Interruptive
Deputy Chief Executive: Peter Buchanan
COI has all the services that actively seek out citizens and gain their attention.
Channel Integration Management
Channel Integration Management provides advice, campaign management (for some clients) and evaluation for advertising, sponsorship and digital campaigns.
The team can advise on everything from setting objectives and selecting the best agencies from our frameworks to propriety issues and production and media cost effectiveness.
The performance of our framework agencies is regularly evaluated through a robust and detailed assessment system.
Services delivered by Channel Integration Management:
Communication planning
With the explosion of media choices available to the consumer, it is now even more important to have a detailed understanding of our audiences and the communication channels available to them.
Communication planning therefore aims to identify solutions that consider the full range of communications channels available that:
- Reach the target audience effectively and efficiently
- Reach the target audience in a frame of mind that will create a positive response or reaction.
COI has a framework of 13 communication planning agencies who are specialists in this type of work and, with our media managers, can identify the most effective ways to communicate with people.
Head of Media: Jeremy Found
Deputy Head of Media: Colin Dale
Digital Marketing
In partnership with our communication planning agencies (see above), the Digital Marketing team within CIM advises government departments and agencies on digital advertising channels to effectively reach audiences not only online but also via mobile phones, interactive TV and other emerging platforms.
Services include:
- As part of the Communications Planning process we provide digital planning and advise about how to best utilise digital channels
- Advertising asset development via a framework of specialist digital agencies
- Campaign evaluation and optimisation, i.e. how are the results of a digital campaign maximised throughout its duration
- Advice on how clients can best utilise social networking and the sphere of Web 2.0 and beyond
Head of Digital Marketing: Daniel Stephenson
Sponsorship
Our specialist sponsorship teams work within three main areas of sponsorship.
We provide consultancy, advice, strategy and project management on a wide range of sponsorship activity including TV, radio, press and digital communication channels. This is supported by 19 agencies on the sponsorship framework.
Partnership marketing support, working with commercial and non-commercial organisations to deliver public information messages is also offered. We have a database of over 1,000 organisations that have expressed an interest in working with government. This is supported by nine agencies on the partnership marketing framework.
Our educational marketing framework comprises agencies specialising in the development and delivery of curriculum-based resources and consultancy, working for government departments and agencies that want to communicate with students and/or teachers in a learning environment. This is supported by seven specialist agencies on our framework.
Head of Sponsorship: Daphne DeSouza
Deputy Head of Sponsorship: Sarah Hutchinson
Media buying
COI uses specialist agencies to buy TV, radio, print, outdoor, cinema and digital. This aggregated spend makes COI, on behalf of government, a major player in all media marketplaces and so achieves substantial discounts, ensuring the best use of public money.
Head of Media: Jeremy Found
Deputy Head of Media: Colin Dale
Press production
COI procures all press production services, negotiates stills photography costs and maintains price lists. Evidence within the industry, such as the new ISBA press production guidelines, continue to demonstrate that we are at the bottom of the lowest quartile of industry costs.
Photographic/Production Manager: Phil Quirk
Recruitment advertising
COI manages a range of recruitment advertising projects. Our media spend enables us to negotiate substantial discounts off the cost of classified media space.
COI offers support that allows recruiters to choose from a wide range of approved agencies or, in many cases, to improve the terms of an established relationship.
More information about recruitment advertising
Senior Recruitment Advertising Manager: Julian Perkins
Director of Channel Integration Management: Corinne Purton
Deputy Director of Channel Integration Management: Martin Humphreys
Direct and Relationship Marketing
The Direct and Relationship Marketing team has expertise in all areas of outward direct marketing. These include the planning, creative solutions and execution of:
- Direct mail
- Direct email
- Door drops (through a centralised aggregated contract)
- Face-to-face marketing (including field marketing and experiential activity)
- Third party and press inserts
- Outbound telemarketing
- SMS/MMS messaging
The team is supported by a number of frameworks including direct marketing creative agencies, mailing houses and face-to-face suppliers.
As a cross-government initiative, the team also manages the COI Publicity Register - a database of 'high street' intermediaries, for example libraries and Citizens Advice Bureauxs, that accept materials to display to the public.
The team also provides campaign evaluation for all media activity through the COI Artemis response and conversion analysis service.
Director of Direct and Relationship Marketing: Marc Michaels
Contact Interruptive for more information.