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Surrey County Council launch of the "Love Where you Live"

Surrey County Council launch of the "Love Where you Live"

Chazbrooks Communications PR and Marketing case study

Background

The Surrey Borough Councils have a statutory duty to keep land for which they are responsible clear of litter and refuse.

This includes public highways and land to which the public have free access.  Each Borough Council provides several services that help to keep the public streets and pavements clean and tidy.

These Borough Councils have teams of street cleaners working every day to keep Surrey's neighbourhoods clean.

Many local residents don't realise that busy town centres and small parades are normally cleaned every single day  – as they need more attention – whereas other residential areas are cleaned regularly, as necessary.

Every day, street cleaners across Surrey are picking up litter, emptying litter bins, sweeping the pavements, and driving the road sweepers – as well as many other keep-clean activities which often go unnoticed by many local residents.

Challenge

The Elmbridge Borough Council Environmental Care Division wanted to promote the services of various Waste Management departments throughout Surrey, and also to encourage residents to work together with their local Council and to become more involved in their local environment.

As a result, Chaz Brooks Communications (CBC) was enlisted to help the group to launch a Surrey-wide 'Love Where You Live Campaign' as part of three-month awareness-raising campaign.

The campaign wanted to inform residents of the services provided by their Council, all of which combine to help keep Surrey a clean and beautiful place to live and work.

Strategy

CBC needed to work closely with the project team to promote the campaign, which was led by Elmbridge Borough Council, whilst also ensuring that all 11 Surrey Council boroughs were represented and targeted effectively.

CBC decided to organise a 'roadshow' that could travel to each of the boroughs in the county, promoting the messages of the Campaign to local residents.  CBC also made use of its media contacts to secure premium-advertising space for the Campaign on the local radio station (96.4 The Eagle).

Peter Gordon, the radio station's most well known DJ – as well as a local celebrity – agreed to front the campaign along with British Olympic Silver medalist Roger Black, who is also a Surrey resident.

Implementation

The roadshows traveled around Surrey during a five-week period over the summer, visiting various towns in each of the 11 council districts.

The roadshows were promoted as fun, family days, complete with children's games and competitions, including an online quiz that offered the chance to win a Sony MP3 player and a chance to visit the 96.4 The Eagle radio studios and watch a live breakfast show broadcast and meet celebrity host Peter Gordon.

CBC prepared and distributed both pre and post-roadshow press releases to a wide variety of publications across the county and liaised with all local publications arranging photo-shoots and interviews with key council staff. 

Results

More than 30 pieces of press coverage were achieved across the county as a result of the PR campaign, both in the lead up to the roadshows (in an attempt to ensure maximum attendance at each event), as well as after the events, to highlight the key campaign messages. 

 

Photographs showing local residents getting involved were also made available to the media.

Coverage highlights included major pieces in each of the key newspapers for  Camberley, Farnham, Epsom, Esher, Reigate, as well as Surrey Business News and the front page of the Weybridge News, spanning most of the individual boroughs.

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