In 2007, North Tyneside was about to undertake a major transformation of its structures, staffing, management and systems. This modernisation of the council would occur in parallel to huge changes within the borough, stimulated by £1 billion public and private sector investment in regeneration and industrial development.

DTW was chosen by the authority as its Strategic Partner – Communications, to help it meet the internal and external challenges presented by the transformation programme.

Project

DTW was given a wide-ranging brief to work alongside the council’s in-house team to develop new and innovative ways of communicating with staff, public and stakeholders. The initial work included:

• a review of communications across the authority including recommendations for modernisation and improvement
• development of new corporate identity guidelines and a refreshed approach to the council brand
• internal campaigns to raise awareness and understanding of the transformation programme and other staff issues including job evaluation
• external campaigns aimed at promoting council services and  environmental awareness

Outcomes

This unique approach to local authority communications, involving a strategic partner working within the council and alongside the corporate team, provided excellent and immediate results.

A strong working relationship between the in-house team and DTW was forged and a number of highly-applauded campaigns and publications rolled out.

By the Springtime of 2007, discussions were taking place on further strengthening the working relationship.