Best practice from JJ Group.
To reduce ATM crime, LINK, the operator of the UK’s cash machine network, partnered with Crimestoppers to offer rewards of up to £25,000 for information related to cash machine crime. Working closely with local councils, community leaders, regional police forces, local press and industry groups, JJ raised awareness for the campaign through a combination of advertising, partner leafleting, victim support pack distribution and PR activity. Four days after the launch the campaign wielded its first actionable report.
Official figures from LINK showed that the number of attacks on cash machines rose by 17% to 635 in the UK in 2008. In addition fraud via cash machines, mostly card skimming, cost the industry £37 million in 2007.
Both physical and skimming crimes are two ATM attack methods identified by LINK that directly affect the following groups:
• The public (i.e. loss of service from local community and trustworthiness of business outlet with ATM)
• ATM Outlets (i.e. loss of income from both machine and outlet’s business, plus loss of trust with service provider)
• Service Provider (i.e. cost to replace equipment or money, increase in insurance premiums etc).
In an attempt to drive down ATM crime LINK partnered with Crimestoppers and JJ’s key objectives were to:
• Raise awareness for the campaign
• Generate leads
Prior to the campaign launch JJ met with the following partners to gain maximum exposure for the campaign, gather as much information as possible and identify the target audiences:
• Cheque and Plastic Crime Unit (DCPCU), a banking industry-sponsored special police unit
• APACS - the UK Payments Association
• Met Police
Research and feedback from partners identified that a small, but prolific, number of those responsible for ATM crimes were from the following target audience:
• Physical attacks – carried out by the travelling community
• Skimming attacks – applied to ATMs by the Romanian community
Therefore, JJ’s campaign approach was carefully tailored to communicate effectively and in a diplomatic way with these communities to ensure they would identify with the potential advantages to their communities and the public of lowering ATM crime.
JJ identified three key messages which needed to be communicated to these target audiences:
• Improve your community i.e. overall reputation, lower crime rate and personal family development
Due to the highly sensitive nature of this campaign JJ’s PR activity took a very considerate approach.
To launch the campaign tailored press release were issued to the regional and national media (using ATM crime statistics). Consumer crime editors, regional news desks, personal finance writer as well as banking and retail trade media were targeted.
Following the launch JJ has been monitoring the media for ATM attacks across the UK. Any journalists writing about ATM crime or reporting on ATM crime have been contacted with LINK’s top anti-fraud tips to keep safe when using cash machines as well as information about the Crimestoppers / LINK reward scheme. JJ has also been working with regional Police forces to highlight the campaign.
The marketing strategy included:
• Identifying target audiences within geographic locations
• Identifying appropriate communication channels for theses target audiences
• Applying the learning’s about these communities to the marketing activity
Marketing support was provided via:
• Advertising in targeted media e.g. Traveller Times, Roman in UK and Diaspora
• Communication to appropriate partners, as below:
• Regional police forces – in the form of a briefing letter
• Special police divisions – in the form of a briefing letter
• Leaflets to partners and verbal communication i.e. community leaders / liaison officers / local councils
• Victim support packs – essentially a self-serving pack containing a letter, posters, display box and take-away cards which were sent out to outlets which had been affected by ATM crime
• National media coverage including BBC Newsonline and Money.co.uk
• Trade coverage including The Grocer and Banking Times
• Over 40 items of regional coverage as well as various regional radio interviews with Graham Mott, senior spokesperson from LINK have appeared or taken place since the launch of the campaign
• “In the first 4 days after the launch - the campaign wielded its first actionable report, which is incredibly quick,” Crimestoppers
• 115 actionable calls have been passed on to the police in the first four months of the campaign
• Crimestoppers also featured the campaign in the following:
• March E-newsletter
• News story on the Crimestoppers website
• April E-newsletter
• Featured on the Crimestoppers ‘Most Wanted’ webpage
• Connect Magazine article
• The Met Police included information about the campaign on their internal and external websites
"The Crimestoppers' campaign has been a great success with Crimestoppers reporting an "incredible" number of responses to the campaign JJ helped put in place.", said Graham Mott, Head of Development, LINK ATM Scheme.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.