost on staff salaries to date -
£66,000.00.
b) Future expenditure for the next 12 months on the same campaign.
Future costs in 2016 - £120,000
To promote transparency and accountability, please note it is the
Council’s policy to publish all request details and responses made under
the freedom of information legislation. This information will be made
available through the Council’s website and will not include your personal
details. The disclosure log is available at the following link:
[2]http://www.edinburgh.gov.uk/homepage/175....
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Yours sincerely,
Sue Brown
Information Compliance Officer
Information Governance Unit
Level 2:1, Waverley Court, Edinburgh EH8 8BG Tel 0131 200 2340
[Edinburgh City Council request email] www.edinburgh.gov.uk
References
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1. http://www.edinburgh.gov.uk/meetings/mee...
2. http://www.edinburgh.gov.uk/homepage/175...
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sam pilling left an annotation ()
Why is the 2016 estimated spend of £120,000 so much when the 2015 spend was "front loaded"? Surely it should be a lot less because all the strategy and brand work has been done? Maybe a breakdown of the 2016 spend would help explain this anomaly.