case studies
British Council
[ Research Programme ]
Requirements
The British Council as a global brand supports Britain's dynamic cultural offering. Being at the forefront of cultural change is therefore imperative to the Council as it looks to engage with its multiple stakeholders on an international level.
With the development of the web 2.0 era and the need to communicate 'with', rather than 'at', its audience, the British Council engaged with Panlogic to deliver a substantial report on the future digital marketing needs of the organisation, with particular reference to 'connected marketing' (i.e. blogs, online videos, viral and web 2.0 conversations).
Strategy and Delivery
Panlogic's proposal extended and developed the original brief of educating the Council as to worldwide viral campaigns. Our strategy was to consider the wider aspects of 'connected marketing', the cultural aspects of such communication and the seeding and tracking of the output within a segmented audience base.
We undertook considerable desk research, user interviews as well as an online questionnaire to the Council's one hundred plus offices in addition to conducting telephone interviews within key-identified stakeholders.
The body of this research was synthesised into a substantial report which will be followed later this month by a workshop session with British Council staff in Manchester. This session will outline the findings of the report, lead in to the development of a creative brief and finally engage all stakeholders in the development of a worldwide competition to capture creative ideas from British Council employees.
Value
Following development of the consultancy document, the Council will be able to launch either a regional or worldwide connected-marketing initiative. Of specific value to the Council will be
- Greater and deeper knowledge about connected marketing
- The development cycle
- The launching and sustaining of connected marketing
- The measurement and effectiveness of such work