e-Citizen (Take-up & Marketing)
Enabling local authorities to increase take-up of e-services
Aim: The project will produce information and methodologies to aid local authorities in identifying who to promote e-channels and services to, how to market e-channels and how to measure the take-up of e-services.
Project outcomes: The project will produce research data providing details of:
- citizen segmentation - citizen types across England and their attitudes to e-channel use;
- best practise in marketing and take-up measurement – from the public and private sector, both nationally and internationally.
It will also publish:
- details of tried and tested (with measurements of success) marketing campaigns, each targeted at specific citizen types with the aim of increasing take-up of a specific e-channel;
- guidelines on how to market e-channels to specific citizen types;
- a framework to help authorities to produce a business case for running targeted marketing campaigns (to increase the take-up of specific e-channels by specific citizen types), and prioritise the running of these marketing campaigns;
- a worked example of using the above framework within an authority to identify benefits and prioritise the running of marketing campaigns to increase take-up.
Project partners: The e-Citizen project is led by Norwich City Council.
Project status: Development phase.
Key contact: Norman Mellor, Programme Director, e-mail: [email protected]. Tel: 01603 212611.
Web site: www.e-citizen.gov.uk