Many organisations and local authorities in particular are under increasing pressure to improve their environmental performance. However, at the same time there is a seemingly conflicting pressure for cost savings in all their activities – marketing and communications included.
E – marketing, whether by email, SMS or IVM (Interactive Voice Messaging) is a solution which can help organisations achieve both these objectives. E marketing is inherently ‘clean’ and uses a fraction of the planet’s resources compared with other channels – direct mail and advertising for example. It is also considerably less expensive and delivers a higher return on investment.
A great example was an e-government recycling service set up in London during the tenure of Ken Livingstone to encourage more people to recycle.
The service enabled residents in London to request details of when their recycling is collected or where their nearest recycling facilities are, by texting RECYCLE and their full postcode to a number.
Users then received an SMS message containing a direct link to the user's local recycling helpline so they could order a recycling box or bag immediately if they had not got one.
Ken Livingstone said e-marketing was instrumental to the success of the recycling campaign. "With so many of us relying on our mobiles, the new text service is a quick and easy way to make sure you're putting the right things out for recycling on the right day, or taking them to the right place."
This relatively straightforward programme was paperless, dispensed with the need for call centre resources, was a fraction of the environmental and budget costs of a traditional leaflet or mailing campaign and delivered instant, measurable results.
This is just another example of how local government has embraced the latest technology to reach out into their communities.
www.juicedigital.co.uk
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